The sport industry needs to digitize, says ISPO. It recently held a summit dedicated to the topic and digitization was also a focus at this week’s ISPO Shanghai trade show.

The first ISPO Digitize Summit featured 443 participants from the sports retail and distribution market. Of the 443, 35% were retailers. The summit featured a mix of exhibition area, keynote addresses, workshops and personal coaching sessions, which allowed specific requirements to be addressed individually.

Deepa Gautam-Nigge, Next-Gen Innovation Network Manager for SAP and Global Digital Women (GDW) presented a workshop titled ‘Running at two speeds – how to use digitalization for a new culture of innovation’. Photo: Messe München GmbH.

Sports retailers in particular are lagging behind when it comes to digitalization, says Professor Karl Peter Fischer from the University of Applied Management, based on the initial results from the ISPO Digital Readiness Check, which has already been completed by 500 sport industry members. “On a scale of 0 to 100, the digital readiness for retailers is at just 48 percent. Translated into words, this means that many companies are either just now planning or have only recently started digitalization.”

The ISPO Digitize Summit took place 28-29 June.

ISPO Shanghai also looks at digitization

ISPO Shanghai featured more than 450 exhibitors and 440 brands across the trade show’s key Running, Health & Fitness, Outdoor and Water Sports categories. It took place this week (5-7 July) at the Shanghai New International Expo Centre (SNIEC).

A strong focus was digitization. Among the ways that the show is digitizing is the partnership with Tmall that enabled consumers, who weren’t allowed at the trade-only show, to watch the ISPO goes Tmall Sports Fashion Show online. The fashion show was held during the trade show and featured products from certain exhibiting brands such as Columbia and Jack Wolfskin.

The show also focused on children: the China Kids Sport Industry Forum featured presentations by athletes such as Wang Yihan, an Olympic silver medallist in badminton, about youth athletics. The forum was presented in cooperation with the Shanghai Sports Bureau.