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) didn’t just want to market events.
They wanted to build a global lifestyle brand – one that united over-35s through shared values of health, adventure and lifelong activity.
The goal
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, not just medals.
Our approach focused on four key drivers:
- health and longevity
- travel and cultural discovery
- social connection
- the thrill of age-group competition
This translated into:
- a global content plan spanning paid, owned and organic channels
- social media groups that encouraged self-expression and peer connection
- targeted search content to drive qualified traffic to event and community pages
- first-party data capture to build long-term, direct relationships with participants
- strategic use of event moments (World Masters Games, Open Series) to convert buzz into audience growth
We didn’t just promote events – we created a lifestyle ecosystem around Masters sport.
The outcome
- built a 50,000-strong social media community across diverse geographies
- captured significant first-party data to enable direct CRM and remarketing
- reframed Masters sport as a powerful lifestyle and wellness proposition
- increased 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.
