- Realignment of consumer trends
- Redefining cost efficiency
- Sustainability as a success factor
- Technological integration and AI
- Synergies between omnichannel and e-commerce
- Increasing competitive pressure
- Mastering global turbulence
- New opportunities through demographic diversity
- Health trend as an opportunity
- Clear messages - rethinking customer loyalty
There is often a complex trust relationship between retailers and brands, which can range from mutual benefit to disappointment. "Currently, many retailers often feel disadvantaged," says Katja Mendel, Retail Format Manager of the Outdoor Division at Sport 2000. She adds, “Brands have the opportunity to shape this dynamic constructively by building fair partnerships and optimizing processes so that both sides benefit.” Working together on equal terms can thus build long-term trust and foster stability and success in an increasingly competitive industry.
Additionally, consumer expectations regarding the shopping experience are shifting: the experiential aspect is becoming more important. Customers now expect far more than just a sales offer; they want a shopping experience that brings the values and world of the brand to life. Community engagement also plays a vital role in winning loyal customers and authentically conveying brand messages.
The solution to the industry’s challenges lies in a comprehensive approach: valuable partnerships, a value-driven corporate culture, and targeted investments in efficiency and innovation are more essential than ever. “Success in the sporting goods industry requires not only high-quality, sustainable products and a values-based corporate culture, but also smart investments in efficiency and innovation,” says Reiner Gerstner, Senior Brand & Marketing Adviser at Schöffel. “Only through these measures can companies not only overcome current challenges but also secure their future.” For the future of the industry, it is crucial to unite innovation, sustainability, and trust. Additionally, the effective use of AI will shape the industry in the future.
Together with industry experts Katja Mendel and Reiner Gerstner, we have compiled the 10 most important challenges and opportunities.
Today’s consumers are seeking more than just products—they want experiences that align with their values. Brands that understand how to act authentically and sustainably not only gain customer trust but also build long-term loyalty. Herein lies the opportunity to clearly differentiate from the competition through authenticity and integrity. Additionally, lifestyle and fashion are increasingly blending with multisport. Consumers are showing a growing interest in versatile sports products that are suitable for both everyday life and athletic activities, creating new opportunities for the industry.
The continuous rise in production and material costs challenges sporting goods brands to develop creative and innovative solutions. Digital tools and automation open up new possibilities for increasing efficiency without compromising quality standards. AI-powered tools, in particular, offer a wide range of applications to reach innovative solutions efficiently and ensure their successful implementation.
This trend is unstoppable and will clearly shape the future. Consumers increasingly expect brands to take ecological responsibility seriously. Companies that prioritize eco-friendly materials and transparent production processes enhance customer trust. Sustainability is essential for long-term success. It’s not enough to simply increase the share of recycled materials; a comprehensive, long-term commitment that meets the high expectations of brand communities and society is required. A widespread shift toward circular business models, ideally implemented across brands, could represent a crucial step forward.
ISPO Munich 2024 offers a comprehensive opportunity to explore the challenges and opportunities of industry transformation. Numerous experts from the sports sector will share their insights and provide fascinating perspectives. Integrated conferences such as Sports Tech Nation, SPORT MARKE MEDIEN, German Trainers' Summit, therapie MÜNCHEN, Atomic's Ski Industry Climate Summit and BIOTEXFUTURE Fall Forum will present the latest trends for industry and trade. Practical insights for the future-oriented development of sport - that's the slogan.
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