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Sport must 'learn from retail' to attract girls
Nearly 80 per cent of women and girls would play more sport if it better reflected the customer-friendly experience of shopping.
According to a survey, conducted jointly by Sport England and the Women’s Sport and Fitness Foundation (WSFF), only three per cent of women in the UK currently play organised team sports.
The research, commissioned as part of the first national strategy to increase the number of women doing sport and physical activity, found that women are more likely to do sport in an environment which they deem clean, comfortable and safe.
The report found that more than half of all women found sporting facilities inadequte. The importance of clean changing rooms (52 per cent) and the ability to try before you buy (45 per cent) were factors identified by respondents as encouraging them to take part in sport.
Commenting the findings, Sue Tibballs, WSFF chief executive, said sport needs to give female customers what they want – just like retailers do.
"Women enjoy spending time and money on the high street because retailers invest in creating an environment and experience that are designed specifically for them.
"There are 30 million women and girls in the UK, most of whom don’t play any sport at all. If we’re to build a genuine 2012 legacy, sport must start genuinely investing in women.”
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