Solving the Biggest Problem for Girls in Sports: Nike's Innovative Approach

The Importance of Female Coaches in Encouraging Girls in Sports

Research has shown that while girls participate in sports in greater numbers than in previous decades, they drop out at concerning rates as they hit puberty. One solution to this problem is bringing in more female coaches. However, the historically male-dominated world of sports has made it difficult for women to become coaches, with almost 75% of youth head coaches being men. When women are offered the opportunity to coach, they may feel they are not good enough due to sexist stereotypes.

The lack of female coaches sends an unintentional message that sports are for men. Girls and women have always had to fight for their right to compete and to be viewed as competitive athletes. When girls do not see women in coaching positions, they may not think they can do it themselves. In addition to providing a positive role model, female coaches offer a safe space for girls to discuss the difficulties they face during puberty and the changes to their body and mind.

The highest rate of drop-off from girls in sports occurs between the ages of 11 to 17, the range when girls feel the most pressured to conform to identities shaped by their peers and adults. Coaches play a critical role in girls' experiences in sports, and if a girl is not properly supported by their coach during puberty, they could be discouraged from continuing to participate. Female coaches, especially those who have gone through puberty, can offer unique insight based upon their own personal experiences as women.

In March, Nike launched the Coaching HER program in partnership with the University of Minnesota's Tucker Center for Research on Girls and Women in Sport. This digital coaching resource is designed to help coaches of all genders improve their understanding of gendered bias and discrimination in sports. Nike hopes to train 20,000 female coaches, moms, and former athletes to promote youth sports, and to achieve 50% girl participation in the sport-based community programs they support by 2025.

Female coaches not only provide positive role models for girls but also create a safe space to discuss and process the difficulties girls face during puberty. Coaches play a critical role in girls' experiences in sports, and if a girl is not properly supported during puberty, they could be discouraged from continuing to participate. Female coaches could provide unique insight based upon their own personal experiences as women. Nike is investing in female coaches and aims to train 20,000 female coaches, moms, and former athletes to promote youth sports by 2025.

The lack of female coaches sends an unintentional message that sports are for men. Girls and women have always had to fight for their right to compete and to be viewed as competitive athletes. When girls don't see women in coaching positions, they may think that it's not for them. Female coaches offer critical agents that impact girls' experiences in sports and provide an environment where girls can feel encouraged to participate in sports that they normally wouldn't pursue.

Puberty is often the period in which girls drop out of sports at concerning rates. Physical and psychological dimensions to the problem include periods and low body confidence as barriers that prevent girls from continuing in sports. However, female coaches provide a safe space for girls to discuss the difficulties they face during puberty, including periods. Coaches play a critical role in girls' experiences in sports, and if a girl is not properly supported by their coach during puberty, they could be discouraged from continuing to participate.
In conclusion, the importance of female coaches in encouraging girls in sports cannot be overstated. The lack of women coaches in youth sports can inadvertently send a message that sports are only for boys. As a result, girls may not feel encouraged to participate or may drop out entirely as they hit puberty. Female coaches provide positive role models, safe spaces for discussion, and unique insights based on personal experiences.

For a new business, this presents an opportunity to prioritize the hiring of female coaches in order to encourage girls to participate in sports. By doing so, the business can help create an environment where girls feel supported and encouraged to continue participating in sports, ultimately improving team performance and long-term retention.

In addition, a new business can also incorporate initiatives aimed at promoting gender diversity in youth sports coaching. Programs like Nike's Coaching HER can provide important resources and training to coaches of all genders to increase understanding of gendered bias and discrimination in sports. By investing in female coaches and promoting gender diversity, a new business can not only contribute to a more equitable and inclusive sports environment but also attract customers who value these initiatives.