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June 25, 2013
The Women’s Sport and Fitness Foundation (WSFF) has entered into a new partnership with the Exercise Movement and Dance Partnership (EMDP), the lead National Governing Body (NGB) for exercise, movement and dance. The partnership has been made possible by a £1.7m two-year investment from Sport England to help sports bodies attract more women and teenage girls to participate regularly in sport and fitness.
WSFF will be supporting EMDP to understand the target female audience for exercise, movement and dance, and identifying ways to promote and facilitate more women participating in exercise, movement and dance.
Currently 14% of women take part in some form of exercise, movement and dance regularly, and another 13% take part occasionally. A further 18% of women are interested in taking it up.
The partnership will build on the work that WSFF has done in recent years with sports such as netball, which has driven strong growth in the number of women taking part by developing initiatives that fit with what the player wants.
Chief Executive of the WSFF Sue Tibballs said:
“I am delighted that we will be working with EMDP to help grow the female market and to get more girls and women participating. Women need to move more – and exercise, movement and dance are great ways to keep fit and healthy, while having fun. Our partnership with EMDP will help us to achieve our goal of helping Britain's women to be more active, more often.”
Daran Bennett, EMDP Chief Executive, said: “In our 2012 legacy era, women’s sport is seizing the moment and taking its chance to shine and develop. EMDP are at the forefront of this revolution. It is very exciting to be forming this key, pivotal relationship with WSFF. Together we’ll be encouraging the UK’s female population to put on their dance and fitness shoes and change their lives. With Sport England’s key strategy of ‘creating a sporting habit for life’ we are perfectly placed to get women and girls moving through popular pursuits like Street Dance; the Bollywood craze, Just Jhoom; Cheerleading; Keep Fit and Lishi to name just a few. With WSFF post-2012, we look forward to continuing to foster the female well-being flame so it burns bright for the women of this country.’