A few useful moves from sport business this week. Who is paying, what they are buying, and how long that money lasts.

1. Front-of-shirt gambling ban and category risk

2. Saudi capital looking more selective

3. Community title deals that sit inside the event

4. AI buying the shirt as the product

Full write-up:

https://runningthebusiness.show/articles/sport-business-in-90-seconds-23-aug-2026

Running The Business

https://runningthebusiness.show

Why do some fitness brands scale globally while others struggle to break into new markets?

In this episode, we explore what it really takes to expand a fitness brand internationally, with a particular focus on Asia. From common misconceptions about the region to the importance of local market adaptation, premium positioning, and strong distribution partnerships, this conversation highlights the key lessons fitness brands need to understand before entering new territories.

Asia is often treated as one market, but in reality, it is made up of highly diverse countries with different cultures, economies, consumer behaviours, pricing expectations, and levels of fitness industry maturity. We discuss why brands cannot simply copy and paste what worked in their home market and expect the same results elsewhere.

You’ll learn why consumer sophistication in Asia is often underestimated, how premium fitness offerings can stand out, why local distributors are essential, and what mistakes brands should avoid when planning international growth.

Whether you’re a fitness entrepreneur, equipment supplier, boutique studio operator, gym owner, or brand looking to expand globally, this episode offers practical insights into scaling successfully across complex international markets.

Chapters:
00:00 – Introduction: Why some fitness brands scale globally
01:20 – The biggest misconceptions about expanding into Asia
03:05 – Why Asia is not one single fitness market
05:10 – Understanding different economies, cultures, and consumer behaviours
07:00 – How quickly Western fitness trends reach Asian markets
08:45 – Why consumer sophistication is often underestimated
10:20 – Pricing, purchasing power, and premium fitness positioning
12:15 – Why brands must adapt to each local market
14:00 – Cultural nuances and local fitness preferences
15:45 – Building a premium service and experience-led offering
17:30 – Standing out from local competitors
19:10 – The importance of customisation and differentiation
20:50 – Why strong distribution networks matter
22:30 – Choosing the right local partners and distributors
24:15 – Common mistakes brands make when entering Asia
26:00 – Why success at home does not guarantee success abroad
27:40 – Key takeaways for fitness brands looking to scale globally
29:00 – Final thoughts on international fitness expansion

Is the commercial value of talent shifting? Mark Middlemas, CEO of The Athlete Media Group spoke to Matt about the evolving role of athletes in branding.

In the past, brands saw talent as mere figures to endorse products. But now, it’s about weaving authentic stories that resonate. The world of creators, influencers and elite athletes has exploded, creating a blend that offers brands unique opportunities.

Athletes today are more than just faces; they’re relatable stories that connect deeply with audiences. This authenticity is what brands crave. It’s about finding the right athlete who can genuinely represent their values and mission.

As Mark points out, it’s crucial for brands to understand what they want out of these relationships. It's not just about transactions; it’s about building long-term partnerships that thrive on authenticity.

Chapters:

0:00 Intro: The commercial value of talent

0:34 How brands now view athletes, creators and influencers

2:54 Why authentic athlete stories matter to major brands

4:43 Moving beyond name value and PR announcements

5:39 How brands and athletes find the right commercial fit

6:39 What Athlete Media Group does for sporting talent

8:05 Why brands should think beyond social media posts

9:32 Budgets, briefs and building long-term partnerships

10:54 Protecting athletes from the wrong brand deals

12:44 Measuring success: sales, brand value and authenticity

14:32 What brands look for in long-term athlete relationships

17:21 Why in-person relationships still matter in marketing

19:45 AI, content creation and the future of athlete profiles

22:43 Quickfire: gold medallist or creator with millions of followers?

24:07 Do brands overpay for fame or underpay for influence?

25:52 Advice for people wanting to work in athlete management

27:32 Final thoughts and wrap-up