About us
FIAS (Fostering Inclusive Action Sport) is a research and impact project from the University of Bristol. Our mission is to understand and address gender inequality in action sports.
- We conduct rigorous, mixed-method research into action sports participation.
- We co-create frameworks and tools with stakeholders from industry, policy and grassroots organisations.
- Find out about our full range of free, downloadable tools here:
At the heart of all our work is the FIAS Framework.
- The FIAS Framework is an evidence-based approach designed to help organisations and stakeholders strengthen gender inclusion in action sports. The goal is not just to increase women+ participation, but to transform sports cultures so women+ thrive as active participants in shaping the sport’s future.
- Rather than focusing on a single initiative or short-term intervention, the Framework encourages a broader approach. It helps organisations understand how women+ experience action sports, where inequalities exist, where inclusive practice is already happening, and where opportunities exist for meaningful and sustainable change.
Our team
Fiona
Associate Professor in Marketing and Consumption
Fiona is an Associate Professor in Marketing and Consumption at the University of Bristol Business School. She researches the consumption of sport and physical activity, focusing on excluded communities and mechanisms for social change. She is particularly interested in the intersection of marketing, media and marginalisation in sport.
Contact Fiona
Hetty
Independent researcher and consultant
Hetty runs her own independent business specialising in research and event organisation, with a particular focus on diversity, participation, and sustainability. Her work explores these themes in depth and then translates findings into practical action. With a strong eye for detail, a love of logistics and spreadsheets, she is committed to building communities from the ground up.
Contact Hetty