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Sweat in the City

Run by WSFF in partnership with the Fitness Industry Association (FIA), Sweat in the City is an innovative research project designed to win a better understanding of how to motivate women to become more active and feel fitter, happier and healthier.

Jessica Taylor launches Sweat in the City with two of the scheme's participants.

Sweat in the City ambassador Carly Zucker offered her top five exercise tips to encourage participants to stay active.

 

With the support of the scheme's celebrity ambassadors Jessica Taylor and Carly Zucker, over 2000 16 – 24 year old women who lived in London were successfully recruited to take part. Each woman was given a unique package of a three month free and mentored gym membership at sites across the city (during October – December 2008).

Participants could share their highs and lows and aches and adrenaline rushes with each other at www.sweatinthecity.co.uk by networking with each other and blogging their progress. Women were also able to contact the scheme's mentor and access an array of health and fitness advice.

For WSFF, the site meant it could speak directly to the young women, track their progress and help maintain their motivation levels.

As well as their on-going feedback via blogs, at the start and finish of the programme participants were required to respond to a number of questions to track any change in attitude concerning physical activity.

The results show the positive power of exercise:

• Six months after completing the programme, 72% of participants are more active than they were before
• Before the programme, 63% of participants were worried about what they looked like when they exercised. This dropped to just under half
• 88% of participants agreed that ‘SitC has reminded me how good it feels to be active'
• Three-quarters of the young women now have increased confidence to go on and try new activities

For a full run down of the Sweat of the City you can download a copy of the report.

Women's Sport and Fitness Foundation
3rd Floor, Victoria House, Bloomsbury Square, London, WC1B 4SE
Registered Charity No. 1060267
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