[B021] "Are Women Set Up to Fail? The Real Reasons They Struggle to Stay Active"

Introduction

For many women, staying active isn’t just about fitness—it’s about confidence, mental health, and long-term wellbeing. But despite the well-documented benefits, women across the UK still face significant barriers to regular physical activity. This research dives deep into the obstacles preventing women from reaching recommended exercise levels and explores what can be done to create a more inclusive and supportive fitness culture.

Women getting ready for exercise — Exercise can and should be enjoyable

What the Research Shows

The State of Play

Low Physical Activity Levels: Only 23% of women engage in 30 minutes of exercise or 7,000 steps a day, five or more times a week.
Desire vs. Action: While 41% of women aspire to meet recommended activity levels, many struggle to make it a reality.

“ The UK Chief Medical Officer recommends that adults should aim for at least 150 minutes of moderate or 75 minutes of vigorous exercise weekly, including two days of strength training, while minimising prolonged sitting.

Health Perception vs. Reality: Many women believe they are healthy despite not meeting activity benchmarks. 52% of women report that they exercise less than they used to.
Life stages play a role: Women face consistent barriers to physical activity across all life stages, with factors linked to each stage of life affecting their ability and motivation to stay active [Life stages include Pregnancy, Postpartum, pregnancy, perimenopause, post menopause etc]

What Exercises Are Women Doing?

Preference for Walking: 64% of women rely on walking as their primary form of exercise.
Gym based classes: come in at second place but only 27% of women stay active this way.
Low Participation in Group Sports: Only 4% of women engage in team sports, citing intimidation and lack of opportunities.
A Gender Gap in Exercise Choices: Men are more likely to engage in structured team sports, while women gravitate toward independent exercise.

Why Are Women Exercising?

1st place! Weight Management (41%)—A dominant reason across all age groups, though it may overshadow other health benefits.
2nd place! Self confidence boost: 32% of women are active to feel good about themselves!
3rd place! Mental Health Benefits: 26% of women are active to support their mental health!

Check out the original publication for a full table view of motivators by age group

Wider benefits? fewer women are motivated by the wider benefits of exercise: just 4% value it for social interaction, 9% for better sleep, 15% for stress relief, and 13% for increased energy and productivity.
Shift in Priorities with Age: Older women focus more on maintaining health, balance, and mobility rather than aesthetics.

Barriers to Exercise

What is stopping women from being more physically active?

Lack of Motivation (82%)—A leading reason women aren’t active enough.
Lack of Enjoyment (65%)—Exercise is often seen as a chore rather than an enjoyable activity.
Fear of Judgment (62%)—Concerns about body image and physical ability prevent participation.
Time Constraints:

- Women under 50, especially those with children, struggle to fit exercise into their schedules.

- 36% of women feel guilty taking time for themselves!

- Less than 20% of women across all age groups prioritise exercise among their top three goals, while over 40% prioritise family and 30% focus on mental health.

Postpartum and Menopause Challenges: Motherhood and menopause significantly impact activity levels due to physical changes, energy levels, and lifestyle demands.

The Information Gap

Lack of Knowledge:

- Only 9% of women feel informed about what types of exercise are beneficial at different life stages.

- Fewer than 1 in 5 women are confident that they know how to adapt their routines to fit their changing health needs over time.

- 43% of younger people rely on friends and family for advice on physical activity.

Unreliable Information Sources: Many women turn to social media for fitness advice, which can be inconsistent and misleading.
Healthcare Barriers: GPs and healthcare professionals often lack the resources to provide tailored exercise recommendations.

The Role of Workplaces

Work Demands Impact Activity Levels: 83% of women with childcare responsibilities cite time constraints as a barrier to exercise.
Workplace Support Exists But Falls Short: 78% of women who receive workplace support for exercise still report time as a key obstacle.
Healthier Employees Are More Productive: Businesses have a vested interest in encouraging exercise to reduce burnout and sick days.

Facts About the Study

Commissioned by: Vitality in collaboration with The Well HQ and Women in Sport.
Sample Size: 6,101 women surveyed across the UK.
Demographics: Women aged 20-79, with at least 1,000 participants from each decade.
Methods: Public polling, focus groups, and stakeholder interviews with policymakers, academics, athletes, and health experts.
Timeframe: Survey conducted from June 24-28, 2024.

Study Limitations

Self-Reported Data: Responses may be influenced by personal perception rather than actual activity levels.
Limited Representation of Certain Groups: While diverse, the study may not fully reflect experiences of women with disabilities or those from niche communities.
Short-Term Insights: The study captures a snapshot in time but does not track long-term behavioural changes.

Research to Action

Redefining Exercise: Shift the focus from weight loss to holistic benefits like mental health, energy, and longevity and even building muscle!
Tailored Fitness Approaches: Recognise that women’s exercise needs to evolve with age, pregnancy, and menopause.
Better Education: Provide clearer, evidence-based information on effective exercise routines for different life stages.
Inclusive Spaces: Increase women-only fitness areas and flexible workout schedules.
Workplace Initiatives: Employers should encourage activity through flexible hours, walking meetings, and on-site fitness opportunities.

Boost Summary

It’s clear that exercise isn’t just a personal choice—it’s a societal issue that requires collective action. From rethinking how we talk about fitness to making activity more accessible for all women, small changes can lead to a big impact. Whether it’s joining a walking group, advocating for better workplace wellness programs, or simply finding an activity that brings joy, now is the time to break down these barriers. So, what’s your next move?

Referencing

Vitality, The Well HQ, & Women in Sport. (2024). Active Women, Healthy Lives: Understanding Barriers to Women’s Participation in Physical Activity. Vitality. Available at: [https://www.vitality.co.uk/media-online/rn140696-women-in-sport-report-rgb-1124-v14.pdf]