Girls Say Fun Matters More Than Winning in Sports, While Parents Think They Play to Win, According to New Girl Scouts of the USA Research
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NEW YORK (September 15, 2026) – New data from Girl Scouts of the USA (GSUSA) finds that, for the vast majority (83%) of girls ages 5–13, having fun playing a sport is more important than trying to win. The findings come at a time when many parents are feeling priced out of sports and extracurricular activities. Reduced public funding combined with the increased privatization of sports has resulted in skyrocketing costs, forcing families to view sports as a financial investment rather than a fun activity.
The nationwide study examined how girls and parents experience youth sports and extracurricular activities, including the effects of parental expectations and cost barriers. The findings point to a growing tension: girls want connection, joy and friendship, while adult pressure and rising costs risk pushing them out.
The findings build on GSUSA’s broader State of the Girl 2026 report, reinforcing the importance of accessible, supportive spaces where girls can connect face-to-face with peers and trusted adults.
Key Findings:
- Fun First: For 83% of girls ages 5–13, having fun is more important than trying to win. This holds true even as girls get older and sports may become more competitive.
- Parent-Daughter Disconnect: Parents haven’t picked up on this sentiment, with 77% believing that winning or doing well is a key factor in their child’s enjoyment of sports and other activities. This expectation is even more common when describing a daughter aged 8–10 (81%) or 11–13 (80%).
- Families Priced Out: 58% of parents agree that although participating in these activities is beneficial, the time and financial commitment required feels unsustainable for their family. This is particularly true for parents with a household income below $50,000.
- Adult Pressure: Just 19% of parents say their child has asked to quit a sport or activity because an adult made her feel like she wasn’t good enough. But girls report a different experience: Nearly one-third of girls involved in sports or activities (32%) say they have at least sometimes wanted to quit for this reason. That rises to 42% among 11–13-year-olds. Black girls are less likely to report feeling this way, with just 16% saying they have wanted to quit because an adult made them feel they weren’t good enough.
“Girls thrive when they have the freedom to try, learn and grow without feeling that success is measured only by winning,” said Bonnie Barczykowski, CEO of Girl Scouts of the USA. “When supportive peers and trusted adults encourage girls to take on challenges at their own pace, they gain the confidence to keep going and discover what they’re capable of.”
Sports have been part of the Girl Scout experience since the beginning. The first Girl Scout handbook in 1913 included Athletics and Swimmer badges. Today, Girl Scouts continues that tradition through its Athlete badge line, which helps girls at every program level practice fair play, build skills, develop sportsmanship, strengthen their fitness and learn to coach others.
Beginning in April 2027, Girl Scouts will launch a modernized Sports and Recreation theme, with new badges for girls at every program level rolling out over the next several years. Planned offerings include team sports, climbing, swimming, winter sports, tabletop and video games, camp and outdoor activities and more.
Informed by Girl Scouts’ research, the new approach will focus not only on learning a sport but also on creating supportive spaces where girls can try different activities with trusted friends and adults, build self-confidence, strengthen teamwork and trust, solve problems and keep going when something is hard. By centering fun, exploration and well-being rather than winning alone, the badges will bring the Girl Scout difference to sports and recreation.
For more information on this report, visit girlscouts.org.
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About the Research
The Girl Scouts Parents Survey was conducted by Wakefield Research among 1,000 U.S. parents of girls ages 5–13, and the Girl Scouts Girls Survey among 1,000 U.S. girls ages 5–13, with oversamples to reach a total number of 500 Black/African-American girls and 500 Hispanic girls ages 5–13. Surveys were fielded between March 5 and March 19, 2026, using email invitations and online questionnaires. Data has been weighted to ensure national representation.
For the Girls Survey, parents were required to provide consent for children ages 5–12 to participate. As part of the consent process, parents were asked to supervise their child as they participated in the survey, including reading the question and responses to the child for those not yet able to read well on their own. Parents were advised to allow their child to answer independently and not influence their child’s response.
