#DigitalTransformation

‘Now is the right time to do this’: Delivering wrestling’s first digital World Championships

By United World Wrestling Press

COSIER-VEVEY (August 30) --- Our decision to undergo a digital transformation at United World Wrestling (UWW) can be dated back to as early as 2014 – a year after the federation was reinstated into the Olympic Program. As is the nature of digitalization and the importance of getting the timing and product launch just right, we’ve now entered year one of a new digital era at UWW following the launch of our very own mobile app, organic video hub, and customer relationship management (CRM) tool, in time for the Wrestling World Championships (10th to 18th September). 

The vision to revolutionize the sport was first tabled by our president Nenad Lalovic, who, since taking up the presidency in May 2013, has advocated change to the makeup of international wrestling and how we look to engage new fans and stakeholders. By putting digital transformation at the heart of our modernization, we are in the midst of the biggest transition our sport will experience in modern times and will certainly enhance the offering we provide to our fanbase, to our athletes, and to our national federations.

Now is the right time to do this. Why? There are many industries that have already gone through this process and is something we are seeing more across the sports industry. This is not something that can wait another five years before we look to instigate change. By then, it might be too late. As the Olympic Movement attracts new audiences, we have to stay ahead and modernize with the industry, in order to set new goals, and not to shy away from doing things differently.

The pandemic shone a light on the challenges that we faced as an international federation and some of the changes we needed to make. For example, we implemented distance-learning and webinars that brought our community closer together during trying times. This at large is how we plan to continue – to provide digital solutions, not only as a digital transformation “check-box”, but to help our national federations grow and bring about positive change to the sport of wrestling.

The exciting thing about digitalization is that it offers infinite possibilities. We can certainly provide a broader offering for our audience, but for our sponsors, national federations, and the grassroots of our sport, too. There are many different tools that will allow us to move forward and offer new opportunities to stakeholders. Digital transformation expands our ability to adapt to new trends and to leverage customer data that will influence how we distribute content. 

UWW IS EXPANDING ITS DIGITAL FOOTPRINT

With the proliferation of D2C technologies, our fans have naturally spread across so many different platforms. In the past, we didn’t pay too much attention to what the individual consumer wanted. So, without a digital portfolio, we have been unable, until now, to stay connected with our growing fanbase. 

This observation has formed the basis for UWW’s  digital transformation and is already reaping rewards. Our investment strategy covers three key areas – mobile, video, and data capture – all of which are designed to bridge the relationship with our core and newcomer fans and the sport of wrestling. 

Without the means for a direct relationship with our audience, UWW has until recently been unable to engage fans retrospectively, nor have we been able to build their connection with our sport at a level of engagement we hope to achieve via our new mobile application and the video hub. By expanding our digital footprint, and taking ownership of customer data these platforms will collate, we can explore more easily our relationship with our audience via the CRM and tailor the D2C experience to the individual fan.

Before the launch of our latest products, in the past year, we have seen increased engagement from the followers of our sport. In the year leading to the 2022 World Championships, UWW social channels grew by 21 percent to more than 2.25 million followers, according to research carried out by Redtorch, including 78,500 new followers between April and June of this year. Going forward, by taking this direct-to-consumer (D2C) approach, we will be able to build audience engagement ahead of our flagship events, establish trust during the championships, and continue to build loyalty among our growing fan base.

The way we’re trying to operate today – not only as a service, but also as a video content provider – is to communicate directly with people, and extends to our partners, too. As well as serving fans who watch wrestling from their homes, our digital approach also enables us to provide more dynamic packages for sponsors, more content for broadcasters, and therefore richer, more entertaining, video content tailored for our audiences. 

This is UWW bringing that vision we laid out over the past decade to fruition. By improving the experience, we will provide a more consolidated, one-stop shop capable of delivering everything a passionate wrestling fan is going to be pleased with. Going forward, this will help us to engage new fans based on their interactions with our digital products and customize their experience from the moment they begin watching the sport and one that builds a rapport between UWW and its audience. This will serve us well for many years to come.

DIGITAL TRANSFORMATION REQUIRES EXPERT SUPPORT

Before we began our digital transformation, we set out a roadmap to ensure that our end-goal was clear. In year one, we’re focusing on our mobile app, video hub, and the CRM. But that’s just the beginning of the journey. By moving our operations to the cloud, it will allow us to scale our production without upsetting the quality for our subscribers. 

We want to attract larger audiences. Whereas, in the past, we haven’t been equipped to meet greater demand from the wrestling community, our digital transformation will unite our athletes, coaches, and stakeholders into an efficient, paperless ecosystem, whereby our national federations will be able to communicate ideas and solutions via a centralized home for wrestling. 

While exciting from the outside, I must be honest about our journey so far and the value we’ve drawn from external consultation. Digital transformation is certainly not something that organizations can take on alone. There needs to be resources in place and experts you can work with to set the right structure and roadmap in place to deliver on our transformation targets. 

In order to achieve our goals, we have been working alongside N3XT Sports since last year, and the team continues to provide the soundboard for building new ideas for digitalization and to identify the challenges and opportunities it will present us in the future. The entire working group at N3XT Sports – from the consultants, to the project manager to the designers and engineers – provide expert advice and know-how when it comes to understanding the long-term journey for digital transformation. 

From the moment we put ideas down in writing, through to the execution and delivery of our new digital portfolio, the entire working group has demonstrated the basis of change-management inside an international federation like ours. It’s important for a whole organization – and not only a handful of departments – to contribute to the project. In return, this helps align our vision as the global governing body with the realities of our regional partners, coaches, and athletes.

In doing so, we have learnt that digital transformation is a long-term commitment. Having taken the first and most important step on our journey, N3XT Sports and our strategists continue to envision how the decisions we make today will impact and open up new opportunities for the sport of wrestling in the future. This level of detail is vital if we want our digital transformation to be a success in the decades to come. We are very excited to be on this journey and look forward to inviting you to join us.

#WrestleZagreb

Ex-Japan champ Shimoyamada trying to put Australia on wrestling map

By Ken Marantz

TOKYO (Sept. 3) -- When Tsuchiku SHIMOYAMADA (AUS) decided to relocate from his native Japan to Australia, he wasn't showered with gifts from a grateful federation looking for an established wrestler to give the country a global boost.

He was more interested in golden beaches than bringing his new homeland gold medals.

"I was in Cairns, and I was feeling like, 'I want to move to Australia,'" Shimoyamada said during a trip back to Japan in July for a tournament. "I like this place. It's good for me. The lifestyle is easy."

Four years after announcing his retirement and three years after making the bold move to Land Down Under, the 31-year-old is back in the game, hoping to put a country more known for its swimmers and rugby players onto the world wrestling map.

While a longshot at best, Shimoyamada, a two-time Japan national champion and two-time Asian medalist, will get a chance to become Australia's first-ever world medalist when he takes the mat at Greco 67kg next week in Zagreb.

It will be the third World Championships of his career and first since 2021, when he nearly knocked off the Olympic champion and symbolically left his shoes on the mat after a repechage-round loss as a sign of his retirement. He finished ninth in his only other appearance in 2018.

Tsuchika SHIMOYAMADA (AUS)Tsuchika SHIMOYAMADA (AUS) had left his shoes on the mat during the 2021 World Championships to mark his retirement. (Photo: United World Wrestling / Martin Gabor)

Success breeds success, and Australian wrestling officials are hoping that Shimoyamada, in addition to helping cultivate a new generation of wrestlers, can produce results that will spark more interest in the sport. Getting through the rounds, even if he falls short of a medal, would have a positive effect, says one official.

"That would be a very good achievement for us," says Aryan Negahdari, president of New South Wales Wrestling Federation, who accompanied him and several wrestlers to Japan. "For many, many years, we haven't a wrestler making it into the semifinals, or even the quarterfinals of the World Championships. Even that itself would be a good achievement."

While Australia has never won a world medal, it may be surprising to learn that the country has actually brought home three Olympic medals -- although it has been nearly eight decades since the most recent one.

Eddie SCARF broke the ice with a bronze medal at freestyle 87kg at the 1932 Los Angeles Olympics. Australia then got two at the 1948 London Games, a silver from Richard GARRARD at freestyle 73kg and a bronze from Joseph ARMSTRONG at freestyle over-87kg. The closest the country has come since then was a fourth place at Freestyle 62kg by Cris BROWN at the 1984 Los Angeles Games.

On the world stage, the highest finishes by Australians were fifth places by Jackie BRYDON at women's 50kg in 1993 at Stavern, Norway, and Macedonian-born Lila RISTEVSKA at women's 47kg at Moscow 1995. There have been three men who have placed sixth, all in freestyle, with the most recent being Uzbekistan-born Talgat ILYASOV at 74kg at New York 2003.

Tsuchika SHIMOYAMA (JPN)Tsuchika SHIMOYAMADA advances to the semifinals at the All-Japan Non-Student Championships in July with a 52-second win over Kokoro GOTO. (Photo: Koji Fuse / wrestling-spirits.jp)

As a Greco wrestler, Shimoyamada will be trying to beat even longer odds. Up to now, Australia has never placed higher than 18th at a World Championships.

Following his graduation from Nippon Sports Science University, which also produced Paris Olympic champions Kenichiro FUMITA and Nao KUSAKA as well as Tokyo bronze medalist Shohei YABIKU, Shimoyamada joined the Tokyo Metropolitan Police Department team. He stayed on the force after ending his wrestling career, but found it wasn't for him.

"When I was back in Japan, I started working for the police," he says. "To be honest, it was stressful. It was not for me."

A trip to Australia opened his eyes to a place where he could start a new life. At first, he planned to only go into coaching, but a practical reason arose that led him to decide to return to the mat -- it helped him get the visa he needed to live in the country.

"I didn't think about wrestling by myself, I thought I could help as a coach," he says. "But for the visa condition, it's better to keep active."

In 2023, he received a residence visa as a "global talent," and in January 2024, United World Wrestling approved his switch of national affiliation to Australia.

Unfortunately, the approval did not come in time for him to try to qualify for the 2024 Paris Olympics. He is still working on gaining citizenship. His need to find a way to make a living proved harder than he expected as he settled in Sydney.

"I'm teaching wrestling, and I'm working as a lifeguard at a swimming pool," he said. "Life is not easy. It's expensive, everything, rent, bills, car."

Shimoyamada's need for gainful employment produced a symbiotic relationship with his hosts, who suddenly found themselves blessed with a world-class competitor to help raise the level of the sport.

"I really think we're super lucky to have him because not only is he a high-level athlete, but he has been helping us a lot as a coach, especially Greco-Roman coach," Negahdari says. "So because of him, we have a lot more athletes doing Greco-Roman, training under Tsuchika."

Shimoyamada's arrival also gave Australia a bonus of sorts -- a connection with an established power in the sport. Through Shimoyamada's ties with his alma mater NSSU, there have been numerous exchanges of wrestlers between the two countries.

Tsuchika SHIMOYAMADA (AUS)Tsuchika SHIMOYAMA faces Keitaro ONO in his opening match at the All-Japan Non-Student Championships in July. (Photo: Koji Fuse / wrestling-spirits.jp)

In the early summer, Paris Olympic silver medalist Daichi TAKATANI and former women's U23 world champion Yu SAKAMOTO went to Australia to put on clinic. In July, Shimoyamada led a contingent of Australian wrestlers who participated in the All-Japan Non-Student Championships (a second-tier national tournament) before training at NSSU.

"He's also been very good for us to build connections with Japan," Nagahdari says. "We've been coming [to Japan] for four years now, like twice a year, training with the Japanese teams. We've had a lot of Japanese athletes coming over to Australia to do seminars for us, to do training with us...It has been very, very beneficial for us in many different ways."

Shimoyamada entered the Non-Student meet at 72kg to give him the high-level competition he needed as preparation for the World Championships, and which is sorely lacking back in Australia. Aside from the low-level Oceania Championships and tournaments in Australia, it was his first outing since the 2021 World Championships.

He held his own, although he lost in the semifinals to Yamato HAGIWARA before winning his bronze-medal match over Rintaro SOGABE, the younger brother of Paris Olympian Kyotaro SOGABE, a fellow NSSU alum who will be Japan's entry at 67kg and a potential opponent of Shimoyamada in Zagreb.

Shimoyamada made his international debut at the 2016 Asian Championships in Bangkok, placing eighth. He won his first All-Japan title in December 2017, earning a return to the continental meet in 2018 in Bishkek, where he took home the silver medal after losing in the final to Almat KEBISPAYEV (KAZ).

Just when it looked like he had lost his edge after losing back-to-back All-Japan finals to Shogo TAKAHASHI in 2018 and 2019, Shimoyamada rebounded to claim his second title in 2020 with a victory over rising NSSU star Katsuaki ENDO. After Shimoyamada left the scene, Endo and Kyotaro Sogabe would battle ruthlessly for supremacy at 67kg.

His final year wrestling for Japan may have been his most productive. At the 2021 Asian Championships in Almaty, he avenged his loss to Kebispayev from three years before to capture the elusive gold. He followed that with a victory at the All-Japan Invitational Championships, known as the Meiji Cup, to clinch his ticket to the World Championships in Oslo.

Tsuchika SHIMOYAMADA (AUS)Tsuchika SHIMOYAMADA (AUS) was dominating Mohammadreza GERAEI (IRI) in their match at the 2021 World Championships before being pinned. (Photo: United World Wrestling / Martin Gabor)

In the second round, Shimoyamada encountered Mohammadreza GERAEI (IRI), one of the few gold medalists from the Tokyo Olympics two months earlier who were entered at the worlds. It would probably be the most impressive loss of his career.

Shimoyamada was dominating the Iranian, scoring with a 4-point arm throw to build up a 6-1 lead. But disaster struck with just over a minute to go. Geraei caught Shimoyamada in a lapse and bear-hugged him backward directly to his back for a shocking victory by fall.

Shimoyamada then lost his repechage match to teenager Hasrat JAFAROV (AZE), and the last we saw of him was him walking off the mat, leaving his shoes behind.

Fast forward four years, and Shimoyamada is now competing for himself and his adopted homeland. While he would like to qualify for the 2028 Los Angeles Olympics, age and opportunity might be too big hurdles to get over.

"I think that's a last challenge, for the Olympics, because I'm not young," Shimoyamada said. "If I can make it for Australia, that's good. Everyone will get interested in wrestling. That's what I should do."

Looking long range, Australian officials are hoping to develop talent to make a good showing when the country hosts the Olympics in Brisbane in 2032. They are hoping that Shimoyamada can spark enough interest and help raise the level in time.

"I think we're in the very early stages, compared to international standards," Nagahdari says. "But I think we can definitely see a very huge improvement, like in the last few years. We have a lot more members now, the number of our wrestlers. For example, compared to only three or four years ago, it has doubled. It's growing slowly, but at a good pace.

"It's a very slow progress, because you know that wrestling is super hard. It takes like a decade to build an athlete to that level. And we're really focusing our efforts toward the Brisbane Olympics in 2032."

Shimoyamada is determined to do whatever he can to make it happen.

"It's hard to get a gold medal at the World Championships and the Olympics, to be honest," he says. "If I make the Olympics, the next generation can become interested in getting to the Olympics or World Championships and they will practice hard."