If Dr Jones isn't trans (not interested in speculating here, just saying that being a sporty transwoman might explain such an investment)...why on earth does she do it?? I just don't understand it.
Best guess is that that is where the funding was available. It's not easy to get funding for a PhD (possibly harder, I would guess, if your first degree is from Nottingham Trent rather than Russell Group), so perhaps she just went where the money led her.
I notice from her profile that she's also interested in eating disorders and body image. All she has to do is join the dots.