“The phygital movement is such a beacon of positivity”, declared world-renowned former footballer Sol Campbell, one of the key speakers at a fascinating panel discussion that Phygital International hosted during GITEX Global 2024 in Dubai.
In a varied and inspiring discussion, entitled ‘Phygital: The Future of Sports & Wellness in the Digital Age’, the panel took a deep dive into the technological advances seen in sport in recent years, focusing on how the ecosystem of sport is rapidly evolving.
Joining Sol Campbell on the panel was Nis Hatt, CEO of Phygital International, alongside the ‘Voice of Dubai’ Ahmad Haffar, Managing Partner of Mindloop Studios.
According to the World Health Organization, 31% of the world’s adult population are considered physically inactive. Even more shockingly, 81% of adolescents (aged 11–17 years) are categorized physically inactive – with adolescent girls even more inactive (85%). Given the alarming statistics on physical inactivity, the rise of phygital sports presents a crucial opportunity to engage diverse populations and inspire healthier lifestyles, ensuring that physical activity becomes a central part of the digital age.
The panelists examined what the new frontier of sports may look like, including the new phenomenon of phygital sport, combining both physical and digital sporting worlds.
Nis Hatt shared insights on the birth of Phygital International, emphasizing its dual focus on health and digital engagement. “Our movement aims to inspire the next generation to embrace both the physical and digital, not only from a tech and gaming standpoint but also through pressing social issues like health and wellness,” he explained. He also highlighted the UAE’s role in pioneering these efforts, noting, “Dubai is uniquely positioned to lead this global shift in sports.”
Haffar emphasized the importance of phygital experiences, particularly as Dubai prepares to host the 2025 Games of the Future. “Phygital sports represent the future, merging technology with athleticism,” he stated.
The potential of phygital sports to break down barriers to participation was highlighted by Sol Campbell. “Embracing technological advances in sport is crucial, and in particular AI”, he said. “I’ve witnessed first-hand the immense opportunities it can bring to breaking down barriers to youth participation in sport and personal fitness, and this is just the tip of the iceberg.”
“The phygital movement welcomes everyone, regardless of nationality, gender or age, which is especially close to my heart. It’s so accessible to those from culturally and ethnically diverse and minority backgrounds,” he added. He reflected on his own experiences in traditional sports, stating, “We must confront challenges such as racism and exclusion, and I feel that phygital sport promises a much more inclusive future for all ages.”
