Canada’s sport system is being challenged to listen to girls and create environments where every girl can benefit from the power of sport
Toronto, ON – September 22, 2025 Half of Canadian girls aren’t participating in sport by the age of 17*, missing out on the health, confidence, and mental wellness benefits that sport provides. Today, Canadian Women & Sport is launching Get Girl Coached – a bold national campaign that puts the whistle in girls’ hands and keeps them in the game.
At the heart of the campaign is KeepGirlsPlaying.ca – a new national resource hub designed for coaches, policy makers, sport leaders, and corporate decision-makers. The site offers free tools and resources developed through research with girls, showing what can be done in every role to make sport a place where girls feel they belong and thrive.
“Sport hasn’t been built with girls’ needs in mind,” said Allison Sandmeyer-Graves, CEO of Canadian Women & Sport. “Yet 7 in 10 girls who play experience real mental health benefits. Imagine the impact if we designed sport for them, instead of asking girls to adapt. Our challenge to coaches, leaders, and decision-makers is simple: Get Girl Coached. Listen to girls, learn from them, and take action to build a space that’s made for them.”
Timed with the back-to-school, back-to-sport season, these Girl Coaches have something to say before their coaches take the whistle. The campaign launches with a powerful video: a confident young girl blows her whistle and calls adults – coaches, administrators, and sponsors – into a huddle. She lays out a clear game plan: better court times, more resources, and spaces where girls feel heard. The message is clear: for everyone to win, girls need to be in the game – and that starts with following their lead.
3 Ways to keep girls playing:
- Coach for Her – create safe and inclusive environments that incorporate her feedback for how she wants to be coached
- Design for Her – build sport programs and systems with an equity lens and girls’ unique needs at the center
- Invest in Her – give her something to aspire to be through partnerships with professional women’s leagues, teams, athletes, and broadcasters
“Sport plays a key role in building the next generation of leaders. When listening to Girl Coaches from some of our grassroots organizations, we heard them speak about finding their voices through sport, learning how to communicate, and the importance of working on a team. When we design programs with girls in mind and invest in their experiences, we give them the confidence, leadership, and lifelong benefits that sport provides,” added Sandmeyer-Graves. “If we want stronger communities and a stronger Canada, we need to keep girls playing.
The Get Girl Coached project is made possible in part by the Government of Canada. The campaign was developed by Toronto-based creative agency Lifelong Crush along with Lighthouse Strategy and Table 9 Productions.
“Far too many girls leave sport before reaching their potential,” remarked the Honourable Adam van Koeverden, Secretary of State (Sport). “That’s why Sport Canada is proud to support Canadian Women & Sport and the Get Girl Coached campaign. By listening to girls and offering support, we can build a sport system that keeps them engaged, active, and thriving. Every girl deserves the chance to enjoy the lifelong benefits of sport.”
For more, visit keepgirlsplaying.ca and join the movement using #KeepGirlsPlaying.
*Source: Canadian Women & Sport Rally Report 2024
About Canadian Women & Sport
Canadian Women & Sport is a national nonprofit and has been the leading voice and authority on women and sport for more than 40 years. We believe in the power of sport as a platform for advancing equity for women across all areas of society. As such, we are committed to creating a more equitable and inclusive sport system that empowers women and girls as participants and leaders, within sport and through sport. www.womenandsport.ca
Connect with Canadian Women & Sport
Facebook and X: @WomenandSportCA
LinkedIn: Canadian Women & Sport
Website: www.womenandsport.ca
Media Contact:
Greg McIsaac
Junction Communications
416-458-3591
greg@junctioncommunications.com
“Sport gave me opportunities that changed my life. Too many girls are missing out because the system isn’t built for them, and that needs to change – I want my daughter to grow up having the same opportunities as her brothers. Get Girl Coached is a powerful reminder that listening to and learning from girls can create an environment where everyone has a fair shot.” – Andre De Grasse, 7 x Olympic Medalist, AFC Toronto Co-Owner, and Proud Father
“I know first-hand how sport can build confidence, leadership, and community. Every girl should have the chance to experience that. Working with Canadian Women & Sport I’ve seen the impact these tools can have on organizations. Get Girl Coached is about continuing to make these changes to build systems that listens to girls so they can stay in the game and thrive.” – Kia Nurse, 3 x Olympian, Chicago Sky Guard, and Commercial Women Sport Advisory Group
“I see it every day – how important it is to have a sport environment that sees you, values you, and gives you space to succeed. Get Girl Coached is about building that kind of environment for girls across Canada—because every girl deserves to feel like she belongs in sport.” – Marissa Papaconstantinou, 3 x Paralympian, World Medalist, and Advocate for Equality in Sport
“It’s always been my goal to leave sport in a better place than I found it. Girls deserve a sport system that supports them, not one that leaves them behind. I’m proud to support Get Girl Coached because when we listen to girls and give them a real voice, we keep them in the game—and that changes lives and helps to build the next generation of Canadian leaders.” – Christine Sinclair, FIFA All-Time Scoring Record Holder, Olympic Gold Medalist, and Vancouver Rise FC Co-Owner