A new insight report Shape It: Belonging Starts with Inclusion has now been released by This Girl Can and Sport England, and it’s shedding light on a big issue—why so many women and girls aren’t getting the chance to be active.
The report looks closely at the challenges that keep women and girls—especially those from lower-income or underrepresented communities—from joining in with sports and physical activities. It’s not just about having access to a gym or a playing field. It’s about feeling welcomed, supported, and included.
For community groups and sports clubs across the Humber region, the findings hit close to home. They show just how much work still needs to be done to create safe, inclusive spaces where everyone feels like they belong. More than just research, this report is a call to action—a reminder that we all have a role to play in making sport and activity something every woman and girl can be part of.
Findings of the report show only 9% of the women surveyed in the report are active in a typical week, and just 1 in 10 feel like they belong in physical activity settings. Many are eager to get moving but are stuck in "getting ready" mode, blocked by a range of barriers that go far beyond time and money.
The challenges women are facing in their daily lives are exhaustion and stress from work and caring responsibilities, feelings of exclusion or embarrassment in fitness settings, lack of accessible or beginner-friendly options and that cultural and practical needs that aren’t always met (like modest clothing options, childcare, or women-only classes).
Encouragingly, the research found that 88% of women are motivated by the idea of better sleep, improved mood, and feeling more confident. They’re not always focused on weight loss – they want to feel better today, not just someday.
The report found that many said they’d be more likely to join in if activities were:
Between 2024-28, This Girl Can is focusing on four main objectives:
• Decrease inactivity levels amongst women aged 14-74 years.
• Increase the activity levels of these women.
• Positively change attitudes so that more women feel they belong in the world of physical activity.
• Collaborate and support those who create opportunities for women to get active with inspiration, tools and assets.
Therefore, the focus for the next phase of the campaign will be all women on lower incomes and who are also:
• From South Asian Muslim communities
• From Black communities
• Aged 55 years or over
• Pregnant and/or have a child under one year old.
There are still big challenges to achieving gender equality, but with the right support and action, we can make real progress for women everywhere.
At Active Humber, we believe everyone should have the opportunity to enjoy the life-changing benefits of being active – no matter their background. This report gives us invaluable insight into how we can better support women and girls across our region.
Let’s work together to make sure every woman feels she belongs in our sports clubs, walking groups, dance classes, and community spaces.
Together, we can shape a more active, inclusive Humber.
