Today, we launch Inside Track, our first independent research membership focused on the visibility of women’s sport. The launch marks a significant evolution in how Women’s Sport Trust shares its market-leading research as the sector moves from rapid growth towards long-term sustainability.
To coincide with the launch, CEO Tammy Parlour shared an open letter outlining the rationale for this shift and reaffirming our commitment to ensuring that independent evidence continues to serve the whole sector.
As an independent charity, we provide system-wide insight into the visibility and commercialisation of women’s professional sport. By tracking progress, highlighting gaps and making evidence openly available, Women’s Sport Trust plays a critical role in helping decision-makers across sport, media, brands and government understand what is changing and where action is needed next.
From June 2026, WST’s public reports will become more concise, sharing headline findings while remaining freely accessible. The deeper data, expanded analysis and opportunities for early engagement will be available through Inside Track.
Inside Track Founding Members
With strong cross‑sector support already secured from twelve founding members, including: Sky Sports, The Football Association, Firebird Impact, UK Sport, England and Wales Cricket Board, Sunset+Vine, CAA Brand Consulting, Rugby Football Union, MCC/Lord’s, Metro Bank, Whisper and Surrey County Cricket Club, Inside Track is now open to organisations across the women’s sport ecosystem.
Beth Barrett-Wild, Director, Women’s Professional Game at the ECB, said: “Over the past few years, the Women’s Sport Trust has set the benchmark for independent, system-wide insight into the visibility of women’s sport, equipping the whole ecosystem with a shared evidence base to act on. That depth of analysis has been hugely valuable to us at the England and Wales Cricket Board, as we continue to accelerate the growth of women’s cricket. Becoming a founding member of Inside Track was a simple decision, and we’re excited to support and benefit from even deeper intelligence as the sector continues to evolve.”
Hayley Powell, Strategy Lead, Women’s Game at the RFU, added: “Being a founding member of Inside Track reflects our commitment to evidence‑led progress across the women’s game. Women’s Sport Trust plays a vital role in providing robust, independent insight, and we’re proud to support a collective effort that strengthens visibility, understanding and long‑term growth.”
Three levels of membership
Inside Track offers a tiered membership, providing all members with early access to findings and deeper analysis of the data. Higher levels of membership give more tailored, sector‑specific insight and opportunities to help shape the questions WST explores. At its most engaged level, Inside Track convenes senior leaders from the membership to connect, collaborate and show leadership across women’s sport.
Sue Day, Director of Women’s and Para Football at The FA said: “As the women’s game continues to grow at pace, having clear, independent insight into what’s driving visibility – and where we need to focus next – is so important. Women’s Sport Trust has played a key role in helping the sector understand the bigger picture, and their research and expertise helps us all make more informed decisions. We’re looking forward to working with the other founding members and using the insight from Inside Track to keep building momentum and driving the growth of women’s sport.”
Research Membership income will enable WST to sustain and protect its independent research, ensuring that robust evidence that the sector relies on continues to inform the long-term development of women’s sport.
Shaping the future of women’s sport
Tammy Parlour, CEO of Women’s Sport Trust, said: “Women’s sport is moving from breakthrough moments to developing sustained commercial growth. As the market matures, independent evidence becomes even more important, not just to measure visibility, but to guide investment, media strategy and long-term decision-making.
“Our responsibility is to ensure that evidence continues to serve the whole sector, supporting sustainable growth and long-term progress across women’s sport. Inside Track enables us to protect that independence while giving organisations closer to the work the opportunity to engage more deeply with the insight shaping the future of the market.”
Isabel Newman, Investment Director at Firebird Impact concludes: “Becoming a founding member of Inside Track was a natural step for Firebird. As investors in women’s sport, we need clear visibility into who’s watching, how they’re engaging and where the commercial opportunities lie. WST’s research brings depth, neutrality and a system-wide perspective that you don’t see elsewhere. Supporting Inside Track strengthens the evidence base that underpins smarter investment and helps move the whole sector forward.”
To find out more about Inside Track here or email info@womenssporttrust.com. Inside Track memberships start from £2,000 + VAT.
Image credit: Karen Yeomans