Sporting goods industry body launches global physical activity report highlighting inactivity crisis
Posted on in Business News , Cycles News
The World Federation of the Sporting Goods Industry (WFSGI) has launched the first-ever Sporting Goods Physical Activity Impact Report, highlighting the growing global physical inactivity crisis and calling for urgent cross-sector collaboration.
Revealed at a World Health Assembly side-event in Geneva, the report outlines the economic, health, and societal risks of inactivity, with over 1.8 billion adults and 81% of adolescents inactive worldwide, and inactivity levels expected to rise to 35% by 2030.
It warns that the global cost of inactivity could exceed $300 billion annually and highlights how sporting goods companies are working to remove barriers to physical activity through inclusive design, youth engagement, and global community initiatives.
The report features case studies from WFSGI member brands such as Adidas, Arena, ASICS, Decathlon, Nike, On, Puma, Speedo and Specialized, showcasing programmes that aim to improve access to sport for women, young people, and underserved communities.
Shimano is also among the companies spotlighted, with its Türkiye Cycling Initiatives promoting cycling for women and children through education and bike provision.
WFSGI CEO Emma Zwiebler has called for a united effort to combat the issue. She said: “This is not just a health issue — it’s an economic, social and environmental imperative. As an industry with global reach and cultural influence, we are demonstrating how we’re removing barriers to physical activity and creating scalable, cross-sector solutions.
“This report highlights the breadth of actions our industry is taking to help empower and inspire people to live more active lives and the power of collaboration over competition amongst our member brands.”
The report includes standout initiatives such as adidas’ Breaking Barriers Academy for mentoring young women, Arena’s modest swimwear for cultural inclusivity, and ASICS’ campaign linking movement with mental well-being.
Speaking at the launch, Sir Gareth Southgate highlighted the critical role coaches play in youth sport. He said: “Coaches have a huge role to play in keeping kids and youth engaged, offering them safe spaces and positive experiences. I view their job as both a responsibility and an outstanding privilege, not least because it can make or break positive habits for life, something which is highlighted in this industry-first impact report.”
The event marks progress since the 2023 Memorandum of Understanding between WFSGI and the World Health Organisation, aiming to enhance health through increased physical activity.
For independent cycling retailers in the UK, the report reinforces the growing importance of accessible and inclusive sport — with cycling a key focus area, particularly through community engagement and youth outreach.
The full ‘Moving the World Towards an Active Future’ report is available online.