Presentation put together by Boo Consulting for London Sport. Twenty-Nine women across four industry sectors and varying demographics were interviewed to explore London specific barriers to activity. London's female physical activity level is lower than the national average yet also has the greatest latent demand. Barriers were not paired with lack of opportunity rather; hectic London lifestyles, long commutes, higher perceived costs, safety, work pressure as well as confidence. Four areas were suggested to explore: 1. Building exercise into the working day 2. Working with employers 3.The use of London's green spaces 4. More family friendly activities
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