The Redtorch podcast series “What’s Sport Selling?”, produced in collaboration with Unofficial Partner, continues to explore the challenges facing the sports industry.

In Episode 2, Fitness, toxicity, and the importance of changing the narrative, host Richard Gillis welcomes Gary Raucher, Global Head of Marketing at ASICS. They discuss how the industry can redefine its messaging to engage more individuals and counteract harmful narratives often associated with fitness culture.

Their conversation highlights key opportunities and challenges for the sports sector as it grapples with shifting consumer expectations, mental health concerns, and the growing disparity between elite sport and everyday physical activity.

Here are 5 takeaways from the episode.

1. Rethinking fitness culture

The sports industry has historically marketed fitness as a way of achieving peak physical performance, often at the expense of inclusivity. The rise of social media has further reinforced the idea that sport is primarily for the elite, which has left many people feeling excluded.

This narrative needs to change. The industry should emphasise the mental and emotional benefits of movement for all, rather than focusing on aesthetics alone. As Raucher points out, ASICS has actively worked to change this perception, demonstrating through its Dramatic Transformations campaign that just 15 minutes and 9 seconds of exercise can significantly improve mental well-being. By reframing fitness culture, brands and organisations can make sport more inviting and accessible to a wider audience.

2. Sport for all: beyond elite athletes

Marketing campaigns that showcase only world-class athletes can alienate the very people the industry aims to attract. While elite sports can provide inspiration, they don’t always translate into participation at the grassroots level.

Raucher observes that ASICS has positioned itself as a caregiver brand, emphasising accessibility in sport rather than solely high-performance messaging. Their Move Your Mind campaign, launched for Paris 2024, aligns with the Games’ inclusive theme “Games Wide Open” to convey the message that movement is for everyone, not just elite athletes.

By developing initiatives that make sport more welcoming at all levels, ASICS provides a model for the industry as a whole as to how brands and governing bodies can foster greater participation.

3. A new public health mission

The sports industry has traditionally focused its public health messaging on fighting obesity. Yet an increasing number of voices, including Raucher, argue that stress and anxiety are the real crises that need attention.

Data from the World Health Organization indicates a troubling rise in mental health issues which is directly linked to a decline in physical activity.

Industries such as healthcare and big pharma are positioning themselves to shape the narrative around the health crisis. Without a proactive approach, the sports industry risks being sidelined. Advocating for policies that integrate movement into daily life and shifting the focus from aesthetics to overall well-being could ensure that sport remains central to the public health conversation.

4. Creating an inclusive sports identity

How sport is represented in media and advertising plays a crucial role in shaping public perceptions. Raucher states that a lot of sports marketing reinforces a narrow, unattainable standard of fitness, discouraging those who don’t fit the mould.

ASICS has initiated steps that challenge this through a reworking of AI-generated fitness imagery which will better represent real people exercising and counter the industry’s tendency to idealise elite physiques. He also notes that broader changes are required. Sports brands, media outlets and governing bodies must take collective responsibility for ensuring diverse and authentic representation across every platform.

5. Thinking beyond short term

The sports industry has traditionally prioritised short-term gains: ticket sales, sponsorship deals, temporary marketing spikes. But as participation levels drop and consumer expectations evolve, a longer-term approach is necessary.

Investing in community programmes, integrating sport into public health strategies, and prioritising engagement over performance metrics will ensure sustained relevance in an increasingly sedentary world.

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