KUALA LUMPUR – The Badminton Association of Malaysia (BAM) has adopted a new approach in its efforts to reclaim its status as a world badminton powerhouse by engaging the consultancy services of the Performance Management and Delivery Unit (Pemandu).
Pemandu, based in Malaysia and led by former Dewan Negara senator Datuk Seri Idris Jala, is a multi-disciplinary consultancy firm specialising in socio-economic transformation, business turnaround, and communication.
This partnership marks their first collaboration with a national sports association.
BAM president, Tan Sri Mohamad Norza Zakaria, explained that this initiative was taken to manage their successes effectively.
This collaboration sees Pemandu assisting BAM in conducting a thorough review of the association’s core operational areas – including the technical department, player development and management, financial management, governance, and performance management.
Norza emphasised the need for an external perspective to provide input in their efforts to improve because badminton is a major sport in Malaysia with various stakeholders.
The aim to reach the top three in the world by 2028 is seen as achievable given their current fifth-place ranking.
“This is one of the actions that I feel can serve as an example of an association bringing in professionals to demonstrate our sincerity in everything we do for improvement.
“They (Pemandu) are among the three companies that bid, and we chose them based on their previous credibility.
“We brought in Pemandu because we need professionals who understand how to do it,” said Norza.
Meanwhile, Pemandu president and chairman Idris expressed confidence that achieving this goal is not impossible within the remaining five-year period.
He explained that Malaysia now needs to look at what established countries like China, Japan, Indonesia, and South Korea are currently doing to regain their status as major powers in world badminton.
“Five years is sufficient for Pemandu. At this moment, Pemandu will go through three phases – analysis, planning, and implementation.
“We need to study our competitors. Look at what Korea, China, Indonesia, and Japan are doing. If you don’t understand their strengths, you can’t surpass them.
“Five years may seem short, but within this period, there will be changes,” said Idris. – June 21, 2024