Skateboard, BMX freestyle, and sport climbing communities’ responses to their sports’ inclusion in the Olympic Games

Research aim This study seeks to identify responses to Olympic inclusion from within the skateboarding, BMX freestyle and sport climbing communities, through the lens of Organisational Identity Theory. Research methods Using Organisational Identity Theory, this study identifies commonalities from three action sports communities through 21 responses to an online survey and nine semi-structured interviews. Results and findings The study finds themes of freedom, openness of opportunity, distinctiveness, rebelliousness, and distrust of media are central to the identity of each sport. The study highlights concern about organisational sell-out and decisions being made without respect to tradition. Furthermore, participants felt the sport’s identity challenged by an increased focus on competition. Implications The study recommends that shared attributes of organisational identity might form the basis for collaboration between action sports communities when working with large organisational structures such as the International Olympic Committee