Women tell us that being active gives them confidence,
more energy, helps them feel more attractive and make a success of their life.
These are big benefits, benefits that too many women are losing out on. We want to change this and are working to create a culture where women feel inspired to move.
We're building positive role models.
We want women and girls to be surrounded by words and
pictures championing fit and healthy women. This means making our sportswomen more
visible. It means communicating the physical and mental benefits of being
We're shaping sport and fitness delivery so that physical activity becomes an attractive proposition that competes with other popular pastimes. If we can promote sport and fitness as being more accessible, more enjoyable and a better fit with women's lives, we're confident that women will want to do more.