1. Women & Sport May 2013

2. What we do…

3. Our History Formed in 1984 Connected a group of people with common cause Put issue of gender inequality in sport on the agenda Sports councils adopt Equality Standard for Sport Rebranded in 2007 Increasing participation main policy goal Advancing equality in sport becomes means rather than end Consumer driven - Understand how women really feel about the issues UK wide organisation with a UK remit Funded by Sport England to support national governing bodies Other sources of funding include corporates, and trusts New focus in 2013 How can we influence local delivery?

4. Our Vision A Nation of Active Women Mission: To make physical activity an integral part of every woman and girls life

5. Reason to be optimistic? Around 3.1 million women take part in sport and exercise at least three times a week. At 13.8%, this is the highest rate since records began. % of people participating in at least 3 sessions of 30 minute sport per week at a moderate intensity, by gender There are 1.3 million more men than women taking part in sport at least three times a week

6. Help Inspire Persuade

7. Our work Creating a nation of active women Give the customer what she wants Give the customer what she wants Create a society in which being active is attractive Create a society in which being active is attractive Develop policies to improve leadership, investment & profile Develop policies to improve leadership, investment & profile Provide expert consultancy to sport & fitness industry on serving women as customers Provide expert consultancy to sport & fitness industry on serving women as customers Consumer campaigning & promotions to make fit & healthy women into social & cultural role models Consumer campaigning & promotions to make fit & healthy women into social & cultural role models Influence government & policy-makers Influence government & policy-makers 1 2 3 Inspire Persuade Help

8. Help Ensure sports deliverers give the customer what she wants 1) Structured consultancy support to NGBs –In England, we work with 8-10 priority NGBs –Use a consultancy framework –Engagement and tailored work plan –Impact and measurement –Work across an NGB’s business 2) Education sector -‘Changing the game for girls’ – Lottery funded research project -Teacher toolkit distributed to 2000 schools -Dept of Health Project – 25 Primary & Secondary Schools -Higher Education (BUCS) -Further Education and Assoc. of Colleges

9. Help: Extending into local delivery 2013 brings new consultancy support to CSPs –3 pilot CSPs in 2013/14 –CSW Sport, Wesport and Pro-active East –Initial stakeholder consultation –Connecting CSP, NGB and FE/HE work –Annual action plan

10. Example – working with an NGB Governance and Policy Investment Insight Offer design Marketing and comms Leadership best practice, advocacy Business case evidence, role models Sport specific and market insight to understand the female audience Applying insight to product design Tone of voice, imagery Coaching and workforce Recruiting and training workforce to meet women’s needs

11. Thinking about your Audience

12. Audience – “who is it for?” To launch a successful programme you need to know why some women play sport and why others don’t

13. Girls Interests: Vastly different, parents still key influencers Challenge: Low confidence, sporty ≠ popular

14. Teenagers/Students Interests: Academics, Relationships, Friendships Challenge: Poor previous experience, highly image- conscious, cost

15. Young Professionals Interests: Socialising, networking, working Challenge: Very little spare time

16. Mums Interests: interacting with other mums, their children, family life Challenge: Very little spare ‘own’ time

17. Older Women Interests: Spending time with their family, socialising, walking Challenge: Apprehension about going back to sport

18. Understanding Motivations & Barriers

19. Sporty girls say they feel a powerful sense of belonging  My identity My club is like my family My release We’re in it together I don’t know what else I’d do I’ve grown up playing My passion Enjoyment Fitness & Opportunities Friends & Socialising Challenges & Achievements Safety and Escape Team spirit and support

20. Source: WSFF Affiliation, Online Survey 2011 Base: All respondents (371) The motivations of women

21. Barriers for Girls Socio cultural –Sporty girls are not ‘cool’; sweat isn’t ‘feminine’ –Value & visibility of sportswomen v sportsmen Influencers –Family: champion and facilitate –Friends: following the group Delivery of sport –Focus directed towards talented –Not enough choice of activities

22. The 8 key reasons for teenager drop out LACK OF SUPPORT FROM SCHOOLS BAD COACHES/ SPORTS TEACHERS CONFLICTS WITH OTHER COMMITMENTS/ PRESSURES BIG JUMP FROM JUNIOR TO SENIOR LEAGUES TIME FOR SOMETHING NEW COMPETING SOCIAL PRESSURES NOT ENOUGH OPPORTUNITY TO PLAY IN MATCHES LACK OF PLAYERS Source: WSFF Teenage Drop Out, 2010

23. As girls get older, they place more value on schoolwork than on PE and sport “It’s not as valuable in terms of your education…” (Year 8 girl) “Even if you like sport, the prospects aren't good for getting sport-related jobs” (Year 8 girl) Source: WSFF Changing the Game, for Girls, 2012

24. Girls get increasingly self-conscious with age, and this is exacerbated by PE kits and changing room layouts "You know at school all your friends are there but when you‘re at home you don‘t really care what you look like because it‘s your family who see you in the morning with your hair all messy and things, but when you‘re at school you just want to look nice for your friends” (Year 7 girl)

25. The less active girls lack confidence in their ability in sport, which makes them more reluctant to participate “It does put you off like when you do athletics down at the bottom” (Year 10 girl) “Obviously he or she is better than me, there is no point me playing against them or trying” (Year 8 girl)

26. Many girls like competition and learning new skills but many don’t like the aggressive behaviours that can go along with this – more girls felt an increase in competition in school PE would be bad than said it would be beneficial “At the competitions if I get like a PB or something it just makes me feel happier and stuff, and I l also like racing against other people… I get really quite happy and proud of myself” (Year 8 girl) “We wanted to do like a fun game with friends and all, we were actually being forced to do it and they try and make it competitive and just like shout at us to pass or whatever and we were like, we just want to play about” (Year 10 girl)

27. Girls do not like exercising with boys You’ve got the football and a herd of boys come running towards you, like, oh my god! (Year 7 girl) “[What do you think puts girls off at the minute?] ”More boys doing it. And they might feel embarrassed, and they don’t want to show themselves up” (Year 8 girl)

28. Barriers for Women

29. Planning your Programme (6P’s)

30. Planning your Programme What motivates women to participate in sport? Only a minority of women are motivated by training to compete A large proportion of women are motivated by improvement – setting and achieving personal goals For the vast majority of women, the motivation to participate is fitness and fun

31. Women described several driving factors for taking part in sport or exercise To be fit, healthy and active Feel good factor To have some ‘me’ time To improve / personal goals Social reasons Adrenalin e rush ‘Health’ was seen as more important than looks – particularly for older participants Having a sense of achievement by taking part and seeing improvements A break from family life or the routine of work Setting personal objectives of taking up a new hobby or leading a more active life To meet new people in the area or as an activity to take part in with friends To get a ‘buzz’ from taking part (although more so for men than women) Source: WSFF Coaching Informal Participants, 2011 Planning your Programme

32. Planning Your Programme Despite different attainment levels, participants want sessions to be about... FUN Meeting people / socialising Doing something active A motivating atmosphere An inclusive environment Simply playing /taking part Friendly and welcoming Source: WSFF Coaching Informal Participants, 2011

33. Place: The Logistics Women are sophisticated consumers and the following are important factors: Cleanliness Access to changing rooms Transport links Other users Source: WSFF Ideal Club, Online Form 2011

34. Place: The Environment However, often a ‘place’ is evaluated in terms of the positive environment built by the people. Source: WSFF Ideal Club, Online Form 2011 Ideal club Like minded friendly women Flexible commitment Different payment options Session flexibility – drop in sessions Friendly / fun competition Organised Variety Qualified coaches / leaders

35. People: who will lead it? Participants DO NOT want their coach/leader to be… Autocratic Overly critical Apathetic Unprofessional

36. People: who will lead it? The coach/leader is there to help you participate in a way you couldn’t do or wouldn’t do alone Organisation Grouping people to play/run together of similar level Being on time and in a regular slot Has a structure /route planned out Motivation Encourages you to go further/ faster / improve skill Uses own experience to show they understand how you feel Support Offers advice about injury/stretching/rules of the game Welcomes you back if you’ve missed a session or two Understands your goals and reasons for attending Source: WSFF Coaching Informal Participants, 2011 Participants felt that the coach played a fundamental role in creating the right environment and atmosphere – so displaying the kinds of qualities above is important in retaining people in sessions

37. Process: how will it develop? Project v Programme The programme of activity needs to take participants on a journey Clear induction process Regular routine in programme End Game - celebrating progress

38. Price: value and incentives Are you offering value for money? Can you offer a loyalty scheme? Can you offer free introductory sessions? Can you get funding to improve female participation?

39. Promotion Invitation MUST be explicit Reassurance and guidance on ability Essential information accessible 63% of women do not feel confident enough to approach a sports club

40. Typical new member journey Want to participate in more sport (key motivators: fitness and fun) Look online for local opportunities Inadequate information online – does not visit club Adequate information online – visits club First experience of club is negative – does not go back First experience of club is positive – goes back for the following session I’d always try and do some research beforehand I looked the club up online and just turned up. Source: WSFF Ideal Club, Online Form 2011

41. Communication & Gender Men & women communicate differently Systematic = MasculineEmpathetic = Feminine Subject MatterThings; factsPeople; feelings Social CurrencyJokes, factoids, sport Gossip, observation, real life examples PatternEscalation; exaggerationGetting beneath & under FormSoundbites, headlinesDetail, nuance, texture Unspoken OutcomeEstablish status by competing Building closeness by sharing

42. Communication & Gender Men = Systematic

43. Communication & Gender Women = Empathetic

44. Communication & Gender An empathetic communications strategy: 1.Encourage community as much as competition 2.Create interest through people 3.Speak like a normal, friendly person 4.Visual language reflects feminine aesthetics 5.Employ connecting media channels

45. Marketing: Women & Sport The Good?

46. Marketing: Women & Sport The Bad?

47. Marketing: Women & Sport The Ugly?

48. Thank you www.wsff.org.uk