We know women and girls. We know the values driving their decisions. We know their influencers. We know the barriers they experience inside and outside of sport. We use this insight to help sport design, deliver and communicate activity that women and girls want to be part of.

We do this by using our existing insight as well as a range of research techniques to understand women and girls and help shape the right solutions. Our research services include:

  • Market sizing (based on Active People Survey data)
  • Secondary Research
  • Quantitative research (e.g. online surveys and telephone surveys)
  • Qualitative research (e.g. focus groups and in-depth interviews)

Our insight has informed all of our major reports and releases. To discuss our Insight Services, contact our Insight Team on

Access our resources library for a record of our current downloadable insight.

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Playing Sport

In the UK there are more men than women playing sport every week. Women are missing out on the physical, mental and well-being benefits of sport. With our unique understanding of women’s lives we work within sport to drive positive change and remove barriers. Are you in?