The Role of Tech in Inspiring Participation Across Communities

In this edition of our newsletter, we explore how digital tools are reshaping access to sport and physical activity – from tackling cost and safety concerns to amplifying community voices and creating more inclusive, empowering experiences for all.

Spork Digital
20 March 2025
18 min

Technology continues to reshape how people get involved in sport and physical activity. From apps that connect first-time runners to supportive communities to platforms that help people discover new ways to get active, tech has the power to lower barriers and make participation more accessible.

But while digital innovation can drive engagement, it’s not a one-size-fits-all solution. Challenges like cost, accessibility, safety and cultural perceptions still stand in the way for many. We recently sat down with industry leaders at House of Sport to discuss how tech can empower more people to get moving – and how we can ensure innovation benefits the communities that need it most.

This article shares key insights from the conversation, including how community-driven platforms are changing the game, why representation in sport and tech matters, and how digital tools can be used to build confidence rather than just track performance. So, how can technology help break down these barriers and inspire more people to get involved?

A woman in athletic wear checking her smartwatch while standing outdoors, surrounded by greenery and soft, natural light. — Credit: Ketut Subiyanto @Pexels

Why participation in sports matters

Sport and physical activity offer immense benefits, improving physical and mental well-being, fostering social connections and building confidence. However many people still face obstacles that prevent them from getting involved. Whether it’s a lack of accessible facilities, safety concerns or the perception that sport is only for the highly competitive, these barriers disproportionally impact certain communities.

Technology is playing an increasing role in overcoming these hurdles, creating opportunities for engagement and making sport more inclusive. From digital platforms that foster connection to innovative tech-enabled activities, new solutions are helping people take their first steps into movement and sustain long term participation

While technology alone isn’t a complete solution, when designed with communities in mind, it can empower individuals, provide inclusive experiences, and help people stay engaged over time. Digital platforms are lowering barriers to participation, whether by increasing visibility, fostering accountability, or making it easier to track progress.

Sophie Pesenti, Group Product Manager at Decathlon Digital, discussed effective technology-led initiatives and highlighted how platforms like Strava are transforming sports participation:

“Strava has been a key partner in democratising the tracking of sports practice, helping people understand their progress in a fun and engaging way, making improvement more accessible. At Decathlon we partner with them to tackle key challenges – both internally and at a broader level – fostering collaboration and engagement between teams, as well as within national and local communities. More widely, free digital tools from brands like Decathlon (Decathlon Coach, Pacer, Outdoor) as well as those from Nike and Adidas, are making it easier for people to start their fitness journey using just a smart phone, computer, or wearable device. For me, technology has made high-quality, often free, content accessible – if you know where to look.”

Understanding the barriers to participation

Accessibility and knowledge gaps

One of the biggest challenges people face when trying to be more active is simply not knowing where to start. Many individuals want to participate in sports but lack the confidence, knowledge or access to information needed to take the first step. Community-led initiatives and digital tools help address this by providing mentorship, peer support, and practical guidance.

Jakub Mamczak, Senior Campaigns Officer, at London Cycling Campaign, highlighted how initiatives like Cycle Buddies – designed to help newcomers build confidence in cycling by pairing them with experienced riders – are making a difference:

“Cycle Buddies is an example of using technology to connect people in the real world. It’s about sharing skills and experience, for example, having someone show you a route to cycle to work or routes around the local neighbourhood, but also about sharing the joys of cycling and connecting with people you might not have otherwise met.”
Jakub Mamczak, Senior Campaigns Officer, London Cycling Campaign

While programs like these help people take their first steps, participation isn’t just about having the right support, it also requires access to affordable facilities, equipment, and opportunities. For many, financial constraints remain a significant hurdle.

Beyond game-inspired activities, technology is also streamlining access to physical activity by solving logistical challenges. Charlie Merrett-Clarke, CEO of Playfinder, emphasised how digital platforms are playing a role in making participation more accessible:

“A great example of this is the digital activation for the Department for Education’s Holiday Activity & Food program. By bringing together holiday activities for young people on free school meals into one platform, it eliminated the need for parents to search through 150+ different websites to book camps.

The impact was clear – 400,000 searches, 100,000+ bookings, and 52,000 young people reached. Despite covering just 4% of funded local authorities, it accounted for 11% of total reach, effectively doubling the national average.

This wasn’t just about creating a website, but about bridging the gap between parents looking for opportunities and providers wanting to reach them – without huge marketing costs.”

Cost and infrastructure challenges

Financial pressures don’t just affect individuals, they also impact the places where people play, train and compete. Local sports facilities, particularly energy-intensive venues like swimming pools, face rising operational costs that make it harder to offer affordable programs. One of the biggest cost drivers is energy consumption, especially for heating, which often forces facilities to increase prices for users. As expenses grow, access to these spaces becomes more limited, particularly for lower-income communities.

To tackle this issue, innovative solutions are emerging. One promising approach is repurposing excess heat from data centres to reduce the energy costs of public sports facilities. This model is being explored in the UK, with companies like Deep Green piloting this technology to help keep community spaces affordable. Early implementations, such as Exmouth Leisure Centre, suggest promising cost-saving potential, and its long-term impact is something to watch.

Aside from financial constraints, another key issue is the accessibility of local facilities. Even when spaces exist, they are often underutilised due to restrictive access policies. Chris Evans, Head of Digital, Tech and Innovation at London Sport explained:

“Across London and the UK, many sports facilities are locked behind complicated access processes. Too often, people need to call ahead, email someone, or even arrange an in-person meeting just to use the space. We need to rethink how these facilities, especially in areas of high deprivation, can be made more accessible. How do we implement technology to change this and make it easier? That is what we are working on.”

By rethinking infrastructure, adopting sustainable innovations, and improving access policies, communities can ease financial pressures while ensuring more people have access to the spaces they need to stay active.

Safety and social perceptions

Even when sports and fitness opportunities are accessible and affordable, concerns about safety can still discourage participation. The way spaces are designed, the social environment, and personal security all influence whether people feel comfortable being active, especially women and girls.

Research from the London Cycling Campaign found that a third of women stop cycling in winter due to safety concerns. In London, one in three women who cycle regularly give it up during colder months or after dark. The issue isn’t just about whether cycling lanes exist, it’s the challenge of choosing between unsafe backroads, poorly lit routes, or busy main roads without dedicated cycling space. To make cycling a realistic option year-round, routes need to be more than just available; they must be well lit, well-maintained, and designed to help users feel genuinely safe.

Sarah Chaffey, Senior Communications Officer at Women in Sport highlighted the different safety needs of men and women and the challenge of designing inclusive spaces. emphasising the complexity of designing spaces that work for everyone:

“While many women feel safer exercising in well-lit parks, they shouldn’t be forced to limit themselves to those spaces; they should be able to feel safe wherever they go. We should be using technology as one tool in our aim of creating wider social change, not as a simple quick-fix.”
Sarah Chaffey, Senior Communications Officer, Women in Sport

Social safety factors, such as poor street lighting, high crime rates, and infrastructure design, also affect participation. Many women feel more exposed to risks when exercising in public spaces, whether that’s due to the threat of harassment, a lack of safe running routes, or limited access to secure facilities. Nadim Samhan, Tech and Green Spaces Lead, at BADU explains:

“Additionally, people of Black and Global Majority often find spaces feel not welcoming or a place where they belong.Accessibility isn’t just about knowing something exists, it’s about truly feeling you have access to it. Social safety isn’t only about avoiding physical danger but also about feeling a sense of belonging. Many people have spent decades without support because past experiences made them feel unsafe in these spaces. The real challenge isn’t just providing opportunities but ensuring that the environment and community make people feel welcome and secure”

Chris Evans, emphasised the need for investment in safer infrastructure, pointing out:

“The long-term goal is to use data on local safety risks to influence local government and improve infrastructure. Right now, there’s a lack of community trust and investment in addressing these concerns. If we can better pull this data together – on crime rates, infrastructure quality, and safety concerns from public – then we can push for smarter investment in spaces that need it the most:”

Technology can help address some of these concerns by creating safer, more inclusive environments. Apps that allow users to track routes, share safety ratings, and connect with community groups offer reassurance. But beyond digital solutions, there is a growing need for urban planning and sports facilities to be designed with diverse safety needs in mind as Sarah Chaffey explains,

“It’s about safety and creating a space where girls don’t feel judged, where they can exercise without fear of being looked at.”
Sarah Chaffey, Senior Communications Officer, Women in Sport

Creating truly inclusive sports spaces requires a combination of thoughtful design, community input, and policy changes. By recognising and addressing these concerns, more people – especially women and marginalised groups – can feel safe, supported, and confident in participating in physical activity without fear or discomfort.

Cultural and social barriers

Many people hesitate to engage in physical activity because they don’t see themselves as “sporty”. The word “sport” itself can feel intimidating or overly competitive, deterring those who might otherwise enjoy movement. For individuals who don’t identify as athletes, traditional sporting environments can feel exclusionary rather than inviting.

Dan Toon, Innovation Director, highlights how multiple barriers prevent people from engaging in sport:

“Where you live, your social and cultural background, safety concerns, financial situation, physical ability, age, and even mental self-image can all be obstacles. But one of the biggest barriers is actually the word ‘sport’ itself—many people don’t feel like they can do sport, that they are sports people. Calling it ‘sport’ can exclude a whole heap of people.”

Reframing sport as “movement” rather than competition can help more people feel included. If physical activity is positioned as a way to connect with others and be part of something bigger, rather than just a test of athletic ability, it removes an unnecessary psychological barrier.

Dan Toon also notes how digital platforms can help break down some of these obstacles by offering people a way to try out different activities at their own pace:

“One of the biggest barriers is simply having the knowledge and courage to start. I think digital platforms enable people to experiment before they actually commit to doing it.”
Dan Toon, Innovation Director

Having a low-pressure, accessible way to try physical activity before fully committing can help people build confidence and reduce the fear of getting started.

A human tower (castell) formed by people in red shirts and white pants, balancing on each other’s shoulders under a sunny sky. — Credit: Michał Parzuchowski @Unsplash

Representation in sport and tech

True representation in sport and tech goes beyond visibility, it’s about fostering genuine belonging and ensuring that all communities feel welcome and empowered to participate. When people see others like them in sport, whether as athletes, coaches, or peers, it reinforces the message that they belong.

Maxwell Colyer, Sports Development Team, at BADU, shared a powerful example from their swimming initiative, highlighting how community representation can break down historical and social barriers:

“We run a swimming club, and the majority of our swimmers are from the Black global majority – something rarely seen in UK swim clubs. Many came in with trauma around water but what kept them going was seeing a community of people like them. That sense of belonging, empowered them to step into the water, and over time, they’ve grown their community, and brought that community to other places too. I think that’s how empowering a community can be in terms of bringing people to spaces that they never even saw themselves anywhere, to begin with”.

Building on this, Nadim Samhan emphasised that true empowerment isn’t just about visibility but about creating long-term pathways for inclusion:

“Sports is a tool, but empowerment comes from connecting people in a way that allows them to take ownership of their journey. It’s not about giving people sport; it’s about equipping them with the means to run their own race. That’s what makes a difference, whether it’s supporting people intergenerationally or giving them the confidence to take the next step. When we introduced our triathlon programme, many people initially said, ‘We won’t do a triathlon’, or ‘I can’t swim.’ But within two weeks of learning to swim, they had completed a triathlon. If you give people the means, they will do it. That’s the empowerment piece – helping people take that first step and showing them what’s possible.”

“A lot of people didn’t realise that you could be a young woman on a boat for three months on your own. Thanks to social media, she gained a big following and inspired so many young girls. Schools and teachers followed her journey with students, using it as an example to show what’s possible”
Sophie Pesenti, Group Product Manager, Decathlon Digital

This illustrates the importance of representation at the grassroots level, where fostering a sense of belonging can be the difference between participation and exclusion. It’s not just about having role models at the elite level; it’s about making sure all communities see themselves reflected in everyday spaces, whether in local clubs, leisure centres, or digital fitness platforms. As digital platforms continue to amplify new voices and experiences in sport, technology is also playing an increasing role in participation – creating new ways for people to get involved, stay engaged and make movement more accessible to all.

Tech-enabled as a tool for engagement

With ongoing advancements in technology, digital and tech-enabled activities are offering new ways to get people moving. From game-inspired movement to interactive experiences, these innovations are attracting individuals who may not have engaged in traditional sports. The key is ensuring these activities remain accessible, inclusive and adaptable to different needs.

For example, HADO, an augmented reality sport, blends gaming and movement to create a dynamic, non-traditional way of getting active. This kind of game-driven experience helps engage underrepresented groups – including those who may feel excluded from physical activities, such as neurodiverse individuals and gamers.

Deven Ratneshwar, Owner, at HADO London, highlighted how adaptability is key to inclusion in tech-enabled sports:

“We’ve worked with schools and colleges to make sports more accessible, ensuring that participation is open to all, regardless of background or ability. For example, we’ve adapted equipment to accommodate different needs, so no one is excluded. We’ve seen firsthand how small adjustments can make a big impact — whether it’s modifying headpieces for Muslim women so they don’t need to remove their hijabs whilst playing, or creating environments where people feel comfortable and encouraged to take part. It’s about breaking down barriers and showing that sport can be for everyone in a way that works for them.”

A HADO match with players wearing headsets, launching virtual energy balls while defending with shields. The score is Red: 4, Blue: 3, with stats displayed and spectators watching. — HADO screenshot

Darren Moore, Tech Lead at GoodGym, echoed this sentiment, emphasising that technology doesn’t have to be high-tech to be impactful; sometimes, the simplest digital tools can play a key role in fostering community and inclusion:

“Technology doesn’t need to be complex to make a difference. A run club can start with nothing more than an Instagram account, and that alone can bring people together. We sometimes overlook how digital tools, even the simplest ones, can foster a sense of belonging and help people get more active.”
Darren Moore, Tech Lead, GoodGym

By reshaping how people discover and experience movement, technology is encouraging participation in ways that feel more engaging, less intimidating, and tailored to individual needs. But sparking interest is only part of the equation – to keep people engaged long-term, they need the right support, motivation, and sense of belonging.

However, not all tech-enabled engagement strategies are effective. Gamification – adding points, leaderboards, and competition between users – is often seen as a way to drive participation, but does it actually work? As Paul Mellor, Managing Director, Mellor&Smith put it:

“Gamification is one of those buzzwords that gets thrown around like it’s a magic solution for engagement. But there’s little evidence to suggest that slapping a leaderboard on something or adding trivial competition between peers actually makes a brand stickier. It’s often a top-down approach that feels rather forced rather than something that genuinely changes behaviour. If a brand isn’t engaging on its own, no amount of ‘gamified’ points or badges is going to fix that.”

Instead, long-term engagement comes from creating environments where people feel connected, supported, and motivated to participate, whether that’s through digital platforms facilitating real-world activity or tech that genuinely removes barriers for entry.

Empowerment as the key to long-term engagement

Sparking initial interest in movement is one thing, but ensuring people stay engaged requires a sense of belonging, confidence and enjoyment. When individuals feel empowered, rather than pressured, they are more likely to continue participating in the long-term.

For young people especially, fun is a major driver of continued participation. Nadim Samhan, highlighted how the lack of enjoyment and safe spaces can push people away from sport early on, particularly for girls and underrepresented groups:

“If sport is not fun, people won’t play. Our ethos is that by serving the most underserved, we’re serving all. A large percentage of girls drop out of sport by age 11, so we focus on intervening at those key transition points. It’s about ensuring participation isn’t just about competition, but also about creating a space where young people feel safe and included. Once they overcome those initial barriers, that’s when real engagement happens.When it comes to tech and participation, especially among younger diverse groups, how are we making sure that, in the end, what they’re doing is both fun and a safe space for them to enjoy?”

Building on this, Giles Cambray, Managing Director at Spork, reinforced that community is central to long-term participation:

“From hearing all these discussions, I think the most common theme we see, especially when it comes to continuous participation in sport, is community. Tech that leads to the creation or nourishment of a physical community will be essential.”
Giles Cambray, Managing Director, Spork

By fostering environments where people feel included and connected, participation becomes more sustainable. Whether through local initiatives or tech-enabled solutions, ensuring sport remains welcoming and enjoyable will be key to long-term engagement.

A smiling person wearing a HADO augmented reality headset during an indoor event.

The future of tech in sport

With AI and digital tools advancing rapidly, their potential to enhance sports participation is undeniable. From AI-driven personalisation to adaptive training programs, technology is shaping more tailored and accessible experiences. However, as we innovate, inclusivity must remain at the forefront. If not carefully designed, AI risks reinforcing biases rather than breaking down barriers for underrepresented communities.

Nadim Samhan raised an important consideration about the risks of AI reinforcing existing inequalities:

“I think where AI will probably be most beneficial for the sports space is in its ability to personalise experiences for individuals. Whether it’s for training or adjusting based on how you move, AI has the potential to tailor experiences in a way that feels more engaging. However, one thing I’m always cautious about is AI’s inherent biases. As an organisation that works to support the most underserved, particularly the Black and global majority, we have to acknowledge that AI often does not cater to these groups. We should never treat AI as gospel – its algorithms are built on data that can carry existing biases. The challenge is finding ways to use AI for its benefits while ensuring it doesn’t further marginalise communities.”

Sarah Chaffey, highlighted another critical issue – if AI is trained predominantly on data from men, particularly white men, then its recommendations may not adequately serve women or other underrepresented groups:

“When AI works, it’s just predicting the most likely thing to come next based on the data fed into it. But if most of that data comes from men – mostly white men – what is it going to recommend to a woman? In elite sports, for example, RED-S (Relative Energy Deficiency in Sport) is a huge issue affecting women’s health, including fertility, yet AI may not be equipped to address that. Or take swimming – many Black women cite hair care as a barrier to participation. How does AI recognise these unique challenges and offer relevant solutions?”

A key challenge is that AI is only as good as the data it is trained on. At present, much of that data is drawn from existing online information, which is disproportionately skewed toward white male perspectives. As AI continues to advance, the trajectory is clear – it will become more powerful and more embedded in daily life. Organisations that support underrepresented communities must actively consider how to ensure diverse data is included in AI models. Just as search engine optimisation became essential for digital visibility, AI optimisation will be crucial in shaping how technology understands and serves different populations.

One potential solution is the shift toward localised AI models. Instead of relying solely on large, centralised models, the future may involve smaller, more adaptable sub-models trained on localised data. This approach allows AI to be fine-tuned for specific communities, ensuring better representation of diverse populations. By partially training models and plugging in region-specific or community-driven datasets, AI could better reflect the realities of different groups, rather than defaulting to a one-size-fits-all approach.

However, this still leads to a fundamental question: Are we, as humans, ready to take responsibility for this shift? AI is not an independent force, it reflects the biases and limitations of those who build and train it. Even without AI, there are already challenges in diversifying data and understanding how different groups engage with sports. Expecting AI to solve these issues without human intervention is unrealistic. The focus should not only be on improving AI but also on ensuring that the people shaping these technologies are actively working toward inclusivity.

Open-source AI models offer promise in improving accessibility and affordability, yet their true impact is still developing. The key challenge is ensuring technology creates opportunities rather than new limitations, leveraging innovation to empower communities rather than exclude them.

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