The World Federation of the Sporting Goods Industry (WFSGI) has joined a new global entity, the Active Children Coalition, to address the growing crisis of physical inactivity among children and adolescents worldwide.
WFSGI will be leveraging its industry expertise in engagement, marketing and community activation.
The coalition is responding to alarming data that child and adolescent inactivity is reaching crisis proportions. As part of the initiative, the sporting goods and fitness sectors have committed to leveraging their expertise in engagement, marketing and community activation.
Planned actions include awareness campaigns, event-based activations, and school and community programs.
Why it matters
Physical inactivity among young people imposes long-term social and economic costs. Fewer active consumers means greater health burdens and shrinking growth potential for sports and fitness markets. WFSGI emphasizes that increased physical activity is imperative for health and business alike.
Industry relevance
The move reflects a recognition that long-term market health depends on cultivating the next generation of active consumers. It’s not just about selling shoes or gear – it’s about getting young people moving. And for the industry, that movement is business critical.
The coalition signals a strategic shift from product-driven growth to ecosystem-driven growth.
Go deeper:
- Press release: WFSGI Joins Global Coalition to Tackle Record Physical Inactivity Levels Among Children
- About the Active Children Coalition
