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UK's leading female athlete experts, transforming the experience in sport for girls and women
Founded by Dr Emma Ross, Baz Moffat and Dr Bella Smith

04/11/2026

Fireworks Night calls for a bonfire, so we’re burning some myths 🔥

Some are already ash, some are still smoking, and some still sting. Swipe through, then tell us which one you’d throw on the fire next. 💛

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31/10/2026

Spooky season clear-out 🎃

🪦 Which myth would you bury? 🪦

Drop it in the comments and we’ll add it to the graveyard 👇

👻👻👻

Knowledge changes outcomes, and every athlete deserves access to it. Share this with a coach, teammate or parent who needs to see it.

17/10/2026

Same cycle. Very different experiences. 👉

Almost a third of women who don’t exercise regularly say their menstrual cycle is part of the reason. Yet among women who do exercise, more than two-thirds use movement partly to help manage PMS symptoms.

So what separates the two?

Every woman’s menstrual cycle is different, but often it isn’t just women’s bodies making the difference here. It’s whether someone has had the chance to understand what’s happening across their cycle, and whether the environment around them makes it easy to keep showing up.

That’s something we can all influence. Coaches, instructors, teammates and parents all have a part to play. We can make conversations about periods feel normal, build in flexibility on harder days, and know when to signpost to medical support.

And if pain is severe or stopping you living your life, that isn’t something to push through. It’s a signal worth getting checked by your GP.

What helped you, or the women you work with, keep moving throughout their cycle? Tell us below 💛

Source: PureGym / Censuswide survey of 2,025 UK women

15/10/2026

Five years. Same stats. Very different reaction.

I can reel these off in my sleep, so I sometimes forget not everyone knows them. People don’t know what they don’t know, and these numbers are often the moment something clicks.

What’s changed is what happens next. People don’t just look shocked any more. They want to do something.
So here’s where to start: send this to someone who works in sport. Bring it up at training, at work, at home. Knowledge spreads one conversation at a time.

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~ baz moffat

10/10/2026

Nobody should have to choose between growing up and staying in sport. 💛

Puberty brings a lot of change at once: growth spurts that affect coordination, first periods, developing breasts and shifting confidence. These experiences are common, but common doesn’t mean they should be ignored or left for girls to work out alone.

The good news? Coaches and teachers don’t need to be experts in adolescent health to make a real difference. Noticing, normalising and making it easy to ask for what she needs is often enough to keep a girl playing the sport she loves. It’s all about starting conversations!

06/10/2026

We’d never expect an athlete to manage a knee injury on her own. But periods, contraception and fertility are often left for athletes to figure out themselves. When support teams include access to reproductive health advice, athletes can make informed choices about their bodies, their careers and their futures.

Female athlete health is performance health

Source: von Rosen et al., 2022 (1,086 Swedish and Norwegian athletes)

02/10/2026

It’s great to hear things like this in the gym! A Barre instructor reminding us that how we move today protects us tomorrow, whether that’s lifting weights or lifting the sofa.

The foundations for lifelong strength start in childhood, and the benefits of building of moving well and building strength last well into menopause and beyond.

15/09/2026

Struggling with THAT advert? You’re not being dramatic, the research backs up why it landed the way it did.

Women’s sport has never been “just sport.” From the FA’s 50-year ban on women’s football to the 32-year Olympic ban on women running over 200m, decisions about women’s bodies in sport have always been decisions made by systems, not accidents.

Sport still has a pattern today: it under-researches women, over-scrutinises their bodies, and then acts surprised when they walk away. The advert isn’t the cause. It’s a symptom of decisions a whole system has been making about women’s bodies for a long time.

And it has landed so badly because it reenforces the structures we are trying to dismantle.

Swipe through for the stats, all sourced, no vibes. 🔗

11/09/2026

Education is key to keeping girls healthy, active and loving sport through puberty.

The better educated partners and teachers, the easier conversations will be for girls.

Source: Nuffield Health (2023) Periods are making it harder for 84% of teenage girls to take part in sports and fitness [Press release/research]. Available at: https://www.nuffieldhealth.com/article/menstrual-cycle-impact-on-physical-activity

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