Originally sourced from Insider Sport
As weightlifting approaches a defining chapter in its Olympic journey, the International Weightlifting Federation (IWF) is ramping up efforts to reinforce the sport’s global relevance. IWF President Mohammed Jalood recently shared insights with Insider Sport, outlining the strategic direction for the federation as it faces renewed scrutiny, emerging competitors, and a rapidly shifting commercial landscape.
Safeguarding Olympic Inclusion
With Paris 2024 on the horizon and the 2028 Los Angeles and 2032 Brisbane Games in view, Jalood emphasized the IWF’s unwavering commitment to Olympic inclusion. “Our primary focus is to ensure weightlifting remains a pillar of the Olympic program,” he said. “This is achieved by protecting athletes, modernizing events, and exploring growth opportunities.”
Driving Innovation with a Two-Platform Format
Innovation is central to Jalood’s vision. One standout initiative is the adoption of a two-platform competition format, piloted successfully at recent youth and junior championships in Lima. This format accelerates event flow, improves the broadcast experience, and keeps fans engaged—part of a broader strategy to evolve the sport for digital and global audiences.
A New Stage in Førde
The upcoming 2025 IWF World Championships in Førde, Norway, marks a return to a city with a successful weightlifting history. The event promises not only elite competition but also vibrant community engagement through activities in the city’s central square—an example of how the IWF is integrating sport with civic life.
Commercial Growth Through Strategic Partnerships
The IWF continues to build commercial momentum. Longstanding partnerships with SBD and SPORTFIVE support both athlete development and media reach. Additionally, newly inked deals with equipment giants Eleiko and ZKCensure the sport maintains high-performance standards at global events.
Jalood affirmed that the IWF is actively exploring commercial partnerships across categories that align with weightlifting’s growing global footprint. “We’re seeking brands that resonate with our audience and can help drive athlete success,” he noted.
Expanding the Reach with Street Weightlifting
A significant engagement strategy is unfolding through street weightlifting events, first launched in Lausanne in 2022. These competitions bring weightlifting to city centers—turning passersby into spectators and generating excitement beyond traditional arenas. As Jalood stated, “This format allows us to introduce the sport to new audiences and create unforgettable experiences.”
Grassroots Commitment and Athlete Development
At the core of the IWF’s long-term plan is a robust commitment to grassroots development. Weightlifting is accessible in gyms worldwide, but the federation is taking deliberate steps to build competitive pathways. Initiatives like the IWF Development Programme are expanding opportunities for lifters in underrepresented regions, enabling more diverse participation in global events.
Rejecting the Enhanced Games: A Stand for Integrity
In response to the proposed Enhanced Games—a controversial event that promotes the use of performance-enhancing drugs—Jalood made the IWF’s position unequivocally clear. “The IWF strongly opposes any competition that compromises athlete safety and the integrity of sport,” he stated. “Weightlifting is founded on values of transparency, respect, and clean competition.”
The federation is also updating its anti-doping policies in partnership with the International Testing Agency (ITA), reinforcing its zero-tolerance approach and preparing to address future integrity threats.
Looking Ahead: Celebrating Strength with Purpose
As the IWF approaches its 120th anniversary, the message from its president is clear: the future of weightlifting hinges on innovation, inclusivity, and unshakable ethics.
“Our invitation to fans and athletes is simple,” Jalood said. “Join us in Førde this October and witness the strength of clean competition, the kind that continues to inspire the next generation.”
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CREDIT: Insider Sport
IMAGE: Getty Images
