Future of sports - a digital (r)evolution
Future of sports, fitness and excercising is affected by so called megatrends, like urbanism, health, globalism, mobility, individualism and connectivity. Connectivity refers to more than the new digital communication structures of both individuals, people with machines or the machines among themselves. The revolutionary potential lies in the social aspects of the new media and networks. They have already radically changed society, our communication and the nature of networking processes. Connectivity is a major determinant of how people exercise today, what they understand as sports, how they communicate about it and how they "make use of it".
Anja Kirig has been working as a trend researcher since 2005. Since 2014 she is intensively researching the changing sports and fitness perception. Other focal points of her work are tourism and leisure, health and nutrition, sustainability and gender. Her focus lies always on socio-cultural developments and their effects on lifestyles and the resulting new structures of need.