The importance of words: Why you should not talk about ‘investing’ in sport

By Kristoffer Henriksen

Words shape realities and the words we choose can often have unimplied, or even dangerous consequences. Allow me to suggest that we take a real break with the term ”investment” in sport.

In my daily interaction inside elite sport and talent development environments, I often hear people talk of investing in sport. Young athletes tell me that reaching the top demands a serious investment. Senior elite athletes share that they sometimes doubt if following their dream is worth the investment. Parents will tell you how much time they invest in their kids’ sport career. Does this sound familiar?

When we talk about investing in sport we inadvertently create an unhealthy focus on results and what it costs to achieve them. Let me explain.

The word investment comes from corporate life and describes an input of resources (money) with the expectation that the invested resources will grow and yield a profit. We are sacrificing present comforts for long term gain? In the world of sport, this investment does not so much concern money, but rather time, blood, sweat, tears, and missing out on social events.

 When we use the word investment to describe our sport activities, two key problems follow:

·     First, we will view training as an investment in the future rather than as something engaging and even enjoyable in the present moment. A sacrifice.

·     Second, we want return on investment. Our investment of tears, blood and sweat should pay off. And what would be the yield? Medals! All too often we think of medals.

I have experienced elite athletes discuss whether it was all worth it. I have heard athletes say that if they do not qualify for (or medal at) the Olympics, they will have sacrificed so many years in vain, that it would not have been worth the investment.

These athletes have been misled by the idea of investment.

First, they mistakenly think their input is a sacrifice. Elite sport is not a sacrifice. It is a lifestyle. It is the opportunity to explore in depth something they are truly enthusiastic about. Sure, it is hard and demanding, but in good sport environments, the many hours are rewarding in themselves.

Second, they expect a return in the form of results. If they do not succeed, they think they have made a bad investment. But return is more than results. These athletes develop their personal and social skills, they often travel the world and broaden their horizon, and they make friends for life. 

This is no different for parents who talk about how they invest time and money in their kids. They too are misled by the notion of investing. First, the hours in the car are not a sacrifice but an opportunity to sit close with their kids, be involved in their lives, and talk about all that they find fun and difficult. Second, rather than expecting a return in the form of sporting success, they should find joy in seeing their kids learn, form relationships and develop as persons.

For young athletes this use of the word ”investing” by parents is particularly troublesome. When young athletes hear how much their parents invest in them, they intuitively understand: (1) their parents make a sacrifice and would rather spend their time and money on something else, and 2) their parents expect a return. I will never forget a day when a 13 year-old boy told me: ”My mom and dad have invested so much in me, I really hope I can honor this by winning”. Return on investment. I witnessed an unnecessary pressure and a muddying of motivation: Am I doing sport because I love it or to pay back my parents?

My suggestion is that we slowly but surely eliminate the notion of investing in sport and find alternatives[1]. No singular word can probably effectively replace it, but imaging the difference it would make to use “engage” or “devote”. I devote countless hours to the sport I love”, and “the time I spend with my kids represents a meaningful engagement”.

Athletes sweat, struggle, fight, cry, experience doubts and occasionally miss a family reunion. Parents pay, chauffeur, provide hours of support and occasionally miss a social event. I acknowledge this serious engagement. But it is not an investment. It is the life athletes and their parents choose every day. I hope they make this choice because it is meaningful and giving.

[1] Except when sporting organization talk about their financial investment, which is a different story.