The Impact of Sports – Why the industry must act now

The physical inactivity crisis is growing and the cost is staggering. By 2030, 1 in 3 adults will be inactive, costing the global economy $300 billion a year. But the sporting goods industry is in a unique position to do something about it. As Emma Zwiebler, WFSGI President, puts it:

“Physical activity is not a luxury—it’s a foundation for healthier, more resilient societies. As an industry, we have both the reach and the responsibility to make movement more accessible for all.”

At SGI Europe, we stand with the industry: Movement matters. For health, for equity, and for the future of sports. This page highlights the scale of the crisis, the steps already being taken, and the potential for long-term impact. It brings together data, strategy, and examples of how purpose-driven action is reshaping the role of sport in society.

wfsgi active 2025

WFSGI: 'Physical Inactivity costs $300bn by 2030' - Industry steps up with unified action plan

2025-07-04T07:23:00+01:00By

The global sporting goods industry launched the first-ever Sporting Goods ”Physical Activity Impact Report: Moving the World Towards an Active Future”. 

inactivity levels prediction - WHO _ Lancet physical-inactivity-crisis-prediction

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Why Physical Inactivity Is Everyone’s Problem

Physical inactivity is one of the defining public health challenges of our time—and the sporting goods industry is stepping up. But the solutions won’t come from marketing campaigns alone. From policymakers to CEOs, from retail associations to futurists, we asked three leading voices what it really takes to turn the tide on global inactivity.

WFSGI President Emma Zwiebler, trend researcher Marcel Aberle, and FESI Vice President Michael Nendwich share their insights on what's holding people back from being active and how the sports industry can play a bigger role in shaping healthier, more inclusive societies.

How sports brands turn values into action

Today’s leading sports brands do more than sell performance. They build communities, challenge inequalities, and help people overcome barriers to movement.

Initiatives show how the industry can inspire movement for everyone. They offer real benefits: for individuals,brand loyalty, cultural relevance, and long-term social impact. The following examples highlight how brands of all sizes are using creativity, partnerships, and purpose-driven thinking to bring these goals to life.

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Global Inactivity Crisis