Rebranding The Australian Institute Of Sport

Relentless, daring, exceptional and ingenious are all words that the Australian Sports Commission want to be synonymous with the Australian Institute of Sport to achieve this they have launched new re-branding efforts.

Over the last year and a half Australian sport has been going through a period of honest analysis, reinventing and retooling their organizational structure and process for achieving high performance. The Winning Edge Program, which was created by the Australian Sports Commission and released in November 2012, has been the cornerstone of this process. Within the programs directives it made the objectives and the focus of the AIS very clear:

Australian Institute of Sport

Their role: The AIS is Australia’s strategic high performance sport agency with responsibility and accountability for leading the delivery of Australia’s international sporting success.

Working together: The AIS works in partnership NSOs, state institutes and academies of sport (SIS/SAS) and other sport partners to deliver international sporting success. The AIS partners with NSOs to position high performance investment in order to support coaches and athletes to deliver Australia’s collective ambitions. This involves providing expertise in athlete preparation, performance science and medicine, innovation, coach and leadership development, performance strategy and planning, pathway support and athlete career and education.

The AIS also works closely with the SIS/SAS to develop systematic national support for NSOs to deliver the daily training environment for Australia’s elite athletes.

Refocus the Australian Institute of Sport (AIS) to grow its role as Australia’s national high performance agency

  •  Sharper focus on true podium potential athletes
  • AIS to be responsible for all high performance funding within the ASC
  • Empower sports to determine optimal high performance program delivery by transitioning from AIS direct program delivery by the end of 2013
  • Focus on: Strategy/Investment + Athlete/Sport Services + Research/Innovation

As part of their rebranding strategy for the AIS the Australian Sports Commission has released the following video:

The new AIS brand is based on a brand essence of Bold Intent.

Bold captures the heart and soul of the AIS. To be bold is to dream bigger than everyone else. It’s about courage, ambition and vision. It’s about seeing what others don’t or won’t do.

Intent is all about ensuring the AIS passionately believes in transforming the big ideas into reality. This is a combination of thinking smart and relentlessly persevering, day in, day out.

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About Jeff Grace

Jeff Grace

Jeff is a 500 hour registered yoga teacher who holds diplomas in Coaching (Douglas College) and High Performance Coaching (National Coaching Institute - Calgary). He has a background of over 20 years in the coaching profession, where he has used a unique and proven teaching methodology to help many achieve their …

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