We like the way you move
We know that the women who face the greatest barriers to exercise often have the most to gain from it.
That’s why this phase of our campaign will focus on uplifting women who are underrepresented in sport and physical activity.
We are determined to support our women. That’s why this chapter focuses on making sure that no woman is left behind.
Belonging starts with inclusion
Belonging Starts with Inclusion is our strategy that seeks to reduce our women’s barriers that exclude them from physical activity, by showing how women like them are getting active.
Only when our women are seen, heard and included can they genuinely feel a sense of belonging within the world of physical activity.
The Enjoyment Gap
Our research shows 2.4 million more men than women strongly agree they enjoy sport and physical activity.
That’s 2.4m women missing out on the opportunity to relieve stress, build connections and improve self-esteem - to feel just a little more badass. We call this the enjoyment gap.
Let's lift the curfew
Every winter, millions of women across the UK face a silent curfew.
As daylight hours shrink, safety concerns rise – forcing many to change their routines, avoid certain areas, or stop being active outdoors altogether. This isn’t just inconvenient. It’s a barrier to health, wellbeing, and equality.
