Riding the Wave: Women’s Rugby and the Future of Grassroots Growth

In the wake of England’s hard-fought win over Canada in the World Cup final, rugby has a golden opportunity to carry that momentum well into the future. The entire tournament was a showcase—on and off the pitch—of what makes rugby such a powerful global sport. The hope now is that clubs everywhere seize this moment and turn it into a surge in girls’ and women’s participation.

The Numbers Don’t Lie

Many clubs are already leaning into recruitment. Social media feeds are alive with content aimed at welcoming new female players, and with good reason—the iron is red hot. Globally, there are now more than 2 million female rugby participants, and the sport is only accelerating.

• After the strong 2021 World Cup, women’s rugby participation jumped by 33% in 2023 alone.
  
• The Paris 2024 Olympics fueled another surge in fan engagement and registration.
  
• The 2025 World Cup has shown us once again that interest in women’s rugby can break through to new levels of growth.
  

Grassroots rugby has every reason to be bullish. Crowds have smashed attendance records, fan engagement is skyrocketing, and new stars are emerging. Personalities like Ilona Maher, now the most-followed rugby player in the world, have brought rugby into mainstream feeds and conversations. The momentum is not just hype—it’s real, it’s visible, and it’s inspiring future generations.

World Rugby’s Blueprint for Growth

Earlier this month, World Rugby released its Blueprint for Growth: Women’s Rugby Fan, Data, and Commercial Insights. The report highlighted just how quickly the game is expanding:

Rapid fan growth

• 49% of fans have joined in just the last two years.
  
• Engagement is up 65% over the past four years, including huge jumps in South Africa (72%) and the USA (69%).
  
• Fans are younger (29% under 35), more gender-balanced (43% female), and family-oriented (50% with children).
  
• Global attendance records keep falling—like the 66,000 fans who turned out for one day of women’s sevens at the Paris 2024 Olympics or the 82,000+ that saw the 2025 World Cup Final.
  

Visibility matters

• 50% of fans say broadcast and digital visibility drew them into the sport.
  
• Major tournaments are the biggest entry points, especially in France (40%) and the UK (36%).
  

Personalities are driving connection

• 39% of fans say player visibility has deepened their engagement.
  
• Ilona Maher now commands 8.7 million social followers, while Australia’s women’s rugby accounts have seen follower growth of 985% in just 18 months.
  

The commercial opportunity

• 73% of fans agree brands have an authentic role in boosting visibility.
  
• Merchandise-buying women’s rugby fans spend 16% more than men’s rugby fans.
  

These are not just numbers; they’re signals. Women’s rugby is exploding in reach, appeal, and opportunity. For grassroots clubs, this should ring like a starting whistle.

What It Means for Clubland

The baseline objective of every club is simple: grow participation and enjoyment of rugby. More members mean more support, more funding, and a bigger footprint in the community. The women’s game is the biggest growth area in rugby right now, and ignoring that wave would be a missed opportunity.

But growth isn’t just about numbers—it’s about engagement. One of the most striking differences in the women’s game has been how teams and players use social media. Women’s accounts tend to be more personal, more approachable, and more genuine. Yes, there’s polished content, but there’s also plenty of behind-the-scenes, authentic storytelling that makes people feel part of the journey.

I’ll admit it. I’m guilty. My own club has sometimes fallen into the trap of overly structured, overly polished posts. When we let that guard down we see engagement rise. Watching women’s rugby accounts operate has been a reminder that rugby is at its best when it feels human, welcoming, and fun.

The Call to Action: Give Rugby a TRY!

If you’ve been inspired by the World Cup and want to be part of this movement, the next step is simple: find your local rugby club. Send a message, show up to practice, and dive in. Not only will you play the best sport in the world, you’ll make lifelong friends and join one of the most inclusive, supportive families in global sport.

Women’s rugby is not just a trend—it’s the future. The only question is: is your club ready to ride the wave?