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WSF looks to bright future

WSF looks to bright future with strategic review led by James Sandwith of BEBRAND

The World Squash Federation is taking the recent disappointment of another failed Olympic bid as an opportunity to think afresh about the future of squash leadership and governance.

The Board has appointed James Sandwith, a British brand and marketing consultant, to gather opinion and insight from squash federations around the world, and those within the broader squash community including the PSA, to determine what the sport’s future should look like.

Peter Lasusa and Ying How Huang are the two WSF Vice Presidents leading the project along with President Jacques Fontaine. They make clear that “we felt it was important to have external help with this task to ensure objectivity. WSF has pursued Olympic inclusion for many years now, each time falling down and generally for unspecified reasons.

“It’s frustrating. But rather than continuing to knock against a seemingly closed door, we must remain positive, develop the sport’s many strengths and iron out the weaknesses through some rigorous analysis and the creative insight which we are confident James will bring.”

Sandwith (pictured above, right, with England’s former world No.1 Peter Nicol) adds: “Squash is a sport I know well and have a real passion for. It has so much potential but is somehow held back from achieving the growth and profile it deserves. I can’t wait to start the review process; to listen carefully to stakeholders around the world and think about the changes that can be made to invigorate the game at all levels.”

James’s company BEBRAND works with business owners to create, excite and manage their brands and reputations. James is experienced in sports governance and running organisations with sport at their heart and currently advises the incomparable Royal Automobile Club, sitting on their Governance and Communications Committee.

Those involved in squash, who have an opinion on the game’s future, are urged to contact James by email at James@BEBRAND.net


We’re an independent company of brand and marketing consultants working with clients in the corporate & life science, culture, luxury goods, property and sports sectors.

We work with business owners to create, excite and manage their brands. We offer insight and ideas, backed up by consistently high levels of service.

Founded in London in 2001 and now based in York, we define brand and marketing strategies, and have the team to bring brands to life across digital platforms, in print and in the built environment. See www.BEBRAND.net for more information.

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