How we turned health, community and competition into a lifestyle-driven digital strategy that redefined the Masters sport audience.
The challenge
The International Masters Games Association (IMGA) wanted to do more than market events.
It wanted to build a global lifestyle brand – one that united over-35s through shared values of health, adventure and lifelong activity.
The goal
To turn older, active individuals into a connected digital community and unlock demand for Sport For Life.
Our approach
We designed a digital strategy rooted in human motivation rather than focused purely on medal winning.
Our approach focused on four key drivers:
- health and longevity
- travel and cultural discovery
- social connection
- the thrill of age-group competition
And translated into:
- a global content plan spanning paid, owned and organic channels
- social media groups encouraging self-expression and peer connection
- targeted search content driving qualified traffic to event and community pages
- first-party data capture building long-term, direct relationships with participants
- strategic use of event moments (World Masters Games, Open Series) converting buzz into audience growth
As well as promoting events we created a lifestyle ecosystem around Masters sport.
The impact
- A 50,000-strong social media community across diverse geographical areas.
- Significant first-party data capture to enable direct CRM and remarketing.
- A reframing of Masters sport as a powerful lifestyle and wellness proposition.
- An increase in its commercial value for cities, sponsors and wellness partners targeting the 35+ demographic.
Today, Sport for Life isn’t just a slogan. It’s an active and connected global community.
