Promoting Sports & Fitness Participation and Industry Vitality
Who We Are
The Sports & Fitness Industry Association (SFIA), formerly the SGMA, is the trade association of leading industry sports and fitness brands, suppliers, retailers and partners. Our mission is to "Promote Sports and Fitness Participation and Industry Vitality" by focusing on core product areas for the industry.
SFIA is committed to embracing a broader community in the sports and fitness industry which provides a much clearer reflection of our current and future membership. The change from “Sporting Goods” to “Sports & Fitness” is more definitive about our inclusion of brands connected to fitness and active lifestyle products.
We are focused around 4 SFIA Pillars of Products and Services:
- Thought Leadership – Delivering Exceptional Education & Strengthening Industry Community
- Public Affairs – The Sports & Fitness Industry's Voice On Capitol Hill and in the Media
- Research – Providing Information & Insight To Drive Decision Making
- Member Services - Providing a Robust Menu of Member Resources, Including Dedicated Sports Councils to Address Specific Challenges
For more information on any SFIA Products and Services, click on the drop down navigation bars above. Information about SFIA membership is available from Jonathan Michaels.
SFIA is the premier trade association for:
- More than 1,000 sporting goods & fitness brands, manufacturers, retailers and marketers in the industry;
- Representing over 3,000 business locations, plants and distribution centers;
- Employing more than 375,000 people; and
- Generating $150 billion in domestic revenue wholesale sales
SFIA Through the Years
1906: SGMA was founded in New York by six sporting goods manufacturers
1931: SGMA began developing sports specialty organizations by co-founding the National Golf Foundation. Other SGMA-founded organizations include The Athletic Institute, Tennis Industry Association, World Federation of the Sporting Goods Industry and PE4life
1957: SGMA launches the Sporting Goods Fair, succeeded, in 1986, by The Super Show, which at its peak became the world’s premier sports and fitness marketing event
1990: SGMA establishes its leadership in research with its inaugural Annual State of the Industry address – hailed as the foremost source of industry information by financial analysts, manufacturers, marketers and media
1997: SGMA’s influence with international organizations leads to the elimination of child labor in the production of soccer balls in Pakistan
2001: SGMA launches PE4life, a federal initiative that has generated $300 million in government funding for physical education and fitness equipment in schools and community centers
2006: SGMA celebrates 100 years of support for the business of sport, and the pursuit of health and fitness nationwide.
2009: SGMA successfully lobbied the CPSC on behalf of our members to amend the Consumer Product Safety Improvement Act (CPSIA) to exempt legitimate sporting goods products from the phthalate requirements in the law, saving members millions of dollars in potential recalls.
2012: Following a two-year strategic review and planning process, SGMA refined its mission statement, core services and communications platform to focus on promoting sports and fitness participation and industry vitality. Reflecting this direction and with the support of the Board, the organization changed its name to the Sports & Fitness Industry Association (SFIA) and updated its mission statement "To Promote Sports and Fitness Participation and Industry Vitality".