WASHINGTON, DC (May 20, 2025) – Today, the Sports & Fitness Industry Association (SFIA) sent a letter to the Administration encouraging further progress in trade negotiations to ensure sports and fitness participation, especially within youth sports, is accessible and affordable. The industry’s access to global supply chains and manufacturing capabilities is essential for American families to be able to access the products and equipment they need to stay active and healthy.
Elevated costs for essential youth sports equipment, which in some cases have risen by more than 50% over the last five years, will continue sidelining young athletes whose families can no longer afford the increased prices. Recent data from SFIA’s 2025 Topline Participation Report revealed that only 24% of children from households earning less than $25,000 per year regularly participate in sports. This number is in stark contrast to 44% of children from households earning $100,000+ regularly participating in sports.
“Lingering uncertainty around trade policies is putting youth sports participation at risk as families can no longer afford the elevated prices of essential sports equipment,” said Todd Smith, President & CEO of SFIA. “We need to ensure that sports and fitness are accessible and affordable, so America’s youth have the opportunity to experience the positive benefits provided through physical activity.”
In the letter, SFIA requested an opportunity to meet with the Administration to discuss solutions to ensure all Americans have access to the physical and mental health benefits provided by sports and fitness.
Media Contact:
Lisa Futterman | [email protected]
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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.
Single Sports Reports from the Fitness Category Next to be Released; With All 91 Reports for 2025 Available in May
(May 14, 2025) – The Sports & Fitness Industry Association (SFIA) has released 25 new Single Sport Reports for 2025, with reports from the Team Sports Category and pickleball now available. These reports provide a detailed analysis and breakdown of participation by various demographics and by specific sport or fitness activity.
The Pickleball Single Sport Report, released last week due to high demand, provides a deep dive into participant data for the fastest growing sport in the U.S. This is the fourth consecutive year pickleball has held that title, having seen a 45.8% increase from the 2023 figure and an incredible 311% increase from three years ago.
In addition to the Pickleball Report, 24 reports from the Team Sports Category are now available. The category continued its momentum in 2024 as it experienced significant increases in participation – 20 out of 24 team sports increased their participation levels from 2023, with eight team sports increasing by over 7%.
All 91 Single Sport reports will be available in May, with the Fitness Category slated as the next available batch, being released early next week. Each report includes data on participation as defined by gender, participation frequency, age, geographic region, market size area, income, education level, cross-sport/activity participation, and ethnicity.
“The latest Single Sport Reports offer detailed, actionable data and valuable insights into sports participation trends across various demographics,” said Alex Kerman, Senior Director and Head of Research, SFIA. “With pickleball continuing its meteoric rise and with eight of the team sports SFIA tracks increasing participation by over 7% in 2024, this data helps industry leaders and stakeholders better analyze a sport’s participation and make informed decisions.”
Here is the list of Single Sport reports now currently available:
- Baseball
- Basketball
- Cheerleading
- Football (7-on-7)
- Football (Flag)
- Football (Tackle)
- Football (Touch)
- Gymnastics
- Ice Hockey
- Lacrosse
- Paintball
- Pickleball
- Roller Hockey
- Rugby
- Soccer (Indoor)
- Soccer (Outdoor)
- Softball (Fast Pitch)
- Softball (Slow-Pitch)
- Swimming on a Team
- Track and Field
- Ultimate Frisbee
- Volleyball (Beach/Sand)
- Volleyball (Court)
- Volleyball (Grass)
- Wrestling
Click here to see the running list of Single Sport reports as they are available.
All 2025 SFIA Single Sport Reports are available for purchase at a discounted rate of $150 each for SFIA Members and $400 per report for Non-Members.
These reports are provided free of charge to members of the media. If you are interested in a copy of any of the reports or an interview with an SFIA representative, please contact Lisa Futterman at [email protected].
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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.
SFIA Welcomes Army Major Natasha Fultz-Castro as Inaugural Participant
(May 12, 2025) – The Sports & Fitness Industry Association (SFIA) is proud to announce its involvement with the Department of Defense’s (DoD) SkillBridge program, an important component of SFIA’s commitment to further expanding our industry’s support of the military community by assisting veterans in their career transitions. SFIA is honored to welcome Army Major Natasha Fultz-Castro as its DoD SkillBridge intern, becoming the organization’s inaugural participant through the program.
The DoD SkillBridge program provides active-duty service members with the opportunity to gain valuable civilian work experience during the last 180 days of their military service. By connecting service members with private-sector organizations like SFIA, SkillBridge helps close the gap between military service and civilian careers through focused industry training, apprenticeships, or internships.
“SFIA is honored to partner with the Department of Defense to support our service members as they transition into the next chapter of their professional journeys,” said Todd Smith, President & CEO of SFIA. “Natasha brings more than 20 years of strategic communications and public affairs experience, and we are thrilled to welcome her as she explores new opportunities within the sports and fitness industry.”
As part of her internship, Natasha will assist with SFIA’s communications and marketing efforts, including content strategy, media outreach, and partnership development. Her military background in public affairs provides a unique perspective that strengthens SFIA’s commitment to leadership, service, and innovation in the sports community.
Throughout her distinguished career in military public affairs, Natasha has collaborated with major sports organizations and leagues – including the WNBA, NFL, NASCAR, and NCAA – coordinating joint military support for premier events such as the WNBA All-Star Game, NFL Super Bowl, NASCAR Coca-Cola 600, and NCAA Bowl Games. Her ability to elevate athletes and organizations aligns perfectly with SFIA’s mission to champion innovation, leadership, and social impact within the sports community.
Much like sports, the military brings together individuals from all walks of life, forging bonds through shared experiences, teamwork, and perseverance. Natasha’s leadership in military public affairs has strengthened her ability to unify diverse voices and build connections – skills that translate seamlessly into the sports and fitness industry.
“I am incredibly grateful for this opportunity to join SFIA through the SkillBridge program,” said Major Natasha Fultz-Castro. “This internship represents not just a career milestone for me, but a pathway for service members to bring their talents and leadership to new industries. I look forward to fully immersing myself in the sports and fitness industry – an arena I am deeply passionate about – and leveraging my experience to drive meaningful engagement and impact.”
For service members, the SkillBridge program offers a once-in-a-lifetime chance to train with industry-leading organizations while continuing to receive full military pay and benefits. For industry partners like SFIA, it presents access to one of the most skilled, disciplined, and motivated talent pools in the nation.
SFIA is excited to participate in this initiative and looks forward to continuing its involvement with the SkillBridge program.
To learn more about the program, click here.
Media Contact:
Lisa Futterman | [email protected]
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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 DoD SkillBridge: The Department of Defense SkillBridge program connects service members nearing the end of their military service with civilian work experience opportunities in a variety of industries. Service members can spend up to 180 days training full-time with approved industry partners while continuing to receive their military compensation and benefits.
Sports Industry Growth Rate Surpasses GDP For Only Fourth Time in 15 Years, Despite Being Lowest Growth Since the Pandemic
(May 1, 2025) – The Sports & Fitness Industry Association (SFIA) has released the 2025 State of the Industry Report, highlighting 2.9% industry growth, favorable profitability trends, and an optimistic view on the future of the industry. The annual report features in-depth analysis of the trends and issues affecting the sports and fitness products business, including participation, economic performance, and the industry environment. Please note that the data for this report was collected in 2024, prior to the implementation of further tariffs.
The sporting goods industry experienced a 2.9% growth in 2024, surpassing the U.S. GDP growth rate of 2.8%. While this number is the industry’s lowest growth rate since the pandemic, this is just the fourth time in 15 years that the growth rate was higher than GDP, which still signifies a positive indicator of the strength and resiliency of the sports industry.
In 2024, 65% of companies reported increased profitability – the highest percentage the industry has seen in the past decade. This strong financial performance demonstrates the industry’s ability to adapt and thrive in a shifting economic environment.
At the time of the survey, 96% of industry executives rated the state of the industry as strong or average, with only 4.1% indicating it was weak – the lowest percentage in six years. The performance of the sporting goods industry highlights its enduring strength as a vital force in driving the economy. As for 2025 and beyond, 99% of executives expressed confidence in the future state of the industry at the time of the survey.
“The 2025 State of the Industry Report underscores the remarkable adaptability of the sports and fitness industry,” said Alex Kerman, Senior Director and Head of Research, SFIA. “Surpassing GDP growth and achieving record-high profitability levels, the industry continues to demonstrate that it can thrive as an economic powerhouse. The optimism expressed by industry executives for the future reflects the enduring strength and vitality of this sector, but does reflect sentiment prior to the 2025 tariff actions.”
In 2024, activity rates rose across all income levels, with lower-income groups growing at a faster pace. However, inequalities still exist, as 87.3% of individuals in the highest income group ($100k+) were active, compared to just 63.2% in the lowest income group (Under $25K). While progress has been made, significant disparities still persist.
Despite the strong performance of the industry, challenges remain as we move through 2025. The top concern for industry executives in 2024 was tariffs, which have already posed significant challenges and uncertainty for many sports and fitness companies and organizations as we head towards the second half of 2025. After tariffs, the concerns that followed included increasing market share, slower consumer spending, and inflation. Seven of the top eight concerns were tied to the economy, supply chain, or tariffs, most of which are influenced by government policies.
The State of the Industry Report is free to SFIA Members and is available to the public for purchase by clicking here for $750.
This report is provided free of charge to members of the media. If you are interested in a copy of this report or an interview with an SFIA representative, please contact Lisa Futterman at [email protected].
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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.
(April 29, 2025) – The Sports & Fitness Industry Association (SFIA) and Good Sports are proud to announce the launch of the Restore Play Network (RPN) – a first-of-its-kind industry initiative designed to restore access to sports and physical activity in communities impacted by natural disasters, public health emergencies, and other crises.
“Physical activity is essential to mental health, resilience, and community healing. In times of crisis, sports can be a powerful force for rebuilding,” says Melissa Harper, Co-Founder and CEO of Good Sports. “Our work directly in the communities following such disasters, like the wildfires in LA, the hurricanes in the South, and the flooding in North Carolina, has been a critical bright spot for youth.”
The Restore Play Network is a collaborative effort that brings together the sporting goods industry to respond swiftly and effectively when crisis strikes. Through the combined strength of SFIA’s member companies and Good Sports’ proven distribution network, RPN ensures that young people can return to play as their communities recover.
“This collaboration between SFIA and Good Sports on the Restore Play Network is a testament to the power of the sporting goods industry to make a meaningful impact when communities need us most,” said Todd Smith, President & CEO, SFIA. “This initiative embodies the spirit of resilience and community support, and through this partnership, we are not just restoring access to sports and physical activity for young people, we are restoring hope and normalcy in the lives of countless children and families after unimaginable tragedy.”
When a disaster strikes, Good Sports will asses the impact on youth sports and play in he affected communities. Once equipment and apparel needs are identified, the RPN will be alerted. Members will be invited to commit resources, whether in-kind products or philanthropic support, and Good Sports will begin distribution throughout the communities. Organizations interested in joining the Restore Play Network can learn more and sign up at https://www.goodsports.org/restore-play-network/.
Media Contact:
Lisa Futterman | [email protected]
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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.
ABOUT GOOD SPORTS: Good Sports drives equitable access in youth sports and physical activity, by supporting children in high-need communities to achieve their greatest potential, on the field and in life. Since 2003, Good Sports has provided nearly $110 million in sports equipment, impacting over 10 million kids from more than 6,370 youth programs across the country. Good Sports has been awarded a coveted 4-star rating nine consecutive times from Charity Navigator, the nation’s largest charity evaluator, for sound fiscal management, transparency, and accountability. Additionally, Good Sports holds the top-level Platinum seal from GuideStar and is a Better Business Bureau Wise Giving Alliance accredited charity. To learn more or to get involved, please visit www.goodsports.org and follow Good Sports on Facebook, X, Instagram and LinkedIn.
Bipartisan legislation would expand youth sports facilities & support student mental health.
(April 10, 2025) – U.S. Senator Jon Ossoff is introducing bipartisan legislation to build more sports facilities for Georgia kids and families.
This week, Sens. Ossoff and Todd Young (R-IN) introduced the bipartisan Youth Sports Facilities Act to help build and upgrade sports facilities across Georgia, giving kids and families safe spaces to play while also supporting student mental health and boosting economic growth.
The bipartisan legislation would make youth sports facilities eligible for grants through the U.S. Department of Commerce’s Economic Development Administration (EDA), giving educational agencies, local governments, and nonprofits more funding opportunities to create and upgrade sports facilities while growing local economies at the same time.
The bipartisan bill would also give preference to rural communities and projects that aim to create new sports facilities in low-income and underserved communities.
“Georgia families deserve modern and safe sports facilities where their kids can play, grow, and thrive,” Sen. Ossoff said. “This bipartisan bill will help Georgia communities expand youth sports facilities, strengthen local economies, and foster mental and physical health for the next generation.”
“Youth sports play a vital role in promoting healthy lifestyles from an early age while teaching essential life skills like teamwork and discipline. This bill would empower communities to use existing grant resources to improve youth sports facilities for children living in areas of need, encouraging greater youth sports participation across the nation,” said Senator Young.
The companion bill is being introduced in the U.S. House of Representatives by Reps. Bill Huizenga (R-MI-02) and Marc Veasey (D-TX-33).
“The Youth Sports Facilities Act is a bipartisan solution designed to bring communities together, create economic opportunity, and improve the physical and mental well-being of students across the nation,” said Congressman Bill Huizenga. “For too long, an area code has determined whether students could have access to facilities or resources necessary to participate and compete. I am proud to champion the Youth Sports Facilities Act because it opens the doors for communities across Michigan and around the country to create new opportunities for children to develop critical skills, enhance local tourism, and foster small business growth.”
“Youth development is about more than academics—it’s about access to safe spaces where kids can play, grow, and thrive,” said Rep. Veasey, Co-chair of the Youth Sports Caucus.“This bill empowers states like Texas to invest in the sports and recreation facilities our communities need. By unlocking EDA funding, the Youth Sports Facilities Act gives underserved areas the tools to build healthier futures and stronger local economies. I’m proud to work with my colleagues to make this long-overdue investment in our kids and neighborhoods.”
The bipartisan bill is endorsed by the YMCA of the USA, the Sports & Fitness Industry Association (SFIA), and Pop Warner Little Scholars.
“As the leading nonprofit provider of youth sports programs, YMCA of the USA supports the Youth Sports Facilities Act. Youth sports facilities often lead to growth in local economies as families attend sporting events, support local business, hotels and restaurants. Youth sports programs create a space for families and the community to belong, improve health outcomes and strengthen the fabric of the economy and the community,” said Jeffrey Britt, Chief Government Affairs Officer, YMCA of the USA.
“Too many children are sidelined by limited access to sports and fitness facilities—denying them the physical, mental, and social benefits that come with playing sports and living healthy, active lifestyles,” said Todd Smith, President & CEO of the Sports & Fitness Industry Association (SFIA). “With the United States set to host a historic decade of global sporting events, we must prioritize youth participation in sports and fitness and ensure all children have the opportunity to play, grow, and thrive. SFIA thanks Senator Ossoff, Senator Young, Congressmen Huizenga, and Congressman Veasey for reintroducing this bill and proudly endorses the Youth Sports Facilities Act as a crucial investment in our communities – one that leverages existing federal resources, without increasing spending, to help cultivate the next generation of healthy, active, socially connected youth.”
“Because we see firsthand the role sports can play in shaping young people and growing communities, Pop Warner fully supports the re-introduction of the Youth Sports Facilities Act. By expanding the Economic Development Assistance grant program to include investments in youth sports facilities, this bill will ensure every community has the resources it needs to create safe and accessible sports environments. We urge you to pass this bill, investing in our children’s futures and in the well-being of our communities,” said Steve Strawbridge, President & CEO, Pop Warner Little Scholars.
Sen. Ossoff continues working to support the health of Georgia’s children.
Last November, Sen. Ossoff delivered over 1.7 million through the Bipartisan Safer Communities Act to help hire and train more mental health counselors for students in Georgia schools.
Last September, Sen. Ossoff introduced the Fresh Food Act of 2024 to address food insecurity across Georgia by helping attract more grocery stores to Georgia communities with limited access to fresh foods, and to help support Georgia farmers.
In 2024, Sen. Ossoff delivered $1,205,656 in Federal funding through the Children’s Hospital Graduate Medical Education (CHGME) program to help Egleston Children’s Hospital at Emory University train and retain more pediatric physicians.
Click here to read the Youth Sports Facilities Act.
Media Contact:
Bonnie McLaughlin | [email protected]
JOINT PRESS RELEASE: U.S. Senator Jon Ossoff’s Office
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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.
Legislation would help reduce the financial burden associated with various fitness-related purchases and activities
(March 26, 2025) – U.S. Sens. John Thune (R-S.D.) and Chris Murphy (D-Conn.), and U.S. Reps. Mike Kelly (R-Pa.) and Jimmy Panetta (D-Calif.), today reintroduced the Personal Health Investment Today (PHIT) Act. This bipartisan legislation would encourage physical activity and incentivize healthier living by allowing Americans to use a portion of the money saved in their pre-tax health savings account (HSA) and flexible spending account (FSA) toward qualified sports and fitness purchases, such as gym memberships, fitness equipment, and youth sports league fees.
“For some Americans, certain gym or athletic league membership costs can be prohibitive, keeping them from pursuing healthy habits like exercising or participating in other physical activities,” said Thune. “The PHIT Act would reduce some of the cost barriers that Americans face when pursuing healthy lifestyles and make it easier and more affordable for folks to stay active throughout their lives. By giving Americans greater flexibility with their HSAs and FSAs, we can empower people to make healthy choices, get active, and hopefully prevent the onset of costly chronic conditions as we work to make America healthy again.”
“As a former college football player and youth football coach myself, I’ve seen young Americans greatly improve their lives because they were able to join a team and play sports,” said Kelly. “This bill gives kids, especially those in underserved or low-income communities, a real chance to play the sport of their choice. This isn’t just about athletics: it’s about gaining critical team-building and character-building traits that stay with kids for the rest of their lives.”
“Too many working families are forced to cut back on healthy activities and lifestyles due to the rising costs of sports leagues, gym memberships, local swimming pools, and more,” said Panetta. “The PHIT Act provides a practical solution by allowing families to use pre-tax dollars from their HSA and FSA accounts to help pay for fitness expenses. By breaking down financial barriers, we can encourage healthier habits, strengthen our communities, and invest in preventive care that lasts a lifetime.”
“The National Football League (NFL) is pleased to support the PHIT Act, which is sensible, bipartisan legislation that makes participation in youth sports and physical activity more accessible and affordable,” said Brendon Plack, senior vice president of public policy and government affairs at the NFL. “Encouraging America’s youth to adopt active lifestyles and healthy habits has been a cornerstone of the league’s commitment to community, and the PHIT Act helps to further advance that important goal.”
“Sports, exercise, and recreation are essential to the physical and mental well-being of Americans of all ages,” said Todd Smith, president and CEO of the Sports and Fitness Industry Association (SFIA). “The PHIT Act is a forward-thinking, bipartisan solution that will make these activities more affordable and accessible, helping to build healthier communities and a stronger future for sports and fitness participation. SFIA thanks and supports Senators Thune and Murphy, and Congressmen Kelly and Panetta, for reintroducing this act. As we head into this next decade of once-in-a-generation sporting events taking place in the U.S., we especially look forward to working together to pass the PHIT Act and expand opportunities for all.”
“Preventative health solutions are more important than ever, and physical activity is a proven, cost-effective way to make Americans healthier,” said Liz Clark, president and CEO of the Health & Fitness Association. “The PHIT Act is a commonsense solution that will make it easier for individuals and families to invest in their health by making fitness more affordable. We applaud Majority Leader Thune and Sen. Murphy, and Congressmen Kelly and Panetta, for their leadership in reintroducing PHIT in the 119th Congress and recognizing the critical role prevention plays in improving public health.”
Qualified expenses do not include: private clubs owned and operated by members or clubs with golf, hunting, sailing, or riding facilities. In the case of sports equipment (other than exercise equipment), reimbursement for a single item cannot exceed $250, and these pre-tax dollars cannot be used for general fitness apparel or footwear.
Media Contact:
Bonnie McLaughlin | [email protected]
JOINT PRESS RELEASE: U.S. Senator John Thune’s Office
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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.
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]
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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.
SFIA Promotes Lisa Futterman to Senior Manager, Marketing and Communications
(March 4, 2025) – The Sports & Fitness Industry Association (SFIA) announced today the addition of Bonnie McLaughlin as Vice President, External Affairs & Industry Relations, to its Executive Team. McLaughlin will oversee external affairs, industry relations, and communications and marketing when she begins her new role on Monday, March 10, 2025.
The organization also announced the promotion of Lisa Futterman to Senior Manager, Marketing and Communications. Futterman, who has been with SFIA for nearly four years, will report directly to McLaughlin.
McLaughlin brings extensive experience from her previous roles as Vice President, Public Sector & Public Affairs at RH Strategic Communications, as well as: Executive Director, Global Partnerships & Marketing at the U.S. Chamber of Commerce; Senior Director for the Drink Up! Campaign; Director of Account Management at the Tribeca Film Festival.
Throughout her career, McLaughlin has developed and delivered industry-leading advocacy, marketing, communications, thought leadership, and research-driven campaigns.
“Bonnie’s vast experience in policy and strategic communications, membership and partnership relations, and coalition building, coupled with her passion for sports and fitness, makes her a great fit to join SFIA’s leadership team,” said Todd Smith, President & CEO, SFIA. “She will have an immediate impact on our industry.”
Futterman’s promotion recognizes her contributions in overseeing marketing and communications initiatives that drive SFIA’s membership engagement, industry education, research publications, event promotion, and public policy.
“Lisa has been consistently elevating SFIA’s communications and amplifying our industry initiatives,” said Smith. “Her promotion recognizes her valuable contributions, and I know she and Bonnie will make an outstanding team that advances our mission and supports our members.”
McLaughlin’s arrival comes during an impactful time for SFIA as the organization leads several key public policy initiatives for the industry, expands its membership resources and benefits, and drives industry programs that grow sports and fitness participation.
Media Contact:
Lisa Futterman | [email protected]
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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.
Team Sports, Fitness, and Racquet Sports Categories Experienced Significant Increases in 2024
(February 27, 2025) – For the first time since the Sports & Fitness Industry Association (SFIA) began tracking physical activity figures, the participation rate for active Americans reached 80%, according to the newly released data from the 2025 Topline Participation Report. This figure translates to 247.1 million Americans who participated in at least one activity in 2024, which is an increase of 25.4 million more active Americans per year since 2019.
Considered the sports and fitness industry’s essential reference document for participation, SFIA’s Topline Participation Report tracks rates of activity for Americans aged six and older across 124 different sports, fitness, and outdoor activities, and includes 10-year trend analyses by activity category, data deep-dives into inactivity, and surveys of Americans’ aspirations to take on new activities in 2024.
In 2024, CORE participation, considered the foundation of activity and an indicator for an active or organized participant, surpassed 170 million Americans, marking a new high and signaling positive trends for the industry.
The team sports category continued its momentum in 2024 and saw significant increases in participation as 20 of 24 team sports increased their participation levels from 2023, with eight team sports increasing by over 7%. In the fitness category, many activities saw significant increases for the first time since the pandemic. Every activity in the strength category increased participation for the first time since the pandemic, and class-based activity had its best year since 2020 – with almost all class-based activities showing participation increases since 2023. Hiking (day) and trail running continued their decade-long growth trend and running/jogging surpassed 50 million participants for the first time since 2020.
“For the first time since SFIA began tracking physical activity, the participation rate for active Americans has reached 80% – a testament to the nation’s growing commitment to health and fitness,” said Alex Kerman, Senior Director, Head of Research, SFIA.
“This milestone, highlighted in our 2025 Topline Participation Report, underscores the positive trends and momentum within the sports and fitness industry. We are thrilled to see such robust engagement across all activity categories, from team and racquet sports to fitness activities. It’s clear that Americans are prioritizing activity more than ever, and the sports and fitness industry looks forward to continuing to support a healthier, more active nation.”
For the fourth consecutive year, pickleball is the fastest-growing sport in the US. In 2024, 19.8 million Americans participated in pickleball, a 45.8% increase from the 2023 figure and an incredible 311% increase from three years ago. Racquet sports as a whole continued to be in a growth phase, with five out of seven racquet sports that SFIA tracks increasing their year-over-year participation totals.
The 2025 Topline Report shows the Olympic bounce is in full effect. Many of the sports featured in the 2024 Paris Olympic games saw significant participation increases in 2024. Sports including basketball, gymnastics, volleyball (court), and track and field all saw increases of nearly 7% or higher. Leading the way was wrestling, which had the largest increase of the Olympic sports, as well as all team sports with an 8.6% increase since 2023.
The 2025 Topline Participation Report is free to SFIA members and available for purchase for $475 to non-members.
The report is provided free of charge to members of the media. If you are interested in a copy of this report or an interview with an SFIA representative, please contact Lisa Futterman at [email protected].
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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.