Key Takeaways
- i9 Sports aims to get 500,000 girls playing annually by 2030 through its new “Gains are for the Girls” initiative
- A new survey of 1,500+ parents found 92% rank confidence in their top three priorities for daughters in sports, while winning ranked last at 0%
- Girls leave sports at nearly twice the rate of boys by age 14, according to US Sports Camps
- 89% of girls say not knowing anyone makes them nervous about a new season, followed by 74% who fear not being good enough
- Both brands operate under Youth Enrichment Brands, signaling a portfolio-wide push on girls sports retention
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Two Brands, One Mission: Keeping Girls in the Game
Ahead of National Girls & Women in Sports Day on February 4, two of the largest youth sports providers in the country are launching campaigns focused on the same problem: girls are leaving sports too early, and the reasons have little to do with athletic ability.
i9 Sports, the nation’s largest multi-sport youth sports league provider, unveiled “Gains are for the Girls,” a campaign anchored by a goal to reach 500,000 girls playing annually by 2030. The initiative is backed by first-party survey data collected from more than 1,500 families who registered daughters in i9 programs over the past two to three years.
The same week, US Sports Camps (USSC) launched “I Just Want to Play,” a campaign built around the idea that girls often quit sports not because they lose interest, but because the joy disappears. USSC operates more than 400 all-girls camps with over 1,400 sessions across eight sports nationwide.
Both brands sit under Youth Enrichment Brands (YEB), making this a coordinated effort across the portfolio. YEB also owns SafeSplash Swim School and School of Rock.
What the Data Reveals About Parents and Players
The i9 Sports survey, titled “Shaping the Future of Sports for Girls,” offers a window into what families actually want from youth sports programming. The results point to a clear gap between what the traditional youth sports model emphasizes and what parents and girls prioritize.
When asked what they hope their daughters gain from playing sports, 92% of parents ranked confidence in their top three priorities. Six in ten ranked it first. Building confidence (31.5%), physical activity (26.7%), and having fun (23%) topped the list of reasons parents enroll their daughters in sports. Making friends came in at just 2.3%.
When it comes to what parents look for in a program, 82.9% said positive, encouraging coaches matter most. Affordable pricing followed at 51.1%, with safe, inclusive environments at 37%.
The survey also asked what parents seek as their daughters grow. A supportive team environment ranked highest at 69.7%, followed by one-on-one skill development (45.4%) and higher competition (42.4%).
Perhaps the most striking finding: winning ranked dead last for both parents and players. Zero percent of parents said winning was most important when their daughter plays sports. Among girls, just 3.07% said the same.
Fun Drives Retention, Fear Drives Dropout
The data reinforces what many in the industry have long suspected: fun is the primary driver of whether girls stay in sports.
When asked what keeps girls coming back, “having fun” ranked highest, followed by “love of the sport” and “feeling confident.” Earning medals and other extrinsic rewards ranked near the bottom.
But retention is only half the equation. The survey also explored what makes girls nervous about starting a new season. The top concern, cited by 89% of respondents, was not knowing anyone. The second most common fear, at 74%, was not being good enough. Having a new coach (49%), trying a new sport (39%), and playing against boys (30%) followed.
“Sports gave me the confidence and a sense of identity that stayed with me well beyond the court,” said Diana Braendly, a former collegiate basketball player at Notre Dame and current i9 Sports franchise owner. “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.”
US Sports Camps Focuses on Protecting Joy
While i9 Sports is leaning into data, US Sports Camps is centering its campaign on storytelling and coach-led culture. Beginning February 4, the brand will share stories from athletes, coaches, and camp directors across its network on social media, highlighting environments where girls feel supported.
The campaign name, “I Just Want to Play,” reflects a sentiment the brand says many young athletes feel but rarely voice: the desire to participate without judgment, self-consciousness, or pressure.
USSC points to a well-documented industry trend: girls leave sports at nearly twice the rate of boys by age 14. The campaign positions positive coaching and developmentally appropriate programming as tools for reversing that.
“Sports should be a place where girls feel supported, encouraged, and free to be themselves,” said Siera Love, COO at US Sports Camps. “When that happens, sports can help girls develop confidence, resilience, and leadership skills which translate to important benefits and opportunities throughout their lives.”
A Portfolio Play With Industry Implications
The timing of both campaigns is intentional. National Girls & Women in Sports Day draws attention from policymakers, brands, and advocacy groups. i9 Sports noted that leaders across the country are gathering at the Women’s Sports Foundation convening in Washington, D.C., where the brand will participate in conversations around access, equity, and participation.
For youth sports operators, the campaigns raise a practical question: are programs designed around what families actually want?
The i9 survey suggests many parents are not looking for intense competition or elite development, at least not early on. They want environments where their daughters feel encouraged, supported, and confident. They want affordable options with flexible scheduling. And they want coaches who prioritize development over winning.
“Gains are for the Girls is our promise to put kids first and remove the barriers that keep girls from playing,” said Madison Gates, VP of Marketing at i9 Sports. “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.”
What This Means for Youth Sports Operators
The data from i9 Sports and the messaging from US Sports Camps point to a growing emphasis on retention-first programming in girls sports. For operators, the takeaway is clear: the value proposition for families is shifting.
Programs that prioritize fun, positive coaching, and social connection may have an advantage in attracting and retaining young female athletes. The fear of not knowing anyone and not being good enough suggests that onboarding experiences, team-building efforts, and coach training could be key levers for reducing dropout rates.
With YEB now pushing this message across multiple brands, other operators may face pressure to follow suit or risk losing market share to organizations that better align with what families say they want.
via: I9, US Sports Camps, I9 Study
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