The sports’ products and services sector in Brazil did not have an association to represent it before society and local governments.

After a few months working in this sector, Gui Athia noticed the need and opportunity to establish cooperation and sectorial governance on themes that are sensitive to all competitors. While setting new relations, Gui proposed the governance model, starting with a letter of principles.

After the unanimous accession of national and international brands to the letter of principles, the next step was taken. The statute was written, reviewed, and approved by the companies. Next, a strategic plan was designed, comprising short and long-term goals, teams, processes and KPIs. The association achieved several and solid victories.