Women in Sport

What Women in Sport does

Women in Sport is a UK-registered charity and company limited by guarantee, founded in 1984, headquartered at House of Sport in London. It is the longest-standing charity focused on gender equality in sport in the UK, operating with 42 employees to address the systemic exclusion and disengagement of women and girls from physical activity. The organisation's core constituencies are teenage girls (11-18), primary school girls (5-11), women in midlife and menopause (45-60), and the National Governing Bodies and sports organisations that shape the sport system in England.

The charity's core products are evidence-based research reports, advocacy campaigns (#TimeTogether, Menopossibilities), pilot programmes (The Big Sister Project, Daughters and Dads Active and Empowered Programme), policy positions, and consultancy services for sports organisations. Its underlying methodology combines large-scale survey research (e.g., 4,000+ respondents on teenage disengagement), focus groups, peer-reviewed scientific evidence, and direct programmatic delivery. Research outputs are used to influence UK government policy, shape National Governing Body practices, and provide training resources for schools and sports providers.

The business model is a non-commercial charity model with diversified revenue streams: individual donations (monthly giving starting at £5), corporate partnerships (Sport England, Metro Bank, Places Leisure, Rosa Foundation), trust and foundation grants (players of People's Postcode Lottery), and consultancy/professional services to sports organisations. Distribution is indirect, delivered through schools, NGBs, corporate partners, and partner organisations rather than directly to end beneficiaries. Marketing is concentrated in owned channels (website, social media across Facebook, Instagram, Bluesky, Twitter/X, LinkedIn, TikTok), a podcast, and earned media coverage.

Name

Women in Sport

Legal name

Women in Sport

Website

https://womeninsport.org

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

11–50 employees

Short description

Women in Sport is a UK charity founded in 1984 that uses research, advocacy, policy influence, and direct programmes to advance gender equality in sport for teenage girls, primary school girls, women in midlife, and sports organisations across England.

Ownership category

akta.pro rank

Product category

Gender Equality Advocacy Services

NAICS

Human Rights Organizations (813311), Other Similar Organizations (except Business, Professional, Labor, and Political Organizations) (813990)

SIC

Services-Membership Organizations (8600), Services-Social Services (8300)

akta.pro primary industry

Gender Equality & Women’s Rights Advocacy (BPAGAFAD)

akta.pro secondary industries

Sports Compliance, Governance & Integrity Services (Safeguarding, Anti-Doping, Match Integrity) (MPAKAKAM), Amateur & Grassroots Sport Associations (Community/Youth Governing Orgs) (MPAKAFAF)

Keywords

• Gender equality advocacy
• Women sport research
• Sports policy consultancy
• Charitable advocacy services
• Sport participation research

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Donations and Fundraising: The charity receives donations from individuals through monthly giving programs (as low as £5 per month) and one-time donations. They also organize fundraising events including running events.
2. Corporate Partnerships: Partnerships with corporate organizations including Sport England, Metro Bank, Places Leisure, Rosa Foundation, and others who provide funding and support.
3. Partnerships and Consultancy Services: The organization offers consultancy services to sports organizations and provides policy guidance to National Governing Bodies, representing a service-based revenue stream.
4. Trust and Foundation Grants: Funding from charitable trusts and foundations including players of People's Postcode Lottery, as evidenced by the Inspiring Women to be Active During Midlife and Menopause research.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Women in Sport is a UK charity that conducts primary research on barriers to women's and girls' participation in sport, publishes evidence-based reports, and uses those findings to influence government policy, National Governing Bodies, and schools. It delivers multi-stakeholder campaigns (TimeTogether, Menopossibilities, Big Sister Project, Daughters and Dads) and offers paid consultancy and training services to sports organizations seeking guidance on gender equality, trans inclusion, and anti-misogyny policy. The organization is funded through donations, corporate partnerships, charitable grants, and consultancy fees.

Product overview

Women in Sport is a UK-based charity organization (founded in 1984) focused on achieving gender equality in sport. The organization operates as a single unified charitable entity offering research publications, advocacy campaigns, policy positions, consultancy services, and community programs. Key products include research reports on teenage girls, menopause, and coaching; campaigns such as TimeTogether and Big Sister; a podcast series; newsletter subscriptions; and consultancy services for sports organizations. The organization does not offer commercial technology products or platforms.

Differentiator

Problem solved

Functional benefit

Brands

• #TimeTogether: Campaign encouraging mums and daughters to reclaim sport together.
• #Menopossibilities
• The Big Sister Project
• Daughters and Dads Active and Empowered Programme

Products and services

• Research Reports and Insights Comprehensive research publications on gender equality in sport covering teenage girls' disengagement, menopause and physical activity, barriers to participation, and coaching experiences, used by policymakers, brands, broadcasters, and educators.
• Partnerships and Consultancy Services
• Teenage Girls Training Course (with Accelerate Sport)

Quantifiable outcome

• 59% of girls said wearing PE uniform all day on PE days created more opportunities to be active throughout the day
• +6 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and supporting.

• Suzy Lamplugh TrustcoreStrategic or Co-development Partner · 21 February 2025Joint statement released with Suzy Lamplugh Trust on potential stalking behaviours experienced by Emma Raducanu, urging more action to raise awareness of stalking across sport and society.
• Women's AidcoreStrategic or Co-development Partner · 5 September 2024Joint statement issued with Women's Aid in response to the tragic killing of Olympic marathon runner Rebecca Cheptegei, addressing domestic abuse in sport.
• Yorkshire Sport FoundationcoreStrategic or Co-development Partner · 14 July 2022Yorkshire Sport Foundation commissioned Women in Sport to conduct the 'Make Space for Us' research, an important first step to understanding how teenage girls feel about being active outdoors in their local parks and green spaces.
• Getty ImagescoreStrategic or Co-development Partner · 18 May 2021Women in Sport partnered with Getty Images to launch a curation of ground-breaking images and short films that challenge how women going through menopause are portrayed in society. Images showcase women who have experienced menopause, illustrating the joy of exercise. The curation sits in Getty's Disrupt Aging collection.
• Places LeisurecoreStrategic or Co-development PartnerPlaces Leisure is a key partner in the Big Sister Project, a program supporting teenage girls to stay active at a time when many fall out of love with sport.
• Youth Sport TrustcoreStrategic or Co-development PartnerCollaboration partner in research on school uniform policies showing that 59% of girls said wearing PE uniform all day created more opportunities to be active.
• Association for Physical EducationcoreStrategic or Co-development PartnerCollaboration partner in research on school uniform policies and PE teaching practices.
• Accelerate SportsupportingStrategic or Co-development PartnerTraining course created with Accelerate Sport on how sports providers can better engage teenage girls in their opportunities.

Scale indicators8 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Women's Sports Foundation: US-based nonprofit founded by Billie Jean King in 1974, the longest-standing dedicated women's sport charity globally. Closely comparable mission focused on research, advocacy, and policy influence for women and girls in sport, though operating in a different geography.
• Women in Football: UK-based membership organisation advocating for women working in football across playing, coaching, officiating, administration, and media. Directly comparable as a UK women's sport advocacy body, though with a sport-specific (football) rather than cross-sport remit.
• WomenSportTrust: UK charity dedicated to increasing the visibility, influence, and impact of women in sport through advocacy, awards, and storytelling. Directly comparable mission and UK focus, with a stronger emphasis on media representation and visibility.

Emerging players

• Women in Sport and Exercise (WISE): UK academic network promoting research on women in sport and exercise. Comparable focus on evidence-based understanding of women's sport participation but operates as an academic rather than advocacy organization.
• Youth Sport Trust: UK charity focused on PE, sport, and physical activity for children and young people. Comparable as a research and partnership-based charity in the youth sport space with documented collaborative research relationship with Women in Sport (school uniform policy study).
• International Working Group on Women and Sport (IWG): Global network of organisations and individuals working to advance women and sport. Comparable as a women's sport advocacy platform but operating as an international coordinating network rather than a UK delivery charity.

Regional players

• Scottish Women's Sport: Scottish charity operating in an adjacent UK nation with a similar remit to promote gender equality in sport. Comparable model combining advocacy, partnership work, and programme delivery, but focused on Scotland rather than England.

Others

• Comic Relief: Major UK grantmaking charity funding women's and girls' empowerment causes including sport. Comparable in operating model as a UK fundraising charity but operates as a funder rather than a women's sport specialist; Women in Sport has historically received Comic Relief funding.
• Plan International UK: International development charity with UK programmes addressing gender equality for girls including sport-based interventions. Thematically comparable as a girls' empowerment and gender equality organisation but with a broader development remit rather than sport-specialist focus.

Broad incumbents

• UNESCO Women and Sport Programme: Intergovernmental programme promoting gender equality in sport through international policy frameworks including the Brighton Declaration. Comparable mission area but operating as a global policy-setting body rather than a UK delivery charity.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/womeninsportuk
• Facebookfacebook.com/ukwomeninsport
• LinkedInlinkedin.com/company/women-in-sport
• Instagraminstagram.com/womeninsport_uk
• TikToktiktok.com/@womeninsport?lang=en

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Women in Sport