The industry has a new global representative body – World Active – launched at FIBO Cologne and bringing together 40 other bodies from around the world in a federation to champion the sector with decision-makers, governments and NGOs.

The launch of World Active is long overdue, very welcome and a sign of the increasing maturity of the sector. We call on all stakeholders to get behind the new organisation in every way possible as it works on behalf of everyone in the industry in an open and democratic way.

The early stages of the pandemic showed us how we can unite and work together for the greater good and much collective effort was put into initiatives such as making the case for government support and caring for customers and teams, however, since reopening, commercial pressures have meant most people have less time for these kinds of undertakings and so it’s appropriate we now have representative body to continue this work.

The fact World Active is a federation should enable it to avoid the quiet but still too persistent tendency towards infighting this sector experiences on its less good days.

Industries need powerful representation because decision-makers have come to rely on the lobbying process to function and without a united voice, we will not be heard.

It’s a case of who shouts loudest and can make the most compelling case and present the best evidence – all this takes time, resources, expertise and dedication.

Governments and NGOs also require industries to represent comprehensively and will not transact with bodies that lack sufficient backing from their specific industry, so if we want World Active to be effective, we need to ensure we’re visible and unwavering in our support.

There’s still some work to do building out the organisational structure of the industry globally – country by country – but as more national associations come on-stream, such as Africa Active, which is currently launching, and Romania Active, which has just celebrated a successful first year, the foundation stones are being laid that will underpin the industry of tomorrow and support the work of World Active going forward.

In addition to enabling more powerful representation, this united structure gives a way to share best practice while also delivering on things such as standards and training.

It also has the advantage of being egalitarian in that it represents the entire industry – public sector, private sector and voluntary sector – rather than one vested interest.

So if ever the threat of competitive conflicts of interest rear their head – which they undoubtedly will – it will be important to look outwards and understand that this is about how the wider world sees and transacts with us and not just about us as individuals. It’s about the collective.