The future of Australian sport

The future of Australian sport


[Muisic plays] (Stefan Hajkowicz) I’m Stefan
Hajkowicz, I’m a scientist at CSIRO, and I lead CSIRO Futures that does long range
strategic foresight and strategy projects for
industry and government clients. I’ve got a background in geography,
economics and decision theory. This particular project
looks at the future of Australian sport over
the next 30 years. We identify six megatrends which will reshape the
Australian sporting sector. The first of those megatrends
we call a perfect fit, and this captures the rise of the
fitness industry in Australia. Gym membership is increasing,
gym revenue is increasing, the number of personal
trainers is increasing, and Lycra sales are
off the chart. The fitness and health and
well being objectives are key drivers for Australians
in participating in sport in the future, and likely to
move more so in that direction. The second megatrend we call from extreme to mainstream and this looks at the rise of
lifestyle and adventure sports which are particularly popular
with the younger generations, which is Gen Y and Gen Z. And this captures the rise of
sports like kite boarding, surfing, skateboarding,
mountain climbing, that are growing in popularity
especially with younger generations who have a lot of
discretionary expenditure. The next megatrend we
call everybody’s game, and this captures Australia’s
ageing population, we’re currently 13%
over the age of 65. By the year 2030 this
will be closer to 25%, older people are wanting to stay
connected to sport and keep playing. Also as Australia
culturally diversifies we’re likely to see different
types of sports played and people from different cultures
have different sporting preferences. The next megatrend we
call more than sport, and this is an important
one because this captures the importance of social and
economic benefits surrounding sport such as physical
and mental health. Sport, especially for
children has been associated with better
outcomes later in life, but sport has also
been associated with decreased crime rates
in remote Australia, and it’s also associated with the building of international
relations between countries and helping countries put themselves
on a path of sustainable development. So sport has a lot
of roles to play which are off the sports field and I think we see an increase focus
on these benefits into the future. The next megatrend we call
new wealth and new talent, and this captures the
rising income in Asia, Asia is rapidly growing it’s economy
and as it does so it’s investing in sports along with a
lot of other activities, but their sporting
capabilities are growing, they’re getting much
tougher competitors on the international field, and they’re increasing
opportunities for Australian businesses to play
into the Asian sports sector. The last megatrend is called from
tracksuits to business suits, and this looks at the rise
of corporatisation of sport which has been happening
for some time and will continue for
some time yet to come, and also the increased
cost of sports, cost is becoming a key
factor that is a barrier for Australians to
participate in some sports. We saw fantastic rates of volunteerism
amongst the baby boomers, but whether Gen Y, Gen Z
volunteer to the same extent is yet to be found out. Sport is a central part
to who Australians are and its part of our culture, it’s really crucial that we
make the right decisions to get the most out
of it in the future, that’s what this
study aims to do, this study is a thought starter that hopes to inform a lot of
decision making by others. [Music plays]

1 thought on “The future of Australian sport”

  1. really ideal trends on developing sports culture, which makes me have a stream of ideas coming out. rewarding to watch, nice clip! Thank you for making it~

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