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The research was conducted by London Sport Consultancy with AudienceNet
The research was conducted by London Sport Consultancy with AudienceNet

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New London Sport research helps providers better engage with women in East London

Physical activity providers in East London have begun using new insight from London Sport to develop their offering and improve engagement with women and girls in East London.

Research into the people, places and channels which influence women and girls in East London to take part in physical activity was completed by London Sport Consultancy and AudienceNet last year.

The research was created to gain a better understanding of what influences women’s decisions, from the people around them, and where they live, to the organisations and channels available.

The research builds on London Sport’s existing behaviour segmentation work into less active Londoners, looking beyond what the individual has in terms of their own motivation.

It will enable London Sport and its partners to look at how understanding those influences better will improve the ability to offer physical activity that meets the needs of women in East London.

To support in these efforts, as well as breaking down the female population into four segments , London Sport Consultancy and AudienceNet have created free downloadable segment profiles, user journeys and case studies highlighting some of the local influencers for the different segments.

The research found that friends and family, religious institutions, local councils, social media influencers, leisure centres and gyms and sports clubs all had a role to play in influencing women’s behaviour.

The resources can be used by clubs, activity providers, local authorities, NGBs and the wider sector to support their communication and engagement approach for women and girls in East London.

London Sport is continuing to work alongside research partners Sport England, Essex Cricket, Pulse Netball, Leyton Orient Trust and the West Ham United Foundation to put the recommendations into practice.

A webinar to introduce the research and investigate ways to implement the recommendations took place earlier today (Wednesday 23 June).

It is hoped that the research will enable the sector to prioritise the local needs of women and girls by supporting our partners to reach and engage a more diverse audience across less active groups.

Strategic Relationship Manager, Lorna Leach, said:

“It’s really important that we take this research and we use it to underpin changes with delivery and process and support our partners’ networks, their deliverers and their staff to impact those changes.

“We’re also really excited to bring the organisations with the influencers we’ve identified into the same room as the deliverers of physical activity and get them working together to create new opportunities.

“From interviews with local organisations and the individuals who they influence, we’re already starting to understand how they can support women to make better decisions around physical activity.”

Founder of Early Years Cocoon, Natalia Lema, added:

“The key for us is that we’ve managed to build a community and trust with families, that is what keeps us going and that is why they come back to us because there is a relationship, a sense of community.

“The research will be there to guide us and to show us what could be done that is not being done yet, that should help us offer more and better services and improve on the quality of what we do.”

Ash Siddique, of the Al Madina Mosque in Barking said:

“You see on a national level that we struggle as a country to engage people to take part in sport and improve their physical health.

“We’ve also had that on a cultural and a local level where we’ve had to change mindsets about the benefits of sport and about the permissibility of being allowed to take part in sport.

“This research enhances people’s understanding of my community and hopefully, by increasing their understanding, it can debunk some of the myths and negative perceptions that they have.”

To gain a better understand of how this research can support your delivery and promotion of physical activity to women in East London, contact our Strategic Relationship Manager, Lorna.

To learn more about how London Sport Consultancy can conduct similar research, using related approaches and methodologies, in your area of London, or further afield, contact Jennie.

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London Sport aims to make London the most physically active city in the world.

About London Sport

London Sport aims to make London the most physically active city in the world. Supported by the Mayor of London and Sport England, our target is to get Londoners more physically active.

For more information on London Sport, visit www.londonsport.org

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