KUALA LUMPUR: In a bid to elevate Malaysian badminton to new heights, the Badminton Association of Malaysia (BAM) has enlisted professionals to implement a comprehensive transformation of the sports body to address emerging challenges.
On Friday, BAM announced that they are forming a strategic collaboration with Pemandu Associates, whom they have engaged to help enhance governance and performance management, technical development, and financial management.
Pemandu Associates, headed by former Minister in the Prime Minister's Department, Datuk Seri Idris Jala, was formerly the Malaysian government delivery unit in charge of planning and implementing the national transformation plan, under the name 'Pemandu', which stands for 'Performance Management and Delivery Unit'.
In 2017, the firm was privatised and took the name 'Pemandu Associates'. They have been engaged by nations such as Oman and South Africa, in addition to serving clients such as Top Glove domestically.
BAM president Tan Sri Norza Zakaria stated that the ultimate goal of this collaboration is for Malaysia to establish itself among the top three superpowers in world badminton by the 2028 Los Angeles Olympics.
According to Norza, as BAM enters its 60th year since its formation, it has reached a critical point where an overhaul is necessary to remain at the top of its game.
"While we have successes in the past, including producing world champions like 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 of late, the rapidly evolving landscape of badminton demands that we adapt, innovate and transform to overcome emerging challenges," said Norza, who will be relinquishing his position on August 24.
"The world of badminton is ever-changing, shaped by new technologies, shifting demographics, and evolving trends. If we do not embrace the change, and proactively pursue transformation, we risk falling behind and losing our position among the world's top badminton nations.
"To ensure sustainable progress, we must institutionalise these reforms, embedding them withing our system rather than relying solely on individual efforts. As I have often emphasised, 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."
Through this partnership, Pemandu Associates will undertake a thorough review of BAM's core operations.
This will involve diagnostic analysis, strategic workshops, problem-solving sessions, and lab sessions where stakeholders can provide their insights and input.
Idris, who was present at the press conference, is confident that his firm can help make a difference for BAM.
"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 its strategic way forward.
"Our methodology aims to bring clarity and objective facilitation to accelerate change. A thorough, 360-degree transformation process is crucial in achieving three major wins for all parties - consistently producing world champions, ensuring financial sustainability, and enhancing badminton as a financially rewarding spot for its athletes."