Hannah Sprake Joins Women’s Multisport Action Group

Why It Matters

WMAG provides a coordinated industry platform to address gender gaps, which can drive higher female participation, talent retention, and market growth in the multisport economy. By influencing standards and leadership pipelines, the group helps brands capture the expanding women‑focused consumer segment.

Key Takeaways

• WMAG launched by RIA and TIA to boost women’s influence
• Hannah Sprake joins as founding member from Sporting Insights
• Goal: create leadership pathways and remove career barriers for women
• Targeting mothers and family‑balanced professionals in multisport
• 2025 London Marathon recorded 44.5% female finishers

Pulse Analysis

The multisport industry is at a pivotal moment for gender equity. With the Running Industry Alliance and Triathlon Industry Alliance joining forces, WMAG consolidates fragmented advocacy efforts into a single, actionable framework. This collaboration reflects a broader trend where sport‑related businesses recognize that inclusive leadership not only fulfills social responsibility but also unlocks new revenue streams, as female athletes and participants increasingly shape purchasing decisions.

WMAG’s agenda focuses on tangible outcomes: expanding women’s representation in executive, creative, and operational roles; establishing mentorship and sponsorship programs that accommodate parental responsibilities; and influencing product development standards to better serve female athletes. By embedding these priorities into industry best practices, the group aims to reduce attrition among women professionals and enhance the overall talent pool, which is critical as the sector competes for skilled labor and innovative ideas.

For brands and event organizers, WMAG’s work translates into clearer market signals and partnership opportunities. Companies that align with the group’s standards can differentiate themselves to a growing base of female consumers, who now account for nearly half of marathon participants and a rising share of triathlon entrants. As the initiative gains traction across the UK, Ireland, and eventually European markets, it is poised to set a benchmark for gender‑inclusive growth that other sports sectors may emulate.