Indian Sports Ecosystem: Social Impact

KOOH Sports has organised itself as a commercial venture focused at grass root level development but it is positioned left of centre in terms of social outcomes. I say this because we will maintain the discipline of being a for-profits venture but there is a social angle that cannot be ignored. We employ hundreds of coaches who otherwise end up with $100 jobs and often get frustrated with little appreciation for the career choices that they are compelled to make. We bring them back in the mainstream. We equip them with communication tools, train them in stakeholder engagement and offer them career pathing like any other for-profit organisation. Then there are the kids with their basic instincts to run, jump and throw. We show them the pathway, educate them that sports leads to active life and emphasise that winning and being at the top is not the only goal. In that sense we aim to transform their lives and channelise their energies in nurturing their interest in sports of their choice. For quite a few we offer high class training that is not instruction led but discovery led to nurture their talent. And for a select few we promote them to get to national and international level. In that sense KOOH Sports is a triple bottom line focused company, for-profits, for-coaches and for-kids. And our model therefore is composite and comprehensive.

We do this by creating interest towards sports so often lacking at the grass root level and we go to market by partnering with schools and deliver what we call sports education. All elements of sports, fitness, physiology and nutritional elements are imbibed in our multi-sport curriculum that is both age and skill progressive. We offer more than 12 forms of sports all uniquely packaged so that it can be delivered in-school, during school hours and also provide school administrators with proprietary reporting and assessment tools. Our association with institutions, players of repute and specialists has allowed us to create a model of training kids after school hours and nurture the latent talent pool of kids in sports of their choice.

Clearly cricket and football leads the pack but basketball and tennis are not far behind. The developmental approach is to ultimately create a pool of feeder, runner and marquee talent base. This talent needs promotion and here we have created a nationwide talent hunt format starting with athletics as it is the foundation of every sport. These are sponsorship led initiatives and cuts across all social strata in an open form giving opportunity to every kid to register and participate free. It is safe to say that we have created a sports excellence model for grass root level development and lot more needs to be done. But we cannot do everything. Other stake holders have to come forward and do their bit. All of us in the sports industry have a collective responsibility to educate the educators. Start with schools and let us tell them to stop practicing the trophy syndrome. Unknowingly, this prophecy is putting undue pressure on their own system and causing increased scrutiny and dissatisfaction. Instead they should preach the values of sports which is, lead an active life, sportsmanship, team building, hard work and rigour. The floor will be set uniformly through a healthier, fitter, fairer and disciplined lifestyle for kids. And let us not forget that fit body equals an able mind. Let us tell the parents that sports can be a career choice.

Just look at any professional level sports. You have star players and players but you also have a huge contingent staff often in the shadow. Not just coaches but physiotherapists, nutritionists, technicians, administrators, analysts and what have you. They are no less than players themselves and lead a respectable and honourable life like doctors and engineers. Then off course the federations and corporates that are flush with funds. These folks need to stop worrying about medal tally and rankings. Yes they are important but they are an output metric. Instead they should benchmark the developmental model of countries like Australia that has paved the way for thousands of athletes and sportsperson across the social strata and created opportunities for success, employment and world recognition.

3 thoughts on “Indian Sports Ecosystem: Social Impact

  1. As per latest FIFA ranking, Indian Football Team ranking is 145. Ranking of Vietnam Football Team is 116. Now, I’ve come to know why Indian sports team perform so poor. We’ll have to change our $100 mind set for coaches. KUDOS to KOOH sports for igniting a flame for change.


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