1. Stories from Sweat in the City Sue Tibballs CEO, Women’s Sport and Fitness Foundation
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Editor's Notes
Don’t like their bodies (63%) Worry how they look to others (67%) They worry how they look to others – particularly people they know and worry that men are watching them For some women, weight loss is a motivation, but for others, if this isnt important
We removed time and cost – two barriers often cited by women for not taking part in activity. We wanted to give them an opportunity to exercise in a supported environment that might encourage them to stay active as well as learn from the women about barriers, motivations and to gain insight into what will encourage them to stay.
Expected the other women to be like them ‘enjoying watching SiTC with a glass of wine!’
Transition from school to work
Increased confidence in the gym Prior to starting programme 25% felt gyms were not for me, after the programme this had declined to 13% “ I was slightly nervous, when it comes to gyms I am scared of being surrounded by a million and one super-fit people ...So yesterday was a revelation - the gym isn't scary!” “ I was rather nervous and did feel like a lot of people were staring at first! But … I realized they were too busy thinking of themselves to notice me…!” Increased body confidence Prior to starting the programme almost seven in ten women (67%) admitted that they didn’t like their bodies. Post the programme, this had declined to half (51%) “ Am more confident feel better about myself. I am now a size 10!!! I dropped a dress size!” “ I've been about 4 times now and have started to notice the difference already! I feel more toned and confident about my body” Self-consciousness lessened Two-thirds of participants told us they were worried about what they looked like while they were exercising. Post the programme just under half of the women admitted the same The power of exercise - feel good factor - Mental benefits as opposed to physical ” I left the gym on many days feeling much better and confident about myself - something that was really life changing” The surprise benefits Giving up smoking and sleeping better Fostered other active behaviours Eating habits and active commuting “ I have noticed that I’m sleeping really deeply and dreaming a lot more than I ever used to. I like the way it makes me feel in myself, the energy I have, the positive frame of mind it puts me in…”
Women who mostly worked out with a friend were slightly more likely to stay with the gym that they signed up to, which may help them to stay motivated.
What would the ideal gym experience be? While a gym has to be able to meet a variety of needs, SiTC found some core requirements common to most women: cost will always be a barrier to those recently into work or students or low incomes. Prices need to be competitive with other expenses that they have (clothes, rent, train alcohol, food, socialising). Offering flexibility in the pricing and without year-long tie ins will help encourage women to take up membership. That said, money is only one aspect of the experience. Other elements come into play when looking to encourage sustainable, frequent and enjoyable attendance: having clean changing rooms with doors that lock are a basic requirement that should not be underestimated. However, it does not hurt to go that one step further and try to recreate the luxury of a spa where it becomes a pleasure to hang out. Hair straighteners, hair dryers, dressing gowns, magazines are all elements of these.
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