In January 2015 a new campaign for Sport England dropped. The idea was to create something that would empower women to go out and exercise, and feel absolutely unstoppable doing it.
Sport England had identified that there was a big gender gap with women exercising. There were two million fewer women exercising regularly than men. In Europe we rank third for male participation, but 19th for female. Sweden have both genders in the top five, so it is possible to bring the gap much closer.
In a nutshell: the task was to get more women aged 14-40 exercising regularly (they define that as 1 session of 30 minutes exercise per week).