ABSTRACT
This chapter explores how sport and leisure (SL) organisations can create and sustain an entrepreneurial culture to identify and address innovation challenges. After an initial overview that relates specifically to the SL industries, the chapter then considers (i) organisational structure, (ii) entrepreneurial processes, (iii) people, and (iv) leadership, and then explore how they interact within the SL sectors. There are two case studies which explore (i) overcoming inappropriate bureaucracy in the National Health Service (NHS) and (ii) reform in the culture of beach volleyball. The chapter culminates in a series of questions to help diagnose the entrepreneurial culture within any sport or leisure organisation.
