Women’s health in crisis as new research finds less than a quarter of women hit recommended weekly exercise targets. Experts call for urgent action.
- A Vitality-led study, in partnership with The Well HQ and Women in Sport, highlights alarming gender exercise gap and persistent barriers that are preventing women being more active.
- Two thirds of women report their weight and physical fitness are a serious impediment to exercising.
- Experts calls for urgent action including embedding health checks for women at key life stages and for the sports industry to adopt women-specific training within personal training qualifications as mandatory.
- Vitality CEO highlights the need for government to include targeted strategy for women in preventative healthcare reforms.
28 November 2024, London: Vitality, the health and life insurer, has today published the ‘Active Women, Healthy Lives: Understanding Barriers to Women's Participation in Physical Activity’ report into women’s physical activity and health, which finds that less than 1 in 4 (23%) women are completing the recommended 150 mins of moderate exercise per week. A group of experts led by Vitality, including The Well HQ and charity, Women in Sport, are calling for decisive action to help tackle this urgent issue.
The research identified that women across all ages groups were falling below the recommended levels of activity per week: 20% of women aged 20-39, 27% aged 40-59, and 23% aged 60-79 reach this goal. The low level of exercise across ages is concerning due to the well-documented benefits of exercise to support overall health and wellbeing throughout life. In fact, two thirds of women report that their weight, lack of strength and low fitness levels negatively impact their ability to exercise.
As the UK grapples with a societal health crisis, Vitality is shining a light on the need for a collective approach to rebrand physical activity for women to boost engagement, create targeted interventions for women that better accounts for the differing needs across women’s life stages, and that physical activity is central to any wider government-led preventative healthcare reforms.
41% of women said that weight management was their main motivator for being active and the biggest perceived risk to not exercising. Women were found to neglect the significant broader benefits of exercising, with only 26% of women being motivated by the mental health benefits and 12% being motivated by increased muscle mass and strength. Unsurprisingly, a staggering 82% of women report a lack of motivation and 65% of women report a lack of enjoyment indicating that women’s experience of physical activity and sports is potentially resulting in a narrow view of exercise is detrimental to women’s engagement with exercise.
Women also report not knowing what type of exercise is beneficial for them at different times in their lives, with over half of women agreeing with this statement. Only 9% of women strongly agree that they feel informed about this.
Despite 41% of women expressing a desire to reach their recommended exercise levels, there is a concerning discrepancy between women’s desire to be active, and the reality, suggesting major societal barriers preventing their engagement.
Time constraints and demanding work schedules are consistent barriers for women under the age of 50 (79%). This is accentuated for women with childcare responsibilities (83%) and remains stubbornly high for women who report to receiving workplace support and family support to be active (78% and 65% respectively).
A significant proportion of women state that body image concerns or a fear of being judged (62%) also negatively impact their physical activity levels. While psychological factors impact women across all ages and life stages, data shows that mental health issues are most likely to prevent young women engaging in exercise with nearly 70% of 20–29-year-olds reporting this.
The report recommends actions for government, employers, the health and sports industries, and for individuals to take to tackle these issues. It is clear a collective approach with targeted interventions is required to ensure that women reap the wider health and wellbeing benefits of exercise, and that we redefine what physical activity means for women with the interventions that meet their needs at different ages and life stages.
- Embed health checks for women at key life stages, linked to existing touchpoints around pregnancy or postpartum care and during the menopause, that focus on changing body composition and the importance of physical activity
- Expand funding for grassroots sports and physical activity and ensure that existing funding provides inclusive sports facilities for women e.g. evening classes and better options for women to access team sports at a variety of times
- Report at a Board level on the health and wellbeing of employee base and ensure understanding of where employees need or want more support, the uptake of health interventions, and opportunity for benefits to the business.
- Create opportunities for ‘exercise snacks’ throughout the workday, tailored to different workplace environments (office, home working, onsite).
- Embed women-specific training within existing personal training and sports qualifications as a mandatory requirement, that includes detail on how women’s needs change across life stages and the correlating changes to their body composition.
- Consider how a certification for online content could ensure people have access to and can trust the quality of information they receive and ensure that the authors are validated and have professional qualifications
Neville Koopowitz, CEO of Vitality, said: “The study raises urgent questions about how, as a society, we are supporting women in maintaining healthy physical activity habits. This is a societal issue, as we know that physical activity and healthy habits are the bedrock of health and wellbeing and should be central to any preventative healthcare strategy. As government and businesses alike grapple with the implications of our nation’s worsening health, it is crucial to ensure that we heed the lessons from this report and tackle the barriers that are preventing women being more active. I urge everyone to remember that this is a problem for us all – not for women to fix in isolation.”
Dame Jessica Ennis-Hill, Vitality Ambassador and Olympic gold medallist, said: “This report paints a worrying picture on the state of women’s exercise and the implications this has upon their health and wellbeing. It highlights that for too long, women's physical activity has been held back by societal barriers such as lack of time, insufficient support, and cultural norms that prioritise caregiving over self-care. For there to be progress, women need to be equipped with the correct provisions, information, and tools to make informed choices about their health. We must create environments that empower women to prioritise their wellbeing, offering tailored support at every life stage.”
Baz Moffat, CEO, The Well HQ said: “While the results of this report are frustrating, they reflect the neglect of long-standing issues surrounding female health. The barriers preventing women from living a healthy life are not new, but this data draws attention to specific ways the government, businesses, and others can act to remove the obstacles that women face to becoming more active and healthier."
Dr Emma Ross, Chief Scientific Officer, The Well HQ said: “The report highlights the urgency of a personalised approach to help women stay active. Childcare support, tailored guidance on activities, and a holistic understanding of their circumstances can give women the support they need to make exercises a part of their routine, incorporating physical activity in their lives in ways that truly work for them."
Stephanie Hilborne OBE, Women in Sport CEO said: "This report lays bare the stark inequalities in women’s health and access to exercise that have been ignored for far too long. Sport and physical activity are an essential part of tackling gendered health inequalities, not least osteoporosis and mental health given the joy, camaraderie and sense of belonging they bring. Yet, outdated systems, stereotyping and a lack of tailored provision are holding women back. We urgently need to redesign how health systems, workplaces and the sports industry support women across every life stage. It’s essential to create the right environments and opportunities to enable more women to be active.’
Vitality commissioned a programme of research to understand the physical activity habits of women, the perceptions and barriers to engaging more in exercise, and identify how we can lift these barriers to help women be more active. Vitality worked closely with their Ambassadors and partners throughout the research process, including:
Two focus groups were conducted. The first was with a general population sample, the second with Vitality partners who through their professional role are involved with the promotion of women’s physical activity.
Vitality polled over 6,000 women: 1,000 women from each decade of adult life. The sample for each decade was weighted on the basis of region, ethnicity, and socioeconomic grade.
We conducted 26 stakeholder depth interviews with experts, including a spread of academics, politicians, policymakers, athletes and influencers.
Some of the experts we spoke to include: Agata Sromecka, Activity Alliance; Councillor Ann Marie Finn; Councillor Becky Chambers; Councillor Alan Juriansz; Deborah Griffin, World Rugby Council; Kim Leadbeater MBE MP; Lisa Wainwright, Sport and Recreation Alliance; Lord James Bethell of Romford; Zuleika Sassa, Health and Wellness Coach; Rae Williams; Sheona Forbes, Northern Ireland Warriors Head Coach, and representatives from the University of Portsmouth and the University of Glasgow.
Vitality is part of Discovery Limited, a worldwide insurer and investment manager impacting more than 30 million lives in over 40 markets, across Europe, the Americas, Asia, Africa and Oceania.
Vitality pioneered the ‘shared-value’ insurance model, a unique approach based on the scientifically proven principles of behavioural economics. Through this model, Vitality helps members take a more active role in managing their own wellness, encouraging them to develop healthy long-term habits that are good for them, good for the company and good for society. The effect is positive for all stakeholders – members benefit from better health, financial rewards and additional incentives; employers benefit from healthier, more productive, and more engaged employees; and Vitality benefits from a healthier membership base.
Vitality Ambassadors Dame Jessica Ennis-Hill, Heather Knight, Tracey Neville, Ellie Simmonds, Jos Buttler, Maro Itoje, Joe Root and Jonny Wilkinson are role models who embody the company’s values. They use their passion for living a healthy, active lifestyle to motivate others to make positive changes, promoting the message that taking small steps today can dramatically improve wellbeing over the long-term.
Vitality current has 1.8 million members in the UK. We employ 2,600 people in our London, Bournemouth, Stockport, and Johannesburg offices.
About Vitality Global
Vitality is part of Discovery Limited, a worldwide insurer and investment manager impacting more than 40 million members in over 40 markets worldwide, across Europe, the United States, Australia, Africa, Canada and China.
Vitality pioneered the ‘shared-value’ insurance model, a unique approach based on the scientifically proven principles of behavioural economics. Through this model, Vitality helps members take a more active role in managing their own wellness, encouraging them to develop healthy long-term habits that are good for them, good for the company and good for society. The effect is positive for all stakeholders – members benefit from better health, financial rewards and additional incentives; employers’ benefit from healthier, more productive, and more engaged employees; and Vitality benefits from a healthier membership base.