It's My Time Campaign Launched To Encourage Women Over 40 To Increase Physical Activity Levels

Sport Ireland, in partnership with Healthy Ireland, have launched the It’s My Time campaign that aims to encourage women over 40 to increase activity levels through exercise and sport.  

Repeated studies, including Sport Ireland’s Irish Sport Monitor, have shown that women over 40, particularly those from disadvantaged communities, are amongst the least likely to be physically active or play sport. 

Nearly half of all Irish women (49%) over the age of 40 do not prioritise physical exercise while only 28% of women over 40 believe they meet the World Health Organisation’s recommended exercise guidelines of 30 minutes of exercise five days a week. 

It’s hoped the campaign will encourage women to prioritise their wellbeing by getting more physically active on their own terms. The campaign will run across digital, video-on-demand, and social media and is supported by various sporting National Governing Bodies and the nationwide network of Local Sports Partnerships. 

Women interested in increasing their activity levels can log on to Sport Ireland's It's My Time to access specially commissioned exercise videos aimed at fitness, flexibility, strength and balance. 

An educational series covering muscle health, bone health, cardiovascular health, sleep health, mental health, well-being and nutrition as well as easy to follow and convenient healthy recipes is also available. 

Sport Ireland CEO Una May said:  

“I know first-hand how difficult it can be for busy women to find time in their day for sport or physical activity and I am delighted that Sport Ireland are launching the It’s My Time initiative. This campaign reinforces the vital message that sport and physical activity are so important for our health, mental as well as physical, and wellbeing.”   

Resources are available online for members of Cycling Ireland to encourage people to get active, including free access to our exclusive Training Hub with a range of workout plans, from Yoga and Pilates to S&C sessions and turbo trainer sessions.

Those interested in getting out on their bike can register for free at Community Bike Rides, with a range of rides catering for all levels with varying distances and intensities available.

Women can also join our private Facebook group Bike Like Me, originally set up for those who have taken part in the Cycling Ireland's Bike Like Me Online Training Programmes, the group is now open to all women to network, share advice and more.