Women’s Sport and

Fitness Foundation

Lynne Tinsley

Insight Manager

Opinion Leader 2011© 2

Introduction

The problem•Women’s participation in sport and physical activity has declined over the last four years •There is a significant gender gap in the level of participation between men and women at all levels of participation•Yet 54% of women (almost 12 million) say they would like to do more sport and physical activity than they do at the moment•As 51% of the population, it is vital that sports deliverers engage with the female market more effectively to drive up participation

Coaches play a really important role in overcoming the problem•Much of our research shows that coaches play an absolutely fundamental role in women’s experience of sport – at both elite and participation ends of the spectrum.

We believe coaches have a huge opportunity to create the right environment to attract and retain more women in sport!

Contents

1.A bit about WSFF

2.Coaching high performance women

3.Coaching women in informal

settings

4.The ideal sports club for women

5.Resources

A bit about WSFF

VisionA Nation of Active Women

MissionTo increase the fitness, health and well-being of women and girls by making physical activity an integral part of their lives

Help…Give the customer what she wants

InspireCreate a society in which being active is attractive

PersuadeDevelop policies to improve leadership,

investment & profile

Exercise

In pairs or small groups, discuss what you think might be the main motivations women have for participating in sport?

Coaching high

performance women

Everyone is different!

Organised and in control

Can be a role model and

mentor

Supports the individual as an athlete and as a

person

Highly qualified and continually

learning

Respects and listens to the

athlete

Understands what makes the

athlete tickMakes training sessions hard,

but fun and varied

Is committed to the athletes (and teams)

goals

Has high expectations of the athlete and challenges them

Provides regular feedback, both

constructive and positive

Coaching in

informal settings

Exercise

Thinking back to the original exercise, what do you think the main motivations of women in informal settings might be?

How does this impact on the role of the coach?

Women described several driving factors for taking part in sport or exercise

‘Health’ was seen as more

important than looks – particularly

for older participants

Having a sense of

achievement by taking part

and seeing improvements

A break from family life or the routine of

work

Setting personal

objectives of taking up a

new hobby or leading a

more active life

To meet new people in the area or as an

activity to take part in with friends

To get a ‘buzz’ from taking part

(although more so for men than women)

© 17

Despite different attainment levels, participants wanted the sessions to all be about...

Opinion Leader 2011© 18

For these participants, taking part in this environment was not....

Being part of a club or teamClubs were often perceived negatively by participants, for example: commitment, achieving and maintaining a high standard of skill, ‘training and fitness’ sessions and competition, as apposed to just ‘taking part’ and playing games.Commitment (time or money)Women who had children or those who worked shifts found it difficult to commit to doing exercise regularly because of other obligations. Participants new to sport were also reluctant to invest money in a gym or club membership until they were sure they would play/take part regularly.

A team /other peopleParticipants take part in the sessions for their own enjoyment or to achieve their own goals. It was reassuring to them that if they missed a session they would not let anyone down.

Competing in organised competitionsParticipants enjoy a level of competition within a session through playing, and trying to win games (badminton and football) or beating their own personal best times or distance (running). However formal or organised competition or tournaments were unappealing.

Opinion Leader 2011© 19

And they would be put off if it became about...

Being shouted at or corrected constantlyLinked to the above. Singling participants out by shouting or correcting them in front of the group was intimidating and off putting. Particularly important for entry level or returners who acknowledge that they may have low levels of skill but simply enjoy taking part.

Having your performance judgedThis was particularly a concern for entry level or returners, whose goals for playing the sport were about taking part, being fit and active and seeing personal improvement. Judgement from other participants or coaches goes against these goals.

Young, fit, skilled, and stylish people onlyIt was important to all participants that the sessions were very inclusive and welcomed people of all ages and ability. Not needing to invest in expensive equipment or kit made sessions appealing.

Not everyone coming along to the group is there

to try and win the race, that for a lot of people the important thing is that they have actually got off their backsides and got there,

which is an achievement in itself

(London, Running)

Opinion Leader 2011© 20

What is in a name?

Throughout the research, the term ‘coach’ was used interchangeably with other names when respondents referred to the person running an informal sport session.

The person organising and running the session

Across all groups, respondents were looking for similar qualities from this person, regardless of what term they were referred to.

Opinion Leader 2011© 21

Participants want the coach to be.....

Opinion Leader 2011© 22

The coach is there to help you participate in a way you couldn’t do or wouldn’t do alone

This is achieved through:

Participants felt that the coach played a fundamental role in creating the right environment and atmosphere – so displaying the kinds of qualities

above is important in retaining people in sessions

Organisation•Grouping people to play/run together of similar level•Being on time and in a regular slot•Has a structure /route planned out

Motivation•Encourages you to go further/ faster / improve skill•Uses own experience to show they understand how

you feel

Support•Offers advice about injury/stretching/rules of the game•Welcomes you back if you’ve missed a session or two•Understands your goals and reasons for attending

Opinion Leader 2011© 23

The role of the coach in these sessions is critical to participants enjoyment of the session

Participants are unlikely to return if they have a negative view of the coach

I come back because I like my coach

Running, London

Opinion Leader 2011© 24

Dos and don'ts for coaches

You’ve got to be really talkative and very clear... And also good at listening

too.(Badminton leader, level 1 experience)

× Single people out× Be badly organised× Be inexperienced in the sport× Patronise× Push people too hard beyond their

level× Be judgemental or impatient× Be too strict or intimidating

Take an individual approach Listen Understand a person’s ability Demonstrate Participate Give people advice (with appropriate

tone) Be passionate about (and skilled in)

the sport Be motivational and enthusiastic Plan sessions in advance Be on time Keep the group organised Lead warm-up and warm-downs

The ideal club for

women

Exercise

What do you think is the most important feature of a sports club, for women?

It’s all about people

Sports clubs are evaluated in terms of the positive environment built by

the people at the club, rather than by any other features of the club (its

facilities, for example). Coaches play a fundamental role not only in

their own relationship with participants, but in creating the right

environment for women to participate in.

All of the people involved in the club contribute to developing a positive environment

Women commonly talked about the

importance of their relationships with

other members – but their relationships with coaches and committee staff at the club were also

fundamentally important. Everyone involved with the club

contributes to building a positive

environment – which was by far the main

thing that kept women coming back

to their club.

The people make the clubCurrent members say that their loyalty to the club is driven by the group of people at the club over any other factor. For non-members, the opportunity to participate with ‘like-minded’ women is a key driver.

In their own words, women say that at the ideal sports club there should be:

[Coaches who are] approachable, friendly,

encouraging, organised, committed to the team/sport, understanding but touch on

his/her players.

Lots of friendly like minded women.

Coaches who are friendly and inclusive

[Coaches who are] open, friendly, enthusiastic,

competitive, fun.

[Committee staff] who represent everyone from all parts of a

club, old and young. [Committee staff who] have the wishes of the members in mind.

Over to you….

Sharing examples of best practice…

Resources

http://wsff.org.uk/publications/reports/women-and-informal-sport-research-report

http://wsff.org.uk/publications/fact-sheets/coaching-female-high-performance-athletes

http://wsff.org.uk/publications/reports/welcome-change-welcome-women

• Online toolkit to help you design and deliver

• Designed with you in mind

• Free to download• Interactive and user

friendly

Ultimate sports kit

for women

http://wsfftoolkit.org.uk/

Website:

www.wsff.org.uk

Contact:

info@wsff.org.uk

020 7273 1740