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Women’s sport InnovateHERs come together

NSW Office of Sport 2 mins read

10 April 2024


Women’s sport InnovateHERs come together


Increasing participation of adolescent girls in sport was the focus of a special forum hosted by the NSW Government with the sport and business sectors.


The InnovateHER Forum, held on Tuesday, 9 April at Bondi Pavillion, showcased the innovative programs being delivered by sports to increase female participation as well as the latest insights, research and solutions on women’s sport.


Despite the impact of the FIFA Women’s World Cup 2023 and other recent achievements by our women’s national teams, participation rates for adolescent girls continue to lag behind boys.


The Forum looked at the barriers holding adolescent girls back from participating in sport and ways sports can better engage girls to create a level participation playing field.


As part of the Forum the NSW Government published a series of videos featuring the innovative programs being delivered by sports, including cricket, AFL and tennis. Visit the Office of Sport Innovation Hub to view the InnovateHER videos series.


Minister for Sport Steve Kamper said:


“Women’s sport has made significant progress in recent years.


“But the NSW Government recognises that more needs to be done to level the playing field for women’s sport.


“The InnovateHER Forum is an important step in that journey, featuring the latest insights, research and solutions on sports experiences for women and girls.


“From industry leaders’ challenging and inspiring ‘out of the box’ thinking on ways to increase participation by adolescent girls, to the innovative programs being delivered by sports, the InnovateHER Forum has inspired us all to refocus our efforts to increase female participation and level the playing field for women in sport.”


McCrindle Director of Advisory, Generational Expert and Social Researcher Ashley Fell spoke at the Forum, saying:


“Having grown up with devices at the ready, Generation Z is a very digitally integrated generation, who we have seen exhibit increased feelings of loneliness and social isolation.


“Within this context, sport serves as a vital avenue for Gen Z girls to engage in community and connection.


“Additionally, sport also offers opportunities for connection and community as well as to develop essential 21st-Century skills such as leadership, resilience, teamwork, and collaboration.”


ModiBodi Brand Manager Caitlin Lilley also spoke at the Forum and said:


“At Modibodi we have a real mission to help keep girls in sport. 


“In 2022 we actually commissioned a study so that we could better understand the barriers girls faced in sport and we learnt that three in five girls skip sport on their period.


“A big factor in this stat was the uncomfortable and sometimes unsuitable traditional period products available to use when exercising. 


“So, we took this learning to heart and worked with sports brand PUMA to design a range of active period underwear to provide better protection and comfort for athletes of all kinds with the ultimate goal of keeping girls in sport. 


“Customers rave about the range, telling us that wearing Modibodi is liberating because it lets them focus on the game at hand without worrying about leaking.”


Editor’s note: A video news release of the InnovateHER Forum featuring grabs from the Minister for Sport, Ashley Fell and Caity Lilley as well as images from the event can be viewed here:


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