meet fiona

Dr Fiona Spotswood is Associate Professor in Marketing at Bristol University Business School. She specialises in understanding and addressing gender inequality in sport and physical activity, focusing both on its consumption and marketing.

She leads Project FIAS (Fostering Inclusive Action Sports), which is a research, evidence, insight and impact project designed to understand and address gender inequality in mountain biking. The FIAS Framework has been adopted by national organisations including Beicio Cymru and Forestry England in the UK.

Fiona will explore the research underpinning project FIAS, focusing on women’s navigation of the masculine culture of mountain biking. She will also explore through discussion and evidence, the role of industry in using marketing as a (profitable) force for social change.