World Federation of the Sporting Goods Industry (WFSGI)’s Post

Name: World Federation of the Sporting Goods Industry (WFSGI) on LinkedIn: #wfsgi #collaborationinsport #sportinggoods #redtorch #unofficialpartner…
Uploaded: 2024-12-10T07:51:12.437Z
Duration: 5 min 45 s
Channel: World Federation of the Sporting Goods Industry (WFSGI)

World Federation of the Sporting Goods Industry (WFSGI)

5,388 followers

🚨 Podcast Alert: "What's Sport Selling?" 🚨 Emma P. (Mason) Zwiebler, WFSGI CEO, joins the Unofficial Partner podcast for the first episode of a four-part series in collaboration with Redtorch. 🎙 Hosted by Richard Gillis, this episode tackles a critical challenge: Why does the sports industry struggle to get its message across to policy decision-makers? As the global voice of the sporting goods industry, World Federation of the Sporting Goods Industry (WFSGI) plays a key role in fostering collaboration between stakeholders. In this episode, Emma highlights the importance of aligning efforts between sporting goods brands, rights holders, and policymakers to promote physical activity and drive the industry forward. Joined by Celine Del Genes, Chief Customer Officer at Decathlon and Jonny Murch the discussion reflects on insights from ISPO Munich—where growing participation in sport was a shared focus. Despite a common goal, the industry often appears fragmented. 💡 How can the sports industry unite to amplify its message and impact? 🔗 Listen to the episode here: https://lnkd.in/eAXVUKmy Join the conversation and share your thoughts on building a stronger, more collaborative future for sport. 👇 #WFSGI #CollaborationInSport #SportingGoods #RedTorch #UnofficialPartner #WhatsSportSelling #SportsPolicy #ISPO #PhysicalActivity #Decathlon

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I wanna take you back a little bit in terms of the difficult problems and we got to the comparison of sport, which for lots of people say, right, you know, it's Nike, Adidas, Premier League, NFL, it's the biggest brands in the world when you look at it through that lens, but it's uncoordinated. Obesity, if we just say the inactivity crisis and the obesity problem, you then get to, well, farmers are lobby, which is famously powerful, gets the government very easily and quickly. Lots of money spent in that way. Their solution is as epic. It's a drug based solution to that. And you can start to see that story permeating. It's almost like sometimes I think that people who work in sport, they don't feel like they should have to articulate their position in the same way. Is if you work for sugar or a farmer, no one's loving you from day one, and therefore you're gonna have to sit and strategise. It's not a hope. You gonna have to work. Celine, what do you think? I I love your statement because I, I think there's a bit of a bubble and naive attitude in sport. A lot of us are in sport one because we love sport and 2:00 because we know that sport is actually good. Yeah. And that's through what we do. We're certainly not surgeon. We're not doing all the heavy lifting yet we contribute. For a better society. And I believe that a lot of us think that because we do the right thing. Then. People should know about it, should follow it, should make it happen as well, etcetera, etcetera. So we don't act as a knight, but we have that idea about or the belief about the doing good. But that's not enough. Yeah, that's not enough. Because to your point, if you're facing lobbies that have a lot more cash, a lot more resources, not just cash, but resources invested in changing regulation and making sure that they remain top of the agenda. Emma and I, we were in a meeting where someone said, you remember, Emma, if if you're not at the table, then you are on the menu. Well, the sporting goods industry has never been on the table. Until now, well, guess where we were? We've been eaten alive. I always think of the obesity question and there's sort of echoes of climate change in terms of the urgency issue where you are looking at trying to coordinate people who are obsessed with and right, we all are quarterly sales returns 4 * a year. I've got to go to the board and say the numbers still going up and I've sold this. You've got to, you've got to balance that with. We need a long term vision for our business because as we said at the beginning. This is a crisis if they're if they're not buying stuff off us, you know, if you put it down in terms of crude business metrics, that balance is Johnny that it's really difficult to see how you then sort of. Balance those two two issues. Yeah, it's it's a classic issue that we see all the time in sport. Sport is inherently a little bit lazy in how it markets itself because it's such an amazing product. It doesn't have to doesn't feel like it has to work super hard in order to to have impact. And what you just mentioned there, which is absolutely true as well, which is it's all about the next game. It's all about trying to sell. As much as possible in the in the next month, the next quarter. And sports is not good at looking at the long term and looking at the role of brands and brand strength in influencing people and influencing decision making because it is just about driving that that return every weekend, every month, every quarter. And fundamentally that that creates the long term marketing challenge because the other industries were investing. A lot of money in that long term piece and it's having having a huge, huge impact. What what's quite funny is is. We, we're working with a lot of, a lot of brilliant organisations doing brilliant things. But when you look at the budgets that are being invested to try and create that impact, try and create that change. And then you relate those budgets probably to what's happening in the pharma sector and just let's say media buying in general. There's a massive disparity there. There's a massive disparity. There's a massive lack of understanding as to what it actually takes to get cut through to have impact. I was just going to reflect a little bit more. I said totally agree with both of them. And what you said, Richard, I mean, it's ironic fact about an industry that's based on marginal gains and performance is what we've essentially left this to chance and we've left the future success of our industry to chance. But I mean, if I, if I give ourselves a little bit of like if we give ourselves a little bit of credit, right, sport has grown organically over the past 5080, a hundred years because of what you just said, Johnny, right about the fact that. Order feel good they they love to watch it they love to participate in it you know there is that inherent element of of course for the good guys of course force is good of course it is great I think we're the the real challenges come in is over the past 1020 years as you know digital transformation is taking place across the world and people's lives have become more and more sedentary I mean we've essentially with Internet, with mobiles, with remote working we engineered. Activity out of our daily life.

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🚨 Podcast Alert: "What's Sport Selling?" 🚨 Emma P. (Mason) Zwiebler, WFSGI CEO, joins the Unofficial Partner podcast for the first episode of a four-part series in collaboration with Redtorch. 🎙 Hosted by Richard Gillis, this episode tackles a critical challenge: Why does the sports industry struggle to get its message across to policy decision-makers? As the global voice of the sporting goods industry, World Federation of the Sporting Goods Industry (WFSGI) plays a key role in fostering collaboration between stakeholders. In this episode, Emma highlights the importance of aligning efforts between sporting goods brands, rights holders, and policymakers to promote physical activity and drive the industry forward. Joined by Celine Del Genes, Chief Customer Officer at Decathlon and Jonny Murch the discussion reflects on insights from ISPO Munich—where growing participation in sport was a shared focus. Despite a common goal, the industry often appears fragmented. 💡 How can the sports industry unite to amplify its message and impact? 🔗 Listen to the episode here: https://lnkd.in/eAXVUKmy Join the conversation and share your thoughts on building a stronger, more collaborative future for sport. 👇 #WFSGI #CollaborationInSport #SportingGoods #RedTorch #UnofficialPartner #WhatsSportSelling #SportsPolicy #ISPO #PhysicalActivity #Decathlon

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World Federation of the Sporting Goods Industry (WFSGI)

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