Creating a Welcoming Space for Women in Fitness
Across the UK, woman and girls remain underrepresented in physical activity. This isn’t about a lack of interest or motivation, it’s about the barriers they face.
Research shows that 44% of women say fitness marketing actually makes them feel worse about themselves. The reason? Too often, the images, language and even the design of gyms and leisure spaces unintentionally cater more towards men.
We believe that everyone should feel confident and supported when it comes to fitness. That means taking a closer look at what stops women from getting active, and doing out part to make the experience better.
Understanding the barriers
Walking into a gym for the first time can feel daunting for anyone, but for women, there are some common worries we hear again and again.
“I’m not fit enough to join yet".”
“Everyone will be watching or judging me.”
“I’ll stick out because I don’t know what I’m doing.”
On top of that, the way fitness is often presented, with an emphasis on performance, heavy weights or dramatic “before and after” images, can make gyms feel intimidating rather than welcoming.
It’s no surprise that many women feel excluded before they’ve even had the chance to step onto the gym floor.
Shifting the focus
This is one of the reasons why we’re committed to shifting the tone of fitness at Rivers. Instead of focusing on aesthetics or performance, we highlight:
Wellbeing first. Exercise should feel good. It’s about stress relief, better sleep, improved mood and improving energy levels, not just physical appearance.
Enjoyment over pressure. We encourage people to find movement they enjoy, rather than following strict routines or chasing unrealistic goals.
Confidence building. It doesn’t matter if it’s your first time in the gym, or your fiftieth, we want you to feel supported every step of the way.
What we’re doing differently
We know that small changes can make a big difference. That’s why we offer:
Flexible options. Free passes and no contract memberships make it easy to try sessions without pressure. You can dip in, explore and find what works for you.
More private workout spaces. Our brand new Evesham gym now includes a stretching area with adjustable benches that have built in storage and dumbbells. This design gives you the option of a quieter, more private workout space if that’s what you prefer.
Beginner friendly classes. We continue to promote low pressure, welcoming classes that are perfect for those just starting out, or for anyone looking to move at their own pace.
Zero tolerance for harassment. Everyone deserves to feel safe, respected and comfortable in our centres. Harassment of any kind will never be tolerated.
Beyond the gym floor
We also know it’s not just about what happens in the gym, it’s also about the culture around it. That’s why we’re creating content designed to empower women, with blogs, articles and videos on topics like:
Fitness for mental wellbeing and stress relief
The impact of hormones and cycles on training
Tips for your first visit if you’re feeling nervous
Stories from members who have gone from anxious beginners to confident regulars
These resources help break down myths, tackle fears head on and help show that fitness is for everyone, regardless of age, shape or ability.
Fitness that feels good
We believe fitness isn’t about chasing an ideal or comparing yourself to others. It’s actually about finding movement that feels right for you, boosting your confidence and enjoying the benefits for both body and mind.
We’re committed to building spaces where women and girls feel welcomed, supported and valued, because fitness should never be about fitting in, it should be about feeling good.
