At BrabantSport, elite sport is used to get the province moving—both literally and figuratively. By supporting elite athletes and giving them a platform, BrabantSport creates impact across all layers of society. This includes social sports initiatives, such as projects that put mental health in sport on the agenda or help older people stay fit. They do this, among other things, through clinics delivered by (former) elite athletes and ambassadors.
During a symposium organised by BrabantSport, we took its partners on a journey into the future of sport, guided by the themes of people & society, technology, and health.
For example, we looked at the new norm around mental health—not only within sport, but across society as a whole. A performance-driven society came to the fore, and various examples were highlighted of athletes who succeed precisely by making mental health a priority.
The insight
In particular, trends that gave us insight into the future of health sparked lively discussion among those present. Do people actually want to be physically active? Or would they just as soon take a weight-loss medication to avoid exercising? We spent considerable time reflecting on a new mindset in which consumers prefer to stay healthy with as little effort as possible.
It soon became clear to the room full of sports enthusiasts that a sporty mindset is not something people are simply born with—or that it manifests itself in ways we might not expect. Gaming, for instance, has become increasingly (inter)active with the rise of the metaverse and the adoption of VR technology. At the same time, gamification is proving to be a powerful tool for getting people to move more in their everyday lives. The current stigma that “gaming is for the lazy” therefore stands in stark contrast to the possible future of sport, physical activity, and health.
Luuk is happy to tell you more about this case and discuss your challenge with you.