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Abstract Looking back over the past 27 years of working as a statistician and teaching in a sports science department, I think that the use of statistics has evolved. In this talk, I will explore that evolution and some of the reasons and challenges behind it. Rather than focus on methods and technical application of processes, I will show how sports science lends itself to analysis in many forms and how what is learned from the sports contexts can be applied to other areas of physical activity too.