To make a good living, or to make a difference, in sport and physical activity it is vital to develop an enterprising and entrepreneurial mind set. This engaging introduction to innovation and enterprise in sport and exercise outlines the core theory and principles of entrepreneurship in sport. It presents case studies of innovation in action, and explains how to develop key enterprise skills, including decision-making, risk-taking and securing funding. Covering a range of sectors, from for-profit sport business and social enterprise to community-level sport and higher education, this is essential reading for all sport management students and aspiring sport business practitioners.