Sporting Goods Industry calls for urgent action to defuse $300 billion inactivity timebomb

The first ever Sporting Goods Physical Activity Report was released by the World Federation Sporting Goods Industry (WFSGI) at an exclusive World Health Assembly side event in Geneva.

The report warns of the increasing rates of global physical inactivity, brandishing it as a ‘crisis’ and calling for urgent help to increase cross-sector collaboration. The report features case studies from the 26 WFSGI member companies around the world to reach its conclusions.

Nike’s Dan Burrows, WFSGI CEO Emma Zwiebler, assistant director-general World Health Organization Dr Ailan Li, Sir Gareth Southgate, IOC’s Dr Jane Thornton, Dr Andy Moose of the World Economic Forum, Kamil Shoretire, Permanent secretary Ministry of Health for Nigeria, were present at the event and spoke about the global crisis.

Emma Zwiebler said: “This is not just a health issue, it’s an economic, social and environmental imperative.”

Over 1.8 billion people are affected by the crisis, with 81% of adolescents worldwide being at risk of physical inactivity, with expectations to rise by 35% by 2030. This would have a knock on economic affect of $300Bn annually.

Zwiebler added: “As an industry with global reach and cultural influence, we are demonstrating how we’re removing barriers to physical activity and creating scalable, cross-sector solutions. This report highlights the breadth of actions our industry is taking to help empower and inspire people to live more active lives and the power of collaboration over competition amongst our member brands.”

Adidas, ASICS, Decathlon, Nike, On, Puma, Speedo, Specialised, and Shimano joined the World Health Organisation, the International Olympic Committee, the Business at OECD, the World Economic Forum, global health ministers, and others at the event.

Sir Gareth Southgate said: “Coaches have a huge role to play in keeping kids and youth engaged, offering them safe spaces and positive experiences. I view their job as both a responsibility and an outstanding privilege not least because it can make or break positive habits for life, something which is highlighted in this industry-first impact report.”

Part of the event was the celebrate the progress made since the 2023 Memorandum of Understanding signed between the WFSGI and the World Health Organisation, which is aiming to give a global framework of collaboration to improve health and physical activity levels.

The WFSGI is one of the bodies regularly highlighting the looming, globally relevant, inactivity crisis and its impact.