Frequently Asked Questions About the Rebranding (for www.sfia.org)

Q: Why are you changing the name of the organization?
A:  Our organization has recognized the need to adjust our positioning, the way we communicate with external audiences and our service offerings. Thus, following careful deliberations that included an extensive strategic planning process, the SGMA Board of Directors has approved a complete rebranding process for our Association.

Q: Why now?
A:  Our organization, and the sports and fitness industry at-large, is constantly evolving, as do our programs and initiatives. This is the next step in this process. We want to deliver the best services to our members and volunteer leaders, and stay ahead as we prepare for the new, post-recession business environment. The name change signifies how we are improving the structure of our organization to better serve our members. Representatives of the SGMA staff and Board of Directors discussed several options to more clearly represent what the organization stands for and make it easier for outside audiences to understand its mission, and recommended this approach. The SGMA Board of Directors approved this recommendation on Tuesday, June 19, 2012.

Q: The SFIA logo looks very similar to the SGMA logo. What’s the reason?
A:  The change from “Manufacturers” to “Industry” embraces a broader community including suppliers, brands, major sports and fitness retailers and partners – a much clearer reflection of our current and future membership. This is not a change in philosophy for our organization as we already have many members in these categories. It is simply a more accurate and transparent indication of the industry segments that we serve. And while we continue to embrace, celebrate and support the many companies who continue to manufacture their own products, our general membership (including many of those manufacturers) has indicated that there is a need to move beyond the traditional label of a “manufacturers” association.

Q: What is the PHIT America Campaign?
A:  PHIT America is a new, year round, nationwide, grassroots, social media and marketing campaign which will engage 40-60 million Americans to create a movement for a fit America.  Our goal is to educate and stimulate America to be move active and fit while overcoming the obesity and sedentary crisis which threatens our country.

Q: Is there going to be a new trade show?
A:  Although we firmly believe that the industry is not looking for a trade show, we are absolutely committed to providing tools and resources to our member businesses that help them connect with suppliers, manufacturers and distributors. Our new website will include a supplier directory that connects our members with companies who provide important products and services to our industry.

Q: What are the changes we can expect with to the associations E-Newsletter/In Brief?
A:  The theme of the editorial content of In Brief will remain the same.  In other words, the content will remain unchanged, but the title will be changed to the SFIA Weekly and the template, i.e. the packaging, will change to reflect our new identity.

Q:  What happens to AFIRM during this transition?
A:  There is a great emphasis on fitness now that it is part of our actual name. AFIRM is being absorbed as a distinctive separate entity into SFIA since we are integrating it more into our parent brand and it will be titled the Fitness Council.