“…When appealing to the youth market, consider that girls beginning high school are at an age where they are deciding if and what sport or physical activity is right for them (Eime et al, 2013, Institute of Youth Sport, 2011. In many cases that choice is non-organised sport and physical activity (Australian Bureau of Statistics, 2012a, Australian Bureau of Statistics, 2012b, Eime et al, 2013, Opinion Leader, 2011, Roy Morgan Research, 2014.…”