Latest
issue
Innovatise UK Ltd
Innovatise UK Ltd
Innovatise UK Ltd
Follow Health Club Management on Twitter Like Health Club Management on Facebook Join the discussion with Health Club Management on LinkedIn
FITNESS, HEALTH, WELLNESS

features

Andy Reed: The changing face of the Olympics

It’s time to let go of UK Sport’s ‘no compromise’ mantra, and risk sacrificing a few medals to ensure improved athlete welfare and funding for a wider variety of sports, says Andy Reed

By Andy Reed | Published in Sports Management 2019 issue 3
Traditional sports must fight to stay relevant as new disciplines are added to the Olympics / © shutterstock/StockphotoVideo
Traditional sports must fight to stay relevant as new disciplines are added to the Olympics / © shutterstock/StockphotoVideo
Our challenge is to be world-leading in athlete welfare

The countdown is underway for the 2020 Olympic Games in Tokyo. It looks as though it will be a well organised and exciting Games, but there are challenges ahead for us in the UK and for the greater Olympic movement.

In the build up to the London Olympics, the government invested in UK Sport to ensure our success in the medals table.

The prospect of Team GB underperforming wasn’t an option and everything needed was put into the sports system to generate our impressive medal haul in 2012 and then again in Rio in 2016.

However, in the build up to 2012 we didn’t really prioritise issues like mental health, athlete welfare and career transition to the extent we should have. Lifestyle management was focused around how to squeeze the maximum performance out of athletes.

There has been a much more serious debate over the last few years about getting the balance right between the pursuit of medals and issues like athlete welfare and the funding of a wider range of sports. But this debate needs to go further and faster.

We proved we could run an amazing system that generates medals, but can we now be world leading in athlete welfare at the same time? That’s our challenge.

Time to compromise
As a consequence of our narrow focus on winning medals we saw headlines such as ‘Brutal but effective’ (The Guardian, 15 August 2016) to describe the system we’d created. I don’t think we’d accept these practices ahead of Tokyo 2020 and that’s to be celebrated.

The ‘no compromise’ mentality became too inflexible and focused. Loosening this mantra should allow us to think more broadly about what we want from our investment in elite sport.

Given that the government and the National Lottery fund UK Sport to deliver medals, where should the balance lie?

A recent independent analysis from Gracenote Sport suggested that based on current projections, the UK would come joint fifth with Australia in the medal table, behind the USA, China, Japan and Russia.

Would we really be disappointed with this if it meant we had healthy, happy athletes across a wider range of sports competing?

We need to make a clear decision on this before we get to Tokyo and Paris.

Remaining relevant
The challenge is, of course, for the Olympic movement as a whole to remain relevant as the profile of the audience changes. One CEO of a national governing body told me that the main pressure wasn’t to maintain its medal haul in the short term but for their sport to remain relevant enough to young people to even remain in future Olympics.

We have seen, with the introduction of skateboarding, climbing and 3x3 basketball, for example, that the authorities recognise the threat to its future comes from losing relevance. There may have been an outcry from traditional sports, but the Paris organising committee’s proposal to include breakdancing in the 2024 Games is a sure sign of the times. If we want to do well at these events we need to start investing now. Compromise will be needed.

Tokyo 2020 and Paris 2024 will be the Games that decide the future of the Olympic movement. I urge our industry to get the balance right for our athletes and sports. Even if these changes mean Team GB slipping down the medals table a little.

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
https://www.leisureopportunities.co.uk/images/imagesX/403322_137974.jpg
'It's time to risk sacrificing a few medals to ensure improved athlete welfare and funding for a wider variety of sports' – says Andy Reed
Andy Reed, Olympics, UK Sport, Tokyo 2020, Paris 2024, Team GB,athlete welfare, funding, Olympics
HCM magazine
We have a fantastic opportunity in front of us to realise our vision of a happier and healthier world
HCM magazine
Speaking on the LIFTS podcast recently, Xponential Fitness CEO Anthony Geisler said participation in studio cycling is down globally. Kath Hudson decided to investigate
HCM magazine
Pilates is having a moment. Steph Eaves asks suppliers how they’re responding to the demand
HCM magazine
HCM People

Belinda Steward

MD of leisure, health and wellbeing, Places Leisure Places Leisure
We need to make it automatic that when people go to their doctor, they’re offered exercise rather than medication where appropriate
HCM magazine
The European fitness sector is beating pre-pandemic numbers according to the 11th annual European Health & Fitness Market Report 2024 from Deloitte and EuropeActive, as Karsten Hollasch reports
HCM promotional features
Sponsored
Coaching workshops from Keith Smith and Adam Daniel have been designed to empower your team and transform your service
HCM promotional features
Sponsored
Nuffield Health has worked with ServiceSport UK for more than ten years, ensuring the equipment in its clubs is commercially optimised
HCM promotional features
Sponsored
Francesca Cooper-Boden says health assessment services can boost health club retention
HCM promotional features
Sponsored
The New Keiser M3i Studio Bike brings ride data to life to engage and delight members
HCM promotional features
Sponsored
D2F had updated its brand styling to keep pace with business growth. MD, John Lofting and operations director, Matt Aynsley, explain the rationale
HCM promotional features
Sponsored
Epassi, a provider of workplace wellness benefits, is creating a fitter and more productive workforce, one membership at a time 
HCM promotional features
Sponsored
GymNation is pioneering the future of fitness with software specialist Perfect Gym providing a scalable tech platform to power and sustain its growth
HCM promotional features
Sponsored
University of Sheffield Sport has opened the doors of its flagship Goodwin Sports Centre following a major refurbishment
HCM promotional features
Sponsored
The partnership between PureGym and Belfast-based supplier BLK BOX is transforming the gym floor
HCM promotional features
Latest News
The JD Gyms Group has completed a deal to acquire Simply Gym from Bay Leisure. ...
Latest News
Women’s health specialist, The Well HQ, has secured 'sweat equity' backing from Priya Oberoi, founder ...
Latest News
Peloton has secured a critical US$1bn five-year loan to shore up its finances. The loan ...
Latest News
Leisure Media has added another heavyweight to its line-up of CEOs for its inaugural HCM ...
Latest News
Empowered Brands has signed a deal with European staffless gym chain, Fit+, to be the ...
Latest News
Speaking to HCM for its 2024-2025 Handbook, which will be out next month, PureGym managing ...
Latest News
Leisure, lifestyle, wellness and entertainment growth investor, Imbiba, has invested in boutique gym brand, 1Rebel's ...
Latest News
Urban Gym Group will launch PILAT3S at ClubSportive in Amsterdam next month, to create a ...
Featured supplier news
Featured supplier news: W3Fit EMEA’s innovative programme sets sail for Sardinia, Italy
Following a hugely successful event last year in Split, Croatia, W3Fit EMEA, is heading to the Chia Laguna resort in Sardinia from 8-11 October.
Featured supplier news
Featured supplier news: Places Leisure successfully launches myFitApp to enhance member experience
Places Leisure is a leading leisure centre operator with a mission to create active places and healthy people for communities to thrive.
Company profiles
Company profile: CET Ltd
The focus for two decades was low temperature saltwater hydrotherapy, in particular the CryoSpa Sport ...
Company profiles
Company profile: CoverMe Ltd
CoverMe Fitness, an app for seamless, on-demand management and cover solutions for sports and fitness ...
Supplier Showcase
Supplier showcase - Jon Williams
Catalogue Gallery
Click on a catalogue to view it online
Featured press releases
Speedflex (Europe) Ltd. press release: Speedflex hosts networking golf day at Close House
Speedflex, renowned for its innovative approach to fitness, recently ventured into new territory by hosting its first-ever networking golf day at Close House, one of the most renowned golfing destinations in the UK.
Featured press releases
Wattbike Ltd press release: EXOS adds Wattbike to its supplier list
Wattbike, leaders in indoor cycling, is proud to announce that wattbike is now included as an official supplier with Exos, global experts in human performance and corporate wellbeing solutions.
Directory
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Lockers
Crown Sports Lockers: Lockers
Cryotherapy
Art of Cryo: Cryotherapy
Spa software
SpaBooker: Spa software
Salt therapy products
Himalayan Source: Salt therapy products
Snowroom
TechnoAlpin SpA: Snowroom
Property & Tenders
Loughton, IG10
Knight Frank
Property & Tenders
Grantham, Leicestershire
Belvoir Castle
Property & Tenders
Diary dates
30 May - 02 Jun 2024
Rimini Exhibition Center, Rimini, Italy
Diary dates
06-06 Jun 2024
Drayton Manor Theme Park & Resort, Tamworth, United Kingdom
Diary dates
08-08 Jun 2024
Worldwide, Various,
Diary dates
11-13 Jun 2024
Raffles City Convention Centre, Singapore, Singapore
Diary dates
12-13 Jun 2024
ExCeL London, London, United Kingdom
Diary dates
03-05 Sep 2024
IMPACT Exhibition Center, Bangkok, Thailand
Diary dates
08-10 Sep 2024
Wyndham® Lake Buena Vista Disney Springs™ Resort, Lake Buena Vista, United States
Diary dates
19-19 Sep 2024
The Salil Hotel Riverside - Bangkok, Bangkok 10120, Thailand
Diary dates
20-22 Sep 2024
Locations worldwide,
Diary dates
01-04 Oct 2024
REVĪVŌ Wellness Resort Nusa Dua Bali, Kabupaten Badung, Indonesia
Diary dates
09-13 Oct 2024
Soneva Fushi, Maldives
Diary dates
10 Oct 2024
QEII Conference Centre, London,
Diary dates
22-25 Oct 2024
Messe Stuttgart, Germany
Diary dates
24-24 Oct 2024
QEII Conference Centre, London, United Kingdom
Diary dates
04-07 Nov 2024
In person, St Andrews, United Kingdom
Diary dates

features

Andy Reed: The changing face of the Olympics

It’s time to let go of UK Sport’s ‘no compromise’ mantra, and risk sacrificing a few medals to ensure improved athlete welfare and funding for a wider variety of sports, says Andy Reed

By Andy Reed | Published in Sports Management 2019 issue 3
Traditional sports must fight to stay relevant as new disciplines are added to the Olympics / © shutterstock/StockphotoVideo
Traditional sports must fight to stay relevant as new disciplines are added to the Olympics / © shutterstock/StockphotoVideo
Our challenge is to be world-leading in athlete welfare

The countdown is underway for the 2020 Olympic Games in Tokyo. It looks as though it will be a well organised and exciting Games, but there are challenges ahead for us in the UK and for the greater Olympic movement.

In the build up to the London Olympics, the government invested in UK Sport to ensure our success in the medals table.

The prospect of Team GB underperforming wasn’t an option and everything needed was put into the sports system to generate our impressive medal haul in 2012 and then again in Rio in 2016.

However, in the build up to 2012 we didn’t really prioritise issues like mental health, athlete welfare and career transition to the extent we should have. Lifestyle management was focused around how to squeeze the maximum performance out of athletes.

There has been a much more serious debate over the last few years about getting the balance right between the pursuit of medals and issues like athlete welfare and the funding of a wider range of sports. But this debate needs to go further and faster.

We proved we could run an amazing system that generates medals, but can we now be world leading in athlete welfare at the same time? That’s our challenge.

Time to compromise
As a consequence of our narrow focus on winning medals we saw headlines such as ‘Brutal but effective’ (The Guardian, 15 August 2016) to describe the system we’d created. I don’t think we’d accept these practices ahead of Tokyo 2020 and that’s to be celebrated.

The ‘no compromise’ mentality became too inflexible and focused. Loosening this mantra should allow us to think more broadly about what we want from our investment in elite sport.

Given that the government and the National Lottery fund UK Sport to deliver medals, where should the balance lie?

A recent independent analysis from Gracenote Sport suggested that based on current projections, the UK would come joint fifth with Australia in the medal table, behind the USA, China, Japan and Russia.

Would we really be disappointed with this if it meant we had healthy, happy athletes across a wider range of sports competing?

We need to make a clear decision on this before we get to Tokyo and Paris.

Remaining relevant
The challenge is, of course, for the Olympic movement as a whole to remain relevant as the profile of the audience changes. One CEO of a national governing body told me that the main pressure wasn’t to maintain its medal haul in the short term but for their sport to remain relevant enough to young people to even remain in future Olympics.

We have seen, with the introduction of skateboarding, climbing and 3x3 basketball, for example, that the authorities recognise the threat to its future comes from losing relevance. There may have been an outcry from traditional sports, but the Paris organising committee’s proposal to include breakdancing in the 2024 Games is a sure sign of the times. If we want to do well at these events we need to start investing now. Compromise will be needed.

Tokyo 2020 and Paris 2024 will be the Games that decide the future of the Olympic movement. I urge our industry to get the balance right for our athletes and sports. Even if these changes mean Team GB slipping down the medals table a little.

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
https://www.leisureopportunities.co.uk/images/imagesX/403322_137974.jpg
'It's time to risk sacrificing a few medals to ensure improved athlete welfare and funding for a wider variety of sports' – says Andy Reed
Andy Reed, Olympics, UK Sport, Tokyo 2020, Paris 2024, Team GB,athlete welfare, funding, Olympics
Latest News
The JD Gyms Group has completed a deal to acquire Simply Gym from Bay Leisure. ...
Latest News
Women’s health specialist, The Well HQ, has secured 'sweat equity' backing from Priya Oberoi, founder ...
Latest News
Peloton has secured a critical US$1bn five-year loan to shore up its finances. The loan ...
Latest News
Leisure Media has added another heavyweight to its line-up of CEOs for its inaugural HCM ...
Latest News
Empowered Brands has signed a deal with European staffless gym chain, Fit+, to be the ...
Latest News
Speaking to HCM for its 2024-2025 Handbook, which will be out next month, PureGym managing ...
Latest News
Leisure, lifestyle, wellness and entertainment growth investor, Imbiba, has invested in boutique gym brand, 1Rebel's ...
Latest News
Urban Gym Group will launch PILAT3S at ClubSportive in Amsterdam next month, to create a ...
Latest News
The American Council on Exercise has appointed Dr Cedric Bryant as its new CEO. Bryant ...
Latest News
Sport England’s This Girl Can team has launched a new campaign, Let’s Get Out There, ...
Latest News
Improving physical strength and fitness, mental health and confidence are the main reasons for joining ...
Featured supplier news
Featured supplier news: W3Fit EMEA’s innovative programme sets sail for Sardinia, Italy
Following a hugely successful event last year in Split, Croatia, W3Fit EMEA, is heading to the Chia Laguna resort in Sardinia from 8-11 October.
Featured supplier news
Featured supplier news: Places Leisure successfully launches myFitApp to enhance member experience
Places Leisure is a leading leisure centre operator with a mission to create active places and healthy people for communities to thrive.
Company profiles
Company profile: CET Ltd
The focus for two decades was low temperature saltwater hydrotherapy, in particular the CryoSpa Sport ...
Company profiles
Company profile: CoverMe Ltd
CoverMe Fitness, an app for seamless, on-demand management and cover solutions for sports and fitness ...
Supplier Showcase
Supplier showcase - Jon Williams
Catalogue Gallery
Click on a catalogue to view it online
Featured press releases
Speedflex (Europe) Ltd. press release: Speedflex hosts networking golf day at Close House
Speedflex, renowned for its innovative approach to fitness, recently ventured into new territory by hosting its first-ever networking golf day at Close House, one of the most renowned golfing destinations in the UK.
Featured press releases
Wattbike Ltd press release: EXOS adds Wattbike to its supplier list
Wattbike, leaders in indoor cycling, is proud to announce that wattbike is now included as an official supplier with Exos, global experts in human performance and corporate wellbeing solutions.
Directory
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Lockers
Crown Sports Lockers: Lockers
Cryotherapy
Art of Cryo: Cryotherapy
Spa software
SpaBooker: Spa software
Salt therapy products
Himalayan Source: Salt therapy products
Snowroom
TechnoAlpin SpA: Snowroom
Property & Tenders
Loughton, IG10
Knight Frank
Property & Tenders
Grantham, Leicestershire
Belvoir Castle
Property & Tenders
Diary dates
30 May - 02 Jun 2024
Rimini Exhibition Center, Rimini, Italy
Diary dates
06-06 Jun 2024
Drayton Manor Theme Park & Resort, Tamworth, United Kingdom
Diary dates
08-08 Jun 2024
Worldwide, Various,
Diary dates
11-13 Jun 2024
Raffles City Convention Centre, Singapore, Singapore
Diary dates
12-13 Jun 2024
ExCeL London, London, United Kingdom
Diary dates
03-05 Sep 2024
IMPACT Exhibition Center, Bangkok, Thailand
Diary dates
08-10 Sep 2024
Wyndham® Lake Buena Vista Disney Springs™ Resort, Lake Buena Vista, United States
Diary dates
19-19 Sep 2024
The Salil Hotel Riverside - Bangkok, Bangkok 10120, Thailand
Diary dates
20-22 Sep 2024
Locations worldwide,
Diary dates
01-04 Oct 2024
REVĪVŌ Wellness Resort Nusa Dua Bali, Kabupaten Badung, Indonesia
Diary dates
09-13 Oct 2024
Soneva Fushi, Maldives
Diary dates
10 Oct 2024
QEII Conference Centre, London,
Diary dates
22-25 Oct 2024
Messe Stuttgart, Germany
Diary dates
24-24 Oct 2024
QEII Conference Centre, London, United Kingdom
Diary dates
04-07 Nov 2024
In person, St Andrews, United Kingdom
Diary dates
Search news, features & products:
Find a supplier:
Innovatise UK Ltd
Innovatise UK Ltd
Partner sites