KUALA LUMPUR: The Badminton Association of Malaysia (BAM) has engaged external experts to make a 360-degree transformation of the sports body to meet emerging challenges.
The tie-up with private consulting firm Pemandu Associates covers every aspect of BAM’s operations, and is seen as an unprecedented move in national sports administration.
BAM president Norza Zakaria said there was a critical need for a 360-degree makeover, adding that the collaboration would ensure Malaysia remained a top badminton nation.
He said the partnership was aimed at enhancing BAM’s operations, fast tracking improvements to meet new trends, and strengthening the local badminton ecosystem.
It is also to claim Malaysia’s spot among the top three nations in badminton in the lead-up to the Los Angeles Olympics in 2028, he said.
“The rapidly evolving landscape of badminton demands that we adapt, innovate, and transform to overcome emerging challenges,” he told a press conference.
Norza said the new approach would move BAM forward with bold leadership, and help develop strategies in new technologies, shifting demographics, and evolving trends.
“If we do not embrace this change and proactively pursue transformation, we risk falling behind and losing our position among the world’s top badminton nations,” he said.
In announcing the partnership with Pemandu Associates at BAM’s headquarters in Bukit Kiara here today, Norza noted that BAM was at a pivotal juncture and needed to refine its methodology.
He said it included re-examining its performance, financial management, training and development approach, and governance.
“To ensure sustainable progress, we must institutionalise these reforms, embedding them within our system rather than relying solely on individual efforts.
“No one is bigger than the institution and it is for this reason we have collaborated with Pemandu,” he said.
He said the firm has a proven track record of assisting governments and private-sector businesses, and successfully improving their operations.
Pemandu will conduct a review of BAM’s core operational areas, including the technical and finance departments, player development, performance management and governance.
The three-part process will involve diagnostic analysis, strategic workshops, problem-solving and lab sessions, where stakeholders will meet to provide their thoughts and input.
Norza wants to ensure BAM is well-equipped for the challenges ahead as he prepares to quit as president after the Paris Olympics.
“The outcome of this cooperation with Pemandu will define a clear path forward for BAM, fostering long-term sustainability. This legacy project will serve as a template for future BAM administrations to follow and build upon,” he said.
Pemandu chairman Idris Jala said the time was ripe for BAM to explore new ways to evolve and accelerate its way forward.
Idris said a total transformation process was crucial to achieving three major wins for all parties.
According to him, the three targets are: “Consistently producing world champions out of our backyard”, ensuring financial sustainability to continue the mission, and enhancing badminton as a financially rewarding sport for its athletes.
