This report’s six strategies for the future of the sports and outdoor industry align with WGSN’s STEPIC framework, which tracks trends in society, technology, the environment, politics, industry and creativity.

Relevant categories: Bike, Camp, Hike, Snow, Water and Fitness Equipment

Advancements in e-mobility will level the playing field for varying abilities and multiple generations, from Boomers to Alphas, to participate in the same fast-paced activities.

• Product offerings must evolve to electric in order to future-proof your business. For example, the global e-bike market is projected to reach US$62.3bn in 2030. Electric assist sports equipment will become mainstream, while ‘analogue’ variants will be the domain of enthusiasts
• Invest in and design stability features in your products. By 2030, one in six people globally will be 60 or older. This emerging trend will evolve across categories where balance is critical, offering safety, security, and accessibility for all consumers, from those learning a new sport to the less mobile
• Create and invest in digital experiences to supplement sports and outdoor equipment. Rapid technological advancement means that in a decade, virtual reality/augmented reality (VR/AR) devices will be mainstream and more accessible. With the introduction of Apple Vision Pro and Meta Quest 3, AR devices will enable new ways to interact, game and play outdoors while offering vast opportunities for learning new sports, coaching and improving performance. VR devices will aid in therapy and enable inclusion through immersive virtual participation for individuals who physically can’t join

• CLIP, a US-based company, offers a modular motor and battery unit to convert any conventional bicycle into an electric-assisted one in seconds. It’s a low-cost alternative to more expensive e-bikes
• Honda’s (Japan) self-balancing Riding Assist technology for motorcycles significantly reduces the possibility of falling over while at rest. In addition, it has submitted a patent for a motorcycle autopilot system. The two technologies combined could make two-wheeled travel a possibility for everyone
• California-based REAL is a portable VR rehabilitation tool for adults with symptoms related to a stroke or neurodegenerative diseases. It’s the first VR system purpose-built for rehab in a healthcare environment

Generative AI tools are creating the fastest sports equipment on the planet. AI will revolutionise every stage of the product development process, from ideation to manufacturing, resulting in faster-paced innovation and higher-quality products.

• Implement Generative AI-powered design and engineering tools into your product development process. Generate diverse design iterations, reduce waste, and shorten development cycles
• Optimise your supply chain management with Gen AI by predicting demand, optimising inventory levels, and identifying cost-saving opportunities. Streamline logistics operations, reduce lead times, and enhance product development and delivery efficiency
• Reduce development and wear testing timelines by implementing AI simulators to model dynamic environments and situations to test products in a fraction of the time. Mckinsey Digital’s AI bot beat human sailors when tested in a racing simulator for Emirates Team New Zealand. This enabled McKinsey Digital to use the bot to test thousands of AI-generated foil designs in various weather conditions. Without the restrictions of human sailor’s schedules, they could do so 24/7 on rapid repeat

• Jacobs Engineering optimised its design for the NASA Exploration Portable Life Support System with generative AI, optimising designs based on materials, manufacturing processes and performance requirements. This resulted in a mass reduction of up to 50% of parts, reducing launch weight and fuel consumption, all while improving astronaut mobility
• Pactum AI, a supply chain management software used by shipping company Maersk, leverages its chatbot to search for transportation rates more efficiently within established agreements or secure a quote automatically if one is unavailable
• Product development is not the only area using generative AI – it can enhance fan enjoyment, too. To improve the Formula 1 racing experience in the 2022/23 season, F1, along with governing body the FIA and technology partner AWS, used generative AI and ‘computational fluid dynamics’ to analyse turbulence in the wake of the cars. The result was a product that enabled closer wheel-to-wheel racing, making it more competitive and enjoyable for drivers and fans alike