New data reveals year-over-year wholesale sales gains as participation drives equipment demand, alongside changing consumer preferences for fitness
(March 31, 2026) – The sporting goods industry reached a new milestone in 2025, with wholesale sales totaling $130 billion, according to the 2026 Manufacturers’ Sales by Category Report from the Sports & Fitness Industry Association (SFIA). This represents a 3.7% year-over-year increase, as cost pressures and evolving trade and tariff policies continue to impact the industry.
Since 2020, wholesale sales have grown 34.7%, underscoring sustained post-pandemic momentum as Americans continue to prioritize physical activity.
The annual report tracks U.S. wholesale sales across sporting goods equipment, athletic footwear, sports apparel, and licensed merchandise, providing a comprehensive view of the industry’s health and trajectory.
Growth Driven by Both Emerging and Established Categories
While emerging sports continue to reshape the landscape, established categories are also delivering strong gains. Pickleball remained the fastest-growing category, with wholesale sales climbing 22% year-over-year.
At the same time, traditional team sports are seeing renewed strength. Baseball/softball, one of the industry’s most established categories, grew 7.9%, driven by increased participation and consistent equipment demand across bats, gloves, and protective gear.
Team uniforms further reflect this resurgence in organized play, rising 5.4% year-over-year and 75.9% since 2020, with growth across every major sport.
Fitness Category Highlights Shifting Consumer Behavior
The fitness category returns to this year’s report, revealing a clear divergence within consumer exercise habits.
Institutional fitness equipment saw broad-based growth, reflecting continued investment in gyms, health clubs, and commercial facilities. In contrast, portions of the consumer/home equipment segment experienced declines, signaling a shift in where and how Americans are staying active.
Footwear and Apparel Continue to Anchor the Market
Athletic footwear remains the largest single sales driver, totaling $24.1 billion in 2025, outpacing the broader industry growth rate. Sports apparel and licensed merchandise also posted gains.
A Structurally Strong Industry Heading into a Global Sports Decade
“The sporting goods industry continues to demonstrate both resilience and long-term growth potential,” said Alex Kerman, Senior Director and Head of Research at SFIA. “What we are seeing is sustained, participation-driven growth, even as companies navigate a more complex economic environment shaped by trade and tariff pressures. Established categories like baseball/softball are benefiting from renewed engagement, while emerging sports like pickleball are expanding the overall market. Understanding how these trends intersect with evolving consumer behavior and broader economic pressures will be critical as the industry looks ahead — insights we will explore further in our upcoming State of the Industry Report.”
As the U.S. prepares to host an unprecedented lineup of major international sporting events, SFIA’s 2034WARD Campaign aims to harness this momentum to further expand participation and industry growth well beyond this decade.
The 2026 Manufacturers’ Sales by Category Report is available free to SFIA members and can be purchased by non-members for $500.
Members of the media may request a complimentary copy or schedule an interview with an SFIA spokesperson by contacting 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.
Part of SFIA’s 2034WARD Campaign, First Event Welcomes Atlanta Youth in Partnership with the YMCA
WASHINGTON, DC (March 18, 2026) — The Sports & Fitness Industry Association (SFIA) will kick off its Youth Sports Clinic Series this Saturday at The Villages at Carver Family YMCA in Atlanta as part of its decade-long 2034WARD Campaign.
SFIA’s 2034WARD industry initiative will harness the global spotlight on sports and fitness in the United States from now through 2034 — a decade that will bring the world’s highest profile sporting events to the U.S. Through this free of cost, community-based program, the Youth Sports Clinic Series will drive local impact by increasing youth sports access and affordability and build healthier, more active and connected communities. Saturday’s clinic, hosted in partnership with the YMCA and supported by TeamSnap, will welcome children ages 7-12 for an immersive, interactive experience playing lacrosse, baseball, and ultimate frisbee. Participants will rotate through the three skill-building stations led by professionally trained instructors, provided by the Premier Lacrosse League, USA Baseball, and USA Ultimate.
By introducing young athletes to multiple sports in a single afternoon, the clinic is designed to spark interest, build confidence, and encourage longer-term participation, especially among children who may not otherwise have access to organized sports opportunities.
“This decade presents a rare and historic opportunity for sports and fitness in the United States,” said Todd Smith, President & CEO of SFIA. “Where the true legacy of this moment will not be measured solely by the success of each global event hosted in our country, but by how many young people become inspired to get in the game. Through our partnership with the YMCA, we are working to ensure that more kids have free access to quality sports experiences that can shape their health and confidence for years to come.”
The YMCA, long recognized for its commitment to youth development and healthy living, serves as a foundational partner in bringing the youth clinics directly into communities.
“At the Villages at Carver Family YMCA, we work with families every day to make sure every child has the opportunity to participate and feel like they belong,” said James Carroll, Executive Director of the Villages at Carver Family YMCA. “It’s part of our commitment across the YMCA of Metro Atlanta and our network of locations to meet families where they are. Here at Carver, this partnership creates new opportunities for kids to try sports they may not have otherwise experienced, and that kind of exposure can change how they see themselves and what they believe is possible.”
The Series will continue across the country as part of SFIA’s broader 2034WARD Campaign to increase sports and fitness participation, expand access, and promote physical vitality nationwide.
Organizations interested in supporting a future Youth Sports Clinic can contact Bonnie McLaughlin at [email protected].
To learn more about the 2034WARD initiative, visit sfia.org/2034ward.
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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 the YMCA of Metro Atlanta: The YMCA of Metro Atlanta is a non-profit 501(c)(3) organization. For more than 165 years, the YMCA of Metro Atlanta has been impacting lives and strengthening communities. By providing services and support networks, building bridges between people from all backgrounds and engaging stakeholders at various levels, the Y has maintained its relevance, helping to create stronger, more cohesive communities for all. ymcaatlanta.org
Team Sports Lead Year-Over-Year Growth While Teen Inactivity Rises and the Gap Between Gender Activity Widens
(March 12, 2026) – For the first time since the Sports & Fitness Industry Association (SFIA) began tracking participation, 250 million Americans took part in at least one sport, fitness, or leisure activity in 2025, according to the Association’s 2026 Topline Participation Report.
Considered the sports and fitness industry’s essential resource for participation data, the report tracks activity rates for Americans ages six and older across 126 different sports, fitness, and leisure activities. It includes 10-year trend analyses by category, detailed examinations of inactivity, and new insights into how frequently Americans are achieving federal guidelines for recommended weekly activity.
Overall participation grew 1.2% year over year — a moderation from the 1.7% average annual growth rate since 2020 — while CORE participation reached 158.8 million, increasing 1.3% year over year. CORE participants, the individuals who participate in the majority of play occasions for each sport or activity, make up the foundation of the sports and fitness ecosystem and signal deeper engagement.
“Reaching 250 million active Americans is a historic milestone for our industry,” said Todd Smith, President and CEO of SFIA. “Total and CORE participation continue to rise, which tells us Americans are not just trying activities — they are staying engaged. That kind of sustained participation strengthens communities, drives industry growth, and reinforces the essential role sports and fitness play in American life.”
New to the annual report this year, SFIA introduced a measure of how often Americans elevate their heart rate each week, providing additional activity context beyond the topline participation totals. Under this new metric, 32% of Americans are meeting the federal recommendation of 150 minutes per week of moderate-intensity physical activity. The other 68% — two-thirds of Americans — are not yet meeting that guideline, underscoring a significant need for Americans to not just participate in activities, but to increase the weekly frequency of their participation for greater health outcomes.
Overall Inactivity Reaches Historic Low, but Inactivity by Teens and the Gap Between Male and Female Rates Are Trending in the Wrong Direction
The share of Americans who are totally inactive fell below 20% for the first time since SFIA began tracking, marking seven consecutive years of decline.
However, a closer look at inactivity by gender and age reveals important challenges. While inactivity declined for both men and women in 2025, women remain more likely than men to be inactive, with the gender gap widening slightly to 6.3 percentage points, up from 5.9 points the previous year.
By age, inactivity declined across every group except one: teens ages 13-17, where inactivity increased 4.4% year over year.
“Even with strong participation numbers, our work is far from finished,” Smith said. “The majority of Americans still aren’t meeting federal guidelines for weekly physical activity, teen inactivity levels are rising, and the gap between men’s and women’s inactivity rates has widened. These trends reinforce why continued advancements in access, affordability, and opportunity are needed to strengthen the health of our country.”
Team Sports Lead Category Growth, and Pickleball Continues Its Rise
Among seven activity categories, team sports recorded the strongest growth year-over-year, surpassing 90 million total participants for the first time, while pickleball continued its five-year streak as the fastest-growing sport. SFIA added two activities to this year’s report: disc golf and padel, bringing the total number tracked to 126, reflecting the growing variety of sports, fitness, and leisure activities available to participants.
Looking Ahead
The 2026 Topline Participation Report serves as an important benchmark as SFIA advances its 2034WARD Campaign, a decade-long initiative focused on leveraging upcoming global sporting events hosted in the U.S. to grow participation, expand access, and help more Americans build active lifestyles.
The 2026 Topline Participation Report is free to SFIA members and available for purchase for $700 for non-members.
The report is provided free of charge to members of the media. To request a copy of the report or to schedule an interview with an SFIA representative, please contact Lisa Futterman at [email protected].
For a one-page overview of key trends from the report, click here.
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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.
(December 8, 2025) – The Sports & Fitness Industry Association (SFIA) announced today the addition of Jenny Karn as Senior Director to the team. Karn officially joined SFIA on Monday, December 1, 2025, and will be responsible for driving SFIA’s growth across multiple channels, expanding the organization’s digital footprint and contributing to SFIA’s industry-leading research business.
As a two-time entrepreneur growing marketing and communications consulting firms from the ground up, Karn brings nearly two decades of experience in digital storytelling and data visualization to SFIA and will utilize that experience to support the industry by identifying new trends and critical data insights. She has worked with household brand names like Google, the NBA, and Sherwin-Williams to solve complex challenges and increase audience engagement.
Karn’s passion for sports and fitness spans outside of her work – participating in CrossFit, ultramarathons, and triathlons as an adult. She has seen first-hand the transformational impact sports and fitness can have across all aspects of one’s life and looks forward to supporting SFIA’s mission to increase sports and fitness participation throughout the country.
“We are excited to welcome Jenny to the SFIA team,” said Bonnie McLaughlin, Vice President of External Affairs & Industry Relations, SFIA. “Jenny brings a dynamic blend of creative narrative development, digital expertise, and product development, which will be instrumental in supporting our members and driving growth across the industry. Her entrepreneurial background, paired with her passion for sports and fitness, align perfectly with SFIA’s mission to promote increased participation and support the industry overall.”
Karn’s arrival marks another pivotal addition to the SFIA Team in 2025 as the organization continues to expand its industry-leading resources and insights that support the growth of our industry.
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.
New Cutting-Edge Research Initiative Features Comprehensive Look at Purchase Trends and Gear Preferences for Pickleball Consumers
(November 4, 2025) – The Sports & Fitness Industry Association (SFIA) and Dynamic Universal Pickleball Rating (DUPR) have teamed up to release a new, custom pickleball report today, The Pickleball Market Playbook: Consumer Spending, Gear Preferences & Play Habits. The collaboration between SFIA, the leading supplier of sports and fitness participation data, and DUPR, the world’s most accurate pickleball rating system, has culminated in the creation of a first-of-its-kind report examining the habits and usage rates of avid pickleball players – including the brands they play with and the factors that matter most to them.
“Partnering with DUPR on this report has been an exciting opportunity to bring together SFIA’s expertise in sports participation data with DUPR’s deep connection to the pickleball community,” said Alex Kerman, Senior Director, Head of Research, SFIA. “Our collaboration allows us to understand the evolving landscape of the sport and provide the industry with unprecedented insights into how players engage with pickleball.”
The Pickleball Market Playbook offers groundbreaking research available to the industry for the first time, coming directly from avid pickleball players. This includes usage rates of essential gear – paddles, balls, and court shoes – to better inform and empower manufacturers, brands, and stakeholders across the pickleball space.
The report found that pickleball engagement remains strong among avid players, with over 90% of respondents playing at least twice a week, and 48% wanting to increase their play frequency. Additionally, more than 90% of players plan to maintain or boost their pickleball equipment spending over the next 12 months.
Among those who reported their annual expenses, the highest individual cost was facility fees, averaging $913 per year. Other commonly reported expenses included lessons ($688), tournament fees ($517), and equipment – such as paddles, balls, and shoes – which exceeded $600 annually.
Nearly 94% of pickleball players value the physical exercise that pickleball provides them. Furthermore, survey respondents listed health benefits as their top motivation for playing pickleball, at 49%, followed very closely behind by fun at 48.4% and competitive play at 45%.
Shifting to pickleball fandom, research consistently shows that individuals who play a sport are more likely to become fans of that sport. The report revealed that roughly 65% of dedicated players follow a professional pickleball league, 65.7% of respondents stay updated via live broadcasts (TV or online), and 51.9% through social media. Additionally, 61.3% of survey respondents said they turn to social media for news and events around pickleball, followed by their local pickleball community (56.3%) and dedicated forums/websites (56.2%).
As pickleball facilities rapidly emerge across the country to try to keep up with America’s fastest-growing sport, respondents answered favorably regarding their experiences with court quality and proximity, but listed availability as the biggest hurdle, with 44.4% reporting overcrowded courts. Additionally, 39.2% of pickleball players reported they struggle to find opponents of similar skill to play with, underscoring the importance of accurate ratings and level-based play, and 31.9% face scheduling conflicts with other players.
“At DUPR, we see firsthand how pickleball is transforming lives and communities, and this playbook validates what we have long known – pickleball is not just a game, it is a lifestyle,” said Kevin Kim, COO, DUPR. “This report with SFIA highlights the powerful ways pickleball is reshaping how people play, spend, and connect– a must-read for anyone looking to grow or invest in the game.”
The Pickleball Market Playbook: Consumer Spending, Gear Preferences & Play Habits is now available for purchase for $1,000 for SFIA members and $2,000 to non-members.
SFIA
Lisa Futterman
Senior Manager, Marketing & Communications
[email protected]
DUPR
Kyrill Hartog
VP Marketing & Communications
[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 DUPR: DUPR (Dynamic Universal Pickleball Rating) is the premier global pickleball rating system and technology platform, trusted by the world’s leading clubs, tournaments, leagues, and players. DUPR’s dynamic rating system unifies pickleball across age, gender, and location by analyzing match results to accurately evaluate all players across a 2.000 – 8.000 scale. DUPR is the official pickleball rating of leagues, tournaments and clubs around the world, including United Pickleball Association (UPA), PPA, Major League Pickleball (MLP), Pickleball.com, Life Time, The Picklr, National Team Pickleball League, National Pickleball League. It also owns and operates Minor League Pickleball and Collegiate Pickleball, two of the biggest amateur leagues in the sport. Players and operators can visit www.dupr.com to sign up and learn more.
Semi-Finalists Will Pitch Judging Panel Made up of Sports and Fitness Executives and Investors
(September 10, 2025) – The Sports & Fitness Industry Association (SFIA) announced today that it has selected six semi-finalists to compete in the 2025 Start-Up Challenge, hosted in partnership with The Players Impact (TPI). The Start-Up Challenge, now in its ninth year, provides a unique opportunity for sports and fitness entrepreneurs and innovators to showcase their groundbreaking ideas, products, and technologies and help advance the fast-paced and ever-evolving sports and fitness industry.
The next part of the competition will take place on Tuesday, September 16, 2025, with the Virtual Pitch Session. All six semi-finalists will create an investment profile and pitch to our esteemed panel of judges, made up of industry executives, investors, retailers, and thought leaders. At the conclusion of the Virtual Session, the top finalists will be selected to compete live, in-person in November (location and date TBD) to determine the 2025 Start-Up Challenge Champion.
This year’s application pool included entrepreneurs from around the world, representing all segments of the sports and fitness industry, including athletic performance, wearables, hydration analytics, youth and lifestyle sportswear, sports technology, and apps powered by AI, and more.
The 2025 semi-finalists are:
- InSquare: A patented low-profile force deck, just one square meter, that redefines fitness. For the first time, one compact and portable unit fuses cardio, strength, balance, isometric, and impact training with real-time performance metrics once reserved for elite athletes, delivered seamlessly on-board or through a mobile app.
- Jbrds: Our company’s mission is to start kids off on the right foot with anatomically correct footwear for an active lifestyle. Walking becomes running, running is core to play, and play is where kids discover sports. Our vision is for kids to start sports off on the right foot.
- Lineman Probs: A niche athletic brand built to finally shine a light on those who play football, work the hardest, and never get the full attention they deserve – the linemen.
- Ruley the E-Referee: An AI-driven rules companion that translates referee jargon into plain language – instantly. Type or ask your question mid-game and get a clear, concise explanation before the next play unfolds.
- Sandlotz: AI-powered sports and fitness marketplace that gamifies human movement through public leaderboards, verified performance tracking, and real-world rewards. We integrate data from wearables and fitness apps to create a universal “Sandlotz Score” that ranks athletes globally and locally.
- UltimateTag: The world’s first objective scoring system for multiplayer team sword fighting, featuring our patent-pending Magnetic-Velcro-Tag Capture System. This innovation addresses a centuries-old challenge by reversing the design: instead of striking your opponents, your goal is to capture their “UltimateTags”.
All semi-finalists will receive one year of SFIA membership, a logo feature in an SFIA research report, exposure and connections to industry judges (virtually) and their feedback, personal introductions to five judges of their choice, and the opportunity to present to sports and fitness industry brands and retailers.
All finalists will receive the above prizes as well as a 2026 SFIA Start-Up Challenge judge’s seat, national media coverage, and exclusive access to TPI’s Start Up Membership, including the opportunity to pitch to TPI’s community of investors and athletes for potential investment. TPI’s Start Up Membership includes access to premium investment deals and the opportunity to network with a curated community of athletes, investors, and founders, educational resources, and events to grow financial and business acumen. Additionally, finalists will have the ability to work directly with athletes for brand ambassador opportunities, internships, product testing, nearly 50 investment opportunities, and more.
In addition to all the prizes listed so far, the grand prize winner, who will be selected amongst the finalists at the Start-Up Challenge Main Event (November 2025) will receive 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.
“The Start-Up Challenge continues to spotlight the boldest and brightest innovators shaping the future of sports and fitness,” said Todd Smith, President & CEO of SFIA. “This year’s semi-finalists represent the cutting edge of performance, technology, and accessibility. SFIA, with our partners at The Players Impact, is proud to provide a platform that connects these visionary entrepreneurs with industry leaders and investors who can help bring their ideas to life.”
For more information on the 2025 Start-Up Challenge, click here.
If you are interested in an interview with one of the Start-Up Challenge semi-finalists or a member of the SFIA team, please contact Lisa Futterman at [email protected].
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.
(September 8, 2025) – The Sports & Fitness Industry Association (SFIA) announced today the addition of Aneysha Bhat as Director, Government Affairs & Strategic Advocacy. Bhat officially joined SFIA on Tuesday, September 2, 2025, and will be responsible for leading SFIA’s government affairs and strategic advocacy efforts to shape policies that promote sports and fitness participation across America and ensure industry vitality.
Bhat brings extensive experience to SFIA from her previous roles, which include the Founder of Annova Strategies, an independent consulting firm, Senior Manager of Federal Affairs at the Computer & Communications Industry Association, Deputy Associate Administrator in the Small Business Administration’s Office of Congressional & Legislative Affairs, and as a legislative staffer in the Office of U.S. Senator Tammy Duckworth.
Throughout her career, Bhat has been a catalyst for innovation and strategic policy advocacy – spearheading product and policy development, shaping legislative engagement, cultivating strong stakeholder partnerships, and leading the successful implementation of high-impact policies, initiatives, and projects across the private and public sectors.
“The addition of Aneysha to the team is a win for SFIA, our members, and our industry’s voice in Washington, DC, and beyond. Her impressive background and vast experience will be instrumental in advancing our legislative priorities and strengthening strategic relationships on Capitol Hill and around Washington,” said Bonnie McLaughlin, Vice President of External Affairs & Industry Relations at SFIA. “We are confident she will be a powerful advocate for SFIA’s key industry initiatives and a driving force in our efforts to advance smart policies and serve SFIA’s mission.”
Bhat’s arrival to SFIA comes at a critical moment for the sports and fitness industry, as tariffs continue to escalate costs and negatively impact sports and fitness participation. She will be responsible for expanding the industry’s presence on Capitol Hill and championing policies that help eliminate accessibility and affordability barriers to sports and fitness participation for all Americans.
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.
2025 Data Indicates Slight Decrease in Participation Trends; Costs Cited as Top Concern
(August 21, 2025) – The Sports & Fitness Industry Association (SFIA) today released its inaugural First Half Game Plan: Key Moves in Sports Participation Report, marking the first time SFIA has put out a mid-year update of sports and fitness participation data. This new report reflects SFIA’s commitment to delivering timely, actionable insights with up-to-date analysis that helps our members stay ahead of the curve in a rapidly evolving industry.
“SFIA is excited to introduce our first mid-year participation report – a fresh way to share timely insights into how Americans are engaging with sports and fitness,” said Alex Kerman, Senior Director, Head of Research for SFIA. “While some categories show modest declines, the data also reveals areas of resilience and growth. By delivering these insights mid-year, we’re helping companies better anticipate market shifts, fine-tune their planning, and make smarter, data-informed decisions for the remainder of the year and beyond.”
As part of this inaugural report, SFIA is introducing a new activity definition designed to better reflect meaningful engagement in physical activity. Under this updated framework, individuals are considered “active” if they engage in at least 150 minutes of moderate-intensity activity per week.
In 2024, 22.6% of Americans were entirely inactive. First half of the year indicators for 2025 show that inactivity levels have increased to 22.9%. This equates to roughly one million more Americans not actively participating in sports or fitness activities of any kind. This increase is likely driven by ongoing market and economic uncertainty surrounding tariffs and a natural post-Olympic participation slowdown.
Several sports prominently featured in the Paris Olympics last year are seeing modest declines, including Swimming on a Team, down by 2.7%, Skateboarding by 2.4%, Soccer (Outdoor) by 1.7%, Surfing by 5.8%, and Track and Field by 3.6%.
Despite the declines in rates of participation, there were positive takeaways from the data for the first half of 2025. Winter Sports saw the largest activity growth from July 2024 to June 2025, increasing by 1.7%, followed by modest gains in Fitness Activities (0.3%) and Racquet Sports (0.1%). Additionally, among the 30 sports with updated participation data, Pickleball remains the fastest-growing sport, with a 14.7% increase in participation.
In 2025, there is a move towards more wellness-oriented activities, with preferences varying notably by age group. Fitness dominated the intended activities, with Running/Jogging emerging as the most intended among younger age groups, while for the older age groups, Working out with Weights and Treadmill use showed strong appeal.
With the current economic uncertainty – especially around tariffs – it is not surprising that the report revealed that increased costs remain the most significant barrier to youth sports participation, with 41% of parents citing it as the primary barrier to their children participating in sports.
The 2025 First Half Game Plan: Key Moves in Sports Participation Report is free to SFIA members and available for purchase for $300 to non-members. Additionally, this report can be purchased as a bundle with the 2026 Topline Participation Report (pre-order) for $700 total – a 10% discount – by clicking here.
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) 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.
WASHINGTON, DC (August 1, 2025) – The Sports & Fitness Industry Association (SFIA) applauds the Administration’s decision to reestablish the President’s Council on Sports, Fitness, and Nutrition – an important step towards improving the health and well-being of America’s youth through increased physical activity and participation in sports.
SFIA looks forward to closely collaborating with the President’s Council to advance our shared mission of building healthier, more active communities through sports and fitness.
“SFIA commends the Administration’s efforts to revitalize the President’s Council and prioritize sports and fitness participation to improve the health of our country,” said Todd Smith, President & CEO, SFIA. “We look forward to partnering with the Council to foster a new generation of healthy, active youth.”
The Council’s revitalization arrives at a pivotal time, as the United States prepares to host a historic decade of global sporting events, and aligns with SFIA’s recently launched 2034WARD Campaign – a decade-long initiative that will capitalize on upcoming global sporting events to drive growth in sports and fitness participation and create a lasting culture of health and wellness.
For more information about SFIA’s 2034WARD Campaign, visit https://sfia.org/2034ward/.
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.
(July 17, 2025) – The Sports & Fitness Industry Association (SFIA) has announced the pilot of a new professional development initiative, the VetsEXCEL Career Development and Mentorship Program. The program is designed to support military veterans as they transition from the military into civilian careers and are interested in pursuing jobs within the sports and fitness industry.
The pilot program, slated to begin in September 2025, will offer a comprehensive experience that combines hands-on professional development, one-to-one mentorship, career coaching, and unparalleled industry access. Through curated mentorships and strategic networking opportunities, veterans will gain firsthand exposure to the sports and fitness sector, equipping them with valuable insights and connections that will be vital to their civilian career pursuits.
The VetsEXCEL Program will emulate the components of SFIA’s existing Excelerator Program, which has played a pivotal role in shaping the future of young professionals currently working within the sports and fitness sector since the Excelerator Program’s inception in 2023. The inaugural VetsEXCEL cohort will consist of up to 10 military service members. Each service member will be paired with an executive within the sports and fitness industry who will serve as their mentor. Cohort participants will take part in interactive career workshops designed to enhance their awareness of career opportunities while addressing the unique challenges associated with transitioning from military service. Coaching sessions will also be provided to help cohort participants identify roles within the sports and fitness industry that align with their military experience.
Todd Smith, President & CEO of SFIA, emphasized why the VetsEXCEL Program is so essential: “Our veterans bring an unprecedented combination of discipline, leadership, and adaptability – qualities that make them incredibly well-suited for careers in the sports and fitness industry. Yet, many transitioning service members are unaware of the wealth of opportunities available to them within our industry sector. Through VetsEXCEL, SFIA is committed to providing guidance, connections, and resources that support our veterans and showcase the amazing civilian careers available to them across the sports and fitness industry.”
The launch of the VetsEXCEL pilot program has been possible thanks to the early support received from corporate partners, including the National Hockey League, Navy Federal Credit Union, and U.S. Veterans Magazine.
“The National Hockey League is proud to support the VetsExcel Program as part of Operation Line Shift, our broader commitment to honoring and empowering the military community,” said Kim Davis, NHL Senior Executive Vice President, Social Impact, Growth Initiatives & Legislative Affairs. “This initiative not only allows us to thank veterans for their service – it enables us to recognize their unique strengths and provide an onramp into sports industry careers.”
“It means a great deal to me that Navy Federal actively employs veterans, and they see the talent pool in veterans,” said West Sisoukrath, Navy Federal Security and Marine Corps Veteran. “It is great to know that Navy Federal supports veterans in the workplace through programs like VetsEXCEL and DoD SkillBridge.”
U.S. Veterans Magazine, ranked the No. 2 veteran-focused publication in the United States, is proud to feature the VetsEXCEL Program in its first-ever Veterans in Sports edition, scheduled for release in the Veterans Day issue. This special feature will spotlight decorated Green Beret and former NFL player Nate Boyer on the cover, highlighting why veterans are a natural fit for the sports and fitness industry. The edition will explore education, career pathways, and entrepreneurial opportunities that align with veterans’ unique strengths.
“Veterans are truly a perfect fit for the sports and fitness world,” said Mona Lisa Faris, president and publisher of U.S. Veterans Magazine. “Their ability to perform under pressure, take initiative, and work cohesively with others translates seamlessly into this dynamic field. We are excited about our partnership with SFIA and the many ways we can support veterans in building meaningful, successful careers in an industry that genuinely values the experience and mindset they bring to the table.”
SFIA is privileged to launch this pilot initiative and support our country’s service members. Industry leaders and corporations interested in supporting the program are encouraged to reach out to SFIA and contact Bonnie McLaughlin at [email protected]. Stay tuned for additional information about the VetsEXCEL pilot program available over the coming weeks.
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.