Unclipping our wings: Ways forward in qualitative research in sport management

In this review article, we aim to explore and promote dialogue regarding the use of contemporary qualitative research methods being used in sport management. The first section is a snapshot of qualitative research from 2011 to 2013 in the three main sport management journals: Sport Management Review (SMR), the Journal of Sport Management (JSM), and European Sport Management Quarterly (ESMQ). Secondly, we comment on this snapshot, outlining not only how far we have come in qualitative research in sport management but also drawing attention to some of the constraints to its current use. Thirdly, we illustrate what might help us to reflect on our use of qualitative research methods. This leads us to our final section, in which we utilise that reflection to outline some ways forward; how can we contribute to sport management by using qualitative research methods in imaginative and innovative ways?