Did you know that more than half of women (55%) of women do less than 30 minutes of continuous sport or active recreation a month.

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About us

Meet...Cassie Smith

Cassie SmithQ: Tell us about your role at WSFF...

A: I'm the Head of Insight and Innovation which means that I have overall responsibility for the research we conduct and commission. As a team, we use this knowledge to develop solutions and ideas for how to get more women and girls' active. We also act as an information service, providing briefings to parliament and beyond.

Q: What has your career involved so far?

A: I started as a research graduate in a Market Research Agency, working for clients as diverse as the British Army and 'Pampers' nappies. I moved to Which? magazine where I researched and wrote articles covering subjects like ID theft (an article I wrote meant that sales of shredders went up 200%!) and campaigning for more effective suncreams.

I joined WSFF in 2006 as I was eager to work in sport whilst continuing to grow my research skills. When I saw the job advert I thought that it was my perfect job, and 12 months on, I still think that's the case!

Q: If you could change only one thing to have a positive impact on women and girls' activity levels, what would it be?

A: I'd ensure that all the national newspapers and broadcasters dedicate half of their sports coverage to women's sport. The lack of women role-models (especially within team sports) is really having an impact. In countries like Australia, female Netballers and Hockey players are household names and that really shows in the playground.

Q: What's your favourite sport?

A: I'm a complete sport geek. I'll watch anything and everything, but football is my first love. I travel 4000 miles a season watching my beloved Nottingham Forest, and play centre half for Joybabe WFC in Division 3 North of the Greater London Women's League. When I'm not doing that, I'm probably watching the NFL, test-match cricket or Curling.

Q: Most memorable sporting event?

A: Despite the fact it's egg-chasing, the memory of the lovely Jonny Wilkinson's last minute drop goal in the Rugby World Cup final will stay with me forever. Plus, it was an excuse to drink champagne at 10 o'clock in the morning!

Q: Give us a fascinating fact about yourself:

A: Shamefully, I'm a big fan of Take That and I've paid to see a gig on every tour they've ever played.

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