Preventing Physical Inactivity: Inclusion, Digital Tools And More

Judtih Gerlach, Bavarian State Minister for Health, Care and Prevention, was quick to acknowledge a reality as soon as she stepped on stage: sport is often underestimated in politics. Comparing it to the automotive industry, she explained

The automotive industry makes 150 billion in revenue in Germany, but sport still makes 70 billion, and with more than twice the number of employees.

For Gerlach, the issue isn’t that sport lacks economic value but that it rarely gets the same urgency in political decision-making. Part of the reason is perception. She reflected that unlike the car industry which is facing immediate crises, sport isn’t crumbling in the same way. Yet, the absence of a crisis shouldn’t mean the absence of investment.

The economic numbers tell only one part of the story. In terms of health, sport offers one of the best return on investment (ROI). As Gerlach reminded the audience

The WHO says every invested euro saves almost four euros in health costs.

She emphasized that the challenge is making sport investments truly effective. According to Gerlach, success requires a holistic approach with prevention at its core, benefiting both young athletes and an aging population.

For Judith Gerlach, the bigger goal is to move from a cure-based system to one where prevention plays a central role. She pointed out

Our system seems very focused on the curative factor. We will no longer be able to allow that in the long run.

She also stressed the importance of reaching more people of all ages. From children to seniors, before health problems start to kick in. Bavarian already has programs aimed at exactly this. One example is a voucher initiative for over-50s, designed to bring people back into sports clubs for both health and social reasons. Gerlach added

It’s about making sure that as you get older, you stay mobile and active.

The younger generation is also an important focus. Together with the Bayerischer Landes-Sportverband (BLSV), it was discussed why many girls drop out of sports during puberty and looked for ways to make programs more welcoming. The aim was to design programs and environments where young women feel welcomed and engaged.

Jörg Ammon, President at BLSV, agreed that prevention must be seen as a future market for organized sport. He remarked

We have the fittest seniors and the fittest juniors of all time.

Past programs, like school sport vouchers after the pandemic, highlight how well-designed interventions can reintroduce people to regular activity. Gerlach and Ammon emphasized that true progress will be made once prevention is established as a core pillar of public health rather than a secondary add-on.

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One of the most important ideas discussed was the upcoming Bayrisches Sportgesetz (Bavarian Sports Law) which was designed to make physical activity a permanent part of everyday life by linking sport more closely with health, education and community development.

Ammon believes it’s a necessary step. Looking to other countries for inspiration, he cited Finland’s example: 

Why is it that in Finland, 80% of 18-year-olds are members of a sports club, while in Bavaria it’s only 40%?

Ammon explained the answer often lies in national laws and policies that make sport a part of everyday life from an early age. The goal of the Bavarian Sports Law is to increase participation across all age groups, improve access to sports in schools and rural areas, and strengthen prevention as a foundation of public health. Therfore it would aim to keep people sporty and active for a lifetime while also including discussions on healthy nutrition and the use of natural spaces for outdoor sports. As Ammann noted

Health has a lot to do with outdoor sports.

Prof. Dr. Susanne Burger, Chairwoman of the Executive Board at BLSV, emphasized that the law should help integrate movement into institutional settings like daycare centers and full-day primary schools. She stressed

It’s very important that in these institutions, the only movement subject actually comes through in the right way.

The law could open better training opportunities for sports educators and coaches. This, in turn, would expand the range of activities available to people of all ages, especially in rural areas where access to varied sports can be limited.

If done right, the Bavarian Sports Law could be a model for combining health, education, and community development into a single, coherent framework.

As the conversation turned to technology, Gerlach admitted that her background as the Minister of Digital Affairs shaped her optimism.

We can completely track each other now,

she said, half-jokingly. Tools like step ounters, sleep trackers, and VR fitness programs can prompt people to move more as long as they don’t replace real-life activity.

She shared how VR games can get people off the sofa who wouldn’t normally go to the gym. She cautioned.

It helps, as long as you’re aware of the need for real movement.

Burger sees digitalization as a huge opportunity for sports clubs. Through the platform "Verein 360", all 11,500 Bavarian clubs are now connected digitally, representing 350 types of sports. This allows clubs to target specific groups more effectively and offers activities tailored for girls who may have different needs and interests than boys.

Burger pointed out that many young people, like her own daughter, don’t actively search online for sports opportunities. Instead, they tend to engage with offers directly on their platforms. Therefore the BLSV has shifted its strategy toward proactively sharing club offers through digital channels.

Gamification adds elements like rewards, progress tracking, and challenges to make activity more engaging. Burger stresses that small, visible achievements can give people the confidence to keep going. Combined with the social pull of exercising with others, digital tools can help turn good intentions into consistent behavior.

One recurring challenge is that girls often drop out of sports during their teenage years. Burger explained that while boys frequently continue in competitive sports, many girls leave around ages 12 to 13 due to physical changes, evolving interests or limited appealing options.

She argued for more competition-free activities such as  hip-hop dancing, cheerleading, and climbing. Burger clarified

It’s not that competition is bad but not every girl wants to spend weekends traveling for games.

Gerlach added that access plays a role too. In rural areas, the only club might be a football club, which may not appeal to all girls. She recalled her own experience of discovering volleyball and basketball only after moving to a new school. “To create this access, to create the opportunity… that’s the challenge,” she observed.

Visibility matters as well. Gerlach pointed out 

The picture from the outside is still very masculine.

More female role models, from top athletes to local coaches, can inspire young women to try sports they might never have considered otherwise.

Both leaders agreed that offering variety, promoting more female representation, and making programs visible, especially through digital media, will play a crucial role in keeping young women active and connected to sports communities.

Sports clubs rely heavily on volunteers but engaging younger people, particularly women, in leadership roles remains a challenge. Burger explained that club boards are often dominated by older men, highlighting the need to lower entry barriers and create more inclusive opportunities for participation

One initiative is Ehrensache.cloud, a platform that connects clubs with volunteers, offering roles from coaching to event support. Users can create profiles, list their skills and get automatically matched with opportunities. This proactive approach designed to appeal to younger generations, who may not actively seek out volunteer work but will respond to personalized opportunities.

Flexibility is also key. Gerlach urged clubs to rethink traditional meeting times and formats. She asked

Does it always have to be the last back room in the far-fetched restaurant on Friday at 8 p.m.?

She suggested hybrid meetings which could allow members studying or working abroad to stay involved.

Ammon agreed that trust in young leaders is essential. He shared that his own daughter participates in club governance thanks to online meetings which make it possible for her to balance sports, volunteering, and other commitments.

Changing structures to match the lifestyles of today’s youth could be the difference between struggling to fill roles and building a new generation of committed sports leaders.

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Physical inactivity remains a pressing public-health challenge, demanding action that goes far beyond traditional fitness programs. Bavaria’s approach shows that prevention can be strengthened through a mix of inclusive sports policies, a new Sports Law linking health and education, and targeted funding. Digital tools and gamification make movement more engaging, while volunteer platforms and hybrid club structures help bring younger people—especially women—into leadership and coaching roles.

For the sports industry, these trends open significant opportunities: providing technology-driven solutions, supporting community-based initiatives, and shaping programs that reach diverse age groups. By investing in digital innovation, inclusive offerings and volunteer development, brands and sports organizations can not only combat inactivity but also position themselves as key partners in public health and societal well-being.

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