Gunnar Jans ist Chefredakteur von ISPO.COM
Author:
Gunnar Jans

Digitilization of the sports industry: Learnings for industry and retailers

The Highlights of the ISPO Digitize Summit: All Keynotes and Informations

What will the digital future of the sports business look like? The ISPO Digitize Summit provided answers: ISPO.com compiles the most important findings from the inspiring keynotes, workshops, and case studies. The most exciting theses from the lectures by Adidas, FC Bayern, ANWR & Co., along with answers to the question of what the sports retail of 2050 will look like and what role robots will play in shopping. The great overview of the first Summit – which will return in 2019. 

 

The first ISPO Digitize Summit took place on June 28 and 29 – and will return at ISPO Munich in 2019.

One thing is clear: “Digitalization isn’t going away. So start. Start now!”

This was the plea that Tobias Gröber, Head of ISPO Group, sent to the audience in his wrap-up of the ISPO Digitize Summit. For two days in Munich, everything revolved around the digital future of the sports industry.  

443 visitors, 20 percent international

Messe München reported 443 visitors in the ICM, 65 percent of which  from the sports industry sector, from companies and service providers, as well as 35 percent retailers. 20 percent of participants came from the international sector – “for a first event, a very good value,” as Tobias Gröber explains.

The Head of ISPO Group reports that he’s received “extremely positive feedback”: Participants have praised the concept and the pioneering role from ISPO. “The mix of exhibition space, keynotes, workshops, all the way up to the 1-1 coaching sessions were well received,” Tobias Gröber explained. “The quality of the lectures and speakers were outstanding, even in benchmark comparisons to similar events.”

From Adidas to Zanier: The participants at ISPO Digitize

An excerpt from the list of participants illustrates this: Adidas, ANWR, Arena, Asics, Audi, Avery Dennison, BASE, Bergzeit, Blackyak, Caperwhite, checkpoint systems, Columbia, DAZN, Demodern, Deuter, Fenix, Fischer Sports, Fitness First, HEAD, Heinriche Heine, Hugo Boss, ICEBUG, Intersport, Jako, K2, Karstadt, Lego, Levis, mizuno, Oberalp, O’Neal, Ortlieb, Ortovox, Osram, Panasonic, Peak Performance, POC, Recco, Rose bikes, Softbank, Sony, Sportradar, SportScheck, Talanx, Boston Consulting Group, 1860 München, Vaude, Gore, Bogner, wirecard, Zanier. 

 

ISPO Digitize 2019 at ISPO Munich and as part of OutDoor by ISPO

“The overall staging and the courage of ISPO to make such an important, pioneering contribution to the digital transformation,” has been received extremely well in the industry, says Gröber. He also reveals that this is not meant to be a one-time event. These are the further plans:

  • Integration of the digital topic into the space for ISPO Munich (February 3-6, 2019) as its own “community” (exhibition area), to show visitors not just the innovations in the fields of shoes, hardware, apparel, and accessories, but also digital solutions for retail and industry (one-stop shopping)
  • In the future, the summit will take place within the framework of the new OutDoor by ISPO , either before or immediately after OutDoor by ISPO (June 30-July 3, 2019). 
"Digitalization will not go away": Tobias Gröber, Head of ISPO Group, announced in his closing statement that ISPO Digitize 2019 will continue.

Read our major overview and all articles on the most important keynotes, workshops, and case studies from the first ISPO Digitize at a glance here.

These Are the Trends for the Sports Industry in the Year 2050

By 2050, people will only work an average of three hours a day instead of eight. That’s what futurologist Prof. Bernd Thomsen predicts in his keynote.

The innovation expert’s key message to the sports industry: That free time will be filled with social activities, and above all, with sports.



Digitalization in the Sports Business: How Adidas Is Driving Development

With its “Creating the New” strategy, Adidas is driving the digital transformation forward. However, many retailers fear that they will fall by the wayside at the sporting goods giant’s high speed.

At the ISPO Digitize Summit, Adidas Director Roland Auschel and Jacqueline Smith-Dubendorfer explained how Adidas aims to win the race together with its retail partners.



What the Sports Industry Can Learn from FC Bayern 4.0

For some time now, FC Bayern Munich has been more than Germany’s most successful football club. Digitalization has enabled the club to become a globally operating business that reaches over 80 million people via social media.

Media director Stefan Mennerich and digital strategist Benjamin Stoll explained at ISPO Digitize how FC Bayern 4.0 is mobilizing its supporters, users, and ultimately customers. And ISPO.com explains what the sports industry can learn from FC Bayern.


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Stefan Mennerich, media director of FC Bayern, shows at ISPO Digitize a GIF with Franck Ribéry
The German record title-holder is reaching over 80 million people via social media alone. At the ISPO Digitize Summit, media director Stefan Mennerich explained how FC Bayern 4.0 mobilizes its customers. And ISPO.com explains what lessons the sports industry can learn from this. 11 goals scored in matters of digitalization.

Pepper the Digitize Star: Shopping with a Robot

Intelligent robots like ISPO Digitize darling Pepper can improve the customer experience for sports retailers. They welcome, maintain, sell, collect data, and link sales channels. “Another one of Pepper’s benefits is that you can present your own omnichannel strategy in your store,” says an expert. 


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Intelligent robots like ISPO Digitize darling Pepper can improve the customer experience for sports retailers. They welcome, maintain, sell, collect data, and link sales channels.

The Future of Sports: Five Theses from Futurologist Anja Kirig

What will sports look like in the future? What will movement mean for people in just a few years? Anja Kirig has dedicated herself to the big societal developments as a futurologist and trend researcher at Zukunftsinstitut GmbH since 2004. She presented her five theses at the ISPO Digitize Summit.



Günter Althaus Emboldens Stationary Retail for Digitalization

Digitalization is an existential problem for the smaller sports stores – an assumption supported by many retail experts. And it is the case that customers are increasingly moving to online shops.

As president of the SME association “Mittelstandsverbund” and CEO of the ANWR Group (incl. Sport 2000), Günter Althaus is only too familiar with the retailers’ concerns – and explained in his keynote why and how the brick-and-mortar trade will survive the digital transformation.



“The Mirai” CEO: “Exercise Is a Consumer Product”

Ralph Scholz is the CEO of an idea and vision, by the name of “The Mirai.” At the ISPO Digitize Summit, Scholz presents the project belonging to the McFIT Group. The fitness platform of the future wants to motivate all people to exercise, and is consistently relying on the opportunities of digitalization to do so.


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Ralph Scholz, CEO „The Mirai“
Ralph Scholz is the CEO of an idea and vision, by the name of “The Mirai.” At the ISPO Digitize Summit, Scholz presents the project belonging to the McFIT Group. The fitness platform of the future wants to motivate all people to exercise, and is consistently relying on the opportunities of digitalization to do so.

Digital Readiness Check Reveals There’s Catching Up to Do

Professor Karl Peter Fischer makes a harsh judgment: Sports retailers in particular are lagging behind when it comes to digitalization. This is one result from the ISPO Digital Readiness Check which, according to Professor Fischer, is also revealing some alarming shortcomings in terms of customer support.



What Sports Retail Can Learn from Saturn and Media Markt

In 2011, the Saturn/Media Markt Group still didn’t have any online business. Now they’re an outstanding multichannel seller investing in cashless stores, voice shopping, and the holographic assistant Paula.

That has to do with a radical transformation in corporate culture, which Chief Innovation Officer Martin Wild suggested for the sports industry in his talk at the ISPO Digitize Summit.



Why BMW Will Win the “Digital Ironman”

A representative of the auto industry at the ISPO Digitize Summit? With an exciting talk, BMW Chairman Peter Schwarzenbauer quickly convinced the representatives of the sports industry why this is no contradiction. The manager shared his vision of the mobility of the future – and why it resembles a “digital Ironman.”



The ISPO Digitize Summit on the Ticker

Did you miss a keynote, a workshop, or even the entire summit? In our ticker, you can find all the highlights from both days.


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What does digitalization mean for the sporting goods industry and the sports business? This is what the ISPO Digitize Summit at the ICM at Messe München is all about. The live ticker for the event.



The best pictures from the ISPO Digitize Summit

You can find the best shops from both days of the event in our image galleries.

Articles by: Lars Becker, Gunnar Jans, Claudia Klingelhöfer, and Joscha Thieringer.

Editorial work: Anja Heder, Martins Jahns, Markus Sebek.

Gunnar Jans ist Chefredakteur von ISPO.COM
Author:
Gunnar Jans
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