Transforming the Sports & Leisure Industry

As a keen runner I am amazed to see the growing number of digital tools that are available to help track or help enhance my performance and I'm loving reaching new levels on my FitBit. The last number of years has witnessed a massive shift for the Sports & Leisure Industry. Companies across the industry have been implementing new data and calculation functionality as well as increasing digital ecosystems way before the current pandemic.  

Times when one could hit the gym and pick up a dumbbell or get on a shared treadmill to run seem far away. Now more than ever, sports clubs are utilising technology to build the next generation routines. They lean on and rely on advanced tech ecosystems. To enhance their fans’ exercising experience, gym chains are investing more in a digital platforms. 

As we emerge from this pandemic, sport is taking a next generation leap on connecting many industries and sectors horizontally, like sporting goods, licensed products, clubs, leagues and federations, video games, infrastructure construction, health and fitness, retail, etc. As I referenced before, McKinsey identified 8 areas of change recognising that culture change and Digital Transformation play a key role in the Industry going forward. Companies take advantage of digitization to head towards more sustainable products among sport consumers, nurture more digital training communities and also “hybrid models”. Bearing this in mind, it seems the sports industry itself has no choice to stay relevant but to transform at lightning speed and embrace new technology to engage with fans and members, transform what they offer and optimize their operations. 

Here are three examples of how this can work successfully: 

Data to drive next generation NBA 

Machine learning expertise is dribbling with the basketball as well.  At Peak Performance Project (P3) - jumping, lifting and sprinting is easy to copy, challenge and measure thanks to cloud-connected cameras record tracking, meaning, learning. That’s how the company develops NBA athletes. P3 is the first facility to apply a more data-driven approach to understanding how elite competitors move. It leans on advanced sports-science strategies to assess and train athletes in ways that will revolutionize pro sports.” Now with Machine Learning measuring and mechanically sorting out human movements, every NBA player or draft prospect assessed by P3 receives a report that highlights their injury risks and compares them to league peers based on performance.  

Experiencing a new digital fan Engagement 

By using the cloud to transform their organization in a variety of different ways, Real Madrid is using data to connect with its millions of fans and change their experience of sports attendance. Now, football supporters can attend from home a virtual stadium and enjoy the match without having to travel large distances. Not only does it provide a whole range of new services for fans through smarphone apps but it also builds information on what their personal preferences are. Thanks to a tailored-made connection, Real Madrid offers a genuinely useful service to its fans, thus increasing engagement and loyalty in the process. Their Digital Transformation spans from business insights which include improved customer service and tracking business performance, to enhanced venues capable of 360-degree video content creation and advanced athlete performance tracking, Real Madrid’s is a shining example of the future of sports fan engagement. 

Gyms & Fitness Chains 

The Fitness Industry is also capitalising on new technology to help their members not only get better fitness benefits but have a more interactive relationship with their club. 24 Hour Fitness, one of the U.S.’s largest privately owned and operated fitness chains, is deploying Dynamics 365 and Adobe Experience Cloud across its network of more than 420 clubs. This deployment will enable 24 Hour Fitness to dramatically enhance its ability to offer more personalized and unified digital experiences for members throughout every touch point in their fitness journey. 24 Hour Fitness is investing in a combined cloud platform to engage its members and guests with highly personalized experiences, including health and fitness guidance they truly want and need. 

Bearing all this in mind will technology make me fitter or a faster runner? Possibly, but it certainly helps motivate me knowing I have lots of digital tools to support doing what I love. There is no doubt that there are huge changes ahead for the Sports and Leisure Industry so it's important to be in tip top condition and utilise the benefits of Digital Transformation to have a competitive advantage and be truly ahead of the game!