Emma Mason

Emma is the CEO at the World Federation of the Sporting Goods Industry (WFSGI), leading the oragnisation to unite and represent the global sporting goods industry to enable business growth and a healthier more active planet for all.  Emma joined WFSGI in 2018 and has led the industry’s relations with the Olympic and Paralympic Movements and the United Nations Agencies relevant to physical activity, sport, and health.  In particular, she has led two milestone agreements, the extension of the WFSGI IOC Road to the Games Athlete Storytelling Project to LA2028 allowing eligible brands to tell the stories of their Olympic and Paralympic athletes, and the MOU with the World Health Organization, the first with a business association focusing on improving global public health through physical activity and sport.  WFSGI has now been accepted into Official Relations with the World Health Organisation, opening up greater opportunities for WFSGI and its member companies to elevate the importance of grassroots sport and participation as cross cutting tools to drive social, health, and economic outcomes.   

Emma is a former professional badminton player who represented Scotland at European, Commonwealth, and World level.  With an undergraduate degree in Chemistry, she retrained and worked as a sports lawyer after concluding her badminton career.  Emma was the first female Chair of the BWF Athletes Commission and, before accepting the CEO position at WFSGI, Emma was a Council Member at the World Badminton Federation and a Board Member at Badminton Europe.   

Emma remains passionate about her sport and is committed to providing greater support for athletes transitioning from their sporting careers to life after sport.  She is proud to be a Trustee of Switch the Play Foundation, the only UK based charity undertaking such work across all sports. 

Emma is the Vice-Chair at Business at OECD Health Committee, a graduate of UK Sport’s International Leadership Programme, and a WeAreTheCity Rising Star in Sport.  She lives in Bonn, Germany, with her husband Marc and two daughters Zoe and Mia.