Pass On Your Passion 2019 Northern Tour

Celebrating female coaches and urging “Pass On Your Passion” to other women and girls

Read about the challenge, our role and the active difference this project has made

The challenge

A study carried out through UK Coaching highlighted that just 30% of coaches are women and only 17% of qualified coaches are women. Meanwhile, 30% of clubs can’t find enough coaches to fulfil demand. So, there’s a clear need to get more women involved in sport and physical activity, plus create role models for young girls and women alike, to encourage participation and confidence.

Pass on Your Passion is a campaign which celebrates the brilliant female coaches we already have within our area and asks them to “pass on their passion” for coaching to the next generation.

Following a pilot delivered by Greater Sport in Manchester 2017 Active Partnerships in the North adopted the campaign, taking it across the whole of the North region.

We are using the term ‘coach’ in its widest sense to include instructors, activators, motivators. Anyone who shows that leadership and passion to get and keep more females engaged in sport and physical activity. We aim to reward, recruit and retain the female workforce.

Our role 

MSP and Active Lancashire joined forces with train operator Merseyrail to stage the first-ever Train workout class to raise awareness of the campaign.

Along with social media activity and a nomination system that enabled people to nominate inspiring female coaches, it helped to raise the profile of the campaign, by attracting significant media attention.


Travellers on the Ormskirk to Liverpool train line were treated to the first onboard workout class ever to take place on Merseyrail’s network.

Led by a female coach, the seated exercise class was designed to be inclusive and featured a giant inflatable relay baton that was passed along the carriage as the train crossed the border, to represent the passion that the campaign is inspiring women to pass on.

The active difference 

  • 46 women engaged in the campaign, who all received a POYP bag, t-shirts and lots of information to help them or show them how to continue enhancing their skills or how to get into coaching material
  • 3 minutes worth of coverage by Liverpool TV, used on regular repeat in the days following their event and, on their website, and YouTube account
  • 4 min 20-second  piece on BBC Radio Merseyside evening Drivetime show with Paul Salt (RAJAR figures for the quarter to Sept 2019 indicate station reach of 222,000 people per week)
  • Tweet by BBC Radio Merseyside with a taster video, which reached 7k views within 24hours of going out and 9.7k views within 12 days of going out
  • Half-page article by Champion Newspaper (Ormskirk). LJMU Journalism Liverpool Life article.
  • MSP official event film 495 views on YouTube after 12 days.
  • Plus, a news article on Merseyrail’s website.
  • Twitter:   41,016 impressions, 1,146 engagements
  • Facebook:  3,835 people reached, 635 engagements

A Facebook page was also set up after the campaign for MSP and all the women who took part, (nominators and nominees) for us to keep in touch.

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