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New This Girl Can campaign focuses on women and cycling
POSTED 03 Jul 2019 . BY Andy Knaggs
HSBC UK Breeze has attracted 250,000 participants since its inception in 2011
Sport England and British Cycling are partnering on a new "This Girl Can" campaign designed to highlight British Cycling's recreational, women-only bike riding programme, which offers hundreds of free bike rides across the UK.

The HSBC UK Breeze initiative has attracted 250,000 participants since its inception in 2011, helping women to overcome barriers to participation such as lack of confidence, fear of judgement and simply fitting activity into a busy lifestyle.

Using a series of targeted social media films and image adverts, the six-week campaign will mirror previous bold and eye-catching This Girl Can campaigns, showing how women, regardless of age, background, fitness or experience, can take up cycling and overcome those barriers in a judgement-free environment.

Kate Dale, Sport England's campaign lead for This Girl Can, said that the huge number of women attending HSBC UK Breeze events every week showed how effective the programme had already been: "This Girl Can is designed to break down the emotional barriers women face when considering exercise. One of these emotional barriers is fear of judgement around capability, and HSBC UK Breeze is brilliant at addressing these barriers with friendly and knowledgeable female ride leaders who help attendees to build their confidence and skills."

Faye Downey, women's cycling project manager at British Cycling, added: "We are constantly looking at innovative ideas and projects to get more women on bikes, and we are excited about this campaign's potential to introduce HSBC UK Breeze to a new audience and put cycling on the radar of more women."


Knowledgeable and friendly ride leaders are on hand to help riders at HSBC UK Breeze events
RELATED STORIES
Les Mills On Demand partners with This Girl Can campaign


Fitness group Les Mills has joined forces with Sport England’s This Girl Can campaign to help break down women’s barriers to fitness.
First reveal of new This Girl Can campaign


Speaking at the annual Legend customer day at the NEC today, Sport England’s executive director of mass markets, Dave Newton gave a first reveal of the new This Girl Can campaign, which will go live on 26 October.
FEATURE: People profile: Tanya Joseph


Sport England's Tanya Joseph on creating a relationship with real people through This Girl Can
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British Cycling’s female membership base has grown to its highest-ever level – although women still only account for less than a fifth of members.
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Jobs   News   Products   Magazine
NEWS
New This Girl Can campaign focuses on women and cycling
POSTED 03 Jul 2019 . BY Andy Knaggs
HSBC UK Breeze has attracted 250,000 participants since its inception in 2011
Sport England and British Cycling are partnering on a new "This Girl Can" campaign designed to highlight British Cycling's recreational, women-only bike riding programme, which offers hundreds of free bike rides across the UK.

The HSBC UK Breeze initiative has attracted 250,000 participants since its inception in 2011, helping women to overcome barriers to participation such as lack of confidence, fear of judgement and simply fitting activity into a busy lifestyle.

Using a series of targeted social media films and image adverts, the six-week campaign will mirror previous bold and eye-catching This Girl Can campaigns, showing how women, regardless of age, background, fitness or experience, can take up cycling and overcome those barriers in a judgement-free environment.

Kate Dale, Sport England's campaign lead for This Girl Can, said that the huge number of women attending HSBC UK Breeze events every week showed how effective the programme had already been: "This Girl Can is designed to break down the emotional barriers women face when considering exercise. One of these emotional barriers is fear of judgement around capability, and HSBC UK Breeze is brilliant at addressing these barriers with friendly and knowledgeable female ride leaders who help attendees to build their confidence and skills."

Faye Downey, women's cycling project manager at British Cycling, added: "We are constantly looking at innovative ideas and projects to get more women on bikes, and we are excited about this campaign's potential to introduce HSBC UK Breeze to a new audience and put cycling on the radar of more women."


Knowledgeable and friendly ride leaders are on hand to help riders at HSBC UK Breeze events
RELATED STORIES
Les Mills On Demand partners with This Girl Can campaign


Fitness group Les Mills has joined forces with Sport England’s This Girl Can campaign to help break down women’s barriers to fitness.
First reveal of new This Girl Can campaign


Speaking at the annual Legend customer day at the NEC today, Sport England’s executive director of mass markets, Dave Newton gave a first reveal of the new This Girl Can campaign, which will go live on 26 October.
FEATURE: People profile: Tanya Joseph


Sport England's Tanya Joseph on creating a relationship with real people through This Girl Can
British Cycling’s ‘largest-ever’ female membership still a fraction of overall base


British Cycling’s female membership base has grown to its highest-ever level – although women still only account for less than a fifth of members.
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Sky enters the fitness market via deal with Fiit
Digital fitness brand Fiit has secured a groundbreaking deal with satellite TV giant, Sky, to make its virtual workout platform available through the subscription-based Sky Q service.
Flywheel files for bankruptcy
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Keepme completes first round of investment, secures US$1.7m
Artificial intelligence-based sales and marketing platform Keepme has secured round one funding, totalling US$1.7m.
EuropeActive publishes Horizon 2025 – sectoral manifesto for European fitness
Industry body EuropeActive has published a sectoral manifesto which outlines the aims and objectives of the "entire ecosystem of the European fitness and physical activity sector" for the next five years.
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FEATURED SUPPLIERS

Premier Software Solutions offers scalable software for single or multi-site businesses
Premier Software Solutions' flagship business management system, Core by Premier Software, is the leading single and multi-site solution designed specifically for the spa, wellness and leisure industries. [more...]

Volution explains how to drive the lifetime value of members through virtual engagement
In April 2020, two-thirds of the world’s gyms went into temporary closure due to COVID-19. [more...]
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Wattbike

The versatility and reliability of the Wattbike brand has made it the go-to indoor cycling range f [more...]
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+ More catalogues  

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MyZone Group Ltd - A new Zone is here
A new zone is here for your club, for your members and for you. Find out more...
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01-02 Oct 2020

CCR London

ExCeL London, United Kingdom
01-04 Oct 2020

Cosmobeaute Malaysia

Kuala Lumpur Convention Centre (KLCC), Kuala Lumpur, Malaysia
+ More diary  
 


ADVERTISE . CONTACT US

Leisure Media, Portmill House, Portmill Lane,
Hitchin, Hertfordshire SG5 1DJ Tel: +44 (0)1462 431385

©Cybertrek 2020

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