EMD UK appoints Sport Collective
EMD UK, the national governing body for group exercise, together with Sport England, has appointed Sport Collective to develop its business plan and implementation strategy for This Girl Can Classes.
This Girl Can celebrates active women who are doing their thing no matter how they do it, how they look or even how sweaty they get. Launched in 2015, nearly three million women have become more active, but there is still a long way to go. Research shows that many women are put off taking part in physical activity due to a fear of judgement – this might be about the way the look when they exercise, that they’re not good enough to join in or they should be spending more time on their families, studies or other priorities.
This Girl Can Classes have been uniquely designed to provoke a sustained behaviour change among inactive women by offering 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.
Shelley Meyern, Head of Operations at EMD UK said: “We are delighted to be working again with Sport Collective as they have a proven track record in developing successful licensed programmes. 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”.