Sporting Journeys is about how, why and when women play sport.
Insights include how women’s experiences of different sports change through education as well as at key stages of adulthood. It compares play frequency over time, the main motivations for playing sports at different ages, and barriers that resulted in less frequent or lapsed participation at particular points in life. In this way, the study identifies high risk age categories at which participants are most likely to drop out sport, as well as prime ages to return. These insights can be transformed into new initiatives and pricing strategies to help keep women active and involved in a range of sports.