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Women’s Sport and Fitness Foundation Lynne Tinsley Insight Manager. Introduction. The problem Women’s participation in sport and physical activity has declined over the last four years - PowerPoint PPT Presentation
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Women’s Sport and Fitness Foundation
Lynne Tinsley
Insight Manager
Opinion Leader 2011© 2
Introduction
The problem• Women’s participation in sport and physical activity has declined over the last
four years • There is a significant gender gap in the level of participation between men and
women at all levels of participation• Yet 54% of women (almost 12 million) say they would like to do more sport and
physical activity than they do at the moment• As 51% of the population, it is vital that sports deliverers engage with the female
market more effectively to drive up participation
Coaches play a really important role in overcoming the problem• Much of our research shows that coaches play an absolutely fundamental role in
women’s experience of sport – at both elite and participation ends of the spectrum.
We believe coaches have a huge opportunity to create the right environment to attract and retain more women in sport!
Contents
1.A bit about WSFF
2.Coaching high performance women
3.Coaching women in informal
settings
4.The ideal sports club for women
5.Resources
A bit about WSFF
VisionA Nation of Active Women
MissionTo increase the fitness, health and well-being of women and girls by making physical activity an integral part of their lives
Help…Give the customer what she wants
InspireCreate a society in which being active is attractive
PersuadeDevelop policies to improve leadership,
investment & profile
Exercise
In pairs or small groups, discuss what you think might be the main motivations women have for participating in sport?
Coaching high performance women
Everyone is different!
Women are more difficult to coach
Women are not competitive enough
Women just want to chat to their mates
Female athletes lack confidence, over analyse and cant take criticism
Women communicate differently
Organised and in control
Can be a role model and
mentor
Supports the individual as an athlete and as a
person
The ideal
coach
Highly qualified and continually
learning
Respects and listens to the
athlete
Understands what makes the
athlete tickMakes training sessions hard,
but fun and varied
Is committed to the athletes (and teams)
goals
Has high expectations of the athlete and challenges them
Provides regular feedback, both
constructive and positive
Coaching in informal settings
Exercise
Thinking back to the original exercise, what do you think the main motivations of women in informal settings might be?
How does this impact on the role of the coach?
Women described several driving factors for taking part in sport or exercise
To be fit, healthy
and active
Feel good factor
To have some ‘me’
time
To improve / personal
goals
Social reasons
Adrenaline rush
‘Health’ was seen as more
important than looks – particularly
for older participants
Having a sense of
achievement by taking part
and seeing improvements
A break from family life or the routine of
work
Setting personal
objectives of taking up a
new hobby or leading a
more active life
To meet new people in the area or as an
activity to take part in with friends
To get a ‘buzz’ from taking
part (although
more so for men than women)
© 17
Despite different attainment levels, participants wanted the sessions to all be about...
FUN
Meeting people /
socialising
Doing something
active
A motivating atmosphere
An inclusive environment
Simply playing
/taking part
Friendly and welcoming
Opinion Leader 2011© 18
For these participants, taking part in this environment was not....
Being part of a club or teamClubs were often perceived negatively by participants, for example: commitment, achieving and maintaining a high standard of skill, ‘training and fitness’ sessions and competition, as apposed to just ‘taking part’ and playing games.Commitment (time or money)Women who had children or those who worked shifts found it difficult to commit to doing exercise regularly because of other obligations. Participants new to sport were also reluctant to invest money in a gym or club membership until they were sure they would play/take part regularly.
A team /other peopleParticipants take part in the sessions for their own enjoyment or to achieve their own goals. It was reassuring to them that if they missed a session they would not let anyone down.
Competing in organised competitionsParticipants enjoy a level of competition within a session through playing, and trying to win games (badminton and football) or beating their own personal best times or distance (running). However formal or organised competition or tournaments were unappealing.
Opinion Leader 2011© 19
And they would be put off if it became about...
Being shouted at or corrected constantlyLinked to the above. Singling participants out by shouting or correcting them in front of the group was intimidating and off putting. Particularly important for entry level or returners who acknowledge that they may have low levels of skill but simply enjoy taking part.
Having your performance judgedThis was particularly a concern for entry level or returners, whose goals for playing the sport were about taking part, being fit and active and seeing personal improvement. Judgement from other participants or coaches goes against these goals.
Young, fit, skilled, and stylish people onlyIt was important to all participants that the sessions were very inclusive and welcomed people of all ages and ability. Not needing to invest in expensive equipment or kit made sessions appealing.
Not everyone coming along to the group is there
to try and win the race, that for a lot of people the
important thing is that they have actually got off their backsides and got
there, which is an achievement in itself
(London, Running)
Opinion Leader 2011© 20
What is in a name?
Throughout the research, the term ‘coach’ was used interchangeably with other names when respondents referred to the person running an informal sport session.
COACHLEADER
COORDINATOR ASSISTANT
ORGANISER
The person organising and running the session
Across all groups, respondents were looking for similar qualities from this person, regardless of what term they were referred to.
Opinion Leader 2011© 22
The coach is there to help you participate in a way you couldn’t do or wouldn’t do alone
This is achieved through:
Participants felt that the coach played a fundamental role in creating the right environment and atmosphere – so displaying the kinds of qualities
above is important in retaining people in sessions
Organisation• Grouping people to play/run together of similar level• Being on time and in a regular slot• Has a structure /route planned out
Motivation• Encourages you to go further/ faster / improve skill• Uses own experience to show they understand how
you feel
Support• Offers advice about injury/stretching/rules of the game• Welcomes you back if you’ve missed a session or two• Understands your goals and reasons for attending
Opinion Leader 2011© 23
The role of the coach in these sessions is critical to participants enjoyment of the session
Participants are unlikely to return if they have a negative view of the coach
• ‘Coaching’ is associated with performing drills and skills sessions – people just want the coach to facilitate the game or session
• But the coach should be able to provide guidance, hints and tips when askedThe ‘coach’
should not actually
‘coach’!Beyond this, the role of the coach is to
support, motivate and create the correct kind of environment for
participants (friendly, fun and easy-going)
The primary role of the coach in these sessions is to organise and coordinate – to get sessions set up, start and finish on time,
ensure equipment is provided and ensure people are matched with correct ability levels
I come back because I like my coach
Running, London
Opinion Leader 2011© 24
Dos and don'ts for coaches
You’ve got to be really talkative and very clear... And also good at listening too.(Badminton leader, level 1 experience)
Coaches should not
× Single people out× Be badly organised× Be inexperienced in the sport× Patronise× Push people too hard beyond their
level× Be judgemental or impatient× Be too strict or intimidating
Coaches should
Take an individual approach Listen Understand a person’s ability Demonstrate Participate Give people advice (with appropriate
tone) Be passionate about (and skilled in)
the sport Be motivational and enthusiastic Plan sessions in advance Be on time Keep the group organised Lead warm-up and warm-downs
The ideal club for women
Exercise
What do you think is the most important feature of a sports club, for women?
It’s all about peopleSports clubs are evaluated in terms of the positive environment built by the people at the club, rather than by any other features of the club (its facilities, for example). Coaches play a fundamental role not only in their own relationship with participants, but in creating the right environment for women to participate in.
All of the people involved in the club contribute to developing a positive environment
Like-minded people
Coaches
Committe
e staffWomen commonly talked about the
importance of their relationships with
other members – but their relationships with coaches and committee staff at the club were also
fundamentally important. Everyone involved with the club
contributes to building a positive
environment – which was by far the main
thing that kept women coming back
to their club.
MembersThe ideal club is a place to meet and socialise with like-
minded people. They are friendly and of
various ages, abilities and standards.
CoachesCoaches are absolutely
fundamental to the experience of the club. Coaches are qualified but more importantly they are, friendly and
inclusive, enthusiastic, encouraging and
approachable
Committee staffCommittees in the ideal
sports club are representative of all
members, open, approachable and
trying to do the best for the club.
The people make the clubCurrent members say that their loyalty to the club is driven by the group of people at the club over any other factor. For non-members, the opportunity to participate with ‘like-minded’ women is a key driver.
In their own words, women say that at the ideal sports club there should be:
[Coaches who are] approachable, friendly,
encouraging, organised, committed to the team/sport, understanding but touch on
his/her players.
Lots of friendly like minded women.
Coaches who are friendly and inclusive
[Coaches who are] open, friendly, enthusiastic,
competitive, fun.
[Committee staff] who represent everyone from all parts of a club,
old and young. [Committee staff who] have the wishes of the members in mind.
Over to you….
Sharing examples of best practice…
Resources
http://wsff.org.uk/publications/reports/women-and-informal-sport-research-report
http://wsff.org.uk/publications/fact-sheets/coaching-female-high-performance-athletes
http://wsff.org.uk/publications/reports/welcome-change-welcome-women
• Online toolkit to help you design and deliver
• Designed with you in mind
• Free to download• Interactive and user
friendly
Ultimate sports kit
for women
http://wsfftoolkit.org.uk/
Website:www.wsff.org.uk
Contact:[email protected] 7273 1740