At CXQuest, we believe that customer experience (CX) is not just about businesses and consumers—it extends to every industry, including sports and education. The intersection of sports, fitness, and professional development is where institutions like the Institute of Sports Science & Technology (ISST), Pune play a transformative role in sports education.
Today, we are honored to have Dr. Vipul Lunawat, Founder Director of ISST, with us. A former international roller and ice skater, a coach, and a sports management expert, Dr. Lunawat has spent over 20 years shaping the landscape of sports education in India. Under his leadership, ISST has grown into one of Asia’s leading sports education institutes, offering world-class programs that equip students with the knowledge and practical exposure to thrive in the sports industry.
In this conversation, we will explore Dr. Lunawat’s journey, ISST’s role in shaping careers, and how sports education is evolving to meet industry demands.
Understanding the Vision
Q1. Dr. Lunawat, your journey in sports—from being an international athlete to founding ISST—is truly inspiring. What was the turning point that led you to establish a dedicated institute for sports education?
VL: Being a full-time athlete made it challenging for me to keep up with my education. However, sports have a unique way of imparting life’s most valuable lessons. They taught me the importance of hard work, resilience, and a never-give-up attitude. Through my journey, I also learned how to manage my time effectively, balancing both my athletic career and academics.
The turning point in my transition from athlete to educational entrepreneur came when I applied to top universities for a master’s degree in sports management. During my research, I realized that many of these programs covered topics similar to those in the MBA I had pursued. With my deep understanding of sports from an athlete and coach’s perspective, combined with my MBA in marketing, I saw an opportunity to bridge the gap in sports education in India.
With the guidance of my mother, Ujwala Lunawat, and my mentor, Dr. P. C. Shejwalkar, we launched India’s first sports management program under the Institute of Sports Science & Technology in Pune in 2009. This initiative was born out of a vision to bring structured sports education to India, providing aspiring professionals with the knowledge and skills to excel in the field.
Gaps to Bridge in Sports Education
Q2. With ISST being the first dedicated sports education institute in India, what gaps in the industry did you aim to bridge?
VL: A decade ago, the Indian sports industry was largely unorganized, lacking a proper framework and a business-oriented approach. Talent identification systems were virtually non-existent, and only a handful of athletes who excelled at the national level had the opportunity to represent India on international platforms.
Today, sports are no longer just about winning championships; they also involve the extensive behind-the-scenes efforts required to manage major sporting events and build a sustainable ecosystem for future success. However, core management concepts such as marketing, legal frameworks, human resources, strategy, and financial management were once absent from the administration of sports organizations.
These entities were predominantly run by bureaucrats, politicians, or individuals from privileged backgrounds, often operating without accountability, transparency, or a clear vision. The lack of a proper governance structure further hindered the growth of the industry.
Recognizing these critical gaps, we launched India’s first sports management program in 2009, aiming to professionalize the sector and equip aspiring sports managers with the necessary skills to transform the industry.
Evolution of Sports Education
Q3. How has the landscape of sports education evolved in India since ISST’s inception in 2008?
VL: Sports is an ever-evolving industry. Since the launch of the IPL and India’s first individual Olympic gold medal won by Abhinav Bindra at the 2008 Beijing Olympics, the Indian sports landscape has undergone significant transformation. Sponsorship and broadcasting revenues, once limited to cricket, began flowing into other sports like Kabaddi, Football, Badminton, and Tennis, thanks to the emergence of various leagues inspired by the IPL.
Technology has also revolutionized the industry, playing a crucial role in sports broadcasting, analytics, event management, and performance enhancement. For aspiring sports professionals, understanding these advancements became essential to making a mark in the industry.
As sports viewership and participation in India have grown, the application of management tools and strategies has become increasingly vital in running major sports organizations, leagues, and events. The sports education sector has evolved alongside these changes, continuously adapting to new trends. Now, with AI being integrated into nearly every aspect of the industry, sports management is further transforming, exploring the implications and opportunities that artificial intelligence brings to the world of sports.
Customer Experience in Sports Education
Q4. ISST offers both classroom and distance education. How do you ensure a seamless learning experience for students across different modes of study?
VL: ISST’s educational courses are designed to provide a comprehensive and holistic learning experience for students from diverse backgrounds. Our distance education programs cater to working professionals and athletes who wish to continue their careers—whether in sports or other industries—while simultaneously pursuing a sports education. These flexible programs enable them to enhance their skills and improve their employability without disrupting their current commitments.
Students enrolled in distance programs benefit from online study materials and access to a vast library of video lectures delivered by experienced faculty, allowing them to learn at their own pace.
For those seeking an immersive learning experience, our classroom programs offer in-person instruction, deeper insights from expert lectures, and valuable hands-on experience through various internship opportunities. These full-time, university-recognized, job-oriented degree courses are conducted at the ISST Pune campus, equipping students with the practical knowledge and industry exposure needed to excel in the sports sector.
Sports Education and Career Growth
Q5. Internships and placements are critical for career growth. How does ISST’s Placement Cell ensure that students are placed in top sports organizations?
VL: All ISST courses are structured to provide students with extensive practical exposure through internships with leading sports companies, leagues, organizations, and events. Our dedicated placement cell actively collaborates with industry partners to secure internship and placement opportunities for students.
We assist students in building strong resumes, identifying their key skill sets, and matching them with the right roles in various sports organizations. To help them excel in job interviews, we conduct mock interview sessions and provide guidance on essential dos and don’ts, equipping them with the confidence and skills needed to secure the best opportunities.
Additionally, we hold monthly internship discussion sessions, where students share their experiences, insights, and expectations from their internships. This collaborative approach enhances learning and helps students make informed career decisions. The placement cell takes a personalized approach, ensuring that each student receives the best possible opportunity to establish themselves in the sports industry.
Sports Education Industry Collaboration
Q6. What role does industry collaboration—such as partnerships with ISPA, Chicago, and TMV—play in enhancing student learning and employability?
VL: The ISST classroom degree programs are affiliated with Tilak Maharashtra Vidyapeeth University in Pune and are UGC-recognized full-time degree courses. These qualifications are essential for students aspiring to secure jobs in top sports companies.
Additionally, ISST offers student accreditation certification from the International Sports Professionals Association (ISPA), Chicago, USA. This internationally recognized credential is available for both distance education and autonomous classroom programs, enhancing students’ employability and strengthening their educational profiles for higher education opportunities.
These strategic affiliations not only add credibility to ISST’s programs but also give students a competitive edge over other certifications in the industry, ultimately improving their job prospects in the sports sector.
Sports Education and Student Engagement
Q7. In an era where customer experience is key, how does ISST differentiate itself in terms of student engagement and career guidance?
VL: At ISST, we foster a strong and personal bond with each of our students. Our open-door policy allows students to freely connect with faculty, directors, and industry professionals to address their queries and concerns. We are committed to providing the best possible experience at every stage of their journey—from admissions and lectures to internships and placement guidance—ensuring that each student receives individual attention and support.
We believe that every student is important, and we strive to make their educational journey enriching and fulfilling. To promote holistic development, we organize study tours, guest lectures, entertainment programs, and fun activities designed to enhance both learning and personal growth.
Our placement cell works closely with each student, offering personalized guidance to help them secure the best internship and job opportunities in the industry. Additionally, we regularly collect student feedback on faculty and overall activities at ISST to continuously improve our programs and services.
Bridging Sports, Education, and Careers
Q8. With over 1500 alumni in top sports organizations, what are some standout success stories from ISST graduates?
VL: The strong ISST alumni network, with over 1,500 members, includes Olympians, senior management professionals, international coaches, sports entrepreneurs, senior defense personnel, athletes, and sports enthusiasts. Our alumni’s success stories are a testament to the effort we put into shaping the careers of ISST students.
Karan Thakur, an ISST Sports Management graduate, has worked on prestigious sports events such as the IPL, PKL, Davis Cup, Khelo India Games, and National Games through various organizations. His expertise led him to a role as a sports consultant at Grant Thornton Bharat LLP, where he continues to work on top sporting events. Many ISST graduates have also secured roles with the Sports Authority of India in various capacities.
Merin Aricatt, a Sports Science alumnus, is now the lead nutritionist at iThrive, one of India’s leading sports nutrition companies. Beyond those working with major sports events, leagues, and organizations, ISST has also empowered numerous entrepreneurs who have pursued our distance education programs to expand their knowledge and enhance their professional profiles. Additionally, several top sports coaches and Olympians have completed ISST programs to refine their expertise and apply it toward improving their performance.
Sports Education and Sporting Events
Q9. How does ISST incorporate real-world exposure, such as participation in major sporting events like IPL, ISL, and PKL, into its curriculum?
VL: Leagues like the IPL, ISL, and PKL provide students with invaluable opportunities to experience the professional side of sports. They gain hands-on experience by working in various departments within league organizations, managing professional athletes, celebrities, and sponsors.
Students interact with experts across key domains such as broadcasting, marketing, operations management, and technical teams—critical components of these leagues. This real-world exposure allows them to connect classroom theories with practical applications, reinforcing their learning through firsthand experience.
Beyond technical knowledge, students develop essential skills such as communication, teamwork, negotiation, and leadership. They also learn how to manage unskilled labor and navigate the complexities of working in high-pressure environments. Observing seasoned professionals who handle top athletes and sports celebrities further enhances their understanding of the industry.
Ultimately, these experiences prepare students to be industry-ready, equipping them with the ability to multitask, adapt, and thrive in the fast-paced world of sports management.
Sports Education, Sports Professionals, Sports Management
Q10. What advice would you give to aspiring sports professionals looking to build a career in sports management, coaching, or fitness education?
VL: In today’s sports industry, professionals must possess a diverse skill set to succeed. Strong communication and decision-making abilities are essential, along with negotiation skills, marketing expertise, and financial management—key pillars of a successful career in sports.
Working in the sports industry often involves long, unpredictable hours, making time management a crucial skill. Additionally, professionals should be hardworking, team-oriented, and focused on developing leadership qualities to advance in their careers.
Sports require constant coordination and communication with various stakeholders, so being a good listener is just as important as knowing what to say, when to say it, and how to say it. Success in this field comes with patience and perseverance, and the most accomplished professionals are those who embrace the journey rather than just focusing on the outcome.
The Future of Sports Education
Q11. Technology is rapidly influencing the sports industry. How does ISST integrate sports science, analytics, and tech-driven education into its programs?
VL: At ISST, we place a strong emphasis on integrating technology into our sports programs, as reflected in our name. We have established a state-of-the-art High-Performance Centre equipped with cutting-edge sports technology to enhance athlete performance. Students gain hands-on experience with these advanced tools, learning how to apply them effectively with athletes.
Sports analytics is a core subject across all ISST programs, covering both video and data analysis to provide students with valuable industry insights. Our modern classrooms are equipped with the latest educational technology to create an engaging learning environment. Additionally, our esports centers feature high-end computers with advanced graphics cards, offering students an immersive experience in the growing field of esports.
To ensure our students stay ahead of the curve, we continuously update our curriculum to align with the latest technological advancements in the sports industry.
Q12. What new initiatives or courses can we expect from ISST in the near future?
VL: ISST has always been an industry-focused institute, designing programs that align with market demands and offer ready job opportunities. Our courses cover a wide range of domains, including sports management, sports science, nutrition, injury management, sports medicine, sports psychology, and strength & conditioning.
With the increasing participation in sports, we have also introduced a Master’s Program in Sports Dentistry, catering to dentists who aspire to work with athletes and sports teams. As the industry continues to grow, the demand for specialized professionals such as sports biomechanists, sports analysts, sports broadcasting experts, and sports photographers is expected to rise.
To meet this evolving demand, ISST remains committed to launching new programs that produce skilled, industry-ready professionals in these emerging fields.
Sports Education Global Evolution
Q13. How do you see the role of sports education evolving globally, and where does India stand in this shift?
VL: The sports industry has experienced remarkable growth over the past decade, both in India and globally. Major events like the Olympics, Commonwealth Games, and Asian Games have gained immense significance, driven by increased participation from countries worldwide. Indian athletes and para-athletes have achieved unprecedented success on the international stage, winning medals that once seemed out of reach.
This progress has been fueled by investments from the government, corporate organizations, and NGOs in key areas such as infrastructure development, grassroots programs, elite athlete training, and the hosting of major sporting events. Sponsors have also capitalized on the surge in sports viewership, investing heavily in top tournaments and leagues. Indigenous sports like kabaddi and kho-kho have witnessed a resurgence, attracting significant attention and investment, largely due to the success of their respective leagues.
Amidst this rapid expansion, sports education has played a pivotal role. As participation and viewership have increased, so has the demand for educated sports managers, coaches, support staff, and industry professionals. With India bidding to host the 2036 Olympic Games, this demand is set to grow exponentially, creating exciting opportunities for startups and investors.
In this evolving landscape, sports education will be a key driver in shaping India’s sporting future, fostering a strong sports culture, and laying the foundation for continued success on the global stage.
Closing & Final Thoughts
Dr. Lunawat, it has been a pleasure discussing your incredible journey and ISST’s pivotal role in shaping the future of sports education in India. Your commitment to providing world-class sports education, guaranteed internships, and international exposure truly sets ISST apart.
Before we conclude, what final message would you like to share with students, sports professionals, and organizations looking to invest in sports education?
VL: Sports is a fascinating industry that seamlessly blends entertainment and glamour while uniting people across all backgrounds, regardless of caste, religion, or creed. For students and professionals aspiring to work in this field, a deep passion for sports is essential. This passion not only makes the work enjoyable but also keeps it from becoming monotonous.
Success in the sports industry comes with hard work, patience, determination, and perseverance. Continuous learning is the foundation of growth, and I firmly believe that by embracing lifelong learning, we can achieve even greater milestones.
Thank you for joining us today! In fact, we look forward to seeing ISST continue to revolutionize sports education and contribute to the global sports industry.
