The World Federation of the Sporting Goods Industry (WFSGI) gathered with leading global brands and high-profile ambassadors to host a landmark event to celebrate the inclusion of physical activity as a priority health intervention in the United Nations Political Declaration on Non-Communicable Diseases (NCDs).
“Moving the World Towards a Healthy and Active Future”, took place on the eve of the 4th UN High-Level Meeting on NCDs (25th September), where Heads of State, Ministers of Health, global health leaders and civil society organisations will adopt a political declaration committing to measurable actions to prevent diseases such as cardiovascular disease, cancer, respiratory disease, and diabetes.
- UN Policy Milestone – Physical activity will be recognised in the forthcoming UN Political Declaration on NCDs as a core, cost-effective health intervention for the first time since 2018.
- Urgent Health Challenge – Only 1 in 3 adults meet recommended activity levels; 81% of youth globally will remain inactive without intervention. Physical inactivity will continue to be treated as a top-tier risk factor for NCDs.
- Economic Impact – The global economic toll of inactivity is expected to surpass $300 billion by 2030. Tariffs and rising costs threaten access to basic sporting goods, further limiting participation – particularly among children and disadvantaged groups.
- Call to Action – Governments, NGOs, and industry are urged to advance implementation of the WHO Global Action Plan on Physical Activity (GAPPA) and invest in cost-effective movement initiatives.
A global policy win for physical activity
For the first time since 2018, the UN Declaration recognises physical activity as a core, cost-effective solution to tackling NCDs—on par with other public health priorities such as reducing use of tobacco, alcohol and addressing unhealthy diets —and calls on governments to invest in active lifestyles as part of their national health strategies.
Physical inactivity – the silent crisis
In his address to those attending the event in New York, WFSGI Board Member and New Balance Chief Operating Officer Dave Wheeler commented: “The global physical inactivity crisis is escalating. As a whole, today’s youth are the least active in history.
As an industry, not only do we create products to help people move more, we also support programs that make activity more accessible –from training coaches, building cycling cultures, supporting run clubs, and providing disadvantaged groups opportunities to move, play, and thrive. As the UN General Assembly meets tomorrow, we would like to highlight that these are cost-effective interventions that every country can scale.”
From policy to practice
The WFSGI Event took place at the Masaryk Community Gym and brought together WFSGI member brands, sports ambassadors, and health leaders. Along with Dave Wheeler, attendees heard from Speedo ambassador and four-time Olympic medallist Cullen Jones, UNICEF Senior Advisor Health Vivan Lopez, Managing Director C40 Cities Cassie Sutherland and CEO of United for Global Mental Health Sarah Kline and saw first-hand the Masaryk Community Gym program in action.
Cullen Jones shared his insights into the benefits of regular physical activity from both an elite athlete and supporter of grassroots sport perspective. “Not only is swimming an essential life skill that every child should have access to, the physical and mental health benefits are invaluable for living a healthy and active life.”
The event was the culmination of the work of the WFSGI’s Physical Activity Committee, led by Elena Korf of Nike and Simon Rowe of Pentland Brands, which brings together the sporting goods industry’s brands and retailers to work together to help tackle the growing physical inactivity crisis and empower the world to move more.
The economic imperative
If inactivity trends continue, an additional 500 million people will be affected by 2030, with a projected global healthcare cost of US$300 billion.
It is also recognised that tariffs and rising costs threaten access to basic sporting goods, further limiting participation—particularly among children and disadvantaged groups. In 2024, only 24% of children from U.S. households earning under $25,000 a year regularly participated in sports. This figure is in stark comparison to 44% of children from households earning $100,000+ regularly participating in sports.
A call to governments and partners
WFSGI is calling on governments, NGOs, and the private sector to accelerate the implementation of the WHO Global Action Plan on Physical Activity (GAPPA). WFSGI CEO Emma Zwiebler stresses: “Sport is a universal connector—it transcends and unites communities. As an industry built on movement, we live this every day. But we can’t do it alone. It is imperative that both public and private sectors act now to ensure these new commitments signed by UN Member States turn into action. Together we can and must invest in physical activity as a solution for the prevention and reduction of NCDs and for building a healthier, more active planet for all. We’re ready. Let’s move the world—together.”
To view physical activity initiatives from the sporting goods industry, please visit the WFSGI website.
WFSGI: Uniting the Cycling Industry to Fight Global Inactivity
In January of 2025, BikeBiz sat down with Michelle Smyth, Head of International Sports & Cycling, at the World Federation of the Sporting Goods Industry (WFSGI), exploring the global challenge of population inactivity.
Readers can find out more about how the cycling industry is at risk from declining activity rates here.
About WFSGI
The World Federation of the Sporting Goods Industry (WFSGI) is the global, not-for-profit trade association for the sporting goods industry. WFSGI is officially recognised by the International Olympic Committee (IOC) as the industry representative within the Olympic Movement.
WFSGI members comprise sports and sports-inspired leisure brands, manufacturers, suppliers, retailers, national/regional federations, industry and trade associations. This represents approximately 70% of the global industry by annual turnover.
The purpose of the WFSGI is to unite and support the global sporting goods industry and ensure a healthier, more active planet for all.
