Women more likely to be active as a result of Rio 2016 than men

We commissioned the survey, in partnership with Perkins Slade, as part of our #TryYourKitOn campaign which is using the spotlight of this year’s summer of sport to highlight all the great initiatives taking place across the country to get people active.

The survey found that 38% of women feel that Rio 2016 will encourage them to be more active in comparison to 27% of men. 

We believe that together with our members, we can work more closely together with media to capitalise on the value of major sporting events to help encourage more women and girls to be active.

Coverage of large sporting events appears to have a positive influence on participation rates and according to the poll, women are more encouraged to get active as a result. What is unknown is if covering women’s sport across all media can have the same or perhaps an even bigger impact. However, with women’s sports making up 7% of all sports media in the UK, addressing the gender imbalance can only be a positive step in helping to build on the influence of sports broadcasting to get more women and girls active.

Major sporting events, such as London 2012, are recognised as one way of inspiring those that experience them either through volunteering or spectating to get more physically active. Over the past four years, our members have also been delivering initiatives to encourage more women and girls to be active.

Our Chief Executive, Emma Boggis commented: “Major sporting events are certainly one way to encourage the nation to be more active and it is promising to see that women are responding positively to Rio 2016 which is just part of the fantastic summer of sport we have this year.

“It is also important given we know that women are often the decision makers when it comes to the activities their children do or they do as a family. 

“Inspiration is one thing, putting it into practice is another and that is why so many of our members run programmes and initiatives for women and men, young and old to help get the nation moving through grassroots sport and recreation. With our newly launched #TryYourKitOn campaign, we hope to play our part too by highlighting all the initiatives taking place during Rio 2016 to try and encourage the nation to get active this summer.”

England Athletics ‘Why We Run’

In 2014 England Athletics launched ‘Why We Run’, an insight led campaign designed to demonstrate to women how running can fit into their busy lives.

• England Athletics witnessed a growth of 4,600 new Run England registrations during December 2014 – March 2015.
• Importantly, the messages around the digital campaign were shared through popular media such as The Guardian and Good Housekeeping magazine.

The Lawn Tennis Association ‘Tennis Tuesdays’

Tennis Tuesdays is a programme designed for women aged 20-34 years-old to help them play tennis on a more regular basis 

• The pilot scheme proved to be very successful and the programme expanded across more cities in the UK
• 70% of participants were new players to the pilot sites
• Most women attended an average of four weekly sessions 
• https://clubspark.lta.org.uk/TennisTuesdays

The Football Association (FA) Soccercise

Soccercise is an instructor led aerobic exercise or circuit class combined with a football

• Women aged 15-82 took part in the Soccercise pilot scheme in Bury, Birmingham, London and Reading
• The FA has now made resources available to the general public free of charge to help them be active through Soccercise
• http://www.thefa.com/soccercise

From 2017 women’s sport will be entering a unique period when England will host three consecutive Women’s World Cups in cricket, hockey and netball. The three sports bodies are working together on an exciting project called Team Up and will be working with schools to encourage more girls to take up the sports.

Let us know what you have been up to since London 2012 to get women and girls more active, or share your plans for what you are up to now in the run-up to Rio 2016.

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