Dr Fiona Spotswood, Senior Lecturer in Marketing at the University of Bristol Business School, carried out research that focused on the way, for mothers, physical activity must compete with everyday mothering routines that are dominated by caring and attentive love. Her first set of findings explored how physical activity often gets ‘pushed out’ of everyday life for mothers.

The second set of findings focused on the capabilities mothers need to make the most of the opportunities for physical activity. The third set of findings focused on how important mothers’ bodies are in shaping their relationship with exercise. Mothers compared their lived experience of a sensing, suffering body with cultural ideals of exercise that are dominated by images of effortlessness, thinness, and fitness.

Dr Fiona Spotswood's #research was integral in understanding the challenges of physical activity for mothers of pre-school children. Her research underpinned the Bristol City Council's #BristolGirlsCan social #marketing project, funded by Sports England, to support better relationships through #smallsteps.

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