Girls Activator Programme contributes to record-number Women and Girls in rugby for 2024

• The Girls Activator Programme saw 156,833 women and girls engaged in rugby in 2023, an increase of 90% v 2022.
• The programme was a contributor to the 54% registration increase in junior girls’ club rugby this season v 2019.

New Zealand Rugby (NZR) launched the Girls Activator Programme in 2022 alongside 14 Provincial Unions and with investment from Sport New Zealand’s Strengthen and Adapt Programme.

Aimed to improve retention numbers and player registrations, the programme developed new ways for women and girls to engage in rugby, without having to commit to formal club or school systems that are often season-long.

In 2022, there was a total of 82,184 women and girls activations and results of the programme saw a 90% growth to 156,833 activations in 2023. The study was a contributing factor towards the record number of 33,757 registered women and girls players in 2024.

NZR Head of Rugby Participation Community Rugby Mike Hester said the opportunity to implement a girls-specific rugby programme designed and delivered locally was incredibly timely.

“Sport New Zealand’s Strengthen and Adapt investment helped rugby springboard off the amazing profile of the Rugby World Cup and we have now seen the results of this initiative with 54% growth in junior girls’ club rugby in 2024 compared to 2019,” Hester said.

The programme saw the employment of 30 people across the country to develop, deliver and lead on a variety of opportunities for girls to enter rugby in a range of different local environments.

NZR Head of Women and Girls Community Rugby Emily Davidson said while the Girls Activator Programme has been instrumental in engaging new players to the game, it has also grown the number of women working in rugby.

“The Girls Activators have been exceptional and visible role models for our game. The Provincial Unions have worked hard to create more experiences for girls to grow their love for the game which has been evident in the record-number of women and girls’ participation,” Davidson said.

“We will continue to work collaboratively to build on this kaupapa and ensure women and girls have ongoing opportunities to learn, play and compete in environments that meet their needs.”

The Girls Activator Programme features impact stories from Northland Rugby Union, Marist Eastern Rugby Club in Auckland, Future Cyclones from Manawatū Rugby Union and Canterbury Rugby Union as well as key lessons and next steps.

Read the full Girls Activator Study here.