The world around and within sports is evolving quickly, and it’s challenging to know where to focus: should we prioritize the non-profit aspects or lean into the commercial side?

"Both!" says Prof. Carlsson-Wall.

Research shows that Sweden is world-class when it comes to volunteer engagement, but how do we protect this strength while embracing the need for innovation? Thinking commercially can seem daunting, but in sports, we are used to setting goals and working towards them. We just need new tools to tackle the challenge.

We also need to remember our history. Telling our story and preserving the legacy of a sports movement that includes a large part of our population—one that has contributed to the Swedish welfare system—must go hand in hand with daring to think innovatively.