Health becomes strategic: Why health is now a key issue for the sports industry

• Sport is preventive health care
• Health as a growth driver in the sports industry
• A strong Europe needs movement - ISPO supports FESI's appeal
• ISPO as a stage for a movement - together against inactivity

Exercise is medicine. Regular exercise can prevent cardiovascular disease, diabetes and obesity, strengthen the immune system and even reduce the risk of non-communicable diseases by up to 30 percent - this is shown by studies by the World Health Organization and is reaffirmed by the FESI in its current appeal.

In fact, physical inactivity costs European healthcare systems around 80 billion euros a year - a bill that could be avoided. The key lies in something as simple as exercise. Whether it's cycling, yoga, team sports or simply going for a walk during your lunch break, exercise gets the body moving and reduces stress, anxiety and depressive symptoms - by up to 30 percent, according to the FESI. The COVID pandemic in particular has shown how important this mental component has become:

Sport is preventative healthcare. Cutting funding in the EU Health Program would undermine the EU's commitment to public health.

The ISPO white paper "The Future of Sport, Health & Retail", the only study of its kind in Europe, based on a survey of 1,816 participants from eleven countries, also emphasizes: Almost 80 percent of respondents do sport primarily to stay healthy, and 76 percent rate mental health as just as important as physical health. This insight is not only changing consumer behavior, but also the expectations of brands and employers. Health is no longer a single discipline - it is being considered holistically.

Another megatrend: corporate health. More and more companies are recognizing how strongly the physical and mental health of their employees is linked to productivity, satisfaction and loyalty. Jan Küster, health expert for digital health solutions, shared this in an interview at ISPO 2024:

'One in two people have already resigned due to health problems at work. Two thirds of these resignations could therefore have been prevented by better health programs.

Company health programs - supported by wearables, apps or joint sporting activities - are not just welfare measures, but real competitive advantages.

This opens up completely new potential for the sports industry. Health has long since become a key driver for innovation, market expansion and new target groups. Today, health is more than just prevention - it is lifestyle, self-optimization and part of identity. The growing demand for health-oriented products and services means that the sports market is increasingly expanding into new areas: nutrition, sleep, recovery, mental balance - all markets with enormous growth potential.

Dynamic developments are emerging here, particularly in conjunction with technology. Digital fitness offerings, smart wearables, AI-supported health apps and recovery products are in tune with the zeitgeist - individual, accessible and efficient. This development is particularly evident in the ISPO Brandnew area, where health start-ups are setting new standards with innovative, data-driven offerings - for example in the areas of regeneration, stress management or personalized training systems. Küster got to the heart of the matter:

'Another important point is that analyzing data on such an individual level - by being able to tailor each fitness program to my needs - can offer me a very personal experience. These synergies are well demonstrated by services and start-ups in the ISPO Brandnew area.

Retailers are also feeling this change. Consumers today expect more than just products - they are looking for advice, inspiration and real added value for their well-being. Particularly popular: offers relating to mental health, sleep optimization, nutrition, diagnostics or preventive check-ups. According to the ISPO white paper, almost 90% of respondents said that they would visit bricks-and-mortar retailers more often if health services were integrated. This means that sports retailers have the potential to develop from a product hub into a holistic health touchpoint.

Supermarkets, pharmacies and drugstores are leading the way, and now sports retailers are following suit: with advice, health labs, tests, recovery and mindfulness. Product, experience and health expertise are merging - a new concept of life is emerging. The sports industry has the opportunity to become the driving force behind a healthier society and position itself for the future.

FESI - the European Federation of the Sporting Goods Industry - is the voice of an industry that moves millions of people and represents the interests of the entire sports industry in Europe. In light of the upcoming budget negotiations for the EU's next Multiannual Financial Framework (MFF), FESI urges policy makers to anchor sport as a strategic pillar for a resilient, healthy and united Europe.

ISPO shares this concern - and expressly supports the call. As an international platform for sport, health and innovation, the platform has been working for years to make the social and economic value of physical activity visible and to connect stakeholders.

FESI with a clear call - these are the key demands of the sports industry in Europe:

1. Maintaining and expanding sport funding in the EU budget to ensure the positive effects on health, integration, the economy and security.
2. Strengthening Erasmus+ Sport so that projects at youth and grassroots sport level can continue to promote innovation and European mobility.
3. Integrating sport into the EU's health strategy, for example as part of EU Health - as an effective means of combating chronic illnesses and mental stress.
4. Anchoring sport investments in cohesion policy in order to further promote infrastructure, digitalization and sustainability.
5. Recognize sport as a strategic economic sector, especially to support SMEs, innovation and job-creating initiatives.

FESI's appeal:

Cutting sports funding would be a short-sighted decision with long-term negative consequences for European society, economy and health.

What is on the horizon socially and economically will be discussed at the upcoming ISPO: The future of health, exercise and sport needs a strong, international forum - and that's exactly what ISPO 2025 offers. As awareness of health risks grows, there needs to be a central place where all the players come together: Brands, politics, health institutions, start-ups, science, clubs and associations.

Lack of exercise has long been a global problem with far-reaching consequences: rising healthcare costs, overburdened systems, declining productivity, lack of resilience. At the same time, the target groups of the sports industry are also shrinking as a result - from fitness studios to sporting goods retailers and sports clubs. And this is precisely why collective action is needed now.

"Fighting Inactivity" - this is the central slogan of a new, global movement that will be given a stage at ISPO. After all, the sports industry has long been more than just a product manufacturer - it is a health player, lifestyle designer and driver of innovation.

ISPO 2025 has therefore dedicated a separate area to this topic: the Health & Wellbeing together with Digitize & Retail, ISPO Brandnew and the Sports Tech Nation half of Hall B1 - a deliberate neighborhood that creates strong synergies. After all, the combination of health, retail innovation and technology is central to the future of the industry. Start-ups from the health tech sector meet retailers, platforms, wearable providers and digitalization experts here - an ecosystem that not only presents solutions, but makes them tangible.