BAM drive for world's top three spot with Pemandu

New road map: BAM president Tan Sri Datuk Norza Zakaria and Pemandu Associates led by president and chairman Datuk Seri Idris Jala during a press conference to announce a landmark collaboration.

PETALING JAYA: The Badminton Association of Malaysia (BAM) have announced a strategic collaboration with Pemandu Associates to ultimately become the top three nations in the sport before the Olympic Games in Los Angeles in 2028.

It's a four-year collaboration - but one that is seen to be a game-changer to revive the image of the sport.

In the world team ranking, Malaysia are ranked sixth behind China 1 (No. 1), South Korea (No. 2), Japan (No. 3), Indonesia (No. 4) and India (No. 5).

BAM president Tan Sri Dato Norza Zakaria explained the importance and critical need for transformation.

"While we have had successes in the past, including producing world champions in the likes of Aaron Chia-Soh Wooi Yik, exciting pairs such as Pearly Tan-M. Thinaah, Chen Tang Jie-Toh Ee Wei, and now the emergence of young pairs in the men's doubles, the rapidly evolving landscape of badminton demands that we adapt, innovate, and transform to overcome emerging challenges," said Norza.

"The world of badminton is ever-changing, shaped by 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," said Norza during today's official announcement of the collaboration with Pemandu Associates led by president and chairman Datuk Seri Idris Jala.

Norza stressed that they must refine their methodology, including re-examining its performance and financial management, training and development approach, and governance to reform the association.

"No one is bigger than the institution. For this reason, we have collaborated with Pemandu Associates, a private consulting firm with a proven track record of assisting governments and private-sector businesses and successfully improving their operations."

Their technical department, player development and management, financial management, governance, and performance management will undergo review.

Norza commented that as he prepares to leave the national body after the Paris Olympics, he wants to ensure they are well-equipped for the many challenges and hurdles the association will face in the coming years, particularly in the lead-up to the major Badminton World Federation (BWF) competitions and the LA Olympics.

"The outcome of this collaboration 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."

Idris said, "After 60 years of producing legendary players for the global badminton stage, now is the time for BAM to uncover new ways to evolve and accelerate their strategic way forward."

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