A new report from This Girl Can has brought to light the glaring disparities faced by women from lower-income backgrounds when it involves engaging with physical activity. Staggeringly, only one in ten of these women feel they completely belong, underscoring persistent barriers associated with socio-economic status and inclusion.
Launched on the heels of the campaign's tenth anniversary, the report examines the experiences of women from underrepresented groups, including Black women, Asian Muslim women, pregnant women, new mothers, and older women. These findings are alarming, indicating deep-rooted challenges and feelings of exclusion within the physical activity domain. Today, the campaign unveiled its new phase, under the banner of 'Belonging Starts with Inclusion', advocating for meaningful changes to enable women from all backgrounds to feel welcome.
Central to the campaign's launch was a significant mural displayed prominently in Birmingham. This 20-meter artwork features portraits of three women — Tamiah, 23; Maria, 24; and Christine, 63 — accompanied by the real quotes shared by women about the barriers they face. Tamiah, who gave birth via C-section last year, shared her struggles post-pregnancy: "I needed to come to terms with the fact my body had completely changed. No one in this room knows my body has completely changed."
The statistics revealed by the report were stark. Nearly two-fifths, or 38%, of women on lower incomes express feeling excluded from physical activity. An even more troubling 51% feel they don’t belong in gyms, with one out of six women noting they have felt unwelcome enough to cease participation altogether. This speaks volumes to the pervasive sense of isolation among this demographic.
Barriers to participation and feelings of exclusion are compounded significantly for women from various underrepresented groups. Tamiah’s sentiments are not unique; findings indicate nearly half (49%) of surveyed women cite cost as the chief barrier to getting active, alongside similar percentages who struggle with motivation and energy levels. Confidence issues are also large players here, with 38% feeling uncertain about their abilities and 36% lamenting their bodies do not move as they once did.
Kate Dale, Director of Marketing at Sport England and This Girl Can, responded to the report's shocking findings, stating, "Our new findings are shocking but not surprising. So many women feel they’re not made to get active, or they don’t belong—which means the gender activity gap persists."
These sentiments about belonging resonate widely among lower-income women. For many, sticking to physical activities presents another hurdle. Here, the report notes only one in seven women regularly achieves the recommended activity levels over six months—an alarming statistic reflecting wider societal issues.
The urgency for change is palpable. Suggestions for creating more welcoming spaces are not lost on campaigners: 26% of respondents indicated the need for women-only sessions, and 32% noted the importance of finding gentler, low-impact classes. This demand is particularly pronounced among specific groups; for example, 46% of Asian Muslim women would feel more comfortable participating if exclusive women-only spaces were provided.
Feedback gathered from other women reinforced the need for classes featuring music reflective of their culture, especially among some Black women, with about 24% expressing such desires. Older women show interest primarily for gentle classes, which would allow them more pace and comfort—36% indicated this would significantly help their participation.
Undoubtedly, the report calls attention to the importance of creating fitness environments considerate of diverse needs. “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,” Dale emphasized.
This Girl Can celebrates accomplishments made over the past decade, recognizing the millions of women it has motivated. Yet, as the findings highlight, there's still much ground to cover. From the implementation of supportive gym environments to the creation of community-based programs, real change requires collective action spanning policymakers, gym operators, and community leaders.
The upcoming campaign initiatives aim not just to lower barriers but to actualise the vision of belonging for these women. It’s clear: when it emerges from these insights and the voices of women, the call for inclusion can reshape the physical activity narrative.