How to Attract and Retain Interns & Apprentices in the Sports Industry

Interns and apprentices are the future talent pipeline of the sports industry, yet most companies underestimate their expectations and the impact of early-career development. With more than 36.8% of employees in the sports sector aged 15–29, brands must rethink how they attract, onboard, and retain young professionals. In 2026, the companies that succeed will be the ones that invest in clarity, pedagogy, and structured development.

Why young talent matters more than ever

The youth segment is disproportionately important in sports. According to Eurostat, 36.8% of sports employees are between 15–29 years old, compared with just 18% in the overall EU labor market. This generation is not only numerous, it is also value-driven, digital-first, and highly mobile. In parallel, the number of internship and apprenticeship opportunities in the sporting goods and outdoor sector has grown steadily, now representing an estimated 8–12% of all job offers in peak months according to industry job data. This makes structured early-career pathways essential for competing with retail, tech, and lifestyle sectors that also target young graduates.

What interns & apprentices expect in 2026

Expectations have changed radically. According to surveys of Gen Z candidates, 72% expect clear missions, 68% expect regular feedback, and 60% value mentorship more than salary. Young talents want accessible managers, structured learning, and visibility on possible future roles. They avoid companies that use overly generic job titles (such as “project assistant”) or vague responsibilities.

They also expect hybrid working models, strong values, and opportunities to contribute meaningfully. Clear job descriptions, straightforward language, and transparent KPIs are now essential to attracting motivated interns.

KPIs Talent Acquisition teams should track

To measure the effectiveness of early-talent strategies, Talent Acquisition teams should follow concrete KPIs such as: conversion rate (percentage of interns hired full-time, with an industry benchmark of around 25–35%), retention at 12 months, completion rate of internships and apprenticeships (aiming above 90%), time-to-productivity (how many weeks before the intern contributes independently), and manager satisfaction score. Tracking these KPIs aligns HR, managers, and leadership, while allowing companies to adjust learning programs and improve long-term talent development.

How to create high-impact internship experiences

Winning companies adopt a structured, pedagogical approach. This includes clear weekly objectives, a dedicated mentor, and regular check-ins. Strong internship programs also include exposure to different teams, training sessions, and small but meaningful responsibilities.

Communication style matters: managers must avoid jargon, define expectations concretely, and explain the “why” behind each task. Retail and outdoor brands that offer hands-on experiences, events, store immersion, product testing, see higher engagement. Purpose matters too: young talents gravitate towards companies that demonstrate sustainability, inclusion, and community initiatives.

Interns and apprentices represent the next generation of sports professionals. Companies that invest in clarity, pedagogy, and structured development will not only attract better young candidates, they will convert them into loyal, long-term employees.