A new study commissioned by Liquid I.V. — the hydration brand celebrated for its science-backed electrolyte formula — has uncovered the biggest barriers preventing women from getting active, revealing that hydration could be the key to boosting confidence, motivation, and performance.
According to the survey of 2,000 UK adults, 46% of women want to take up a new physical activity but feel something is holding them back. The top challenges include high costs, lack of access to suitable spaces, and sports equipment designed primarily for men.
The Confidence and Hydration Gap
Beyond logistical hurdles, many women also cited low confidence, fatigue, and lack of companionship as reasons for avoiding sport — all of which can compound into feelings of exclusion. Interestingly, women were also found to be slightly more likely than men to experience dehydration-related symptoms, such as dizziness and lack of motivation, both of which hinder consistent participation.
While three-quarters (75%) of women recognise that hydration improves performance, many admitted they don’t fully understand how hydration influences focus, recovery, and drive. This lack of awareness contributes to a vicious cycle — with 38% of women saying they don’t feel fit enough to join a sports team but can’t get fitter because they’re not participating.
Inspiration from the Lionesses and Beyond
Despite these challenges, 68% of women said they feel inspired to get involved in sport, citing the success of the England Lionesses and the England Rugby team as major motivators. In fact, 64% of women have taken up a new sport in the past year, with rugby, football, and tennis ranking as the top choices.
Former England midfielder Jill Scott, who has partnered with Liquid I.V. for its new Hot Seat Series, shared:
“I know first-hand how important it is to stay motivated and hydrated. When you’re working up a sweat, you’re not just losing water — you’re losing essential electrolytes that keep your muscles and mind performing at their best.”
She added that replacing both water and electrolytes helped her stay sharp, recover faster, and perform at her best — both on and off the pitch.
Role Models and Motivation
When asked which public figures inspire them most, Jessica Ennis-Hill topped the list for women, while male respondents chose Harry Kane and Marcus Rashford.
Women also reported shorter workout times than men — with only 21% of women exercising for more than an hour, compared to 30% of men.
What’s Driving Women to Get Active?
The study highlighted five key motivations behind women’s participation in sport:
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Improving health and wellbeing
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Feeling stronger or fitter
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Mental health benefits
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Building confidence
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Trying something new or fun
Top British Sporting Moments That Inspired Participation
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Lionesses win the Euros 2025
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Women’s Rugby World Cup Win 2025
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England Men’s team making the Euros 2020 final
Powering Every Step with Liquid I.V.
Whether discovering a new routine or chasing a personal best, Liquid I.V. Hydration Multiplier offers an easy, science-led way to stay hydrated. The formula is designed to replenish electrolytes lost during exercise, helping athletes perform at their best — through every step, sprint, and stretch.
Watch the brand-new Hot Seat Series featuring Jill Scott on @liquidiv.uk or visit liquid-iv.co.uk/pages/hot-seat to learn more.
