This report details the innovative research project Sweat in the City which project provided...
We want women to discover the positive power of exercise
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 are helping to create positive role models. We want women and girls to be surrounded by words and pictures championing fit and healthy women. This means more visibility for our sportswomen and more visibility for the miles of physical and psychological benefits enjoyed by active women.
Through the right provision and promotion, we are working to help shape sport and fitness delivery so that physical activity becomes an attractive proposition and one that can compete with other popular pastimes. When on the high street we enjoy clean changing rooms, late opening hours, social environments, good transport – apply more of these to activity and women will want to do more.
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