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Our new campaign to ensure all women feel they belong

26th February 2025

We've launched a new phase of This Girl Can to push for the change needed for women from all backgrounds to feel they belong in the world of physical activity.

We’re excited to introduce you to the latest phase of our campaign, 'Belonging Starts with Inclusion', which will fight for the change needed for all women to feel a sense of belonging in the world of sport and physical activity.

It’s driven by our latest research that reveals only one in 10 women from lower-income backgrounds feel they completely belong – highlighting a lack of inclusion, affordability and tailored support.

The new insights, released today, find that for women on lower incomes from underrepresented groups – including Black women, Asian Muslim women, pregnant women, new mothers, and older women – the challenges and feelings of not being included are even greater.

That’s why, after marking our 10th anniversary at the start of this year, we’re agitating for change to ensure the needs of all women are met.

Three women, one holding a baby, stand on a giant mural featuring illustrations of women and the text 'Some barriers are too big to tackle alone'.

Our director of marketing, Kate Dale, recognises the progress being made but says it’s vital we find more solutions, such as women-only sessions and more low-impact classes. 

"Our new findings are shocking but not surprising," she said. "So many women feel they’re not made to get active, or that they don’t belong – which means the gender activity gap persists.

"There is an urgent need for more inclusive and welcoming spaces and settings that encourage all women to get moving. 

"Since launching 10 years ago, This Girl Can has celebrated and supported millions of women to get active. But this research makes one thing very clear – we’re not reaching every woman, especially those on lower incomes. 

"We know that great work is already happening across the industry, with initiatives like inclusive group classes and safer leisure spaces making a difference for many women. However, there’s still more to do.

"To make sport and physical activity truly inclusive, we need to listen to the women who feel left behind and act on what they’re telling us."

This Girl Can took to the streets of Birmingham today with a large floor mural representing these left-behind women. Full-length portraits of three women – Tamiah, 23, from Birmingham; 24-year-old Maria from Manchester; and Christine, 63, from Newcastle – are surrounded by hundreds of real quotes depicting the barriers women face. 

In the centre of Birmingham, five women stand on a giant mural featuring illustrations of women and the text 'Some barriers are too big to tackle alone'.

What does the research show?

The new research shows that feelings of not being included are widespread.

Almost two in five women (38%) on lower incomes have felt excluded from physical activity, with one in six (17%) feeling so unwelcome that they have never returned to that type of activity or lost confidence to try something new. One in 10 (10%) have cried about the experience. 

Over half of women (51%) on lower incomes feel they don’t belong in gyms and two in five (42%) feel the same about sports clubs. The issue is prevalent in public outdoor places women get active in too, with spaces like parks leaving one in six (17%) feeling out of place.

Safety is another big concern, with almost one in five (18%) reporting that they have felt unsafe or been stared at while trying to get active, and one in five (19%) have experienced inappropriate comments or assumptions.

Getting started is only part of the battle – for some, sticking with it is even harder. Only one in seven women (15%) on lower incomes get active for the recommended 150+ minutes per week for six months or more.

Among underrepresented groups, the figure is even lower, with fewer than one in eight (12%) managing to take part in physical activity regularly.

This can drive poorer health outcomes in underrepresented groups who are not benefiting from the positive health impacts of an active lifestyle.

  • What are the barriers to getting active?

    When we asked what stops women on lower incomes from being active, a mix of practical and emotional barriers illustrate the complexity of challenges.

    Nearly half of women (49%) cite cost and affordability as a barrier, while an equal percentage struggle with motivation.

    Energy levels and fatigue are also significant obstacles, affecting 43% of women.

    Confidence plays a major role for women on lower incomes too, with 38% feeling unsure about ability levels, while 36% say their bodies no longer moved like they used to.

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  • What are the solutions?

    Women on lower incomes have made it clear what would help with feeling more welcome in fitness spaces. 

    One in four say the presence of women-only sessions (26%) and staff who understand your needs (25%) would help in making physical activity more welcoming, while almost one in three (32%) would like the option of more gentle, low-impact classes.

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The research also delves deeper into the specific needs of different groups of women on lower incomes.

Almost half (46%) of Asian Muslim women would feel more welcome getting active in women-only spaces, while some Black women have highlighted the importance of classes featuring music from their culture (24%).

Older women, meanwhile, are particularly interested in gentle, low-impact classes (36%) which allow them to move at their own pace. 

The mural artwork brings to life these nuanced needs. As a Muslim woman, Maria struggles with the lack and high cost of women-only spaces, while 63-year-old Christine is yet to find an activity which suits her stage of life.

In their own way, each of the women has felt excluded from getting active due to their backgrounds.

Blank space around the portraits allows for passers-by to show solidarity with the women by contributing their own feelings about getting active. The artwork, titled Some Barriers Are Too Big to Tackle Alone, was designed and illustrated by Paris Anthony-Walker.

Five women stand on a giant mural featuring illustrations of women and the text 'Some barriers are too big to tackle alone'.

Solutions are being driven across the sport and physical activity sector, and Sport England and This Girl Can will continue working with a range of organisations to drive positive change. 

"Different women have different needs and the solutions must reflect that. The barriers these women face are wide-ranging, complex and often beyond their control.

"It is up to everyone who has a role in getting women active, from policymakers to employers to people that run fitness spaces to create environments that work for all women – because belonging starts with inclusion."

Kate Dale

Marketing director, This Girl Can

Get involved

We launched This Girl Can in 2015 to tackle the gender activity gap. Created by Sport England and funded by The National Lottery, it’s a campaign and movement that empowers women and girls of all shapes, sizes and abilities by showing them that there is no ‘right’ way to get active.

We’re calling on the public and the sport and physical activity sector to acknowledge the scale of the problem so that women from all walks of life can experience the benefits of an active lifestyle.

Learn more and join the conversation