As South Africa marks Women’s Month, one organisation is ensuring the celebration extends far beyond August. ActivateHer, a Cape Town-based nonprofit, is transforming the lives of girls and young women in underprivileged communities by using sport as a catalyst for empowerment, leadership, and health education.
Founded by Adele Brueggemann, ActivateHer was born out of a desire to challenge the deep-rooted gender imbalance in sport. “Even in 2025, many still don’t see sport as the norm for girls,” Brueggemann told VOC News.
“Growing up, I had the opportunity to play sports, and it shaped who I am today. But when I looked into communities, I rarely saw girls out playing. We needed to create those spaces for them.”
The organisation partners with local schools to run multi-sport programmes starting as early as age three. The aim is to normalise movement and build confidence from a young age.
“If a girl only starts playing sport at 14 or 15, it’s much harder to be brave and try something new,” Brueggemann explained.
“We blend traditional sports like netball with less conventional ones like yoga, rugby, or boxing, so girls can explore what they enjoy and discover how movement makes them feel powerful.”
This approach is particularly significant in underserved areas where facilities and opportunities for girls are scarce. ActivateHer works not only with the girls but also with parents to shift perceptions about what’s possible for their daughters.
While Women’s Month offers a chance to highlight their mission, Brueggemann says the work happens all year round. “For us, every day is Women’s Day,” she said. “Sport and play help girls discover their strengths, overcome challenges, and find their voice. August is a great opportunity to amplify that message, but the real change comes from consistent, everyday empowerment.”
Beyond sport, the organisation’s programmes include leadership training and health education, fostering a generation of confident, resilient young women ready to challenge stereotypes and claim their place on the field and in life.
“We want girls to see themselves as capable, strong, and important,” Brueggemann said. “By holding space for them, we’re not just teaching sport, we’re shaping futures.”
Listen to the full interview below:
VOC News
Photo: Pixabay
