Why should we focus on women and girls?
As a sport, Archery has always been a little male dominated. Have you looked at your own club members and thought about increasing female participation, or just participation in general? Sport England have released figures that there are 313,600 fewer women regularly active than men, evidenced across each age group (1). However, their data also shows a year-on-year increase in the number of active women in sport, making this a perfect time to tap into this increased participation. Despite almost 13million females saying they want to participate, nearly half are inactive. Therefore if we look at the main barriers, maybe we can encourage more people into our sport. (12)
Lockdown has had a big impact on attitudes to sport. Research shows that there has been a general shift in what women value in life and how they wanted to behave post-lockdown. Women have been disproportionately impacted during the lockdown period, particularly those juggling complex home life and those aged 70+. But on a positive note there has been ”an increased motivation to exercise post-lockdown with 61% of women surveyed stating that they will put more effort into being fit and active after lockdown is over” (2). This links to a greater awareness of mental health and the value of the great outdoors. This makes our sport the perfect post-lockdown opportunity.
Sport England have identified a number of barriers to participation that some women and girls face. One of these is the balance of family time with personal activities. They suggest identifying what sport can do for them in relation to what really matters to them, such as a healthy way to spend time with the family, a social activity to meet up with friends and an opportunity to discover new skills and places (3). Selling the benefits of the sport can be more beneficial than just advertising the sport itself (12).
The #TimeTogether campaign reflects this by promoting the value of mothers and daughters using sport to develop their relationships (4). The campaign promotes a ‘safe space’ to “discover the joy, fun and well-being benefits of exercise” (5). There was also a daughters and dads football campaign which promoted the father figure as a role model, encouraging children to be active. Participating together challenges stereotypes and supports social-emotional wellbeing to optimise their self-esteem (6). As we know, our sport is an ideal environment to target family units and allow families to train together. Is this an angle in your advertisement for new members?
Sport England’s ‘Club Matters’ website identifies the value of using and promoting female coaches (7). Sport England’s ‘Go Where Women Are’ document discusses the importance of supportive and encouraging coaching, focusing on offering reassurance to the archer about continuing to make progress. They suggest that coaches should “talk about self-improvement, not about being the best or better than others.” Coaches can “provide reminders about how the mind and body benefit” from the sport and “reinforce achievements regularly and with sincerity” (3). Consider how you currently promote the coaches and committee members that are involved in your club. Does your website or social media platform advertise the dynamic teams that are involved in your club? (7)
Sport England ‘Club Matters’ goes on to look at how we are retaining the members that we gain. How often do we talk about new members who try a beginners course but disappear not long after? Club Matters suggest: creating an online forum or WhatsApp group to help new female members feel part of the community; asking an experienced member to support the new member; asking for feedback from new members and acting upon it. Are there some strategies here that your club could build on? (7)
When it comes to attracting new members, Social Media is playing an ever increasing part.” Over 60% of the UK Public uses Social Media.” (8).Regularly uploading new content, both pictures and stories, can raise the profile of your club and even help you to access grants (9). Case studies and personal experiences are a good way to advertise the successes in your club from a range of members (3). “Seeing is believing” (3), by including a wide variety of our members on our club pages, we can advertise the diversity of our clubs which helps to make new members feel welcome. Could you expand on how you use your Social Media pages? Can you link this into your overall marketing strategy? (10) Is there part of a session that you can record so that new members can see what the activity is like?
If you are looking for more support, there are a range of resources available to access online. By accessing the Sport England Club Matters website, you can try a Club Improvement Tool which can support your committee to evaluate where you are as a club. “The tool will generate a club improvement plan and signpost you to recommended resources to help you develop your club.” (11)
Sport England provide a range of other practical tips which may suit your club. There are some strong women’s networks available, from social groups to word of mouth. Can you tap into these marketing areas to advertise your club and attract new members? Could you replicate this with local junior groups such as the Guides and Scouts? Look at the ‘Applying the insight checklist’ if you are interested in further steps. (3) How about creating a little guide for new members to reduce the fear factor. You could include advice on “what to wear, what to bring, how much it is, and that there will be other people at a similar level to them there” (12).
I hope this article has identified some new strategies you can adapt as a club as and when clubs are getting back to normal. This is a unique opportunity to target new members who have never done sport before, or may not have access to their usual activities.
Ash Cowie
References
- (1) Sport England: Gender. (https://www.sportengland.org/know-your-audience/demographic-knowledge/gender?section=research) (03/02/21 20:21)
- Women in Sport (https://www.womeninsport.org ) (03/02/21 20:35)
- (2) Lockdown Research – Implications for Women’s Participation . (4) Podcast #TimeTogether. (5) #TimeTogether. (6) Daughters and Dads programme highlights the power of father-figures in Women’s World Cup video campaign.
- (3) Sport England: Insight – Go where women are. (https://sportengland-production-files.s3.eu-west-2.amazonaws.com/s3fs-public/2020-01/insight_go-where-women-are_2.pdf?LlhLpdKdEtxgTdQYh3BhQGZmFG1Im5oT) (03/02/21 20:45)
- Sport England: Club Matters (https://www.sportenglandclubmatters.com) (03/02/21 21:17)
- (7) Infographics. (8) Social Media (9) Training Sessions (10) Marketing Strategy (11) Club Improvement Tool
- (12)Sport England: Helping women and girls to get active: A Practical Guide. Your At-A-Glance Summary (https://sportengland-production-files.s3.eu-west-2.amazonaws.com/s3fs-public/helping-wg-get-active-practical-guide-aug15.pdf?m7PtZLlJpixwbfyN0S6Qdau75MHLrs8O At A Glance Guide) (04/02/21 15:40)
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