Robert S. Primus

Robert S. Primus is a Senior Lecturer at Örebro University's School of Health Sciences, Department of Health Sciences, and serves as Director of the BSc Sport Management Programme. His research examines how processes like professionalization, commercialization, and technology adoption impact sports organizations, with a focus on elite football coaching roles. He leads a postdoctoral project funded by the Swedish Research Council and Örebro University, investigating technology use in Swedish elite football and its effects on power dynamics among managers, coaches, and players.

Primus teaches in Sport Management, Coaching, and Teacher Education programs, with multiple nominations for the Pedagogical Prize. His research interests include the historical evolution of coaching roles, body image in sports, and the ethical implications of performance technologies. He is affiliated with the ReShape research group, exploring sport, health, and physical education.

His publications span journals like Sport in Society and Sport Coaching Review, addressing topics such as coaching philosophies, commercialization impacts, and body shaming in sports. His work bridges historical analysis and contemporary sport management challenges, emphasizing interdisciplinary approaches.