Building Stronger Teams - From Factory Floor to Football Field
At Strategic Sports, we often say “People First” isn’t just a slogan—it’s a principle that guides how we work together, across cultures, countries, and time zones. That idea came into sharp focus recently during a company meeting at our Portugal facility, nestled in the beautiful mountains of Serra da Freita, just south of Porto.
It all started when tensions surfaced among employees during a meeting.
“One of our Chinese colleagues was frustrated,” recalls Norman Cheng, Managing Director of Strategic Sports. “He said he had explained a technical issue 50 times, but the Portuguese team still didn’t get it. Then a Portuguese employee mentioned to me that some of our Brazilian staffers didn’t seem to have the same work ethic as the local Portuguese workers. That’s when I had to say something.”
Cheng stood up and looked around the room.
“I just stared at everyone for a moment until the room went quiet. And then I said, ‘Guys, there’s only one thing to do……… FOOTBALL!!’”
The solution wasn’t another meeting or more emails, or proclaiming one side was ‘right’ and the other wrong—it was a ball, a field, and a reminder that we’re all on the same team.
Departments quickly assembled mixed squads, not by nationality or language, but by collaboration. Molded EPS and Assembly Line workers faced off with smiles, determination, and plenty of laughter. The sun came out in full glory, as if to cheer us on.
And who won? Team Strategic Sports.
Because at the end of the day, it wasn’t about goals or scores. It was about breaking down barriers and reminding ourselves that we’re here to build something bigger than ourselves, and to do that, we have to come together.
At Strategic, we’re proud of our cultural diversity. We operate in three very different countries with different cultural norms—but the heart of our company is one shared mission: to protect lives with world-class helmets and equipment. That starts with protecting how we treat each other.
That day in Serra da Freita reminded us that connection isn’t built with slogans, policies, rules or meetings—it’s built on trust, play, and showing up for each other. Sometimes the best strategy isn’t on a spreadsheet—it’s on the field.
People First!
