New Initiative Leverages Historic Global Events to Drive Growth in Sports and Fitness Participation to Build Stronger, Healthier Communities
(March 11, 2025) – The Sports & Fitness Industry Association (SFIA) is proud to announce the launch of its 2034WARD campaign, a groundbreaking initiative designed to harness the power of sports and fitness in the United States. As the nation prepares to welcome the world’s most prestigious sporting competitions, 2034WARD will drive industry growth, expand participation, and inspire a new generation of athletes and fitness enthusiasts during an unprecedented decade for our country.
From 2025 to 2034, the U.S. will play host to a historic lineup, including the Summer and Winter Olympic Games and world championships in soccer, rugby, and baseball. This once-in-a-generation series of events presents an opportunity to elevate the role of sports and fitness in communities and promote healthy lifestyles. SFIA will lead the charge with stakeholders across leagues, brands, retailers, manufacturers, municipalities, and governing bodies to maximize the impact of this global spotlight. Together, we will champion initiatives that promote excitement and translate momentum into long-term national benefits, inspiring increased sports and fitness participation and a lasting culture of health and wellness.
“Sports and fitness have the power to unite, inspire, and transform lives. 2034WARD is not just a campaign, it is a movement. By bringing together stakeholders from across our industry, we will seize this moment to create lasting change, making sports and fitness more accessible to all and building a stronger, healthier future,” said Todd Smith, President & CEO of SFIA. “Our campaign will capture the excitement and momentum of the upcoming decade, propelling our communities forward and expanding participation in sports and fitness like never before.”
2034WARD Campaign Goals:
- Boost Industry Participation: Increase sports and fitness participation rates across all demographics with a focus on providing resources to underserved communities and low-income families.
- Build & Expand Facilities: Support the development and expansion of sports and fitness facilities and highlight their economic impact on the communities they serve.
- Promote Physical Vitality: Share compelling data and insights about the many benefits of sports and fitness participation and its positive impact on physical and mental health.
- Champion Public Policy: Advocate for federal and state legislation that ensures every individual has access to sports and fitness activities.
For over 100 years, SFIA has championed the power of sports and fitness. With the global spotlight shining bright on our industry across the next decade, SFIA is proud to lead 2034WARD to elevate the future of sports and fitness participation and create a lasting impact for our country.
Stay tuned for upcoming information on SFIA’s 2034WARD in-person event happening in Washington, D.C. To learn more about 2034WARD and how your organization can get involved, reach out to the Sports & Fitness Industry Association (SFIA) at [email protected].
Media Contact:
Lisa Futterman | [email protected]
# # #
ABOUT SFIA: The Sports & Fitness Industry Association (SFIA), the #1 source for sport and fitness research, is the leading global trade association of manufacturers, retailers, and marketers in the sports products and fitness industry. SFIA seeks to promote sports and fitness participation, as well as industry vitality through research, thought leadership, public affairs, industry affairs, and member services. For more information, please visit sfia.org.