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The Movement celebrates first birthday

16 August 2010

The project, a collaboration between Derby County in the Community and Derby City Council, was set up to address the high percentage of 11 to 16 year old girls who don’t do enough exercise to be healthy.

It includes a Movement membership card which provides special access to the Movement website and discounts on activities and beauty services, an interactive game that teaches girls how to lead a healthy lifestyle, street dance activities, sessions that combine fashion and beauty with physical activity and a magazine led by a young editorial group. 

Since the launch more than 2,300 girls have registered Movement membership cards, nearly 84,000 hits have been recorded on the website and 363 girls entered the 2009 and 2010 Rock Your Body Street Dance Challenges. 

The project was shortlisted for a Sports Industry Award, a major national award which recognizes the best the sport business has to offer in marketing, and it is a featured case study on the Women’s Sport and Fitness Foundation website.

The Premier League is considering rolling out a national version of The Movement through the country’s premiership clubs.

The Movement is launching exciting new projects this autumn including a boys’ programme backed by Derby-born Hollywood stunt man Damien Walters, as well as a physical activity diary challenge, the Women, Get Set, Go! sports leadership course, a Movement Multi-Media programme that enables girls to boost confidence whilst gaining valuable skills and experience and Movement Tube – a series of online film clips that show young people how to do simple boxing, dance and exercise moves.

Sharon Dale, Project Manager for The Movement, said: “We’ve seen a significant increase in the number of girls doing regular exercise.  By combining pastimes that most girls enjoy such as beauty, fashion and pampering with more unusual activities like boxercise and dancercise, we’ve got girls interested in exercise who normally wouldn’t get involved. 

“We now want to help boys be more active and a new lunchtime activity club at Derby Moor Community Sports College has already proved extremely popular.”

Tom Glick, Chief Executive of Derby County Football Club said: “The Movement is one of our flagship community programmes and continues to deliver innovative projects that engage young people in the city.

"We have enjoyed a fantastic year with our partners at Derby City Council, The Premier League and Professional Footballers Association and look forward to the exciting programmes that are scheduled for the coming year.”