Cool Dane Lund handles his leading role in BWF with care


THOMAS Lund is not one to rock the boat.

So, one of the first things he did after assuming the role of the Badminton World Federation (BWF) Chief Operating Officer (COO) was to make a ‘minor appointment’ – that of S. Selvam as the media and communications manager.

To the Dane, communication is one of the key tools in building a solid image of the world badminton body, who have been rocked by some bad publicity in recent times.

“I have only made some minor changes and I don’t see it as my goal to change everything that is currently in place,” said Lund, who started work on June 1 at the world body’s headquarters in Cheras.

“However, I would like to see more focus on some key areas, namely media and communications as this relates directly to the image of the federation.”

Lund also aims to focus on event marketing, his forte, in a bid to keep the game exciting in this new era.

“We are always looking at improving our processes and procedures. But I am not here to change things for the sake of changing,” said Lund.

The BWF have had to contend with power struggles and internal strife in recent times but as far as Lund is concerned, he prefers to look ahead.

“The BWF have a long and glorious history. But I have been appointed as COO to take the sport and the BWF into the future and that is, and will be, my focus,” he said.

Lund is determined to carry out the vision shaped by the BWF, which is to promote the sport in the best way possible and protect the interests of their stake holders – players and associations from all corners of the world.

“I would like the office to provide the best possible level of service to our members and partners,” he said.

“I would also like to be a part of the team to develop badminton into one of the best and well-recognised sports in the world.”

Having had the experience as an administrator over the last decade, Lund knows there will be plenty of challenges along the way but he plans to deal with them one at a time.

“The main challenge now is to help the BWF weather the global financial downturn,” said Lund.

“Another important challenge is to create new business plans in developing territories to ensure badminton reaches out to more people.”

Lund, who dominated world badminton in the mixed doubles event in the 1980s, believes he is able to weather all kinds of challenges and struggles “because of my passion for the sport”.

“I have devoted my life to badminton and it is a sport that I am very passionate about. I have been involved in badminton for 20 years and going into administration was a natural progression after my playing days,” he said.

“Besides, being the COO of the BWF is a dream job.”

As a player, Lund showed tenacity, courage and drive to achieve improbable goals.

And it is these attributes that he will be counting on to help him achieve the goals set by the BWF.

“The drive in me has not changed as an administrator. In fact, I am committed to achieving these goals. And, as a person, I would like to be judged as someone who is fair,” said Lund, who was inducted into the BWF Hall of Fame in May.

This cool Dane certainly has what it takes to be a master administrator – fairness, commitment and passion. The BWF are in safe hands, indeed.


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