Your Partner in Navigating the Sports and Fitness Industry.
Operating a business in the sports and fitness industry has never been more complex.
Consumer behavior is changing. Economic pressures continue to evolve. New policies and standards shape the way organizations operate. At the same time, more opportunities are emerging to grow participation, strengthen communities, and reach more consumers.
The organizations that excel are not the ones trying to navigate it all alone.
They are the ones engaging with key stakeholders, receiving data and insights, and keeping an active pulse on the industry.
SFIA is the nonprofit trade association serving the sports and fitness industry. We help member businesses make data-driven decisions, navigate industry change, develop future leaders, and build meaningful relationships that strengthen both their business and the industry as a whole.
Trusted by the Organizations Shaping Sports & Fitness
700+
Organizations across the sports and fitness industry
375,000+
People employed by our member organizations
$150B
In U.S. sales generated by our members
What SFIA Membership Includes
Membership provides organization-wide access to:
Sports and fitness participation research and market intelligence
Government affairs and advocacy
Standards and compliance leadership
Industry councils and networking opportunities
Conferences, webinars, and educational programming
Leadership development through Excelerator and VetsEXCEL
Industry visibility and thought leadership opportunities
Member pricing on research, events, and sponsorships
Opportunities to help shape the future of the sports and fitness industry
Membership is Designed to Provide Value to Your Organization's Unique Needs
Every business has different priorities. Whether you are looking for better market intelligence, stronger advocacy, guidance on standards and compliance, industry relationships, leadership development, or greater visibility, SFIA helps organizations solve challenges that are difficult to tackle alone.
Think of us as an extension of your team.
How Can We Help Your Organization Succeed?
Six ways membership creates value — hover to preview (or tap on mobile) to flip each card and see how.
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Make Data-Driven Decisions
Access trusted participation research, market intelligence, and industry insights that help your organization understand consumers, identify opportunities, and plan with confidence.
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Navigate Industry Change
Stay informed on the issues shaping the future of sports and fitness, from government affairs and public policy to standards, compliance, and collaboration with governing bodies.
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Build Meaningful Industry Relationships
Connect with peers, partners, and industry leaders through councils, committees, conferences, roundtables, and networking opportunities that bring the industry together.
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Develop Your Team
Support professional growth through leadership development, workforce initiatives, and educational opportunities that help your people — and your organization — thrive.
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Increase Your Industry Leadership and Visibility
Share your expertise through member spotlights, industry events, councils and committees, speaking opportunities, and communications that position your organization as a leader.
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Empower Your Entire Organization
Membership extends beyond one person. Every employee can engage with SFIA, creating value across leadership, marketing, research, government affairs, product development, HR, and more.
Membership Options
SFIA offers membership options for organizations across the sports and fitness industry.
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Corporate
Manufacturers, brands, retailers, technology companies, and organizations serving the sports and fitness marketplace.
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Associate
Professional service providers, agencies, consultants, law firms, financial firms, and research organizations
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Nonprofit
Nonprofit organizations advancing sports, fitness, recreation, or physical activity.
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Academic
Colleges, universities, or academic institutions.
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Start-Up
Early-stage companies building the future of sports and fitness.
SFIA membership is intended for organizations that support and strengthen the sports and fitness industry. Every application is reviewed by our team to confirm the appropriate membership category and help maintain a trusted community of industry leaders, innovators, and partners.
Most applications are reviewed promptly, and we are always happy to answer questions before you apply.
One Membership. Value Across Your Organization.
The most impactful memberships are not utilized by just one department. They become integrated across the entire organization.
| Your Team | How SFIA Helps |
|---|---|
| Executive Leadership | Industry strategy, peer connections, advocacy, thought leadership |
| Marketing & Communications | Consumer trends, participation data, visibility opportunities |
| Consumer Insights & Strategy | Market intelligence, research, presentations, benchmarking |
| Government Affairs | Policy updates, advocacy, coalition building |
| Product & Engineering | Standards, testing, compliance, collaboration |
| HR & Talent | Leadership development, recruiting, workforce initiatives |
Hear From Our Members
Member organizations on why they joined SFIA and how membership has helped their business.
Erin Griffin
Senior Vice President of Marketing & Communications
Riddell
John Lynch
Vice President, Marketing
Franklin Sports
Patrick Wilson
CEO
Little League International
Membership Starts With Your Priorities
The best way to understand the value of membership is through a conversation. Share a few details below and a member of our team will follow up personally with information and next steps tailored to your organization.
That follow-up conversation typically covers:
Your organization's priorities
Challenges you are trying to solve
How organizations like yours use SFIA
The programs and resources most relevant to your team
Recommended ways to get involved
Tell Us About Your Organization.
Share a few details and we will follow up with membership information and next steps tailored to you.
Stronger Organizations Build a Stronger Industry.
For more than a century, SFIA has united organizations that believe sports and fitness have the power to strengthen communities and improve lives.
Today, members come together to advance participation, strengthen businesses, develop leaders, and solve industry challenges that no organization can tackle alone.
Whether you are exploring membership for one reason or many, we would love to learn about your goals and show you how organizations like yours are using SFIA.
Frequently Asked
Questions
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Membership dues are based on your organization's annual revenue. We use the honor system and do not require financial documentation.
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SFIA offers Corporate, Associate, Nonprofit, Academic, and Start-Up memberships. We will help you determine which option is the best fit for your organization.
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Yes. Membership belongs to your organization, not just one individual. Anyone on your team can receive a member login, access research and resources, attend member events, and participate in councils and committees.
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Membership dues are billed annually, with your renewal schedule based on the quarter in which you join the association.
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No. SFIA does not automatically renew memberships. We send renewal reminders in advance so your organization can renew each year.
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Membership belongs to your organization, so any member of your team can participate in SFIA councils and committees. Whether you are interested in advocacy, standards, research, participation, or another area, our team will help you connect with the groups that best align with your role and goals. Members can view and join councils and committees through the SFIA Member Portal.