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  • Why are women choosing climbing, over fitness classes?
  • Why are women choosing climbing, over fitness classes?
    Tommy Lisbin, Creative Commons (2017) ©
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How do adventure sports empower women?

To win over female customers, sports brands are presenting exercise as a way to get physically – and mentally – stronger. Women are bypassing gyms, and opting for wilderness adventures instead. What drives this shift in behaviour and how does it affect the way women perceive themselves?

Location North America / Northern Europe

Scope
With #metoo in the news, the conversation about ‘female empowerment’ is more current now than ever. Google Trends reveals that interest in the subject has doubled over the last five years. [1] In that time, women have officially begun dominating higher education and their leadership skills have been linked to better company performance. [2][3] Still, the gender pay gap has barely shifted in a generation. [4]

Some suggest this is a result of women having lower confidence than men and invite women to address this by getting out of their comfort ...

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