Acting Today for an Active Tomorrow

What could the future of sport in Wales look like? How do we create Sportopia in Wales?

Infographic imageWorking in partnership with Future Foundation, the Advisory Group have scanned the horizon to identify headwinds, tailwinds and mega trends which could impact on the world of sport not just tomorrow, but five, ten, fifteen years from now.  

In our report, Acting Today for an Active Tomorrow, we set out what each of these themes will mean for sport in Wales, and how each can be harness to transform Wales into a sporting nation for all.

Seven key themes will shape the future of sport in Wales:

  • Engaging consumers in the 21st century will bring fresh challenges. The consumer of the future will require ever more flexibility, variety and novelty from sport, and seek to minimise risk in all its forms.
  • Changing society: Demographic forces will create ever more flexible, less linear lives, challenging age-focused sporting structures and lessening the impact of 'drop-out', which may no longer be permanent.
  • Understanding changing identities will be crucial for sports providers, who can tap into sport's power to create shareable experiences and allow us to show the best of ourselves online.
  • Switched on society: As we become ever more demanding and time-poor, consumers will require providers to become more sensitive to their needs, taking a more commercial approach by putting the participant first.
  • Unlocking the full potential of the digital revolution will be fundamental in transforming how people engage with sport. Technology will enable us to create new sporting communities and personalised participation experiences. The data that this technology produces can give providers the data and insight they need to decide on what we'll want next. There will be a constant need to review our sporting products, make improvements and make it fit with what participants want to do next.
  • Healthier Lives: Sports providers will need to respond to the health demands of an ever more informed, autonomous and self-regulated consumer, setting out clearly how an activity will benefit potential participants.
  • A shifting economic and political landscape: to address the inequality that may result from increased reliance on technology, income polarisation and the commercial mindset of providers, policy resources should be concentrated on reducing the impact of social inequality on sport by helping those who need more support to becoming active.


Working with Future Foundation and supported by nine partners from education, sport and health, the Advisory Group published 'Acting Today for an Active Tomorrow' in November 2014.

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