#DigitalTransformation

United World Wrestling together with N3XT Sports begins the digital transformation process

By United World Wrestling Press

COSIER-SUR-VEVEY, Switzerland and BARCELONA, Spain - United World Wrestling (UWW) and N3XT Sports today announced a new partnership under which N3XT Sports will support UWW to accelerate its digital transformation by creating a digital-first approach in the organization and transform the sport using digital tools.

UWW has already prioritized digital transformation as one of five strategic pillars for the governing body’s 2022-2026 Strategic Plan, which was presented and approved at the UWW Congress in 2021.

UWW aims to create new value for its ecosystem, grow the sport itself, and modernize and digitize its processes and operations. By embarking on this journey, UWW will future-proof the organization, optimize internal processes, generate sustainable financial revenues, provide support to all the national federations and the entire wrestling ecosystem. 

The partnership between UWW and N3XT Sports aims to accelerate this transformation process and ensure maximum efficiency and benefit through a multi-year investment. N3XT Sports has been supporting UWW since early 2021 as UWW recognized the need to create new sources of value to the sport. As such, UWW’s digital transformation journey, with the support of N3XT Sports, touches on both revenue maximization and cost optimization, increasing efficiency and providing shared services within its national federations and event organizers.

Nenad Lalovic, UWW President, said: One of the key areas of the 2022-2026 Strategic Plan, built together with our National Federations, is to embrace and foster digital transformation in order to modernize and digitize our organization. In order to achieve this, we have partnered with N3XT Sports, a leading digital transformation agency in the sport industry, that is guiding us to continuously create value for fans, wrestlers, and the global wrestling ecosystem, to ensure a sustainable and independent UWW through digital, data and innovation.”

UWW has modernized as an International Federation ever since rejoining the Olympic Program in 2013. The next stage of transformation for the federation is aimed at increasing the focus on a direct-to-consumer (D2C) strategy that delivers excellence in digital content and data to fans, media and marketing partners, as well as best-in-class shared digital, innovation and data tools to the National Federations (NF), local organizing committees, coaches, and wrestlers in order to ensure sustainable financial growth.

As part of the agreement, N3XT Sports will help design and develop the project through its digital arm, N3XT Labs. This will support on the creation and monetization of best-in-class data analytics tools and digital assets, as part of a reimagined UWW commercial portfolio, including a new UWW mobile application for fans and internal stakeholders, and Customer Data Platform (CDP) aimed at collecting and engaging data from all UWW digital audience touchpoints.

In addition, drawing on N3XT Labs’ digital expertise in sports and cloud architecture, the creation of a robust project governance structure will support the digital monetization of the UWW’s wider business strategy, whilst also developing new D2C revenue streams across the federation and its entire ecosystem.

Hisham Shehabi, COO of N3XT Sports, said: “We are thrilled to work with UWW and guide the federation through its digital transformation. To make this new digital strategy possible, UWW is committed to developing and launching various digital and data products to reach fans directly, without intermediaries, thus gaining a better understanding of their tastes and habits, and fundamentally, building the global home of wrestling and wrestlers. Our focus at N3XT Sports is to accelerate the construction and operation of this digital and data ecosystem that caters to UWW fans, internal stakeholders, national federations, and athletes.”

ABOUT United World Wrestling

United World Wrestling (UWW) is the international governing body for the sport of wrestling; its duties include overseeing wrestling at the Olympics. It presides over international competitions for various forms of wrestling, including Greco-Roman wrestling, freestyle wrestling for men and women, as well as others.

ABOUT N3XT Sports

N3XT Sports is an end-to-end digital transformation agency that works with international sporting organizations in football, basketball, and the Olympic Movement, to identify and address their most critical challenges, enabling them to achieve sustainable competitive advantage within the rapidly changing sports landscape. 

N3XT Sports was born in the world’s epicenter of innovation in Silicon Valley, has its operational HQ in Barcelona and its team is spread in different countries in Europe such as France, Italy, England, Spain, and Switzerland as well as in the United States, Morocco and Canada. 

Contact information

N3XT Sports - bea@n3xtsports.com
United World Wrestling - Eric.olanowski@uww.org

#wrestlebishkek

Susaki 2.0 Ready to Rumble at Asian Championships

By Vinay Siwach

BISHKEK, Kyrgyzstan (March 27) -- In what has become a lasting photo of wrestling from the 2024 Paris Olympics, a wide-eyed Yui SUSAKI (JPN) is seen staring blankly into nothing.

The photo was taken after Susaki suffered her first-ever international loss. Vinesh PHOGAT (IND) had just defeated her in the opening round of the Paris Games. It was not a familiar feeling for Susaki. Not in international wrestling at least.

Yui SUSAKI (JPN)Yui SUSAKI (JPN) lost her first bout at the Paris Olympics. (Photo: United World Wrestling)

It was only after she walked off the mat and faced the cameras waiting for her in the field of play mixed zone that Susaki realized what had happened. She burst into tears.

Almost two years after that after that loss, a 'new' Susaki is returning to action at next week's Asian Championships in Bishkek, Kyrgyzstan in a bid to re-establish herself as the dominant force she was before Paris.

"The defeat at the Paris Olympics and the year-and-a-half that followed were an incredibly difficult and painful time," Susaki says.

Susaki went on to win a bronze medal at the Paris Olympics, a downgrade from the gold medal she won in Tokyo where she outscored her opponents 41-0. The loss shocked the world as Susaki was considered unbeatable. She was a three-time world champion boasting of a 96-0 winning streak, never lost an international bout and was the first wrestler to win the Golden Grand Slam, winning the Olympic gold and all age-group world titles including senior.

A second Olympic title seemed inevitable. There was no stopping.

While the loss was on the mat, Susaki believes that things off the mat may have contributed to her loss as well.

"In recent years, my desire to give back and do things for those around me had grown stronger," she says. "My focus had shifted toward others. When my focus is on others, I feel pressure, my mind gets cluttered with distractions, and doubts arise, leading me to overthink things."

Yui SUSAKI (JPN)Yui SUSAKI (JPN) celebrates after winning the world title in 2023. (Photo: United World Wrestling / Kadir Caliskan)

She is relieved that she did not overthink the loss in Paris after she returned to Japan.

"There were moments when I lost faith in myself [after that Paris loss]," she says. "But since then, I’ve focused more than ever on self-reflection and self-dialogue in my personal life, as well as on developing my character as a person. I’ve gained a deeper understanding of myself, and I feel I’ve developed a firm sense of self."

The version that Susaki has been working on over the last year did not begin just after the Olympics. There was one more bump before she made an important career decision.

Susaki was finding it incredibly difficult to reduce weight to continue wrestling at 50kg. So in September 2025, she decided to wrestle at 53kg at the National Sports Festival in Japan. It did not go as planned.

She suffered her first domestic loss in six years when world champion Moe KIYOOKA (JPN) defeated her at the festival. What was more alarming was that Susaki failed to finish a takedown in the final minute despite getting control over Kiyooka.

The 26-year-old returned to the drawing board with a sense of urgency as the Emperor's Cup was looming. The 2025 December tournament was the first step towards making the Japan team for the 2026 Asian Championships, World Championships and the Asian Games.

"The answer I arrived at after overcoming it all was simple: I wrestle because I love it and because I want to become an Olympic champion," she said. "I wrestle not for anyone else, but for myself -- to make my dream come true."

Susaki, along with her team, devised a better plan to reduce weight and remain at 50kg. She ate precise and molded her training in a way in which she managed to contain the weight.

In December, she won the Emperor's Cup at 50kg without much trouble and earn a spot on the Japan team for the Asian Championships which only be her third in her 12-year international career.

Yui SUSAKI (JPN)Yui SUSAKI (JPN) defeated Ziqi FENG (CHN) in the 50kg final at the Asian Championships in 2024. (Photo: United World Wrestling / Kadir Caliskan)

Incidentally, her last Asian Championships was also in Bishkek in 2024, and she won gold after beating Ziqi FENG (CHN) in the final. She is likely to face Feng again as the Paris Olympic bronze medalist is among a strong field at 50kg this year.

One of the challenges that Susaki will be keen on taking on is a bout against Son Hyang KIM (PRK), a wrestler Susaki has beaten before. The two met in the 48kg final of the 2017 Asian Championships, Susaki's first, and the Japanese wrestler won 10-0.

Then in the same year, the two met at the World Championships and Kim managed to keep it tighter but failed to stop Susaki from winning, 5-2. Susaki went on to win her first senior world title.

While the matches against formidable opponents are something she is looking forward to, Susaki is more excited to return to an international tournament after a break and kick start her new Olympic cycle.

"I’m incredibly excited to be competing in a UWW international tournament for the first time in a year and eight months," she said. "I want to win this tournament to get off to a strong start, so that I can compete in the Los Angeles Olympics and reclaim the gold medal. I also want wrestling fans to see how much stronger Yui Susaki has become.

"I think you’ll get to see a whole new Yui Susaki!"