Press Releases

Exercise can play a powerful part in helping young women tackle negative body image and low confidence according to new research.

Run by the Women's Sport and Fitness Foundation (WSFF) in partnership with the Fitness Industry Association (FIA), Sweat in the City (SitC) provided over 2000 inactive 16 - 24 year old women a three month free and mentored gym membership, and followed their journey. The results reveal the wide reaching benefits of exercise and important lessons on tackling the crisis in physical activity amongst women and girls.

• A boost in body confidence: Prior to the programme as many as 7 in 10 participants admitted they don't like their bodies; this fell to less than 5 in 10. The women also became less put off exercise by the fear of how they looked; citing factors such as wobbly bits, a sweaty face, cellulite through lycra, prior to SitC 63% of participants agreed that they worried about how they look when physically active, this figure declined to 49%.

• An appetite for a healthy lifestyle: 88% of participants agreed that the scheme had 'reminded me how good if feels to be active' and the number of women who said 'sport and exercise is fun' doubled from 18% at the start of the programme to 41%. This attitude caused the young women to commit to a healthy way of life such as walking to work and three-quarters of the women said they now have the confidence to go on and try new activities. Other positives were increased energy, improved eating behaviour, stronger will power; some participants managed to give up smoking.

• Sustainable behaviour change: A short kick start into exercise can lead to a more active lifestyle; six months after completing the programme, 72% of participants are more active than they were before.

The SitC report is being launched tomorrow (Tuesday 22 September) at the Leisure Industry Week event where WSFF will highlight to sport and fitness deliverers how they can effectively reach young women and increase their participation. Key lessons from SitC regarding the shaping and marketing of provision will be shared.

Sue Tibballs, CEO of WSFF commented: We know that young women are nearly half as active as young men. What Sweat in the City shows is how the gap can be closed and the huge benefits at play.

"Given how many women lack body confidence, it is ironic that so many reject the one thing that can make them feel better. If sport and exercise is shaped in a way which suits women so is feminine and fun we can make taking part more attractive and help create a next generation of happier and healthy women."

"Sweat in the City proves that we, as an industry, have a major role to play in helping women feel good about themselves, look good and be healthy. Our challenge is therefore not what we offer, but how can we engage with more women, more often." said David Stalker, COO, Fitness Industry Association.

"We know that time, motivation and fear of the unknown, or worse fear caused by misconceptions are the biggest hurdles we have to overcome that is why we hope that this group of 2,000 women become our ambassadors and, tell their friends and family what fun and how sociable exercising can be."

For more information please contact Harriet Foxwell, WSFF's Head of Communications: 020 72731744 / 07977138964 / [email protected]

For more information about the FIA please contact Howard de Souza on 077 349 56 132 or email [email protected]

Notes to editors

Sweat in the City

The programme provided over 2000 inactive 16 - 24 year old women in London a three month gym membership at locations across the capital. Participants were provided with personal mentoring and opportunities to 'meet' other women on the scheme through group exercise sessions and via the SitC website www.sweatinthecity.co.uk. In return the women shared their experience through surveys, focus groups and online diaries.

About WSFF

The Women's Sport and Fitness Foundation (WSFF) is the charity that works to make physical activity an integral part of life for women and girls.

Today, 80% of women don't do enough physical activity to benefit their health, half of young women think it is more important to be thin than healthy and only 2% of newspaper sports coverage is dedicated to women's sport.

WSFF is working to change these statistics by:

• Providing consultancy support to help sport and fitness deliverers give the customer what she wants
• Working with the media and brands to foster a culture in which being active is attractive
• Persuading senior decision makers to use their influence and resources to help achieve our vision.

About the FIA

The FIA (Fitness Industry Association) is the industry body of Britain's gyms and leisure centres.

·         The FIA's main objective is to help everyone in the UK to become more active.

·         The FIA is a main stakeholder in the wellness sector in the UK, promoting exercise and a balanced lifestyle as key factors in personal wellbeing.

·         The FIA's programmes help businesses and schools promote the benefits of a healthy lifestyle - communicating how local gyms and leisure centres can help adults and pupils to become more active.

·         The FIA's mission: to get more people | more active | more often.