Attracting Asian women into sport through engagement and communication

This is the title of one of the presentations at the conference Getting more people from black and minority ethnic communities into sport and physical activity which takes place on 27th March 2014 at the Signing Tree Conference Centre in Birmingham.

Organised in partnership between Sporting Equals and Sports Marketing Network this is a  conference teaching new ways of engaging and retaining participants in sport and physical activity from BME communities.

The is presentation will be delivered by Salma Bi, Sporting Pathways which is a Community Interest Company run by female coaches who are ex players and people who have come from a background which has not provided many the sporting opportunities whilst they were growing up.

As female Asian coaches they make participants aware that ethnic groups have previously taken part in sports and there is strong focus on ‘listening to the participants’ lives’ by organising women only sessions at respectable times and being vigilant on clothing and respecting all forms of religion.

They are heavy users of word of mouth and social media, such as YouTube, using a profile which attracts similar participants.  They are always available on the end of the phone or laptop to answer any questions.

It is a user friendly approach which gives each individual a taste for themselves rather than attracting people with a sporting background only.

This presentation will cover the challenges and opportunities that Sporting Pathways has faced since their launch to hosting five national sporting events involving over 400 women/girls in the space of 14 months.

Salma Bi is the first Muslim woman to have played County Cricket and is co-founder of Sporting Pathways

This one-day event will provide examples of good practice on increasing participation in sport and physical activity for people from ethnically diverse communities. Attendees can learn ideas to suit their own environment. Pick up helpful insight, learning from people themselves and the providers who have been successful. Use the ideas to shape your sporting and physical activity opportunities to provide experiences for everyone involved.

 This is not a conference packed with policy presentation. We hope people will leave the event knowing they have heard some great practical ideas and having learned how to make positive changes of their own.

Further details can be found on

You can also call 01423 326 660 or email 

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