Maylana Sudharma, Moch. Asmawi, Johansyah Lubis
This study aims to analyze managerial strategies that can be applied to increase millennial generation participation in physical activity and sports, as well as provide practical insights for stakeholders in the field of sports management. Using a mixed methods approach, this study combines quantitative and qualitative data with an explanatory sequential design. Quantitative data were obtained through a survey involving 300-500 millennial generation respondents, to identify the level of participation, motivational factors, and barriers faced in exercising. Qualitative data were obtained through in-depth interviews with 10-15 sports managers to explore managerial strategies that can be applied. The results of the study indicate that millennial participation in sports is still low, with the main influencing factors being limited time, cost, and accessibility. Health, aesthetic, and social motivations are the main drivers of participation. Suggested managerial strategies include the development of flexible technology-based sports programs and the creation of inclusive sports communities. Data analysis was conducted using descriptive statistics and thematic analysis for quantitative and qualitative data. This study provides policy recommendations to increase sports participation among millennials with a more relevant and adaptive approach. © 2025 by authors, all rights reserved.
Physical Education Study Program, Universitas Negeri Jakarta, Indonesia
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