Bridging the Gap in Physical Activity and Sport Among Women University Students: Motivational and Practical Insights for Effective Promotion

Abstract

Women's participation in physical activity (PA) and sport remains lower than that of men, with specific challenges persisting into young adulthood. This study aims to better understand the diverse engagement patterns and motivations of women university students in order to inform targeted, gender-sensitive approaches to PA and sport promotion. A survey was conducted among 2,071 women students aged 18-25 years (M = 20.01, SD = 1.33) from 16 European universities. Principal component analysis and clustering techniques revealed two main participation styles: "free" (C1 and C2) and "organized" (C3 and C4). The "free" group preferred low-intensity, flexible activities, often self-directed, and supported by digital tools, while the "organized" group thrived in structured, socially supportive environments such as clubs or team sports with coaching. Motivational factors varied considerably: C1 participants did not prioritize a single motivational factor, C2 were primarily motivated by physical condition and appearance, while a combination of enjoyment, affiliation, and psychological well-being drove C3 and C4 participants. The study highlights the need for universities to offer diverse, flexible PA options that cater to different preferences, from autonomous activities facilitated by digital innovations to structured programs that promote social belonging and accountability. Universities can create supportive environments that encourage sustained PA and sport engagement by tailoring interventions to individual motivations and using inclusive communication strategies. These findings provide valuable insights for promoting active lifestyles among women university students and for advancing gender-sensitive approaches to PA and sport Q3 promotion. • Women university student's participation in physical activity and sport varies widely, with a preference for either flexible autonomous activities or structured club-based sport. • Digital platforms and structured programs tailored to social and individual motivations can increase women university students' engagement in physical activity and sport. • To better meet the diverse needs of women students, universities should provide diverse, flexible, and inclusive physical activity and sport opportunities. The historical context of women's participation in sport and physical activity (PA) is one of discrimination and social division, shaped by a complex interplay of cultural norms and beliefs (Moreno-Llamas et al., 2022). Globally, women face significant barriers to accessing sport and participating in PA (Peng et al., 2023). As a result, women's opportunities to lead active lifestyles are disproportionately hindered compared with men, resulting in higher levels of physical inactivity. This stark gender imbalance has been highlighted in World Health Organization reports on noncommunicable diseases, which clearly show that men around Fermon (Louise. Fermon@univ-lille.fr) is corresponding author, https:// orcid.org/0009-0003-5110-9823