{"id":19109,"date":"2019-06-26T23:01:25","date_gmt":"2019-06-26T22:01:25","guid":{"rendered":"https:\/\/ukactive.com\/news\/breaking-down-barriers-to-empower-women-to-be-active\/"},"modified":"2019-06-26T23:01:25","modified_gmt":"2019-06-26T22:01:25","slug":"breaking-down-barriers-to-empower-women-to-be-active","status":"publish","type":"post","link":"https:\/\/ukactive.com\/cy\/news\/breaking-down-barriers-to-empower-women-to-be-active\/","title":{"rendered":"Breaking down barriers to empower women to be active"},"content":{"rendered":"<p><strong>By <\/strong><strong>Wendy Coulson, CEO, <a href=\"https:\/\/www.lesmills.com\/uk\/\" target=\"_blank\" rel=\"noopener noreferrer\">Les Mills DU<\/a><\/strong><\/p>\n<p>Empowering women to be active is top of the activity agenda and rightly so.<\/p>\n<p>However, the leisure industry\u2019s work doesn\u2019t start when people walk through the doors of a leisure centre.\u00a0 Superb studios, state-of-the-art gyms, dynamic PTs and instructors, Olympic sized pools and swish caf\u00e9s all add to the overall experience \u2013 but you\u2019ve got to get people through the door first to see this and and enjoy it.<\/p>\n<p>There are vast numbers of people \u2013 and women in particular \u2013 who are sat at home without the confidence, knowledge or motivation to step foot inside their local leisure centre. We need to break down their barriers to fitness in order to empower them to be active.<\/p>\n<p>To engage with this important demographic we must take a few steps back and consider how to capture their interest and trust.<\/p>\n<p>We must learn how to start that conversation and build their confidence.\u00a0 And for those women who are juggling busy lifestyles and young families, we must look for ways to enable them to fit fitness into their daily routine.<\/p>\n<p>The industry is aware of the challenges and barriers to activity that many women face.\u00a0 At Last week\u2019s <a href=\"https:\/\/ukactive.com\/cy\/active-uprising\/\">Gwrthryfel Cefnogol<\/a> two presentations highlighted this exact topic.<\/p>\n<p>Firstly, Tanni Grey-Thomspon hosted a discussion with Joanna Rowsell, Elena Lappera and Sophie Lawler around \u2018Empowering Women and Girls: from\u00a0 Grassroots to the Boardroom\u2019 session.<\/p>\n<p>Secondly, Greg Whyte presented Ruth Lynch who told her story of how she rose from being a local activity hero to being the face of <a href=\"https:\/\/www.sportengland.org\/\" target=\"_blank\" rel=\"noopener noreferrer\">Chwaraeon Lloegr<\/a>\u2019s <a href=\"http:\/\/www.thisgirlcan.co.uk\/\" target=\"_blank\" rel=\"noopener noreferrer\">This Girl Can<\/a> campaign.\u00a0 Both were aimed at all delegates \u2013 not in the optional streams \u2013 which should tell us something about how vital and important their \u2018take out\u2019 messages and calls to action are for the industry.<\/p>\n<p>This Girl Can is undoubtedly powerful and engaging and I personally hold its work in the highest regard.\u00a0 Its 2019 campaign is already well underway and I\u2019m enjoying its trademark messages featuring quips and clips from real women whose images and stories cut straight through to the heart of this yet-to-be-active audience of women.<\/p>\n<p>Imagine my delight then to be invited by Sport England to support this year\u2019s This Girl Can Campaign with a bespoke, 21-day free trial of our <a href=\"https:\/\/partners.lesmillsondemand.com\/thisgirlcan\/\" target=\"_blank\" rel=\"noopener noreferrer\">Les Mills On Demand<\/a> (LMOD) programming.\u00a0 We were recommended by many This Girl Can social media followers as an enjoyable digital platform for working out at home.<\/p>\n<p>Many LMOD subscribers use our at-home programmes when starting or returning to exercise while others like to supplement their leisure centre membership programme with home workouts when life gets in the way of getting to a class. Research shows that 85 percent of all gym users are also doing home-based exercises and we know LMOD runs hand-in-hand with in-club offerings.<\/p>\n<p>If we can get women into exercise from the comfort of their home and then encourage them to step up and step into their local leisure centre to engage in the full group exercise experience, gym and swim options then that is a job well done.<\/p>\n<p>We know our programming has been a successful first step in helping thousands of women fall in love with fitness and have no doubt our work alongside This Girl Can will boost engagement levels.<\/p>\n<p>Our uniquely tailored programme includes shorter-form videos and beginner tutorials designed to reduce common barriers to exercise that women face, including feeling intimidated, lack of time and low confidence in their fitness abilities.<\/p>\n<p>Having built confidence at home, their next step will be to visit their local leisure centre where they can fully engage with the superb support and services that operators strive so hard to deliver.<\/p>\n<p>Women can access the free 21-day trial and #FitGotReal programme at <a href=\"https:\/\/partners.lesmillsondemand.com\/thisgirlcan\/\" target=\"_blank\" rel=\"noopener noreferrer\">partners.lesmillsondemand.com\/thisgirlcan\/<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>By Wendy Coulson, CEO, Les Mills UK Empowering women to be active is top of the activity agenda and rightly so. However, the leisure industry\u2019s work doesn\u2019t start when people [&hellip;]<\/p>\n","protected":false},"author":10,"featured_media":19110,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_price":"","_stock":"","_tribe_ticket_header":"","_tribe_default_ticket_provider":"","_tribe_ticket_capacity":"","_ticket_start_date":"","_ticket_end_date":"","_tribe_ticket_show_description":"","_tribe_ticket_show_not_going":false,"_tribe_ticket_use_global_stock":"","_tribe_ticket_global_stock_level":"","_global_stock_mode":"","_global_stock_cap":"","_tribe_rsvp_for_event":"","_tribe_ticket_going_count":"","_tribe_ticket_not_going_count":"","_tribe_tickets_list":"[]","_tribe_ticket_has_attendee_info_fields":false,"footnotes":""},"categories":[100],"tags":[],"class_list":["post-19109","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Breaking down barriers to empower women to be active | ukactive<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ukactive.com\/cy\/news\/breaking-down-barriers-to-empower-women-to-be-active\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Breaking down barriers to empower women to be active | ukactive\" \/>\n<meta property=\"og:description\" content=\"By Wendy Coulson, CEO, Les Mills UK Empowering women to be active is top of the activity agenda and rightly so. 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