Empowering Girls and Women Through Inclusive Sport
Overview
Aura Up is a community-focused organisation dedicated to creating inclusive sporting environments, with a particular emphasis on empowering girls and women. Recognising a gap in provision for female-only physical activity, Aura Up has developed targeted programmes that respond directly to community need and are supported by ongoing evidence and feedback.
The Need
Many young females, particularly from underserved and culturally diverse communities, face barriers to participating in sport. These include limited access to affordable activities, cultural expectations and a lack of safe, female-only spaces. Aura Up identified this need early on and designed programmes to provide accessible, inclusive and culturally sensitive opportunities for girls aged 8–16.
Aura Up’s female-only Holiday Activities and Food (HAF) programme has grown significantly and evolved into a regular weekly provision for older teenage girls. To date, the organisation has successfully delivered six female-only programmes, each receiving strong engagement and positive feedback.
In collaboration with StreetGames, Aura Up has continually refined its offer. Sessions now incorporate not only physical activity but also education around healthy eating. With guidance from StreetGames’ Food and Nutrition Lead, Pam, the programme introduced the “Hakuna Fruitata” initiative, helping to increase children’s interest in fruit and vegetables.
Outcomes and Impact
Increased Participation and Confidence
The programmes have enabled young people, many of whom previously had limited access to sport, to engage in activities such as martial arts. Participants have reported improved confidence, higher activity levels and greater willingness to try new experiences.
Sustained Engagement in Sport
An early focus on cricket has led to long-term impact, with a group of older young women continuing to meet regularly to play and watch the sport. This demonstrates sustained behavioural change beyond the structured programme.
Building Trust Within Communities
With consistent funding from Bring it on Brum! over the past three years, Aura Up has established a reliable presence in the community. This consistency has been key in building trust with families, particularly those from underserved and Asian communities.
Breaking Cultural Barriers
In 2025, Aura Up, supported by StreetGames, delivered its first residential trip in North Wales. This marked a significant milestone, as families who had previously been hesitant entrusted the organisation to take their children outside of their local area. Feedback from participants highlighted life-changing experiences, increased confidence and first-time engagement in outdoor activities.
“We have been delivering HAF schemes for four years, but we hadn’t had parental support for residential trips until this year. With StreetGames’ support, this has changed. Trust has grown, and now many families are asking for similar opportunities for their young women.
Wider Community Impact
The programme’s success has extended beyond young participants. There is now growing demand from mothers and older women for similar opportunities, leading Aura Up to secure additional funding to support adult female participation in physical activity.
Participant and Community Feedback
“My son has been a regular attendee of the Aura Up scheme during school holidays since 2024. He wasn’t physically active as we couldn’t afford opportunities before. Through HAF, he accessed martial arts for the first time. It has improved his confidence and he is now much more active. I’m now encouraging my younger daughter to get involved.”
Conclusion
Aura Up demonstrates how targeted, inclusive programming, supported by strong partnerships and consistent funding, can break down barriers to participation in sport. By prioritising the needs of girls and women, the organisation has not only increased physical activity levels but also fostered confidence, community trust and long-term engagement.