ABSTRACT
This chapter is built from the perspectives of a diverse group of sport and leisure (SL) industry practitioners, who provide unique insights into how they managed entrepreneurial strategy for their organisations. In doing so, the chapter highlights and discusses a selection of approaches for developing entrepreneurial activity and innovative strategies. The chapter begins with an overview of these senior figures whose expertise spans the full spectrum of the leisure industry from arts, theatre, and culture to sport, events, hospitality and tourism. It then identifies a selection of key strategic themes showing how to add customer value and competitive differentiation when faced with high levels of external uncertainty. They show how they have extended their competencies through research and development and maintained customer value throughout the rapid, and unplanned, expansion of digitalisation within the sector. The chapter also identifies examples where other industry sectors can learn from the experiences of entrepreneurship and innovation within SL contexts.
