By Anna Walker
18th October 2024
Positioning Sport for Success in the Era of Inclusion and Growth
The Office for Sport's launched it's National Sport Strategy this week, and it's in firm alignment with the Australian Sport Commission's Play Well and Win Well strategies as well as most State and Territory Sport and Recreation plans. The government is again calling out clear priorities for inclusion and participation growth, and the sector is once again being called to deliver on these promises. But how do we move beyond rhetoric to achieve real, systemic change? What are the game-changing adjustments that will help sport survive and thrive in this chaotic and tumultuous era - and position themselves to secure crucial funding from various levels of government? The organisations that will succeed in this environment are those that embrace bold, innovative approaches, not just aligning with, but leading, these priorities.
Here are five key characteristics of a sports system set for long-term success:
1. Real-Time Participant Feedback Loops
The future of sport is one that listens. Successful sporting systems must adopt real-time feedback mechanisms to understand the participant experience—both on the field and in competition structures and programming. Whether it’s adjusting game formats, supporting participant/athlete wellbeing, or rethinking scheduling, organisations need to be agile enough to respond to participant needs as they evolve. This ability to listen and pivot quickly—whether at the local or national level—will be critical for staying relevant in a rapidly changing social landscape.
2. Breaking Away from Performance-Driven Practices
The traditional "performance-first" mentality has long dominated sport, but it’s costing us participants. Up to 70% of teenagers drop out of organised sport by their mid-teens, with many citing the overwhelming focus on performance as a key factor. It’s time to boldly separate the performance pathway from community sport and instead foster environments where participation and enjoyment take centre stage. This shift is essential if we are to retain a broader base of athletes and ensure sport remains a positive experience for everyone, not just the talented few.
3. Inclusion as a Core Principle, Not an Afterthought
Too often, inclusion initiatives are treated as standalone projects or campaigns, bolted onto existing structures rather than embedded within them. As such, the majority of the Australian population (up to an estimated 85%) is opting out or simply cannot access it. To be truly transformative, inclusion needs to be baked into every aspect of an organisation’s operations—its systems, processes, attitudes, and behaviours. This isn’t just about ticking a box; it’s about creating environments where people of all abilities, backgrounds, and identities feel welcome and valued. The result will be sustainable participation growth and stronger community connections.
4. Leading with Social Impact
Sport has the power to go far beyond simply producing athletes. It has the potential to play a central role in addressing broader societal challenges—such as mental and physical health, community cohesion, and educational outcomes—but too often, these values are not prioritised, communicated well, nor our sporting products designed to amplify them. The lines between sport and society are increasingly blurred, offering a tremendous opportunity for organisations to lead by embedding social impact at the core of their operations. By truly placing these values front and centre, sporting organisations can not only foster greater engagement but also diversify and attract sustainable funding by showcasing their vital role as community builders. This is about making the inherent social values of sport visible, measurable, and an essential part of the narrative.
5. Radical Data-Driven Decision Making
Finally, success in the future will be driven by data—data that informs more targeted, efficient, and effective growth strategies. This isn’t about collecting more data for the sake of it; it’s about using insights to make informed decisions that enhance the participant experience and outcomes. A radically data-driven approach will allow organisations to be more responsive, personalised, and strategic in their growth efforts.
Conclusion: Meeting the Moment
The time to act is now. Sporting organisations that are willing to make bold changes, listen to participants, and lead with inclusion and social impact will not only survive in this new environment, but thrive. These characteristics—real-time agility, inclusivity at the core, social impact, and data-driven growth—are the keys to positioning sport for success in line with evolving government priorities.
Sport is more than a pathway to performance; it’s a powerful tool for societal transformation. Those who understand this will be the leaders of the next era.
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