Digital tools could transform women's sport – but only if they are built for women
Experts from sport, healthcare and academia came together at the Digital Futures Institute’s event to explore how new technologies – from apps and wearables to AI – are reshaping women’s sport, and where critical gaps remain.
Top row (L-R): Professor Kate Devlin, Wendy Martinson OBE. Bottom row: Dr Fiona Lavelle, Lottie Birdsall-Strong, Victoria Ogunseitan
Digital Futures of Women’s Sport, a discussion held to mark International Women’s Day, brought together leaders working across nutrition, physiotherapy, research and sports strategy. While digital innovation offers fresh opportunities to improve performance, the panel made clear that progress depends on better data, inclusive design and keeping athletes’ lived experience at the centre.
‘Women’s health is historically a neglected research area’
A key theme throughout the discussion was the long-standing lack of research focused on women’s bodies. Dr Fiona Lavelle, Lecturer in Nutritional Sciences, pointed to stark disparities in existing evidence. “Invisible Sportswomen’, a recent study by Emma Cowley et al., showed that only 6 per cent of sport and exercise publications included female-only athletes.
In terms of women’s health in general, we have significant gaps in research, knowledge and understanding… Research is copied and pasted from male bodies to the female body. But we all know there are biological differences as well as the wider psychosocial burdens and responsibilities that remain gendered, which make the requirements different for female athletes.
Dr Fiona Lavelle, Lecturer in Nutritional Sciences
Data, technology and the human factor
Across the panel, speakers emphasised that technology is a powerful tool – but not a replacement for human expertise. Wendy Martinson OBE, Head of Performance Nutrition at the UK Sports Institute, underlined the importance of context and connection.
High-performance athletes in elite sport get measured a lot. A lot of data is collected on them on a daily basis... One of my philosophies is that the athlete is a human being first. We’re not just going to turn to digital tools completely. The human connection and listening to athletes, asking them questions, learning about their lifestyle, what’s important to them, what’s affecting them, really makes a difference.
Wendy Martinson OBE, Head of Performance Nutrition at the UK Sports Institute
While digital tracking tools can provide valuable insights, she cautioned that data alone is not enough. Physiotherapist Victoria Ogunseitan echoed this view, describing technology as supportive rather than central.
We are all human, and we know that human interaction is such an important part of not just physical wellbeing but also emotional and mental wellbeing. Those are the things that, as physios, we are taught, and we bring into our practice, making sure that it is person-centred and holistic.
Victoria Ogunseitan, Lecturer in Physiotherapy & Clinical Practitioner with King's Sport
Opportunities and risks of AI
The panel also explored how artificial intelligence could support the growth of women’s sport, particularly where resources are limited.
Lottie Birdsall-Strong, Chief Impact Officer at Shakespeare’s Globe and Board Director at the Manchester United Foundation, noted that AI can help organisations do more with less.
Where resources may be limited in some settings, financial or human, AI can play a role in filling gaps. It does feel crucial that the whole ecosystem is considered in this. As women’s sport, it can often be so inextricably interlinked. That is a real super strength at times, but it can also be a vulnerability structurally. It is also crucial to consider who’s part of this. Diversity and inclusion need to be built in by design and planning as to how something like AI is being utilised.
Lottie Birdsall-Strong, Chief Impact Officer at Shakespeare’s Globe / Board Director at the Manchester United Foundation
However, she warned that biased or incomplete data could limit its usefulness.
Changing culture as well as technology
Beyond tools and data, speakers agreed that deeper cultural change is needed, particularly around topics like menstrual health. Dr Fiona Lavelle pointed to persistent stigma: ‘Menstrual health is a taboo topic across a lot of sports... It is really worrying that there’s still a prevalence of unsafe messaging.'
Wendy Martinson OBE added that improvements are already underway in elite-level sport, with better awareness and new tools to support female athletes.
The event highlighted that digital innovation could help transform women’s sport, from injury prevention to personalised training and improved visibility. But speakers repeatedly emphasised that technology must be developed alongside better data and a stronger understanding of women’s experiences.
The recording of the Digital Futures of Women’s Sport is available here.
