Our focus for the next five years is to enable the least active girls aged 10 to 18 particularly those from lower income and ethnically diverse communities, to try new activities at school, at home, and in their communities, to find what they love to get active, and stay active, for life.

We will support girls who are:

• The least active, because this is where even a small improvement has the biggest physical and mental health benefit and currently is the least supported group
• From low income families, because there is a very direct relationship between family income and less physical activity and, again, this group has traditionally not been well supported

We will ensure all our activities are as inclusive as possible, with a particular focus on reaching girls from ethnically diverse communities with a specific focus, in the UK on Black and South Asian communities, and in the US on Black and Hispanic communities, because these girls tend to be the least active.

We will pick our geographic focus areas to ensure that we are able to work with girls from these backgrounds.

And we will focus in three key areas:

• Every girl is welcomed in an online world which supports her to get active and stay active however she chooses
• Every girl enjoys getting active at school every day, in and outside PE lessons
• Every girl takes part in fun, inclusive physical activities in her community

As a Foundation, we will not be employing staff ‘on the ground’ to deliver projects and we will have key partners for each area of our strategy. However, we will not be a pure ‘funder’ as we believe both we, and Sweaty Betty, can contribute to supporting partners in designing and delivering projects. In particular, we want to work with partners to ensure that:

• The voices and perspectives of teenage girls (aged 10-18) are at the heart of every stage of initiative design, development and delivery;
• Initiatives are thoroughly monitored and evaluated and are adding to the learning of the entire sector;
• Behaviour change theory, principles and good practice are at the core of all initiatives;
• Initiatives are replicable and sustainable across the UK i.e. that we are informing and catalysing nationwide change, not just change for the girls reached by that specific initiative in that specific area; and
• Partners are able to access and magnify the contribution that Sweaty Betty is able to make towards each pillar