“Enormous benefit still to be gained” from the opportunity tech can bring to the sport sector, as seen in other sectors like tourism and hospitality– says Tim Hollingsworth OBE, CEO of Sport England

Speaking on Talking Sport & Tech, the new podcast from Sport Tech Hub by London Sport, Sport England CEO, Tim Hollingsworth OBE, informs the sector of the “enormous benefit” technology can bring to the sector in enabling more people to become active.

Tim spoke about the need for the sector to catch up with other industries in how we utilise tech to “meet people where they’re at”. 

“Housing market, food and drink, tourism, have (all) created a primary instinct to go online. We’re not there yet as a sector, and I think we need to think about that”

Tim chatted to podcast host Alex Zurita about Sport England focusing on the opening up of data in the sector, and aiming to create a standard approach to open data in order to “enable entrepreneurial spirit that other sectors have shown really well”

Sport England are aiming to ensure the traditional sport and physical activity sector is creating the right environment for tech founders to engage with and bring their “entrepreneurial spirit” to the sector, with Tim saying “one of the greatly misunderstood points about technology is that it’s about something complicated and new. For our sector, there’s an enormous benefit still to be gained from the opportunity of awareness of what’s possible”.

Commenting on the role of tech in sport and physical activity, Tim says “how can tech make people feel more engaged, more included, and make it more enjoyable?”

Breaking down barriers to activity with technology

Throughout the episode, Tim spoke of the “very stubborn inequalities” in society that are acting as barriers to living an active lifestyle.

“There are barriers to entry that are societal.  People find there is an unwelcoming environment or racist environment that causes them not to want to engage”.

Tim offered his advice to both tech entrepreneurs and the traditional sport and physical activity sector, all working towards the common goal of getting more people active, saying:

“To anybody working in the sector, the most important thing is that we understand that any experience we create has to be safe, welcoming, inclusive, and enjoyable. And if we can do that, we’ll know that we keep people engaged”.

“To anybody working in the sector, the most important thing is that we understand that any experience we create has to be safe, welcoming, inclusive, and enjoyable.

 And if we can do that, we’ll know that we keep people engaged”.

You can listen to Tim’s episode of Talking Sport & Tech on Acast, Amazon Music, Apple and Spotify now. Subscribe on your favourite podcast platform to listen to each episode of Talking Sport & Tech.

Aimee Palmer

Communications Officer
Follow Sport Tech Hub
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