It is no secret to team dealers and their vendors that all across the country girls leave sports earlier than boys — often because pressure, cost and intimidation outweigh fun. i9 Sports is trying to change that.

With its new “Gains Are For The Girls” initiative, the national youth sports provider strives to get 500,000 girls playing by 2030. In support of this initiative, i9 Sports recently released findings from a national survey that uncovers what matters most to families when it comes to their daughters’ sports experiences — and why a new standard is needed.

The survey, called “Shaping the Future of Sports for Girls,” collected insights from more than 1500 parents who were encouraged to take the survey with their daughters.  

There is a clear shift away from win-at-all-costs models and toward environments that prioritize encouragement, skill development and social connection.

“These insights confirm what families are asking for and what i9 Sports is committed to delivering,” says Madison Gates, VP–marketing at i9 Sports. “Gains Are For The Girls is our promise to put kids first and remove the barriers that keep girls from playing. When girls are supported, encouraged and given the space to grow at their own pace, they gain confidence, life skills, and a lifelong love of sports.”

The survey also cemented the importance of positive coaching and beginner-friendly environments. Parents pointed to encouraging coaches and supportive team dynamics as essential to their daughters’ experiences, while also sharing that many girls fear not knowing anyone or worrying they are not “good enough.”

Programs that emphasize inclusion, structure and low-pressure skill building are shown to keep girls engaged and coming back.

Former Notre Dame basketball player and i9 Sports franchise owner Diana Braendly points out that the findings reflect what many athletes experience long after their playing days are over.

“Sports gave me the confidence and a sense of identity that stayed with me well beyond the court,” Braendly says. “But that only happens when kids feel supported and valued. When we focus less on winning and more on growth and belonging, we give girls something far more powerful than a trophy.”

Through Gains Are For The Girls, i9 Sports is expanding access to youth sports with inclusive, fun-first programs and strategic partnerships designed to eliminate financial and social barriers. The initiative launched ahead of National Girls & Women in Sports Day last month.

Among Other Findings

• When asked – “What is the main reason a parent enrolls their daughter in sports?” – 31 percent said to build confidence, 27 percent for physical activity, 23 percent to “have fun.” That means for parents, the goal is for their girls to build confidence while being physically active and having fun.

• “What do parents hope their daughters gain playing sports?” Answering that question, 92 percent ranked “confidence” in the Top Three. Six in 10 parents ranked “confidence” as their top desire for their girls.

• And what they are seeking for in sports programming as their daughters grow? The desire is for programs that are positive, affordable and safe.

• Parents and daughters don’t always agree on everything, but when it comes to playing sports the consensus from the report is that “Winning Isn’t Everything.” Both parents and daughters value fun, development and belonging.

• And what ranked lowest in priorities from both? Winning. Zero percent from parents, two percent from the girls themselves.

• What makes girls most nervous about playing in a new season? Not knowing anyone is at the top of the list, so parents should consider signing them up with friends. Girls also fear not being good enough, which means being a supportive parent or coach (or both) can keep them playing.

• And finally, what keeps girls coming back to their sports? In a word, “fun.” Girls stay in sports when offered an enjoyable and supportive environment, so it is important that programs foster a love of sport and build confidence if they want girls to keep playing.

For more information about Gains Are For The Girls or to explore i9 Sports programs nationwide, visit i9sports.com/gains-for-girls