Many sports organisations or sports cities/regions spend quite some time and resources in developing their own strategy. Despite their commitment to making it a success, only a few are satisfied with the results produced.

Well, perhaps the way in which success is measured is not quite exhaustive. In general, people tend to focus on the outcome produced by a strategy but actually, the process of developing a strategy is just as important.

The best strategies are those that, as part of their development process, engage as many members as possible. Whether it is through online surveys, workshops or individual interviews, leaving room for your members to voice their opinion about what should be the future of your organisation carry a huge value in itself.

So, next time you plan to develop a strategy, do not only think about the final outcome but also spend time on the way to get there. Engaging with your members will be your first win. It’s not about you, it’s about them.

 We are the sports practice of global advisory firm Burson Cohn & Wolfe. We provide strategy and communication advice for sports clients around the world. For more information: