15 Semi-Finalists will be Selected for the 2025 Virtual Pitch Event; Top 5 Finalists to Compete Live, In-Person This Fall
(May 22, 2025) – The industry’s premier innovation showcase, SFIA’s 2025 Start-Up Challenge, has officially opened the application process for driven entrepreneurs looking to revolutionize the sports and fitness industry. Game-changers in the sports and fitness space are encouraged to apply to compete for the opportunity to pitch their product, technology, or idea to industry executives, venture capitalists, and leaders from private equity.
For the 2025 Challenge, SFIA is excited to partner with The Players Impact (TPI). TPI was founded in 2017 and offers professional athletes with investment resources, networking, and mentorship to help them succeed in business beyond their playing careers. As part of their involvement, TPI will engage their network of professional athletes, who will play a key role in the judging process, bringing their unique perspectives and experiences to help identify the most promising innovations. Together, SFIA and TPI aim to foster a dynamic ecosystem where sports, technology, and entrepreneurship intersect to shape the future of the industry.
“The 2025 Start-Up Challenge is a unique opportunity for innovators in sports and fitness to showcase their groundbreaking ideas and technologies,” said Todd Smith, President & CEO, SFIA. “Partnering with The Players Impact allows us to provide a platform where entrepreneurs can connect with industry leaders and professional athletes with the hope of forming strategic partnerships for their businesses. This program not only highlights the incredible talent within our industry but also drives the future of sports and fitness.”
Applications are open until July 31, 2025, for start-ups looking to change the landscape of the industry. For this year’s Challenge, the esteemed panel of expert judges will select up to 15 semi-finalists to pitch virtually in September to compete for the five finalist spots. Each of the semi- finalists will create an investment profile for the judges to review prior to a virtual session. Judges will hear live pitches and ask the semi-finalists questions about their start-up. The judges will evaluate each semi-finalist, with the top five finalists selected to compete live, in-person at the 2025 Start-Up Challenge in November.
Through the Start-Up Challenge, SFIA has showcased 60 start-up companies as finalists, and since participating in the Start-Up Challenge, these finalists have collectively raised over $330 million.
“We are proud to join forces with SFIA for the 2025 Start-Up Challenge to spotlight and support the next generation of innovation,” said Tracy Deforge, Chief Executive Officer & Co-Founder, The Players Impact. “This partnership reflects our shared commitment to equip athletes to lead, innovate, and influence the evolution of the sports industry, and we look forward to seeing the transformative solutions that this year’s applicants will bring to the table.”
All semi-finalists chosen for the virtual pitch session will receive one year of complimentary SFIA membership, exposure and connections to 90+ industry judges, a logo-feature in an SFIA research report, and personal introductions to five judges of their choice.
The top five finalists selected to pitch live in November will also receive complimentary, exclusive access to The Players Impact Start Up Membership, promotion on SFIA platforms and in marketing materials, national media coverage, and, will be asked to judge the 2026 Start-Up Challenge.
The Grand Prize winner will receive all the session prizes, plus, a spotlight in one of SFIA’s annual research reports and the opportunity to network and connect with SFIA members at an SFIA event, including free registration, a speaking opportunity, and recognition at the event.
Applications will be accepted through July 31, and are open to any entrepreneur with an idea, product, or service in the sporting goods, team sports, sports tech, and/or fitness categories. The application and additional information can be found here.
SFIA is also accepting applications for 2025 Start-Up Challenge judges. Applications will be reviewed throughout the process and announced periodically. Judges are required to attend the virtual pitch session in September and review each start-up finalist’s investment profile and submit one question for each finalist prior. While not required to attend the in-person event, judges will evaluate the 15 start-up semi-finalists and help decide the top 5 finalists. For more information on judging and to apply, click here.
Media Contact:
Lisa Futterman: [email protected]
ABOUT SFIA: The Sports & Fitness Industry Association (SFIA) is the leading trade association for the sports and fitness industry, representing over 700 brands, manufacturers, retailers, and governing bodies who collectively employ more than 375,000 people and generate $150 billion in domestic sales. With a mission of increasing sports and fitness participation and promoting industry vitality, SFIA provides thought leadership, advocacy, research, and membership services that empower its members and drive industry growth. SFIA’s leading research and comprehensive insights help members make informed decisions, while its advocacy efforts champion physical health and economic impact. To learn more about joining SFIA’s network dedicated to advancing the sports and fitness industry, please visit sfia.org.
ABOUT THE PLAYERS IMPACT: The Players Impact, renowned for its commitment to democratizing education and access for the next generation of athlete entrepreneurs and investors, has fostered a thriving community across sport, talent, and career. With a seven-year legacy of empowering athletes and facilitating connections within the industry, TPI has become synonymous with innovation and inclusivity.