UNESCO research found that 49% of girls drop out of sport during adolescence – that’s six times higher than the drop-out rate of adolescent boys.
Our own findings support this, with new research from Bupa showing that one in four girls aged 11–18 say they’ve felt a lack of confidence when taking part in sport. This is often due to emotional and physical changes during teenage years. Yet, when girls do take part, many report benefits including improved fitness (74%), greater confidence (42%), better mental wellbeing (40%) and stronger friendships (36%).
So how can brands, organisations and policymakers work together to help girls stay active and healthy throughout adolescence? Here are six ideas…
1) Start open conversations about health
Bupa’s research shows that four in five people agree there are clear mental and physical benefits to sharing personal health experiences. That’s why we launched Health Stories, a global movement encouraging people to make open conversations about health a part of everyday life.
This ethos inspired our Let’s Talk Girls’ Health initiative, which brought members of the New Zealand Black Ferns rugby team together with teenage players from York Rugby Union Football Club to share their experiences. From confidence and resilience to motivation and balance, the conversations highlighted the power of sharing health experiences, and how this can make us feel more empowered and less alone.
2) Celebrate female role models
For many girls, inspiration comes from seeing women thrive in sport. The 2025 Women’s Rugby World Cup has grabbed media attention due to sold-out stadiums, with athletes such as Ilona Maher and Ruby Tui gaining global traction as powerful role models for aspiring female rugby players . This is the kind of visibility that can help girls picture the same future for themselves.
3) Design with girls in mind
Our research found that 32% of girls aged 14–18 say their period has stopped them from taking part in sport. To address this issue, Modibodi collaborated with Puma to design a range of period-proof activewear for teenagers.
The product range was launched with a series of Period Pep Talks, reinforcing the message that periods shouldn’t be a reason to step away from sport. Athlete ambassadors such as rugby league star Tiana Penitani fronted the campaign, while bold stunts – such as freediver and marine biologist Brinkley Davies testing Modibodi swimwear in shark-filled waters – showed how product design and confidence can go hand in hand.
4) Create communities of support
Sweaty Betty has taken a community-focused approach to keeping girls in sport. The Sweaty Betty Foundation’s mission is to empower women and girls from every background to get active and stay active. It does this by funding grassroots groups that not only provide access to sport, but also create supportive communities where girls can share health experiences and concerns, and build confidence together.
For example, the foundation funded the Girls Powered programme, delivered in partnership with Sporting Equals and GM Moving. Over four years it trained 51 female coaches and engaged 832 girls in a range of sports, from netball to mountain biking, while also building local networks of mentors and peers.
5) Make inclusivity non-negotiable
Keeping girls engaged in sport means making sure no one feels excluded. UNESCO is tackling this head on through the Sport and Gender Equality Game Plan – a roadmap for policymakers working to advance gender equity.
The plan highlights urgent challenges facing girls in sport, including tackling gender-based violence, reducing adolescent drop-out and increasing the number of women in leadership roles. It also sets out practical steps such as ensuring equal media coverage, establishing regulations and investing in education and training.
6) Put wellbeing before performance
Our research shows that girls are twice as likely as boys to feel self-conscious about changes to their body and hormones that make taking part in sport uncomfortable. Those feelings can become barriers that keep girls away from sport.
Sport New Zealand’s Balance is Better strategy responds by encouraging schools and clubs to shift the emphasis from performance to enjoyment and wellbeing. By creating spaces where participation feels safe and supportive, it helps reduce the pressure that feeds self-consciousness – and keeps more girls engaged.
Join the conversation
Every girl deserves the chance to feel healthy, confident and connected through sport. Let’s help more young women to stay active throughout adolescence – and enjoy the physical, social and mental benefits that movement brings.
How do you think we can best support the next generation of girls in sport? Share your thoughts in the comments.
