Fit Got Real

Fit Got Real was the third chapter of Sport England's This Girl Can, and the brief was to redefine what getting active actually looks like. Not gyms and lycra, but real women fitting movement into real lives, whatever their budget or spare time. We cast real women doing real workouts in real places, with a user-generated honesty that made exercise feel possible rather than aspirational. The work pushed the sports world to meet women where they are.