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Polly Starkie interviews Ceri Crawford

Ceri Crawford, Director of Sport at the Girls’ Day School Trust (GDST), speaks with Polly Starkie about her proactive approach to inclusivity, the thoughtful design process she experienced with Lacuna, and her commitment to removing barriers of participation for girls in sports.

What is your involvement with cricket?

I work for GDST, which includes 25 schools across the UK. I’ve been here for seven years, and just as I joined, there was a movement to launch girls’ cricket across our schools. Until then, especially in Wales, rounders was the focus. But GDST has been forward-thinking, encouraging schools to move from rounders to cricket.

For us, this shift is exciting, although rounders remains relevant since it’s recognised on our exam board in Wales, where students can score highly in it. Cricket, however, requires full hardball play for exams. What I love about cricket is the inclusivity of the softball game, which is our focus. Being close to the Swalec Stadium (Sophia Gardens), we’re lucky to have strong connections, and some of our coaches also work with Glamorgan Cricket.

In my previous role as Trust Consultant Teacher for GDST, I created a ‘super team’ by inviting students across our schools to trial for a squad that plays the MCC annually. That’s how we connected with Lacuna. Lydia Greenway, who is closely linked with Lacuna, coached some of our GDST teachers and introduced me to the team.

Polly Starkie interviews Ceri Crawford 1

What was it like working with Lacuna?

Working with Lacuna was fantastic. They’re such a passionate, dedicated team, deeply invested in girls’ cricket. Many of them are mothers themselves, and have girls who play cricket, so they truly understand what kit works for teenage girls.

In the past, most kits were based on men’s designs, but Lacuna’s approach is fresh and thoughtful, focusing on girls needs. During the design process, we wanted a kit that reflected the unity of our 25 schools, so we created a map-inspired design with a constellation of stars connected across the shirt. It was a powerful metaphor – and it looked fantastic! We moved away from white, which isn’t always ideal for teenage girls, opting for something both practical and symbolic.

The team at Lacuna customised the kits for each player. On the day of the match, they even brought extra sizes to ensure every girl had a perfect fit. Their attention to detail was impressive and helped our players feel confident and comfortable.

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In your role, do you see barriers to girls participating in sport and PE?

Absolutely. Barriers can range from the type of sport to concerns about kit or even something as basic as having a sports bra. There are many reasons why teenage girls may avoid sport if they feel self-conscious or uncomfortable – friendship dynamics and confidence in their abilities also play a part.

When I started at GDST, I made it a priority to design kits that offered both a feminine fit and a relaxed fit. We’ve moved past the idea that netball requires a dress or hockey a skort. I understand the need for a cohesive look, and our kit achieves that. We have consistent branding, colour, and logos across all pieces, whether they’re shorts, joggers, or leggings, but they’re not identical.

For us, it’s about ensuring that discomfort with kit isn’t a reason for girls to avoid sport. We’ve done extensive research with our students on kit preferences, like leggings, aiming for thicker waistbands and higher rises that mimic the brands they’re familiar with. By addressing these preferences, we’re working to remove barriers and make sports participation accessible and appealing for all our students.

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