The International Biathlon Union (IBU) is experiencing a decisive moment in its history. Following unprecedented growth on its digital channels, the federation has set itself a new challenge: to connect authentically with Generation Z, a digital-native audience seeking closer, real, and participatory experiences. To achieve this, it has just published a White Paper, the result of an in-depth study intended to lay the foundations for how biathlon can continue captivating new generations.

This study, conducted in collaboration with the agency Two Circles, gathered more than 1,500 surveys and 100 focus groups across six European markets. The findings reveal that the future of biathlon relies on three key pillars: building digital communities, enhancing athletes’ voice and personality, and creating content capable of moving and engaging fans. The aim is not only to expand audiences but also to cultivate a genuine bond with those who will be the fans of tomorrow.

Generation Z, the heart of a new era

The report shows that young people no longer just want to watch sport: they want to feel it and be part of it. They prefer platforms like TikTok or Instagram, where short, dynamic, and relatable videos make all the difference. The IBU has successfully interpreted this change, achieving more than 280 million account reaches and over 220 million video views on its social media during the 2024-2025 season. These figures reflect growing interest, but also an ongoing challenge: how to keep that connection alive in an increasingly changing digital environment.

The strategy has been clear: offer not only the excitement of competition but also the intimacy of locker rooms, travel, and the stories behind each athlete. With a dedicated content creator and the launch of the Biathlon Content Center, the IBU has provided athletes and federations with tools to amplify their voice. The result has been a closer narrative, capable of humanizing biathlon and making it part of the everyday lives of its followers.

From present to future: biathlon as inspiration

For Christian Winkler, IBU’s communications director, the challenge does not end here. “Biathlon has all the ingredients to captivate the imagination of the next generation,” he said when presenting the White Paper. His words reflect the conviction that digital growth is not only about numbers but about inspiring, moving, and fostering belonging among an increasingly diverse audience.

As part of its Target 2030, the federation aims to triple its global fan base. Initiatives like the Festival Loop One, taking place next month, are part of this journey. It is not just a sporting event but a cultural proposition that seeks to open doors, build bridges, and show that biathlon does not belong only to those who practice it, but to all who are moved by its essence. The IBU’s ambition is bold, but also profoundly human: to build a future where sport is a shared and meaningful space for everyone.