At Lost, we work closely with women who move, train, compete, and take part in sport and leisure in all kinds of ways. What we are seeing right now feels different. Interest in women’s sport is not just growing, it is accelerating.
Across the UK and beyond, more people are watching women’s sport, following athletes online, and choosing to be active themselves. This shift is showing up clearly in how our community engages with us and with sport more widely.
What we are seeing at Lost
We have noticed a clear rise in engagement around women’s sport and active lifestyles. There are more conversations about training, performance, and recovery. There is more interest in kit that is designed specifically for women. And there are more women identifying as athletes, regardless of level or background.
Our audience is more informed, more confident, and more invested. They are watching matches, sharing highlights, and supporting teams. They want products, content, and brands that understand women’s sport as serious, not secondary.
This mirrors what is happening on a national scale. Crowds are growing, broadcasts are expanding, and social media has given women athletes a platform that can no longer be ignored.
Are women’s sports really drawing more viewers and fans now
Yes, and the growth is visible. Major events are breaking attendance records, and domestic leagues are building loyal fanbases. What stands out is the diversity of these fans. Younger audiences, families, and people who previously felt disconnected from traditional sport culture are now actively engaging.
At Lost, we see this reflected in our customers. Women who are inspired by elite athletes, but motivated by everyday movement. They want to feel part of something that is inclusive, exciting, and still evolving.
Engagement is deep, not casual. Fans are following seasons, not just finals. They are supporting players, not just teams.
How media coverage has changed, and where it still falls short
There has been real progress in media coverage. High profile tournaments now receive prime time slots and professional analysis. Social platforms have helped fill gaps by making highlights, interviews, and stories instantly accessible.
But coverage is still uneven. Some sports receive consistent attention, while others disappear outside major events. This affects funding, sponsorship, and long term development.
From our perspective at Lost, this matters. Visibility drives participation. When women see sport represented properly, they are more likely to take part, invest in themselves, and stay active.
What still holds women’s sport back
The biggest barriers are structural. Lower investment, smaller media deals, and limited long term planning continue to slow progress. There is also an outdated narrative that still frames women’s sport as a nice addition, rather than a core part of the sporting landscape.
Yet the demand is clearly there. We see it every day in our community. When women’s sport is supported properly, people show up.
Interest is no longer the issue. The opportunity now is to back that interest with consistent coverage, meaningful investment, and brands that genuinely understand women.
At Lost, we are proud to be part of that shift, and we believe this is only the beginning.