ISSUE #3.0

EUROPEAN SPORTS AND WELLBEING ALLIANCE for MUNICIPALITIES

ESWAM

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Table of contents

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Company profiles

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Welcome to the third edition of the regular ESWAM eMagazine!

When we look at ESWAM today, it’s clear the alliance has quietly crossed a threshold. What started as a bold European idea is now growing into something more mature: a living network where cities learn fast, share openly and increasingly act together. Several cities have renewed their involvement and remain loyal to ESWAM. Proof that this isn’t a one-off concept, but an alliance cities want to build with. And the circle keeps expanding, with new cities like Copenhagen, Sliema and Utrecht joining the conversation and around 10 cities are currently in dialogue with us about joining the ESWAM.

This edition captures that momentum through stories that feel both practical and energizing. In Copenhagen, Thomas Bach frames sport not as a separate policy corner, but as a city strategy. It's movement designed into dense urban reality, backed by data and cross-sector collaboration. In Tallinn, the ambition is equally concrete: treat movement as civic infrastructure, streamline governance, test quickly and keep building towards the goal of becoming Europe’s most active city in 2035.

We also explore how cities can turn “empty” into “alive.” From Manchester’s Dirt Factory to Copenhagen’s Tunnelarena, the message is simple and powerful: meanwhile use isn’t a placeholder for real development, it is a form of development (socially, economically and culturally) when it’s designed with intent. And sometimes the smartest interventions are disarmingly simple. The “fitness stairs” story shows how a staircase can become a ritual, a micro-challenge and a public invitation. Copenhagen adds that playful red-button timing moment that turns effort into a visible personal win.

Of course, we also look ahead. The AI chapters ask the questions cities and sport systems can’t avoid: how do we adopt innovation responsibly, protect trust and make sure progress strengthens the human side of sport rather than replacing it? From AI literacy and governance to practical applications in volunteering, facility utilization and maintenance, the frontrunners remind us that “smart” is about better systems that free up people’s time and energy. And as the ESWAM contributes to the European Commission conversation, we keep pushing one principle: European ambition only succeeds when it works in municipal reality where frameworks meet facilities and strategy meets streets.

You’ll also find the company profiles (our colophon) in this edition: an overview of European companies supporting cities in realizing their ambitions and avoid reinventing the wheel. The list will continue to grow with more cross-border solutions, exactly the kind of practical ecosystem ESWAM wants to connect to cities.

Looking ahead, 2026 will continue to build on this trajectory. We’ll continue on the same path, further professionalize, stay active across Europe and keep sharpening our focus on knowledge, network and funding. The first ESWAM webinar is already on the horizon (March 4), trips are in preparation and we’re gearing up for new European funding applications with strong consortia.

So, make yourself comfortable, explore these stories, and let them spark new ideas for your own city or project. For now, grab a coffee (or tea or water), get comfy and enjoy the read!

Arno Hermans

the ESWAM facilitates cities like: