This inclusivity mirrors how organisations should engage with their employees and customers. Businesses that prioritise accessibility and inclusion are 30 % more likely to achieve above-average financial performance, according to McKinsey. On the court, I’ ve seen firsthand how diversity of thought and skill enriches the game- and in meeting rooms, it would do the same for innovation and connection.
Resilience and Celebration: Growing Through Challenges
In group sports, resilience becomes second nature. I’ ve finished matches where my teammate and I couldn’ t seem to land our best shots, yet we still celebrated small victories- a well-placed ball, a great save- and carried those lessons forward. This meant by the next week, our shots were much better.
The same is true in life and work. Resilience isn’ t about avoiding failure; it’ s about learning and adapting; being brave enough to take the chance. Research from the Journal of Applied Psychology reveals that teams who celebrate progress- even during setbacks- report higher morale and long-term success. On the padel court, resilience taught me that growth often comes from embracing challenges, not avoiding them.
Why Group Sports Matter More Now
Sports have always been a unifying force, but their relevance feels even more profound today. In a world increasingly dominated by screens and individual pursuits with loneliness on the rise, group sports offer a rare opportunity to connect, collaborate, and grow. They remind us of the value of shared goals, the power of communication, and the importance of celebrating effort over outcome.
More accessible group sports, outside of traditional options like golf or those tied to exclusive club memberships, have also emerged as powerful spaces for relationship selling and partnership building. Activities like padel, cycling groups, and amateur soccer leagues have become hubs for professionals to network and align around shared strategic objectives. These sports, often more inclusive and less intimidating to join, create environments where individuals connect over shared passions and engage in collaborative efforts, which can translate into meaningful business relationships.
For example, in some countries across Africa, padel courts are increasingly being integrated into office campuses and community hubs. Similarly, cycling clubs have witnessed an explosion in popularity, offering regular opportunities for like-minded professionals to bond over long rides, often culminating in business discussions during post-ride breakfasts or coffee breaks. A 2023 Deloitte study noted that 45 % of executives participating in such activities believe they’ ve forged significant professional connections through these sports.
Harvard Business Review highlights that relationship selling works best in environments where collaboration is organic- precisely the kind of dynamic that group sports encourage.
Conclusion
Group sports- whether it’ s padel, soccer, or volleyball- offer a microcosm of life, teaching us to navigate teamwork, leadership, and resilience with grace and adaptability.
This shift is particularly significant in the modern era of marketing, where hybrid approaches- blending digital strategies with in-person connections- are making a strong comeback. Group sports provide a unique bridge between these two realms, offering real-world interactions that complement the scalability and precision of digital campaigns. As brands and businesses strive to build trust and authenticity, face-to-face engagement through sports fosters genuine relationships and reinforces connections initiated online. This synergy between digital touchpoints and personal interactions allows marketers to create richer, more integrated experiences that drive loyalty and collaboration in ways purely digital or purely in-person strategies cannot achieve.
For anyone contemplating their next move as we get into 2025- whether it’ s a new role at work, a personal goal, or even a New Year’ s resolution- I encourage you to consider taking up a group sport. Not only will it strengthen your body, but it will also sharpen the skills you need to navigate life’ s challenges with confidence and connection. And who knows? You might just find yourself stumbling onto a court and discovering a whole new way to play, lead, and grow.
Katya Nyangi is a Marketing Director for External Relations at the African Leadership University. Her views do not necessarily represent that of the organisation. You can commune with her via email at: Katerina. Nyangi @ gmail. com.