WFSGI CEO Emma Zwiebler: “We need to tackle the physical activity crisis by harnessing the power of our industry”

The latest data from the World Health Organization (June 2024) reveal that 31% of adults are inactive and are not meeting the recommended levels of physical activity (150 minutes of moderate exercise per week). If this trend in inactivity continues, global levels of physical inactivity are projected to rise to 35% by 2030 (from 26% in 2010).

In the face of growing concerns about global physical inactivity, SGI Europe speaks with Emma Zwiebler, CEO of the World Federation of Sporting Goods Industries (WFSGI), about the pressing challenges and strategic responses within the sporting goods industry.

SGI Europe: Emma, can you describe the scope of the problem regarding physical inactivity as we see it today?
Emma Zwiebler: Absolutely. The issue is quite severe, with 31% of adults globally not meeting the recommended levels of physical activity to maintain good health. The latest figures from the WHO also show there is a widening gap in participation based on age and gender, with women much less likely to participate in physical activity compared to men (women are less active than men by at least 5 percentage points and after 60 years of age physical inactivity rises rapidly).

Even more concerning is the next generation, where 81% of adolescents are falling short of necessary activity levels. This is a potential crisis not just for public health where it is contributing to the rise in obesity and non-communicable diseases (NCDs) such as chronic health conditions such as heart disease, cancer, respiratory disease and diabetes but for our industry’s future sustainability. That is why WFSGI and WHO have signed a memorandum of understanding to collaborate closely and concretely on this topic. The economic cost of treating health conditions that are preventable by engaging in a more active lifestyle will exceed US$300 billion by 2030.

Without urgent action to reverse this trend, there is a very real risk that children and young people, as they grow older, will become a major health and economic burden on society. The risk of maintaining the status quo is too great to contemplate. We need to tackle this physical activity crisis by harnessing the power of our industry.

Strategies for change across the Sporting Goods industry

How can the sporting goods industry collectively combat the decline in physical activity?
Our approach is multi-faceted. We encourage brands within the industry to engage in creating and supporting initiatives that not only promote physical activity but also make it accessible and appealing to all. This includes leveraging our influence to advocate for physical activity through storytelling and campaigns that resonate with consumers, particularly the younger generation. Additionally, we focus on practical engagement like supporting grassroots sports and enhancing global health through our strategic partnerships.

On the release of new data by the WHO, the WFSGI has brought together our members from the sporting goods industry as well as the fitness industry to make clear commitments to tackle the physical inactivity crisis.

The industries will:

• Raise awareness of the crisis because it is not getting sufficient government or media attention and therefore needs a stronger strategic and co-ordinated response from the private sector.
• Support consumers to lead more physically active lives by building on the industries’ expertise of marketing the power of sport and physical activity to the world and channelling its passion, creativity and energy into impactful interventions to reverse physical inactivity trends.
• Leverage the power of major sporting events to raise awareness of the importance of physical activity and deliver community-level initiatives targeting inactive people.
• Create partnerships within the business community and across sectors to co-create a new era of workplace health, active travel and physical activity initiatives encouraging employees to engage in active, healthy lifestyles.

Engaging brands in promoting physical activity

How can individual brands involve themselves in supporting physical activity?
Brands can play a crucial role by actively participating in our committees and initiatives, such as the Physical Activity Committee, which is led by major industry players like adidas, Nike, and Pentland. By joining the Committee, brands can contribute to shaping our strategy and directly influence physical activity promotion. As part of WFSGI’s strategy on PA, we help promote our members’ initiatives or partnerships that foster sports participation at the community level and elevate these to our international partners such as the World Health Organisation, OECD, UNESCO, and the World Economic Forum. This issue is bigger than one brand or even our industry but by working together to tackle inactivity we can have a meaningful impact on one of society’s biggest health issues.

Addressing challenges with the younger generation

What are the specific challenges in engaging the younger generation in physical activity, and how is WFSGI addressing them?
The younger generation is increasingly drawn to digital entertainment, which poses a challenge in promoting traditional forms of physical activity. To counter this, we are focusing on digital engagement strategies that make physical activity appealing and accessible through online platforms and social media. Additionally, we are exploring innovative approaches such as e-sports and virtual competitions that can serve as a gateway to more traditional sports participation.

Emma, thank you for your insights.