New WFSGI President: Emma P. (Mason) Zwiebler

Emma will be on the main stage on Wednesday to present the McKinsey 2024 Sporting Goods Industry Report, ‘Time to Make Your Move,’ an in-depth study of the trade’s various markets.

Emma is delighted to have the opportunity to lead the WFSGI team, and to drive its collective purpose on behalf of the industry. WFSGI proudly represents over 70% of the global sporting goods industry.

Focused on addressing key global issues for its members, the WFSGI will unveil to member companies at ISPO Munich its new strategic plan, which aims to collaborate with key stakeholders to find the most effective solutions to members’ challenges in navigating today’s increasing pressures in the sporting trade.

As a former pro-athlete, Emma is proud to lead an organisation that actively promotes physical activity, which yields clear benefits, ranging from preventing diseases to enhancing well-being and mental health. However, the current statistics are alarming, with over a quarter of adults insufficiently active and the next generation marking the lowest activity levels in history. The WFSGI is aiming to help significantly lower these figures by building on its historic memorandum of understanding (MOU) with the World Health Organisation (WHO) to get the world moving.

Since joining WFSGI in 2018, Emma has led the industry’s relations with the International Olympic Committee and International Paralympic Committee (IOC/IPC), the International Sport Federations, and the United Nations Agencies relevant to physical activity, sport, and health. In 2023, she guided the WFSGI’s efforts to finalise the new WFSGI IOC Suppliership Agreement for Paris 2024 and the MOU with WHO.

Emma remains passionate about her sport and is committed to providing greater support for athletes transitioning from their sporting careers to life after sport.  She is proud to be a Trustee of Switch the Play Foundation, the only UK based charity undertaking such work across all sports.

Emma is also graduate of UK Sport’s International Leadership Programme, and a WeAreTheCity Rising Star in Sport.