What an inspiring few days at the Mass Participation World Congress 2025 in Ho Chi Minh City.
A heartfelt thank you to Chris Robb for the invitation and for hosting such a meaningful conversation. We were truly honored to be part of this global gathering of leaders who are shaping the future of mass participation sports.
During our talk, Daniel Schenker highlighted three convictions that guide our work with the UBS Athletics Kids Cup:
1️⃣ Building a complete ecosystem is essential — only when grassroots participation, community programs, schools, events, and high-performance pathways are connected can we create real, lasting public health impact.
2️⃣ Countries around the world face the same challenge: rising healthcare costs and increasing lifestyle diseases. Preventive solutions like youth sports initiatives are no longer “nice to have” – they are a societal necessity.
3️⃣ As an industry, we need stronger data and measurement frameworks to quantify the long-term health impact of our programs. Evidence is the key to unlocking broader support and creating scalable solutions.
Being on this stage showed once again that our journey with the UBS Athletics Kids Cup goes far beyond a competition. It is a purpose-driven movement, growing rapidly in India and touching more and more lives every year.
Season 2 already reaches new cities and engages thousands of children in meaningful physical activity, laying the foundations for a healthier generation.
We return from #MPW25 energized, connected, and more motivated than ever to contribute to a global shift toward active, healthy communities.
Thank you, Chris, and thank you to the entire MPW community.
This is only the beginning — and we’re proud that our AKC community is part of something bigger.
