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Cricket Wales’ plan to get more women and girls playing sport

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Cricket Wales is making big strides in getting more women and girls into the game.

Girls’ participation in cricket has sky-rocketed by 307% since 2013. And it’s still climbing, up 15% in the last year alone. Women’s participation has seen even more extraordinary growth, up 1,160% since 2013, including a 288% rise since 2018.

Through dedicated Women & Girls’ Officers, tailored community programmes, and supporting female role models, they’ve broken down barriers that once kept many girls out of cricket. 

From local clubs to the national stage, these changes are creating more opportunities for women in cricket.

Here’s how they’ve done it, and what other sports can learn from their approach.

Women & Girls’ Officers across Wales

One of the biggest shifts came with the introduction of Women & Girls’ Officers in every region of Wales.

These roles were created after surveys and local insight revealed barriers like:

  • Lack of opportunities close to home
  • Low confidence to join in
  • Few visible female role models

By having staff based regionally, Cricket Wales could:

  • Build trusted relationships in communities
  • Work with local clubs, schools and organisations
  • Tailor programmes to local needs
  • Ensure no area is left out
Cricket Wales staff photo at the Aberystwyth Girls Festival
Having officers based regionally allowed for a tailored, community-focused approach. This structure ensured we had a consistent support across Wales and helped build trusted relationships that have been crucial in increasing participation and retention among women and girls.
Sue Wells, North Wales Area Manager & Women and Girls’ Lead, Cricket Wales

Formats designed for women and girls

The rollout of national programmes like Women’s Softball Cricket and Dynamos Girls’ Cricket have been game-changers. A perfect entry point into the sport - they’re fun, social, and welcoming.

The next step was a natural one. Cricket Wales have created structured girls’ leagues so players have a clear pathway to develop and compete if they want to.

In 2018, just 6% of affiliated cricket clubs in Wales had a girls’ section – today it’s 32%. Women’s sections have seen even bigger growth, rising from 7% to 57% in just six years.

A female cricketer batting.
Having programmes and competitions specifically for women and girls is essential. They provide safe, supportive environments where players can build confidence, develop skills, and stay engaged, especially in a sport that has traditionally been male-dominated.
Sue Wells

More women in leadership and coaching

Cricket Wales have focused on initiatives and training courses to get more women in roles across cricket. 

This includes: 

  • Coaches
  • Umpires
  • Scorers
  • Committee members

This matters because:

  • Players see relatable role models
  • Women and girls feel safer and more welcome
  • Diverse perspectives strengthen the sport
A coach at Denbigh Cricket Club talking to a group of girls.
Having more women in coaching and officiating roles is vital as they serve as role models, help create safe and relatable spaces, and show girls that there’s a place for them both on and off the field.
Sue Wells

Listening to what women and girls want

Growth hasn’t been about guessing — it’s been about listening.

Through surveys, feedback sessions, and conversations, Cricket Wales have learned what makes the experience enjoyable, relevant, and worth coming back for.

This insight shapes everything from programme design to competition formats.

Three female cricketers walking on a cricket pitch.
Take the time to understand what women and girls actually want from the experience. This means really listening to their voices, gathering feedback, and shaping programmes around their needs, not assumptions.
Sue Wells

Working together across sports

Cricket Wales highlight working together with other sports across Wales is key to success – not just for them, but for others, too.

They have worked together with others by:

  • Sharing resources
  • Aiming for the same goal
  • Promoting others’ successes
  • Avoiding duplication
Two female Glamorgan Cricket players walking on to a cricket pitch.
A great example is the recent AIG Women’s Open in Porthcawl, which Wales Golf helped to deliver. This showcased the success of women’s sport on a national stage and I believe has helped inspire wider interest across all sports. By sharing resources, aligning our efforts, and promoting each other’s successes, we can create overall greater impact
Sue Wells

Making role models visible

It is now possible for girls across Wales to see female cricketers in action – showing them what’s possible and inspiring them to pick up a bat. 

The rise of Welsh Fire Women on free-to-air TV, and the creation of the Glamorgan Women’s team, sends a powerful message:

  • There’s now a clear pathway from local club cricket to professional level in Wales.
  • Female athletes are visible, celebrated, and achievable role models.

 

Welsh Fire female cricketers in a circle celebrating on a cricket pitch
When girls see players who look like them succeeding on screen and in their local teams, it helps them believe that they belong in the sport too. Visibility is crucial, as they say, you can’t be what you can’t see. Having female athletes in the media helps break down stereotypes, boosts aspiration, and plays a huge role in driving participation among women and girls.
Sue Wells

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