This Girl Can: Belonging Starts with Inclusion

Client: Sport England

Since its launch over a decade ago, This Girl Can has inspired over 4m women to get active. However, despite the phenomenal rise and visibility of women’s elite sport, this progress hasn’t been felt equally. Women facing the greatest inequalities in England – those from lower socio-economic backgrounds who are also Black or South Asian Muslim, disabled, pregnant or postnatal, or 55-74 remain increasingly the least active.

The insight we commissioned revealed why. A lack of representation, coupled with systemic and cultural barriers, and limited or unsuitable provision, leave many women feeling like they don’t belong in the world of sport and physical activity. Tackling this reality represents the toughest challenge TGC has taken on yet: focusing on women who face the highest barriers to physical activity yet have the most to gain from it. Built through deep collaboration across the sport and fitness sector, the 2025 chapter marks a major step change for TGC. It moves beyond inspiration alone to address inequalities, actively reshape environments and bring communities together through the power of movement. We surfaced hidden barriers, mobilised the sector, and launched a joyful, galvanising campaign grounded in the lived realities of Our Women. This integrated, insight-led campaign reframes what being active can look like, shifting the narrative from exclusion to belonging, and enabling more women to live healthier, more connected lives. This is creativity, strategy and system change working together, cutting through culture, restoring urgency and delivering lasting impact for women, communities and the sector.