From Sidelines to Centre Stage: Why IN SPORT Is Rewriting Sports Storytelling

For decades, sports storytelling has been built around moments — the try, the goal, the finish line. Everything else has been treated as background noise.

But for the team behind IN SPORT, it was the untold parts of sport that felt most important.

“Sport doesn’t start when the whistle blows,” the founders explain. “It starts long before that — in preparation, pressure, doubt, relationships, and recovery. That’s where the real stories live.”

The idea for the platform came from years spent around athletes, clubs, and sporting organisations — watching how much of the human experience was lost once the cameras turned on. Traditional media models, while effective at scale, rarely leave room for nuance, vulnerability, or athlete-led narrative.

IN SPORT was designed as a response to that gap.

Rather than extracting soundbites, the platform invites athletes and industry figures into longer, more thoughtful conversations. Rather than prioritising spectacle, it focuses on access — the feeling of being present, rather than entertained from a distance.

The founders are clear that this is not about disrupting sport, but respecting it.

“We’re not trying to replace broadcast media. We’re creating space for what doesn’t fit there.”

That philosophy also shapes the platform’s growth strategy. A soft launch allows the team to refine tone, pacing, and format without external pressure, ensuring that early content sets the standard for what follows.

As sports media becomes increasingly decentralised, IN SPORT positions itself not as a loud new voice, but as a quieter, closer one.