The Sport England funded campaign encouraged, inspired, and empowered 2.9 million phenomenal women to get active in all their sweaty glory. Everyday women with relatable bodies gave judgement the finger and got moving in ways that worked for them.
The campaign continued celebrating women during lockdown, helping them stay active and challenging preconceptions of what getting active looks like - tackling taboos around periods, menopause, motherhood, and disability.
But there’s 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.
This Girl Can research shows 2.4 million more men than women strongly agree that they enjoy sport and physical activity. That’s 2.4 million women missing out on the opportunity to relieve stress, build connections and improve self-esteem. To feel just a little more badass.
This is the enjoyment gap.
Enjoyment is the biggest driver in engaging people in sport and activity, that’s why this is a gap we need to close.
This Girl Can has identified four action areas to shrink that enjoyment gap once and for all:
No one knows your organisation - your team, your members, your neighbours, your community - better than you. And you can all play a part in closing the enjoyment gap and transforming the lives of women, now and across future generations.
With you, This Girl Can.