In 2019, Sport England funded EMD UK to create This Girl Can Classes. The product was built after insight revealed that many women felt uncomfortable joining group exercise classes.
Reasons included ‘not feeling fit enough’ and concerns they would not be capable of keeping up with the rest of the group as well as classes being too long or too high an intensity. Therefore, EMD UK and This Girl Can set out to change this by creating a new class concept which was specifically designed with the needs and concerns of less active women in mind.There have been many successes to date from This Girl Can Classes, including:
However, instructors have shared their challenges with delivering the existing This Girl Can Classes. In response to this, EMD UK and This Girl Can decided to evolve the product and shift the focus from a choreographed format to a broader educational product.
The new educational product, which will be co-designed with existing This Girl Can Classes instructors, will launch in 2024. It will put the power truly with group exercise instructors across all styles and genres, to help more women break down barriers to attending classes.
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