In 2015 This Girl Can changed the game.
Sport England inspired 2.9 million phenomenal women to get active in all their sweaty, jiggly glory. Everyday women with relatable bodies gave judgement the finger and got moving in ways that worked for them.
But despite this progress, there is still more to do. Research shows that the pandemic and cost of living crisis have had a disproportionate impact on women. Meaning they have less to spend on weekly budgets and less time to spend on themselves. As a result, their activity levels have fallen and show little sign of recovery. So how can we make a change? 2.4 million fewer women than men strongly agree that they enjoy getting active. We call this the enjoyment gap. And it’s up to all of us to close it.
The enjoyment gap is not inevitable and is completely fixable by challenging the practical and structural obstacles that make activity feel less welcoming for women. Focusing on making activity more safe, social, self-affirming and suitable for women. With you, we will reshape women’s experiences to welcome all women with open arms. With you, we will challenge one another to act on women’s needs. With you, we will change so that no woman is left behind. With you, we can make a real difference to how women experience activity.
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