This Girl Can Appoints Sport Collective For Group Class Offering

Sport England and EMD UK – the national governing body for group exercise – have appointed sports rights and marketing agency Sport Collective to develop its business plan and implementation strategy for a new suite of group exercise classes as part of the This Girl Can campaign. 

This Girl Can Classes will provide a new offering for women across the country. Having been uniquely designed to provoke a sustained behaviour change among inactive women, the initiative will offer them a fitness class which gives a taster of different group exercise types, building confidence and fitness levels before signposting and supporting their journey into mainstream classes. 

According to Sport Collective, many women are put off taking part in physical activity due to a fear of judgement – either about the way they look, their ability levels, or the time they are spending away from their families, studies or other priorities. 

“We are delighted to be working again with Sport Collective as they have a proven track record in developing successful licensed programmes,” said Shelley Meyern, Head of Operations, EMD UK.

“It is vital we get the This Girl Can Classes proposition just right to serve the 39% of women in England who are currently inactive.”

Sean McAuliffe, Director of Sport Collective said: “This Girl Can is a hugely successful programme for Sport England and we are honoured to be chosen to support EMD UK to develop a commercial model and launch the This Girl Can Classes concept”. 

Launched in 2015, This Girl Can has helped almost 3 million women become more active.