New report shows how technology is changing the way we are physically active

The Sport and Recreation Alliance has teamed up with Future Foundation – the world’s number one independent consumer insight firm – to launch a new Future Trends report.

The report looks at how the physical inactivity crisis in the UK might be tackled through the adoption of technology and innovation and harnessing emerging consumer and lifestyle trends.

Emma Boggis, Chief Executive of the Sport and Recreation Alliance, believes that sports organisations can innovate to get more people active.

“One of the biggest challenges our society faces is the amount of money spent tackling spiralling obesity, diabetes and cardiovascular disease. The evidence suggests that many of these can be easily prevented if people adopted more active lifestyles but despite the best efforts to date of the sport, health and fitness sector there are still too many people who remain inactive.”

“By bringing five key trends into focus in our new Future Trends report, we hope to inspire sports delivery organisations to adopt and tap into cutting edge ways of getting the nation active.

“We know from many of our members that there are already some great examples of innovation in sport but there are opportunities to do more, particularly on a collaborative basis. We want to spark ideas that can then be harnessed and shared across sports, across the sector.”

The five key trends that the report covers, alongside real-life examples and case studies, are:

• The Quantified Self: The use of technology to collect, analyse and interpret data about the individual’s movement and performance.
• Game on: The incorporation of competition elements into mainstream products, services and retail contexts – winning points, ‘medals’ or social recognition for activity
• Healthy hedonism: The increasing expectation that healthy behaviours should be fun. Consumers no longer want to make a choice between enjoyment and sensible choices.
• Performance perfection: The use of social media to broadcast views, recordings and experiences and interact with others with similar interests.
• Cult of the home: The increasing role that our living rooms play as attractive spaces in which to socialise and engage with sport and recreation.

The Future Trends is available to download now. Visit our Future Trends landing page to find out more.

What does the future hold for innovation in sport?

Do you have examples of how technology and innovation has been used to increase participation in sport or recreational activities?

Share your thoughts on Twitter now, using #future4sport

To find out more about the Future Trends project, contact James Allen or Libby Jellie.

Share this article:

Back to all news