What’s Sport Selling? is the new podcast series launched last week by Redtorch and produced in collaboration with the Unofficial Partner Podcast.

This four-part series explores one of the main difficulties facing the sports industry: how to get its key messages across to important policy – and decision-makers.

In Episode 1 – “Tackling the Inactivity Crisis” – Redtorch CEO Jonny Murch and Unofficial Podcast host Richard Gillis examined the topic. They were joined by special guests Celine Del Genes, Decathlon’s Global Chief Customer Officer and Emma Zwiebler, CEO of the World Federation of the Sporting Goods Industry (WFSGI).

Their discussion highlighted both the opportunities and the challenges posed by an industry grappling with its own relevance in relation to the escalating global public health crisis.

Here are five key takeaways from the episode.

An untapped opportunity

The statistics are stark. Globally, 81% of 11–17-year-olds and 31% of adults fail to meet basic activity benchmarks. The result? A significant worry not only to public health but also to the growth potential of the sports industry.

Reduced participation leads to fewer players, fans and customers, causing a ripple effect throughout the entire sports ecosystem.

However, as Zwiebler emphasises, ‘This crisis is a call to action, not a reason for despair.’

The 1.8 billion inactive adults worldwide represent a vast untapped market for sports brands and organisations. Embracing inclusive programmes, offering affordable products, and creating accessible pathways to participation can all rejuvenate the industry’s audience base while delivering a positive societal impact.

Why unity matters

The sports sector has been hindered by the lack of a unified voice when trying to influence government policies. Unlike sectors such as agriculture or pharmaceuticals, sport has no cohesive lobbying group to emphasise its obvious health benefits.

There is a pressing need for a central body to represent the industry’s interests and promote investment in physical activity initiatives.  As governments prioritise the economy and defence, the sports industry must do more to position itself as a positive cost-effective health solution.

Change the narrative

Historically, sports marketing has revolved around elite athletes, heroes whose inspirational feats are unattainable to most people. Focusing on them, however, risks alienating the very audience the industry needs if it is to grow.

Campaigns like ASICS’ “Sound Mind, Sound Body” illustrate how authentic, relatable narratives encourage participation across a wide variety of demographics.

Short-term gains vs long-term growth

The sports industry has traditionally concentrated on short-term wins, e.g. selling tickets or launching one-off campaigns, but there is an urgent need for longer-term vision. It can learn from the pharmaceuticals sector, for example, which invests heavily in sustained brand-building and advocacy.

Committing to community engagement and prioritising advocacy over immediate returns can future-proof the industry while maximising its influence on global health.

Turn a crisis into an opportunity

Transform the inactivity crisis into an opportunity is the powerful call to action that concluded the episode.

By uniting the sector, advocating for policy changes and reimagining marketing approaches, the sports industry can lead a global movement towards improving health and wellness.

And it’s not just about shaping a healthier, more active world but also boosting profits.

Why not listen  to the complete podcast episode to get more detailed information on all these insights?
Click here to watch the full episode.