Research piece designed to develop further understanding into the lives women and what barriers and motivations they might have in relation to sport. Key findings were: 1. The cultural conditions are ripe to transform women’s sport but to drive up participation, sport will have to adapt 2. Every woman’s relationship with physical activity is unique 3. Using typologies or segments to represent women is too simplistic 4. Women hold six core values which inform their behaviour and decision making (looking good, feeling good, achieving goals, developing skills, nurturing friends and family, having fun)

Last Update
4 years ago  
Geographic Coverage
  • United Kingdom