In recent years, a growing number of elite competitors have stepped forward to share their personal battles with anxiety, depression, and burnout. Their courage is transforming not just the culture of sport, but the broader global conversation around mental health. What once was whispered in locker rooms or hidden behind closed doors is now being brought into the light, helping to redefine what true strength looks like.

AMG Talent have been at the forefront of speaking up to break the stigma – for example, 2022 Commonwealth Games Judo Champion Lachlan Moorehead is a mental health ambassador for IfUCareShare foundation and the world’s leading ocean tower Angus Collins has recently raised £250,000+ for James’ Place, a male mental health charity.

The Breaking Point of Perfection

For elite athletes, the pursuit of perfection begins early. The discipline, sacrifice, and relentless drive needed to reach the top of any sport come at a cost. Training regimes can stretch across years with little room for rest or reflection. Add to that the intense scrutiny of media and fans, and it’s easy to see why even the most accomplished athletes may struggle internally.

Simone Biles, the most decorated gymnast in history, became a powerful symbol of this when she withdrew from several events at the Tokyo 2020 Olympics to prioritize her mental well-being. Her decision shocked the world — and sparked a vital discussion. Biles later explained that she was experiencing the “twisties,” a dangerous loss of spatial awareness that can lead to serious injury. But the larger message she sent was clear: mental health must be treated with the same importance as physical health.

Likewise, tennis star Naomi Osaka made headlines when she withdrew from the 2021 French Open after speaking candidly about her struggles with depression and the toll of constant media obligations. Both women were initially met with criticism, but the wave of support that followed showed that fans — and the sports world at large — were ready for change.

Breaking the Stigma, One Story at a Time

Athletes are now using their platforms to challenge long-standing stigmas. In traditionally “tough” sports like football, rugby, and hockey, mental health conversations were once taboo. But that’s shifting fast.

NFL player Brandon Marshall publicly shared his diagnosis of borderline personality disorder and went on to establish Project 375, a foundation dedicated to mental health awareness. NBA champion Kevin Love and Olympic swimmer Michael Phelps have both spoken about their experiences with anxiety and depression, emphasizing that seeking help is a sign of strength, not weakness.

These stories have ripple effects far beyond the sports community. When someone at the top of their field admits they struggle, it normalizes those feelings for millions of others — young athletes, fans, and everyday people alike. A 2023 survey by the British Journal of Sports Medicine found that nearly 40% of elite athletes report symptoms of depression or anxiety at some point in their careers. As more athletes speak out, more are encouraged to seek help without shame.

Organizations Stepping Up

Sports organizations are also beginning to recognize their duty of care. The International Olympic Committee (IOC) launched a Mental Health in Elite Athletes Toolkit, offering resources for teams and federations to better support athletes. The NBA and NFL have hired full-time mental health professionals for each team, ensuring players have confidential access to counseling and therapy.

In the UK, programs like Mind’s “Performance Minds” initiative and Sport England’s mental health charter are changing the culture from the grassroots level upward. Many national federations now include mental wellness checks as part of routine athlete evaluations — an essential step toward preventing crises before they occur.

Even sponsorship and branding conversations are shifting. Major sportswear companies are producing campaigns that highlight vulnerability and resilience in equal measure. Instead of portraying athletes as invincible, these narratives emphasize authenticity, empathy, and balance — values that resonate deeply with modern audiences.

The Power of Vulnerability

The courage it takes for athletes to open up publicly cannot be overstated. For many, their identities have been built entirely around toughness and performance. Admitting vulnerability in a hyper-competitive world feels risky. Yet, time and again, those who speak up find themselves embraced, not rejected.

This shift is redefining what it means to be strong. True resilience, it turns out, isn’t about pretending everything is fine — it’s about facing challenges honestly and asking for help when needed. As Michael Phelps said, “It’s OK to not be OK. It’s OK to go through ups and downs. But I think the biggest thing is, we all need to ask for help sometimes.”

A New Generation of Role Models

Perhaps the most inspiring aspect of this movement is how it’s shaping the next generation. Young athletes today are growing up with role models who talk openly about therapy, mindfulness, and balance. They see that stepping away from competition for mental health reasons doesn’t erase their accomplishments — it underscores their humanity.

Schools, coaches, and parents are beginning to follow suit, encouraging holistic well-being instead of a “win at all costs” mentality. This evolution promises a healthier, more sustainable model for athletic success — one that values the person as much as the performance.

The Road Ahead

While progress is undeniable, the journey is far from over. Many athletes still fear being judged or losing sponsorships if they disclose mental health struggles. Cultural differences also mean that some regions lag behind in acceptance and support. Continued education, funding, and open dialogue are essential.

What’s clear, however, is that the conversation has changed permanently. The more athletes share their stories, the more they remind us that mental health is universal — and that strength and vulnerability can coexist.

In redefining what it means to be “elite,” these athletes are doing more than breaking records; they’re breaking barriers. And in doing so, they’re proving that the greatest victories aren’t always won on the field, but within ourselves.

AMG Talent work wit the following mental health champions including:

Lachlan Moorehead, 2022 Commonwealth Games Judo champion

Angus Collins, the world’s leading ocean rower

Ollie Newton, runner & youth mental health worker 

LET’S TALK!  If you are a brand or agency with a mental health brief or idea and want to discuss how to bring a campaign tie life please contact mark@athletemedia.co.uk or call +44 7952 304340 to discuss potential creative solutions.

It’s time to rethink the corporate offsite.

What if your next team retreat didn’t just boost morale, but mindset?

What if it didn’t just build cohesion, but contributed to conservation?

And what if it wasn’t run by a facilitator in a hotel conference room, but by a world-class athlete with a purpose bigger than performance?

Welcome to Purpose Offsites, a bold new collaboration between The Leap and Athlete Media Group (AMG).

Why we teamed up

At AMG, we believe in solving business challenges through the power of sport and the stories of athletes. At The Leap, we’ve spent two decades curating purpose-led travel experiences that challenge and inspire individuals to step outside their comfort zones.

Together, we saw an opportunity to shift how corporate teams grow—by placing them in immersive, high-impact environments, championed by athletes and rooted in sustainability.

The Experience: Kenya (Pilot Launch 2026)

Our first Purpose Offsite is set on the wild, beautiful coast of Kenya. Here, your team will:

• Be hosted by a climate-conscious athlete with a powerful story of resilience and purpose
• Take part in tangible marine conservation work with our local partner, Oceans Alive
• Explore themes of leadership, mindset, and sustainability through athlete-led sessions
• Reconnect as a team through adventure, contribution, and shared challenge
• Experience safari, sea, and community in one unforgettable journey

This is not a box-ticking CSR trip. It’s a transformative offsite where business and purpose align, designed to inspire lasting impact back in the workplace.

What you’ll take away

• Team connection, rooted in real shared experiences
• Leadership insights from elite athletes who’ve overcome extreme challenge
• Authentic ESG storytelling and brand value
• Direct climate contribution, tracked and measurable
• A new lens on performance, impact, and purpose

Who it’s for

• Forward-thinking companies seeking meaningful team experiences
• Purpose-led brands wanting to walk the walk on sustainability and wellbeing
• HR, L&D, and CSR teams looking for fresh, immersive development formats
• Leaders ready to invest in their people, and the planet

Join the movement

Our Kenya pilot runs in 2025. From there, we plan to expand this model across other Leap destinations—each one led by athletes, rooted in local impact, and aligned to the UN Global Goals.

Want to take your offsite beyond the ordinary?

Let’s go further. With purpose.

Please contact mark@athletemedia.co.uk or call +44 7952 304340 for more details.

From 1–4 September, eight world-class and Olympic swimmers, representing all four UK nations, will take on The Thames Swim Against Sewage, a non-stop, three-day relay from the source of the River Thames, finishing at Westminster, in an action coordinated by campaigning charity Surfers Against Sewage (SAS). Covering more than 200km, the endurance swim will be both a fastest known time attempt and a powerful call for urgent Government action to end the UK’s sewage crisis.

The swimmers will set off on Monday 1 September from Lechlade, Gloucestershire with the relay ending at Teddington Lock (the end of the non-tidal Thames) on Thursday morning. Along the route, they will be joined by clean water campaigners from river communities who are supporting the challenge and amplifying calls for urgent change. From Teddington, swimmers and communities will travel by boat and kayak to Westminster, arriving on Thursday 4 September to deliver a symbolic call for urgent action to protect the UK’s rivers, lakes, and seas, as parliament returns from summer recess.

The sewage scandal remains a major concern for the UK public. Last year, over half a million discharges polluted rivers, lakes and seas for a total of 4.7 million hours. New data from Surfers Against Sewage shows the crisis is continuing in 2025. Thames Water, scrambling for investment to avoid collapse, has discharged sewage more than 7,000 times since January. The company has also faced record fines for environmental breaches and breaking dividend rules.

Since the start of the year, Surfers Against Sewage data also shows that water companies have caused over 14,000 discharges into designated bathing waters in England and Wales. 1,118 of these occurred during the peak summer season in July and August.

The UK has over 600 designated bathing waters, popular sites for swimming and water sports that are the only official locations where bacteria is regularly monitored and data published. Monitoring takes place during the bathing season (mid May to the end of September). These sites are critical for providing safety information to the public and creating a legal duty for polluters to act. Yet the data shows that sewage pollution remains a serious problem, even in these protected waters.

Surfers Against Sewage is calling for transformational reform of the privatised water industry in England and Wales, which it says is responsible for destroying the country’s blue spaces. The charity believes the Cunliffe Review into the privatised water sector did not go far enough and that Government must legislate so water companies are forced to prioritise public health and the environment over profit. Surfers Against Sewage is also urging the Government to modernise the Bathing Water Regulations and revise the proposed reforms that are due to be legislated this autumn, calling for the introduction of year-round, real-time testing and monitoring to protect the health of the UK’s vibrant community of water users.

Throughout the challenge, SAS will track pollution in the Thames, monitoring E. coli, ammonia, and oxygen levels with a Seneye water quality sensor. The Thames Swim Against Sewage will carry the demands of the UK’s water community to Parliament, highlight issues across all four nations, and unite athletes with local groups fighting to protect their river.

*Full details of the swimmers representing the four UK nations can be found in the notes to editors*

Dani Jordan, Director of Campaigns and Communities at Surfers Against Sewage said: “As parliament returns after another summer plagued by sewage pollution, the Thames Swim Against Sewage delivers an urgent message to our leaders: end the sewage scandal now. It is highly symbolic that the swimmers will be passing Thames Water’s HQ, the poster child of a broken industry that has prioritised shareholder profits for decades while the public and environment pay the price. We need the government to urgently deliver fundamental transformation of our failing water industry, not hollow speeches and tinkering at the edges. Reform must include fit-for-purpose Bathing Water Regulations with real-time, year-round water quality testing, so our laws finally reflect how people use the water in 2025.

“By joining forces with Olympians and world-class swimmers in this epic event, we are not only shining a spotlight on the sewage scandal but also on the bravery, determination, and unity of those across the UK who refuse to accept our wild waters being treated like open sewers. By swimming from source to the city of the iconic, yet chronically polluted, Thames, this challenge demonstrates the urgent need for action and the public’s clear message to Government: protect our wild waters now.”

Toby Robinson, Paris 2024 Olympian and member of the event relay, adds: “The Thames is absolutely iconic. I’m doing this swim to tell the story of the river – the positive communities working to clean it up and the challenges it faces. I’m also trying to build upon the legacy of the Paris Olympics last year. The Games set a precedent that our urban rivers can be cleaned up enough for city dwellers to enjoy and dip in. This should be a right for all people. Cleaning up the Thames brings this dream one step closer for Londoners.”

Jessika Robson, who will be representing Northern Ireland, said: “I’m joining this relay because swimming has always been a big part of my life, but I’ve also seen firsthand how water pollution affects the places we love. The ongoing issues at Lough Neagh have shown me how fragile our waterways are, and how much we stand to lose if we don’t protect them. Taking part in this swim is my way of giving back to the water that’s given me so much and raising awareness for the need to keep it clean for everyone.”

Welsh Swimmer Emily Forwood said “I’m taking on the Thames Swim Against Sewage because open water swimming is one of the most powerful ways to boost both physical and mental wellbeing, and it should be accessible to everyone. In Wales, we’re lucky to have some of the most stunning wild swimming locations in the world, from peaceful mountain lakes to spectacular beaches, but pollution is putting them all at risk. Everyone deserves safe, clean waters to swim, surf and play in. That’s why we need urgent action and real accountability, so that people and nature are put before profit.”

Calum Maclean, a Scottish wild swimmer and adventurer is also joining the challenge. He said: “As a passionate outdoor swimmer, I want everybody to have the opportunity to safely access water, no matter where they are. 

“Even in Scotland – where many people think our waterways are very clean – we have far from a perfect situation. I have friends who have been ill after swimming in our major rivers and have myself seen disgusting water conditions around our coasts. Over the past few years, I have become increasingly aware of the situation with sewage overflows and if I can help raise awareness, then all the better.” 

Event details:

·         Relay start: Lechlade, Gloucestershire, 1 September, 12:00

·         Relay end: Teddington, 4 September, 09:00

·         Arrival at Parliament: Westminster, 4 September, afternoon, joined by fellow water users from local Thames communities.

Ends

Images from the event will be shared on the following link, with images of the swimmers available to download: https://surfersagainstsewage.filecamp.com/s/o/KdLFuIuJlC2GYK5c

For more information and detailed timings, or to arrange filming and interview opportunities, please contact:
Danielle Wickham, Senior Press Officer
📧 daniellewickham@sas.org.uk | media@sas.org.uk
📞 01872 555 949

Notes to editors 

Further information on the Thames Swim Against Sewage, including a live Swim Tracker, can be found here

Live sewage pollution tracking will be recorded by Seneye and fed through to SAS Data HQ

Bathing Water discharge data referenced is sourced from Surfers Against Sewage Data HQ which tracks sewage discharges in real time. Please contact media@sas.org.uk for further info or additional data requests.

Details on swimmers

England

Toby Robinson- former elite open water swimmer and Olympian, having competed at the Commonwealth and Paris 2024 Olympic Games. He is now a Swimmable Cities Project Ambassador, passionate about improving access to clean water for communities in the UK.

Amber Keegan– GB 2x World Championship and ultramarathon swimmer, who took part in Epic Swim Maui, a UN-backed 220km circumnavigation of Maui for ocean preservation

Wales

Hector Pardoe– world medallist, 2020 and 2024 Olympian, who recently completed the Three Lakes Challenge, breaking records in swimming the three largest lakes in Scotland, England and Wales in under 24 hours. Hector is a vocal advocate for ocean health and improved water quality in the UK.

Emily Forwood- competitive swimmer in both open-water and pool disciplines and member of Welsh National Squad. In 2022, she earned the Open Water Swimmer of the Year (South West) title after dominating her category in regional and national competition.

Scotland

Colleen Blair – lifelong open water swimmer, world record holder and ultra marathon swimmer who has completed an array of challenging swims. Colleen is a Marathon Swimming Mentor and was named one of the World’s 50 Most Adventurous Open Water Women in 2019.

Calum Maclean – adventurer, open water and ice swimmer passionate about using his adventures to encourage others to get outdoors.

Northern Ireland 

Jessika Robson – world-record holding ultramarathon and ice swimmer. She is the youngest woman to swim the North Channel and has broken multiple British ice records.

Daniel Smyth – youngest male to swim the North Channel and a rising talent in ultra-marathon swimming. Daniel is deeply committed to protecting our rivers and oceans for future generations.

About Surfers Against Sewage – https://www.sas.org.uk

Surfers Against Sewage is a grassroots environmental charity based in Cornwall, dedicated to the protection of the ocean, waves, beaches and wildlife. It was created in 1990 by a group of Cornish surfers from the villages of St Agnes and Porthtowan on the north coast of Cornwall. In relation to water quality, the charity’s ambition is to end sewage discharge into UK bathing waters, and high-priority nature sites, by 2030. It also campaigns to end plastic pollution, tackle climate change and restore marine habitats.

”The future of AI is not about replacing humans, it’s about augmenting human capabilities.”

The United Nations AI For Good Global Summit was held in Geneva in early July 2025 with thousands of delegates in attendance.

It was focussed on using AI ‘to advance the UN Sustainable Development Goals’ with sessions covering all manner of areas, issues & opportunities.

AMG client, 5 x Paralympian & 3 x Paralympic Canoe Gold medallist Charlotte Henshaw MBE, PLY. shared her valuable insights into how AI is redefining the limits of athletic performance on an esteemed panel of experts from sport & technology.

Image: George Messa

With 5 Paralympics in 2 sports (swimming & canoe) Charlotte’s insight & experience was invaluable.

Her session also explored:

🎯AI’s impact on precision training & injury prevention to long-term health monitoring & recovery.

📈The integration of advanced analytics in team environments

🏟️The technological infrastructure powering global sporting events.

💪♿️🦿& the unique demands & insights of para-athletes.

👩‍💻And also addressed the clinical & human-centered dimensions of connected health systems as sport moves toward an increasingly intelligent & data-driven future.

Charlotte sat alongside esteemed experts Leslie Saxon Patrick Lucey Ilario Corna Stephen Smith & moderator Christina Chase.

🙏🏻Thank you to the brilliant Guillem Martínez Roura for his hard work behind the scenes.

If you want to hear more about Charlotte’s panel discussion, how AI is affecting high performing GB athletes like Charlotte and the impact of AI on sport get in touch: mark@athletemedia.co.uk / +44 7952 304340.

#sport #athlete #speaker #panel #AI #AIforGood #solutions #innovation #forceforgood #globalgoals #SDGs #BeMore

The Women In Sport report found the Paralympic Games inspired 74% of young disabled people to do more sport, but the report also exposed a big dream gap with only 36% of disabled girls, compared to 61% of disabled boys dreaming of reaching the top in sport.

While the Paralympics inspires young people in different ways, four in ten young disabled people said they felt the Paralympics created unrealistic expectations, with the pressure being felt most acutely by disabled boys. This links to the negative impact of gender stereotyping, with many disabled boys put under pressure to prove themselves through sport, while disabled girls are left behind as society feels it’s not going to matter to them. This was seen as dads were more likely to be main supporters of disabled boys, with 62% receiving encouragement from their dads to become top athletes, compared with 44% of disabled girls. 

Inequality in sport is compounded for disabled girls. Their disability combined with gender stereotypes means their opportunities to participate and thrive in sport are severely limited. Beyond physical and practical barriers, many disabled girls are not encouraged to see sport as a space for them. One in five say they don’t see people like them in sport, reinforcing feelings of exclusion and a belief that they don’t belong.

Like their non-disabled peers, disabled girls are more likely than boys to be held back by fears of judgement, believing they are not good enough or fit enough tostart an activity. But disabled girls face additional challenges including fewer localopportunities (44%), negative attitudes about disabilities preventing success (42%) and a feeling that disabled people aren’t encouraged to excel in sport (35%).

These layers of inequality result in fewer disabled girls taking part, fewer aspiring to reach the top and fewer seeing sport as a space where they’re welcome.

Women in Sport ambassador and Activity Alliance Honorary President, Baroness Tanni Grey-Thompson said: “This report is a wakeup call to society to change its expectations for disabled girls and realise how vital sport and exercise can be to their lives. We need to provide more opportunities and stop conforming to outdated gender stereotypes. Sport can transform lives and too many disabled girls and women are missing out just now. Disabled girls should be able to dream, like I did, of reaching the top, but they also deserve everyday opportunities to experience the joy of sport.”

The report, titled A Game of Inequality: The Reality of Sporting Dreams for Young Disabled People, also highlights the vital role sport plays in the self-care and mental wellbeing of disabled girls. Four in ten girls say they take part in sport for their mental health compared to just over three in ten boys. With the mental health crisis among girls deepening this increases the urgency for action.  

To create a more equal sporting environment for disabled girls Women in Sport and Activity Alliance are calling for:  

• Inclusive opportunities in school and community sport to meet the needs of disabled girls. 

• Increased education to upskill the sport sector in inclusive activity delivery and to challenge gender stereotypes.  

• Improved and increased representation of disabled female athletes in media and leadership roles. 

• Ongoing collaboration across the sport sector to create meaningful, systemic change in sport and wider society. 

Stephanie Hilborne OBE, Women in Sport CEO said: “This report reveals the extent to which disabled girls are being left behind in sport. While nearly two-thirds of disabled boys dream of reaching the top, only a third of disabled girls feel the same. That’s not down to lack of ambition – it’s the weight of gender stereotypes and the added barriers of disability, crushing opportunity and depriving young disabled women of joy. Sport has the power to transform lives, to bring self-belief and belonging. We must challenge the stereotypes and work to create more opportunities to create a future where every girl feels sport is a place she belongs.”

Adam Blaze, Activity Alliance CEO said: “We see the barriers to activity that disabled people face on a daily basis. Sport should be a place everyone belongs, but this report highlights a sad reality, the challenges facing young disabled people are compounded by their gender. Young disabled girls deserve the same opportunities offered to their non-disabled friends that bring belonging, joy and fulfilment. Aspirations of being active and then dreaming of reaching the top if they wish, should be a rite of passage for every child. Societal and systemic change are crucial to breaking down the barriers that stand in the way of the enormous benefits of being active for disabled girls and boys.”

Read the report by clicking here:

https://womeninsport.org/resource/paris-2024-paralympic-games-the-reality-of-sporting-dreams-for-young-disabled-people/

Who Are Women In Sport?

Founded in 1984, Women in Sport is the longest-standing charity in its field with a proud history of securing change for women and girls. At its heart lies a deep understanding of the needs of women and girls in relation to sport and a passion to address the stubborn gender inequalities that still exist.

Based on expert insight, Women in Sport challenges the system, offers solutions and inspires change. Not only do we believe in girls and women having access to fair and safe sport for the joy, fulfilment and lifelong benefits it offers, but we care about this because it can address health inequalities and help society to thrive.

We continue to build strong partnerships with the corporate, sports and leisure sectors, grow our influence in parliament and develop powerful projects. By doing so we have led the field in creating change for teenage girls and challenged the system to better serve women in midlife.

Homepage: https://womeninsport.org

60% of AMG’s athlete community are women so this latest research delivers strong momentum in so many areas.

This latest Women’s Sport Trust report, featuring broadcast analysis from GSIQ, shows that three-minute UK broadcast reach fell -13% between January and May 2025 (from 22.6m to 19.6m), the first decline since 2022, coinciding largely with a -15% reduction in coverage hours and falls in Barclays Women’s Super League (BWSL) and Guinness Women’s Six Nations (W6N) average broadcast audiences.

However, there were still standout moments. The Women’s Boat Race was the UK’s most-watched women’s sporting event of 2025 so far, peaking at 2.18 million viewers. Football and rugby filled the rest of the top 10, with the Lionesses and home nation rugby teams featuring heavily – highlighting all their continued appeal to the viewing public.

With the UEFA Women’s EURO 2025, the Women’s Rugby World Cup, and a record number of BWSL matches set to be broadcast in the upcoming season on Sky Sports, UK broadcast figures are expected to rebound in the second half of the year.

Digital Channels Fuel Growth

Across platforms, global digital engagement soared in early 2025, as leading leagues and teams expanded their content output and connected with new audiences:

• The first five months of 2025 saw huge year-on-year increases in digital content posting from the leading women’s sport leagues and properties. The eight most-viewed accounts on each platform drove a +105% rise on TikTok and a +84% increase on YouTube.
• The WNBA led TikTok with 131 million views globally, while the WTA topped YouTube, growing views by +75% year-on-year to 63 million. On Instagram, India’s Women’s Premier League (WPL) recorded the highest engagement (28 million), and the UEFA Women’s Champions League saw a +92% increase in Facebook engagement, securing the top spot on that platform.
• Looking at sports teams specifically, it was European football that dominated views and engagements on Instagram (FC Barcelona Women 38m engagements) and TikTok (Juventus Women 170m views), whilst Indiana Fever was by far the most viewed team on YouTube (37m).
• In the UK, the BWSL led the way for domestic women’s leagues, driving 56m TikTok views, 20m YouTube views and 6m Instagram engagements.

Alongside insights and metrics from the first five months of 2025, this extensive report goes ‘beyond the headlines’ with in-depth analysis of the BWSL 2024/25 season, the W6N and Premiership Women’s Rugby (PWR), as well as interesting snapshots into rugby league, cricket and netball. WST’s research also draws lessons from challenger leagues, highlights the importance of a thriving ecosystem and identifies opportunities to unlock further digital growth through greater equality in publishing resources. 

Spotlight: Barclays Women’s Super League (BWSL) – 2024/25 season

The BWSL saw a -35% year-on-year drop in average broadcast audiences and a -10% drop in attendance year-on-year. Despite this, the 2024/25 season saw major digital gains for the BWSL, with clubs and the league delivering significant growth across multiple platforms.

Key digital highlights from 2024/2025 season include:

• The official BWSL YouTube channel became the second most viewed women’s sports league/competition globally, with 39.6 million views since launching in July 2024.
• The BWSL TikTok account recorded the highest average views per video (417k) and highest engagement per video of any major women’s sports property in the last 12 months.
• BWSL clubs saw a +154% year-on-year rise in TikTok views, overtaking EFL Championship clubs to become the second most viewed domestic league on TikTok in England, behind the Premier League. They were also the second highest domestic league for Instagram engagements (154m).
• Chelsea Women led all domestic women’s clubs in both TikTok views (258m) and Instagram engagements (42m) for the season.
• Across Instagram, the 12 BWSL clubs earned 154m engagements, outperforming the 24 EFL Championship teams (119m).

Mixed Broadcast Results, but Player and Platform Gains in Rugby and Netball

While TV audiences for the W6N fell from 8.1m to 6.6m (3+ minute reach), digital gains, particularly player-driven, stood out:

• During the W6N, the Red Roses led the way. Between January and April 2025, their players posted more TikTok content than any other England men’s or women’s team in rugby, cricket or football.
• Collectively, their 6.7 million views on TikTok were +75% higher than the England men’s rugby team. Demonstrating that in a landscape where visibility, authenticity and connection drive growth, players aren’t just part of the story – they’re leading it.

On the domestic front, the PWR saw hugely positive increases in both TV audiences and online exposure:

• Average audiences for live PWR matches on TNT Sports rose by +86% (11.8k-21.9k) during the 2024/25 season.
• PWR YouTube views increased by +24% to 678k, whilst TikTok video views grew by 91% and Instagram engagement was up by +118% on the previous season.
• Ilona Maher’s signing by Bristol Bears helped drive a 9.3x increase in Instagram engagement to 2.5 million, while broadcast audiences rose +281% when she featured in the match day squad.
• Growth extended beyond one player, with 10 PWR players making the top 50 most viewed GB or UK based female athletes on TikTok so far this year, versus two players at the end of 2024.

As the season draws to a close, the relaunch of the Netball Super League (NSL) has had a positive impact on viewing figures and digital engagement:

• In the season so far (Rounds 1-10), viewing hours have already grown by +229% on Sky Sports compared to 2024, whilst the Sky Sports YouTube channel has seen a +61% increase in views.
• NSL Instagram saw a +47% increase in engagements (296k), and +524% increase in TikTok views (4.5m), for January to May year-on-year.

Unlocking the Full Value of Visibility

“It’s hugely encouraging to see women’s sport thriving on digital platforms, with athletes, teams, and leagues leveraging new ways to connect with fans. This ecosystem (built through collaboration between broadcasters, rights holders, and platforms) is vital to continuing the sport’s growth.” said Tammy Parlour, CEO of the Women’s Sport Trust.

“That said, the decline in overall broadcast viewership is a reminder of the fierce competition for audience attention. We must ensure that investment in production and distribution keeps pace with fan demand and the quality of the sport on offer.

“There is still untapped potential – particularly if we can close the gap in resources between men’s and women’s sport. The growing digital interest shows there’s strong casual fandom; the opportunity now is to translate that into regular, domestic viewing habits, especially off the back of the interest that this summer’s major events will generate. To unlock long-term value, we need consistent, quality coverage – supported by sustained investment across the whole ecosystem.”

#VisibilityReport #WomensSportTrust

NOTE…

This Visibility Report published by The Women’s Sport Trust can be downloaded at:

Digital surges as women’s sport navigates evolving visibility landscape

The Women’s Sport Trust is a pioneering and visionary charity which has been at the forefront of driving change within women’s sport since 2012.

They want a world where women’s professional sport is valued independently successful, and driving positive social change.

• Building a self-sustaining sports industry that values women and girls through fair investment, opportunities, and visibility.
• Inspiring future generations with strong, diverse female role models in sport.
• Promoting societal change and striving for equity for all.

How did you get into cycling?

I have always been around the sport with my dad having raced but I didn’t have much desire to ride a bike as a kid.  The suggestion of a family bike ride on holiday would never go down well with young me! We then had to do cycling at school when I was 11 and I went from being the kid who couldn’t catch a ball and was branded as bad at sport to being better than all the boys on a bike. At this point I was hooked and joined my local club LVYCC. As a teen I also rowed for my local club as well as running up to county level for cross country and long distance track events. However once I realised I was unlikely to grow any taller (I am 162cm) I decided to focus on cycling which I think was the right decision!

What does cycling mean to you?

It’s a really important part of my life. A lot of athletes suffer serious injuries that see them out for a year and they understandably walk away as they realise during rest and rehab that maybe it was all they knew and they didn’t actually love the sport. For me I am the opposite as I have realised how much it means to me, not just the racing side of the sport but just being able to go out and ride around the lanes whether that be in essex when I am at home or further afield and just forget all of my worries for a few hours. Nothing beats a good bike ride! 

What have been your greatest achievements in cycling to date?

For sure my first world tour race at the 2021 tour of britain is and possibly always will by greatest achievement in terms of circumstance. I was just starting my third year at university studying for my BA in human geography and I essentially had a random week off in early October to go and race the best riders in the world. Even saying that still sounds pretty crazy! It was really cool at the time but it’s only now 3 years on that I realise just how amazing that was as I was only 20 and I wasn’t full time on the bike. The funniest thing was I didn’t expect to survive the full week (at uci level there’s tight time cuts due to nature of the road closures hence a large percentage of riders often not finishing each race) so I had scheduled a meeting with my dissertation supervisor for Friday which I had to cancel in the finish carpark in Southend the day before. Funnily around the same time this meeting was meant to be on the Friday I was up the road in an early break on stage 5! 

Which cyclists do you most admire?

One name comes straight to mind; not modern era as a rider but I think his story is still super inspiring; Colin Sturgees (former world and British champ in the 90’s). Col is someone I have always looked up to and I am lucky enough to personally know well. We are quite similar as people so I have always had huge respect for Col and what he achieved on the bike as he’s had to overcome some huge mental challenges. He’s also just a super cool person and has been a massive help to me the last year! 

What brands in cycling do you most respect & why?

I have always had a lot of respect for Rapha and it’s founder Simon Mottram for both there work supporting grass routes cycling via Herne Hill vélodrome (where I regaulary train) and the Lincoln Grand Prix but also there work supporting the Ambitious about Autism charity with various rides and campaigns over the years. 

How are you looking to speak out about red-s and autism?

I am really keen to engage with both the sports bubble and wider world outside of sport in order to show that being autistic is not something to hide nor is it something anyone should be ashamed of. I feel autism, especially in women, is still really misunderstood. I was diagnosed in my 20’s where as had I been a male I would have likely been picked up before the age of 5. It took two decades to get a diagnosis yet that was two decades of challenges that myself and those around me couldn’t understand. This made growing up really challenging for me and my mental health took a big hit as a result as I believed there was something ‘wrong’ with me. On one hand it affects me massively, I struggle with change, overstimulation, demand related anxiety and struggle socially to the point I masked so heavily as a teen in desperation to fit in that I often look back and don’t recognise who I was back then. Yet it’s also who I am, it’s what allows me to push myself to my absolute max in my sport day in and day out. it’s what allows me to hyper focus for hours on the bike and ultimately be the best athlete I can be. I really want to shine a positive light on what it’s like to be autistic in a bid to help others both in and out of sport. 

I also love talking to people about my experience of being autistic so this is something I genuinely would love to do more of. I think in part as it still takes people I don’t know by surprise when I tell them that I am autistic. I think this is really important as traditionally people have incorrectly stereotyped autism based on media such as the film rainman so a female sports person breaks down that stereotype for sure! 

I also want to raise awareness of non traditional eating disorder presentations. I  never thought I had an ED or RED-s as at the time of diagnosis I had actually gained weight- contrary to popular belief some people’s bodies start storing fat like crazy when being heavily under fuelled. I was convinced despite knowing I was under eating and being unhealthily restrictive, I couldn’t have an ED despite my menstrual cycle stopping as I hadn’t lost weight. It’s only now in recovery I have realised how dangerous the idea that only someone visibly underweight could have an ED and/or RED-s.   

Are there clear pathways for those who are autistic into cycling?

In short no. I think it’s the same as society in the sense that understanding is still really lacking, therefore support is also still lacking as they go hand in hand. There’s a lot of hype at the minute and talk about autism but the majority of this noise is driven by the press around it being a trend- it’s not. This noise hasn’t helped with positive awareness and acceptance so young autistic people are still facing the challenges I faced entering the sport 15 years ago. I would love to visit both youth clubs and adult race teams to talk about how best to support there autistic members as I feel the only way we can change the system is by listening to those of us with lived experience of being autistic. 

By default cycling is a very attractive sport for autistic people as you get to be part of a team but train alone so it’s a really nice balance however we need inclusion to make it truly accessible to autistic athletes at all levels.

What does the future look like for Connie Hayes?

My main goal is to get back to where I was a year ago; I suffered a serious knee injury last summer and have had to have open surgery to correct a tendon problem amongst a list of other issues. Once I am back fit and racing again next year I really just want to enjoy the time I have in this sport. It sounds cliche but I am in an incredible position where I get to live out my wildest dreams racing around the globe and I don’t want to waste the time I have in this sport. I always get the best results when I am enjoying the sport and not obsessively focusing on outcomes so that’s something I really want to prioritise moving forward. 

Off the bike I want to be a force for change when it comes to supporting fellow neurodivergent sports people as well as the neurodivergent sports stars of tomorrow. I want to carry on being a visible role model and show that being autistic is not a bad thing within sport- for sure it brings challenges but with the right environment it also brings a host of strengths. 

Have you got plans for your career post-cycling?

I finished a Human Geography research masters (MRes) degree at Queen Mary University of London last summer with my work focusing on the autistic experience of cities. This is something I would love to go back to as part of a PhD however I am aware that the academic sector is struggling at the moment so PhD funding and long term academic jobs are both really hard to get. As a result I have also thought about going back and re-training in the healthcare sector down the line; I guess I just want to make a positive difference to people’s lives in some way. 

Alongside this once I finish racing myself in say a decades time I really want to be able to go back and work with teams even if just on a voluntary basis as I love my sport. I want to go back and make a difference to young riders the same way that ex racers have had a positive impact on my own journey in sport. 

On a sporting front I doubt I will ever truly stop as sport is so important to my mental well-being. I have been joking recently about running the London marathon in 2040 so I guess a return to running for fun will probably be firmly on those plans assuming I don’t add to the list of injuries too much in the next 15 years! 

If you are in the media and want to speak with & / or a brand wanting to work with Connie please contact AMG CEO Mark Middlemas on mark@athletemedia.co.uk / 07952 304340.