What sways women to play sport?

Created 5 years ago, updated 4 years ago
The research took place between November and December 2014. Research sample: girls and women aged 11 to 57 years-old, with different sporting interests and at different life stages. Women’s participation is influenced in a multitude of ways: positively and negatively, directly and indirectly, externally and internally and intentionally and unknowingly. By only focusing on ‘role models’ rather than ‘influencers’, there is the potential to obscure a wide range of influencing behaviours that can sway effect decisions and which can be activated to achieve greater impact. 1. Influencers can include anyone and everyone 2. Influencers impact participation behaviour 3. The new model of influence, developed through this research, can be leveraged to impact on participation behaviour. Women's influencers change over time and in line with their evolving needs.