Promoting Sports & Fitness
Participation and Industry Vitality

SFIA Products and Services

   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
  • Industry & 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 Chandler Hoffman.

SFIA Overview
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
Our purpose is to support our member companies and promote a healthy environment for the sporting goods industry by providing access to thought leadership, industry & public affairs, research and member services. SFIA enhances industry vitality and fosters sports, fitness and active lifestyle participation.
Our Beginning
For more than 100 years, the Sports & Fitness Industry Association (SFIA), formerly the Sporting Goods Manufacturers Association (SGMA), has been instrumental in representing sports and fitness businesses, and worked to build healthier, more enjoyable lifestyles in America. In April of 1906, a group of sporting goods manufacturers assembled to form an organization to meet the needs of the industry that could not be handled by individual companies. The name they chose was the Sporting Goods Manufacturers Association (SGMA). J. F. Draper (Draper-Maynard Sporting Goods Company) was elected the first president. SGMA’s office was established in Cincinnati and a credit association was created to distribute credit information to members. Voluntary presidents of SGMA in its formative years included the presidents of Hillerich & Bradsby, Rawlings, Wilson, Spalding, MacGregor/ Brunswick, Saucony, Converse and AMF Voit.

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".


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