After the release of the Inactivity Pandemic’ Report 2018 from PHIT America last week, the organization reports that 7% of American children are physically active to CDC standards, while the number of US children who are active three times a week has dropped to 23.9%, a decrease of 15% in the last five years; and core participation in team sports in the U.S. is down for the fifth straight year. In an interview, PHIT America Founder Jim Baugh discusses the findings and what the mean to the sports industry…
Bough on the sports and fitness industry: Most bigger companies are caught up in their quarter-to-quarter and ‘profits-now’ thinking and not worried about the long term. We also have some owners who only care about the short term as they plan to sell or spin off their company soon. Many companies are not looking at the ‘roots’ of physical activity. They look at what they can do to create new participants who are good customers today.
On publishing the report: This ‘Inactivity Pandemic’ is killing the ‘roots’ of the sports and fitness industry. Leaders, investors and everyone must wake up. Do we really think Americans are going to put down their smart phones and tablets? Do you think the social media and electronics industry is going to start making less fun, less engaging, and less addictive products? Or, will schools suddenly start putting daily P.E. back in our schools? Hell no! The competition is going to get stronger. And, the sports and fitness industry must respond and protect the industry. They must go back and rebuild the ‘roots’ of the industry where kids and everyone learns basic physical activity skills in schools. When schools started to take P.E. out of our schools, that started the gradual erosion of the industry’s roots…and the industry’s future.
On brand campaigns to get more children playing sports: Well, someone has to ask these questions: Are they making a difference? Are they really just PR programs for their brand? What is their cost per participant? I bet it isn’t close to the PHIT America formula which is less than $10 to get a kid physically moving while at school. If we at PHIT America had access to those funds they are spending on their campaigns, the ROI would be much better. And, I bet we could build their brand equity better with this investment, too.
On the success of snow sports: Snow sports is another category that is doing well. The snow sports industry has invested in beginner programs and has really made them work. They allowed for the development of products that made snow skiing and snow sports more fun for the average participant. I get frustrated when I see traditional sports holding back technology and ways people can have fun playing, while sports participation is declining. And, the snow sports industry is not tied to tradition. It has developed ‘alternative forms’ of ski or snow sports that children and America want. I think this sport category has the best leadership and programs. It shows in the market share.
