Gender equality an uphill struggle at the Winter Olympics

Isobelle Roberts • 3 February 2022

Progress has been made but gender equality at the winter Olympics still has mountain to climb

The 2022 winter Olympic games in Beijing will play host to just under 3,000 competitors participating in over 100 events.

Under half of these competitors will be women. The International Olympic Committee (IOC) estimate that around 45% will be women. If this turns out to be correct then the 2022 winter Olympics will be the most gender balanced one yet. But it will still be some way short of parity and it doesn't feel right that a global event celebrating human sports achievement is still skewed towards male competitors.

Our graphic, based on IOC data, shows that much progress towards equality has been made in the last 50 or so years although much more remains to be done.

Percentage of female competitors at the winter Olympics, 1964-2018

At the 1964 winter Olympics in Innsbruck and the 1968 one in Grenoble, fewer than 1 in 5 competitors were women. It took thirty years for that figure to double to 36% (Nagano, Japan, 1998). By the time we get to Pyeonchang in 2018, we still only had 43% of competitors being women.


Why is the winter Olympics so gender imbalanced?


There are number of different reasons for the imbalance. Outdated attitudes to the role of women in sport - be there to crown the winner, rather than be crowned the winner - were endemic in winter Olympic sport (and more generally) throughout much of the 20th Century.


A lack of women's representation on the IOC until the early 1980s didn't help and some nations even today refuse to send women to the winter Olympics.


The IOC has been slow to introduce parity in the number of events competed for by women and men. Women's ice hockey was only introduced in 1998, women's bobsled in 2002 and ski jumping in Sochi in 2014. Unfortunately, there are still more events for men than there are for women in the winter Olympics programme (for example, there isn't a four person bobsled for women).


To be fair to the IOC, they recognise the issue and are taking steps to address the imbalance with member nations. As well as  having more medal events at the games, they are introducing mixed gender events (there are four new ones in Beijing) and balancing the time given for men's and women's sports.


The question is are these steps enough?


The challenge for the IOC and member nations is to make sure that the 2026 Winter Olympics in Milan is the first to be gender balanced.


Is that asking too much?

by Michael Wagstaff 18 July 2025
Housing affordability is getting worse and there is a need to balance policies relating to demand with those addressing supply.
by Michael Wagstaff 23 June 2025
After yet another market research conference calls for great emphasis on storytelling, we discuss why researchers find it so difficult and what can be done to get better at it.
by Michael Wagstaff 21 June 2025
A university degree doesn't necessarily make you a better researcher but it does help. We have a look at whether a degree should be a requirement for market research roles.
by Michael Wagstaff 19 June 2025
Given the huge amount of brand insight that can be derived by applying techniques such as text analytics to existing data, we ask whether the end of the survey for brand metrics is in sight?
by Michael Wagstaff 2 June 2025
With the insights industry creaking under poor quality data, generative AI adds to the mix by creating convincing synthetic respondents. How should we treat these fascinating fakers?
by Michael Wagstaff 26 May 2025
Do tech people know more about market research than social scientists? In this article we discuss whether big tech is taking over the insights industry and what role is there for human researchers.
by Michael Wagstaff 12 May 2025
Does curating a personal brand make a difference? In this article, I consider my own lack of brand image and reflect on what might have been.
by Michael Wagstaff 8 May 2025
In an effort to improve quality, the market research industry's current focus is on survey length and question engagement. This overlooks a more fundamental issue: respondent authenticity.
by Michael Wagstaff 7 May 2025
The true value of review sites lies in going beyond the stars and analysing what reviewers are actually saying.
by Michael Wagstaff 28 April 2025
Predictive analytics is reshaping brand insights by moving beyond descriptive dashboards to proactive decision-making
Show More