New SFIA Single Sport Reports uncover important shifts in fitness participation trends, from the evolution of strength training to the continued rise of mind-body fitness and an unexpected resurgence in cardio equipment use.
Every year, the Sports & Fitness Industry Association (SFIA), in partnership with the Physical Activity Council (PAC), conducts one of the largest and most comprehensive studies of sports and fitness participation in the United States. Through 18,000 annual interviews with a nationally representative sample of Americans ages six and older, SFIA’s research provides a detailed view of how consumer fitness behaviors are changing.
The findings from the newly released 2026 SFIA Single Sport Reports, based on 2025 participation data, reveal several important trends shaping the future of the fitness industry:
- Strength training continues to grow, but not uniformly.
- Yoga and Pilates are experiencing some of their strongest momentum in years.
- Cardio equipment participation is making an unexpected comeback.
For fitness brands, retailers, facility operators, investors, and manufacturers, these trends offer valuable insight into where consumer demand is headed and where new opportunities may emerge.
Strength Training Isn’t One Trend — It’s Multiple Markets Moving in Different Directions
Throughout the industry, “strength training” is often treated as a single category. SFIA’s latest participation data tells a more nuanced story.
The strength category consists of multiple distinct activities, each with its own consumer profile, growth trajectory, and participation patterns. While some categories continue to demonstrate strong momentum, others have plateaued or declined, creating a much more complex market landscape than broad industry narratives often suggest.
One of the most notable developments is the continued evolution of female participation across strength categories. Certain modalities are seeing particularly strong engagement among women, while others remain relatively stable or are experiencing shifts in participant composition.
Among the key findings:
- Free weight categories continue to demonstrate healthy participation growth.
- Kettlebell training remains one of the fastest-growing segments within strength fitness.
- Dumbbells continue to represent one of the largest participation categories in fitness overall.
- Traditional resistance machine participation remains stable but is evolving demographically.
- Bodyweight and calisthenics participation has softened compared to recent years.
What This Means for the Industry
The takeaway is clear: there is not a single “strength consumer.”
Brands developing products, retailers allocating shelf space, operators designing programming, and marketers building campaigns must increasingly view strength training as multiple adjacent markets rather than a single category. Understanding who participates, how frequently they engage, and what complementary activities they pursue has become essential to identifying growth opportunities.
The full SFIA Single Sport Reports provide detailed demographic profiles, participation frequency data, regional trends, and cross-participation analysis for each strength category.
Explore SFIA’s Strength Training Single Sport Reports to uncover the complete market picture.
Yoga and Pilates Continue Their Strong Growth Trajectory
If strength training tells a story of market fragmentation, yoga and Pilates tell a story of sustained momentum.
Both activities recorded some of their strongest growth patterns in recent years, reflecting broader consumer trends toward wellness, mobility, recovery, mindfulness, and holistic health.
Yoga continues to demonstrate broad appeal across age groups and participation levels, while Pilates has emerged as one of the fastest-growing fitness activities tracked by SFIA. The growth of both categories aligns with increased consumer interest in movement modalities that deliver physical, mental, and lifestyle benefits simultaneously.
Several factors appear to be contributing to this continued expansion:
- Increased consumer focus on recovery and longevity
- Growing demand for low-impact exercise options
- Continued investment in boutique and specialty fitness experiences
- Greater integration of mind-body practices into mainstream fitness programming
What This Means for the Industry
The sustained growth of yoga and Pilates suggests that consumers increasingly view fitness through a broader wellness lens.
For operators, brands, and manufacturers, understanding participant demographics, engagement frequency, and cross-participation behaviors within these categories may help identify emerging opportunities in programming, equipment development, retail assortment, and consumer marketing.
The SFIA Single Sport Reports provide detailed insights into participant profiles, behavioral patterns, and long-term participation trends across both categories.
Access SFIA’s Yoga and Pilates Single Sport Reports to explore the complete data set.
The Cardio Comeback: Why Treadmills and Stair Climbers Are Growing Again
Perhaps the most surprising finding in SFIA’s latest fitness participation research is the renewed growth of traditional cardio equipment.
After years of industry attention focused primarily on strength and functional fitness, participation in treadmill and stair-climbing machine activities increased significantly in 2025, making cardio one of the year’s most notable stories.
The data suggests that much of this growth is being driven by newer and returning participants rather than solely by highly committed fitness enthusiasts. This distinction is important because it may indicate broader market expansion and renewed consumer interest rather than simply increased engagement among existing participants.
Several factors may be contributing to this resurgence:
- Growing consumer interest in Zone 2 and cardiovascular health training
- Increased awareness of longevity and heart health benefits
- Greater integration of cardio into strength-focused fitness routines
- Expanded accessibility across commercial, boutique, and home fitness environments
What This Means for the Industry
For manufacturers, retailers, and facility operators, the return of cardio participation presents both opportunities and strategic questions.
Understanding which consumer segments are driving growth, how frequently they participate, and which other activities they engage in may help organizations better position products, programming, and marketing investments.
SFIA’s Single Sport Reports provide detailed demographic, behavioral, and cross-participation analysis to help organizations identify where opportunities exist.
Access SFIA’s Cardio Equipment Single Sport Reports for the full analysis.
Why Participation Data Matters More Than Ever
Headline trends can help identify emerging opportunities. But strategic decisions require a deeper understanding of who consumers are, how they behave, and where markets are moving.
Whether your organization is evaluating product development opportunities, retail strategies, facility investments, marketing campaigns, or long-term market positioning, understanding participation patterns remains one of the most powerful competitive advantages available.
SFIA’s 2026 Single Sport Reports provide:
- Detailed participant demographics
- CORE participant analysis
- Long-term participation trends
- Regional market insights
- Cross-participation behavior analysis
- Consumer engagement patterns
- Strategic market intelligence
Each report delivers a comprehensive view of a single activity category, helping organizations move beyond headlines to make better-informed business decisions.
Explore the 2026 SFIA Single Sport Reports
The complete SFIA fitness research library includes reports covering:
- Strength training categories
- Yoga and Pilates
- Cardio equipment
- Running and walking
- Aquatics
- Group fitness
- Functional training
- Mind-body activities
- More than 25 fitness activities in total
Browse the complete library of SFIA Single Sport Reports and discover the insights shaping the future of the fitness industry.
Methodology: Findings are based on SFIA’s 2026 Single Sport Reports utilizing 2025 participation data collected through the annual Physical Activity Council participation study. The study includes 18,000 surveys with a nationally representative sample of Americans ages six and older.
Updated on July 8, 2026
For the first time in more than three decades, the United States is co-hosting the world’s most-watched soccer tournament. For the sports and fitness industry, that’s more than a cultural moment. It’s a participation opportunity. New data from the Sports & Fitness Industry Association (SFIA) shows Americans are paying attention, getting excited, and, crucially, getting active.
At SFIA, we track sports participation trends year-round through our Physical Activity Council (PAC) survey, an annual, nationally representative study of 18,000 respondents. What we’re seeing heading into this summer’s tournament is encouraging for anyone invested in the future of soccer and sport broadly.
Soccer Participation Rate Hits New Peak During the Tournament
Indoor and outdoor soccer participation has climbed steadily over the past three years. In January 2023, roughly 6.7% of Americans reported participating in soccer. By June 2026, that figure has grown to 8.2%, representing approximately 25.5 million Americans playing indoor or outdoor soccer. During this year’s tournament, fandom appears to be translating to participation in real time.
This isn’t a blip. The trend line has been consistent and upward, reflecting a deepening soccer culture in the U.S. that the World Cup is poised to amplify further.
World Cup Buzz Is Building
American interest in the World Cup has grown month over month in 2026. In February, 24.4% of the total population said they planned to follow the tournament. By May, that number had risen to 34.4% — more than one in three Americans. Among current soccer players, the excitement is even more striking: 79.8% plan to watch.
Engagement goes beyond passive viewing. Nearly a quarter of Americans (23.2%) plan to watch full matches, and 23.8% will follow highlights and clips. Nearly 5% say they plan to travel to watch a match in person — a meaningful share when applied to the U.S. population ages 6+.
Who’s Tuning In: A Look at Viewership by Community
Interest in the tournament isn’t uniform — it’s especially strong in communities with deep soccer roots. Among Asian and Pacific Islander Americans, 52.0% plan to watch as of May, up from 43.9% in February. Hispanic Americans are close behind at 44.5% in May, after peaking at 49.6% in March. African American and Black Americans have seen growing interest, rising from 23.1% in February to 30.4% in May. Among Caucasian/White Americans, viewership intent climbed from 22.1% to 30.8% over the same period.
The across-the-board growth in viewership intent — across every demographic tracked — reflects the broad, unifying appeal of the tournament and its potential to activate participation in communities that may have been less engaged with soccer in prior years.
A New Generation of Players Is Watching
One of the most exciting signals in our data is what’s happening among non-players. Approximately 15.2 million Americans who don’t currently play soccer said in 2025 that they definitely intend to play in the next 12 months. That’s up from 10.7 million in 2021, and it represents a meaningful and growing pipeline of potential new participants. World Cup moments have historically converted viewers into players in the year of and the year after the tournament, our 2026 Soccer Spotlight Report found. The combination of home-field hosting, high media visibility, and rising participation rates positions 2026 as a genuine inflection point for soccer growth.
Hosting at Home Changes the Equation
When SFIA asked Americans whether the U.S. hosting a major sporting event — like the World Cup or the Olympics — makes them more likely to participate in sports or physical activity themselves, the results were striking.
Among youth team sport participants, 38.2% said they were “very likely” or “much more likely” to participate in sports or physical activity because of the home hosting — representing an estimated 12.3 million young athletes. Among adult team sport participants, that number was 26.2%, or an estimated 14.0 million adults (preliminary projected figures; youth and adult team sport totals not yet finalized). Even across the total population, 16.5% of Americans said the same — roughly 51.3 million people .
The “host country effect” is real, and the data bears it out. When the world’s biggest sporting stage comes to your backyard, people don’t just watch — they’re inspired to play.
What This Means for the Industry
For brands, retailers, facilities, and organizations across the sports and fitness ecosystem, this is a moment to lean in. The pipeline of interest is there: from the youth athlete inspired by watching games with their family, to the lapsed adult player who finds their way back to the pitch, to the first-timer who picks up a ball for the first time.
SFIA will be tracking participation trends throughout the tournament and beyond. We want to understand not just who is watching, but how this World Cup shapes the next generation of soccer players in America.
Want to know who is playing soccer in America right now? Download the SFIA Soccer Spotlight Report for an in-depth look at who is participating in indoor and outdoor soccer in 2025, including demographics, frequency, and cross-participation. The report also includes a deep dive into how the previous three World Cups impacted participation.
And follow SFIA throughout the 2026 World Cup as we track how this global spotlight moves the needle on participation.
By Jenny Karn, Senior Director, Sports & Fitness Industry Association (SFIA). For more information, reach out to [email protected].
Pickleball Participation Reaches 24.3 Million Americans as Sport Continues Unprecedented Growth Trajectory
(June 4, 2026) – Pickleball participation continues to surge across the United States, making it the nation’s fastest-growing sport for five consecutive years. To help industry stakeholders better understand the rapidly evolving landscape, the Sports & Fitness Industry Association (SFIA) has released its 2026 Pickleball Single Sport Report, offering detailed insights into participation trends, demographics, and cross-participation patterns.
The Pickleball Single Sport Report joins SFIA’s recently released Soccer Spotlight Report, which evaluates the past 15 years of soccer participation data ahead of the 2026 Soccer World Cup. Both reports were released early in response to strong demand from industry stakeholders seeking the latest participation insights for two of the nation’s fastest-growing and most closely followed sports.
The Pickleball Report reveals that 24.3 million Americans played pickleball in 2025, up from 4.2 million participants in 2020—an increase of more than fivefold in just five years.
The report also highlights the evolution of pickleball’s participant base. Once viewed primarily as a sport for older adults, pickleball is now attracting players across all age groups, with teens and young adults ages 13-24 posting the highest participation rates of any age segment. Female participation has also jumped, with women now accounting for 42.9% of all pickleball players, up from 38.6% in 2020.
In addition, the report shows strong growth among the sport’s most engaged participants. CORE pickleball players—those who play eight or more times per year—grew from 1.4 million in 2020 to 7.5 million in 2025, reflecting sustained engagement and long-term participation trends.
“The story behind pickleball’s growth is no longer just about participation gains. It’s about the broadening and diversification of the player base,” said Alex Kerman, Senior Director and Head of Research at SFIA. “We are seeing strong adoption among younger generations, continued growth among women, and a rapidly expanding core participant population. These insights help the industry better understand where the sport is headed and identify opportunities for future growth.”
The Pickleball Single Sport Report and Soccer Spotlight Report are the first in a series of 2026 Single Sport Reports to be released. Reports from SFIA’s Team Sports Category will be available next, followed by additional categories throughout the coming weeks.
Each Single Sport Report provides detailed participation analysis by gender, age, geographic region, household income, education level, ethnicity, and cross-sport participation. These reports are designed to help industry leaders, businesses, governing bodies, and other stakeholders make informed strategic decisions based on the most comprehensive sports participation data available.
All 2026 SFIA Single Sport Reports are available for purchase at a discounted rate of $150 per report for SFIA members and $500 per report for non-members.
These reports are provided free of charge to members of the media. If you are interested in receiving a copy of the Pickleball Single Sport Report or scheduling an interview with an SFIA representative, please contact Jenny Karn 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.
If you’ve traveled to Spain, Mexico, Argentina, or parts of Europe recently, you’ve probably seen people playing a sport that looks like a mix of tennis and squash inside a glass enclosure. That sport is padel, and it’s beginning to gain momentum in the United States.
But what exactly is padel, and why are so many people around the world playing it?
What Is Padel?
Padel is a racquet sport that combines elements of tennis and squash. It is typically played as doubles on an enclosed court about one-third the size of a tennis court.
Players use solid, stringless racquets and can play the ball off the surrounding glass walls after it bounces, creating longer rallies and a unique strategic element that distinguishes padel from other racquet sports.
The sport is easy to learn, highly social, and designed to keep players engaged regardless of skill level.
How Is Padel Different From Tennis?
While padel shares similarities with tennis, several key differences set it apart:
Court Size
Padel courts are smaller than tennis courts and are surrounded by glass walls and fencing that remain in play.
Equipment
Padel uses solid racquets without strings rather than traditional tennis racquets.
Serving
Serves are hit underhand rather than overhand.
Gameplay
Players can use the walls strategically during rallies, creating longer points and additional shot options.
Because of these differences, many beginners find padel easier to pick up than tennis while still offering plenty of depth for experienced players.
How Is Padel Different From Pickleball?
Many Americans first discover padel through comparisons with pickleball. While the sports share some similarities, they offer distinct playing experiences.
Padel
- Played on an enclosed court with walls
- Primarily doubles
- Uses a depressurized tennis-style ball
- Allows wall play
- Emphasizes positioning and strategy
Pickleball
- Played on an open court
- Singles or doubles
- Uses a plastic perforated ball
- No wall play
- Faster learning curve for first-time players
Both sports offer social and accessible ways to stay active, and many players enjoy participating in both. Explore SFIA’s Pickleball Participation & Growth Statistics page to learn more about pickleball participation trends in the United States.
Why Is Padel So Popular Around the World?
Padel has become one of the most popular racquet sports in countries including Spain, Argentina, Mexico, Sweden, Italy, and the United Arab Emirates.
Several factors contribute to its popularity:
- Easy for beginners to learn
- Social doubles format
- Fast-paced gameplay
- Suitable for a wide range of ages and athletic abilities
- Smaller court requires less running than tennis
The result is a sport that balances competition, fitness, and social interaction.
Is Padel Growing in the United States?
Padel remains an emerging sport in the U.S., but awareness is increasing as more facilities open and more Americans are introduced to the game.
According to SFIA participation research, approximately 1.07 million Americans played padel in 2025. Of those participants, roughly 238,000 were classified as CORE participants, meaning they played eight or more times during the year.
Many Americans are first exposed to padel while traveling internationally, where the sport is already well established. As domestic court infrastructure expands, participation opportunities are expected to increase.
Learn More About Padel Participation
SFIA tracks participation trends across sports and fitness activities in the United States.
For deeper insights into participation levels, player engagement, demographics, and industry trends, explore SFIA’s Padel Single Sport Report.
As additional data becomes available, this report will serve as the industry’s leading resource for understanding padel participation in the United States.
Want more insights?
SFIA’s Padel Single Sport Report provides a deeper look at the sport’s participation landscape in the United States, including player demographics, CORE and casual participation trends, engagement patterns, and key insights shaping the future of padel.
Whether you’re a facility operator, brand, investor, media member, or simply interested in the growth of racquet sports, the report offers the industry’s most comprehensive look at padel participation in America.
Download the SFIA Padel Single Sport Report to explore the latest data and insights.
Driving the Industry 2034WARD Together
As the United States enters an unprecedented decade of global sporting events, emerging sports like padel have an opportunity to introduce more Americans to active lifestyles. Through SFIA’s 2034WARD Campaign, we are committed to helping grow participation and expand access to sports and fitness nationwide.
SFIA Releases New Report Detailing the Current Landscape of Soccer Participation in the U.S.
(May 12, 2026) — As the United States prepares to host the Soccer World Cup this summer, new research from the Sports & Fitness Industry Association (SFIA) shows that soccer participation is already surging nationwide, reaching record levels before the tournament begins.
According to SFIA’s latest report, outdoor soccer participation reached 16.8M Americans in 2025, up +15.8% year-over-year, while indoor soccer participation grew to 6.6M, up +10.5%.
The Soccer Spotlight: 2026 U.S. Participation Trends, Insights & Growth Drivers Report, which analyzes 15 years of SFIA participation data, examines the historical impact of past World Cups on U.S. soccer participation, profiles who is driving today’s growth, and assesses what the industry might expect from the upcoming tournament.
“The United States is entering the 2026 World Cup with record participation, broad demographic momentum, and an industry that has been building toward this moment for years,” said Alex Kerman, Senior Director of Research and Operations at SFIA. “Our data suggests this tournament presents a fundamentally different opportunity than prior World Cups. The foundation has never been stronger.”
A Different Kind of World Cup Moment
SFIA’s analysis of past tournaments reveals a consistent pattern:
- Participation gains often occur after the World Cup, not during it
- The absence of the U.S. team in 2018 correlated with declines
- The winter timing of 2022 delayed participation growth into 2023
However, 2026 presents a unique opportunity:
- Summer timing aligns with peak playing season
- Matches hosted across the U.S.
- Participation is already at an all-time high
“Entering the tournament, conditions are ideal for real-time conversion from fan to participant,” Kerman added.
Growth Is Expanding, but There is Room to Deepen Participation
The report also highlights key structural shifts in soccer participation:
- Casual participation is growing faster than CORE participation, which represents the participants who engage most frequently in the sport
- Adult participation (35+) is rising rapidly
- Hispanic Americans continue to lead growth and engagement
These trends suggest that while soccer’s reach is expanding, converting new players into long-term participants remains the industry’s biggest opportunity.
Driving the Industry 2034WARD
The 2026 World Cup marks the beginning of an unprecedented decade of global sporting events in the United States. Through its 2034WARD Campaign, SFIA is focused on ensuring this moment translates into sustained sports and fitness participation growth across all communities.
Access the Report
The full report, Soccer Spotlight: 2026 U.S. Participation Trends, Insights & Growth Drivers, is now available for SFIA members to purchase for $150 and $500 for non-members. A free executive summary is also available for download.
Explore the soccer participation hub and purchase the report:
https://sfia.org/u-s-soccer-participation-data/
See key takeaways from the report.
Members of the media may request a complimentary copy or schedule an interview with an SFIA spokesperson by contacting Jenny Karn 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.
This summer, the 2026 Soccer World Cup kicks off on American soil for the first time in 32 years. But here’s something that might surprise you: the soccer boom isn’t waiting for June 11.
According to new data from the Sports & Fitness Industry Association (SFIA), outdoor soccer participation in the United States reached 16.8 million participants in 2025 — an all-time high, and a 15.8% jump from 2024. Indoor soccer climbed to 6.6 million participants, also a record. Both represent the largest single-year increases in the past 15 years of SFIA data, and the World Cup hasn’t played a single match yet.
This is the central finding of SFIA’s new Soccer Spotlight: 2026 U.S. Participation Trends, Insights & Growth Drivers Report, a comprehensive analysis of American soccer participation trends over the past 15 years. And it reframes what we should expect from the tournament ahead.
The World Cup Effect: More Nuanced Than You Think
The conventional wisdom is that World Cups drive soccer participation. SFIA’s data tells a more complicated — and more interesting — story.
Looking back at the past three tournaments:
- In 2014 (Brazil), Google searches for “soccer” hit an all-time peak, yet outdoor participation declined 1.1% that year.
- In 2018 (Russia), when the U.S. Men’s National Team failed to qualify, both outdoor (-4.4%) and indoor (-3.1%) participation dropped. National team involvement, it turns out, matters.
- In 2022 (Qatar), the winter timing of the tournament kept immediate participation gains modest. But in 2023 — once weather and facilities aligned — outdoor participation surged 8.1% and indoor jumped 7.5%. The World Cup effect was deferred, not diminished.
The pattern is consistent: participation gains tend to materialize in the months after the tournament, not during it. People get inspired watching the sport; they pick it up when conditions allow.
The 2026 tournament may break this mold entirely. It’s being played in summer — the heart of the outdoor soccer season — on home soil. For the first time in recent years, the conditions are aligned for the inspiration and the participation to happen simultaneously.
Who Is Driving Soccer’s Growth?
The demographic story behind these numbers is just as compelling as the totals.
Soccer is no longer just a children’s game. While kids ages 6–12 remain the largest single group of outdoor soccer players (5.5 million), adults are growing faster. Americans ages 35–44 grew their outdoor participation by 118% from 2018 to 2025. The 45–54 cohort grew a staggering 247%. These are Americans who grew up during soccer’s youth expansion in the late 1980s and ’90s.
Hispanic Americans are leading the surge. Between 2022 and 2025, Hispanic outdoor soccer participation grew 60.4%, from 2.6 million to 4.2 million players. Hispanic Americans are now 75% more likely to play outdoor soccer than the average American, and their engagement in World Cup host cities like Los Angeles, Dallas, Houston, Miami, and Kansas City will be especially significant this summer.
Women are closing the gap. Female outdoor soccer participation grew 65.5% from 2018 to 2025, outpacing male growth (36.9%). Women’s share of outdoor players has risen from 35.2% to 39.7% over that period. The USWNT’s back-to-back World Cup titles and the growth of women’s professional soccer in the U.S. are clearly having an effect.
The Casual vs. CORE Question
One nuance worth watching: while total participation is surging, much of that growth is coming from casual players — those who play 1–25 times per year outdoors. Since 2018, casual outdoor participation has grown 68.5%, while CORE participation (26+ times per year) has grown 19.2%. CORE’s share of the total player base has fallen from 43.6% to 35.4%.
This isn’t necessarily a warning sign. It reflects the sport broadening its reach. But whether the 2026 World Cup converts those casual players into committed, year-round participants is the question that will define soccer’s long-term health in the United States. That’s the story SFIA will be tracking in 2027 and beyond.
What This Means for the Soccer Industry
The pre-tournament signal has never been stronger. Google Trends data for “where to play soccer” in the U.S. hit an all-time high in 2025. People aren’t just watching; they’re actively seeking access points to the sport. The infrastructure challenge is keeping pace: field availability, league capacity, equipment affordability, available coaches, and access in lower-income communities will all determine whether this moment translates into lasting growth.
The United States is entering the 2026 World Cup with record participation, broad demographic momentum, and an engaged industry. The foundation has never been stronger. The task now is to make sure the moment — historic as it is — becomes a movement.
SFIA’s Soccer Spotlight: 2026 U.S. Participation Trends, Insights & Growth Drivers Report includes 15 years of participation trend data, detailed demographic breakdowns, and full data tables for outdoor and indoor soccer by casual/CORE, male/female, age, income, region, and ethnicity. Available now!
Members: $150 | Non-members: $500
As youth sports participation continues to grow across the United States, one question is becoming increasingly important for industry leaders, policymakers, and communities alike:
How many youth sports coaches are there in the U.S.?
According to the Sports & Fitness Industry Association’s (SFIA) 2025 Trends in Team Sports – Foundational Data Report, there are approximately 7.2 million youth team sports coaches nationwide.
The Backbone of Access to Sport
Youth coaches are more than instructors. They are the gateway to participation. Every team formed, every practice scheduled, and every young athlete engaged depends on having a coach in place.
At its core, access to sport is directly tied to access to coaches. Without enough coaches, leagues cap enrollment, teams go unformed, and opportunities to play simply don’t exist.
This is central to SFIA’s mission: increasing participation by removing barriers and expanding access to sports and fitness for all.
A Growing Barrier: Fewer Coaches, More Demand
While the coaching base remains substantial, recent trends point to a growing constraint on access:
- The number of youth team sports coaches has declined over the past two years
- Falling from a peak of 8.4 million in 2022 to 7.2 million today
At the same time, youth participation has rebounded since the pandemic and is expanding across many sports.
This creates a clear imbalance. Demand for sport is rising, while the capacity to deliver it may be tightening.
For communities across the country, this can mean waitlists, reduced programming, and fewer opportunities for kids to get in the game.
Encouraging News: Quality Is Rising
Even as total numbers decline, there is meaningful progress in coach preparedness.
SFIA data shows that more than 93% of coaches have received some form of training within the past five years, the highest level recorded since tracking began.
This includes training in areas such as:
- Safety and injury prevention
- Coaching techniques and athlete development
- CPR and first aid
- Motivational and leadership skills
The takeaway is clear: while there are fewer coaches overall, those who are active are increasingly well-equipped to deliver positive sport experiences.
The Opportunity Ahead
The combination of rising participation and a contracting coach base presents a critical opportunity for the sports and fitness industry.
To sustain long-term growth, stakeholders across leagues, brands, governing bodies, and communities must prioritize:
- Coach recruitment and retention
- Accessible training and certification pathways
- Support systems that make coaching more sustainable and rewarding
Why This Matters Now
The United States is entering a historic decade for sports, with major global events set to drive increased interest and participation nationwide. Ensuring there are enough trained, qualified coaches to support this growth will be essential.
SFIA’s research continues to provide the industry with the data and insights needed to navigate these challenges and unlock new opportunities.
Explore the Full Report
This insight is drawn from SFIA’s 2025 Trends in Team Sports – Foundational Data Report, part of our comprehensive research portfolio designed to help stakeholders make informed decisions and grow participation.
For deeper analysis, sport-specific trends, and additional insights into the youth sports landscape, explore the full report.
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.
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.
Unlocking Holiday Performance in a Value-First Consumer Landscape
Happy Holidays from SFIA! We hope each of you has enjoyed a successful and fulfilling 2025, both personally and professionally. As we close out the year, our goal is to bring together the wide range of holiday forecasts, consumer insights, and holiday season retail results circulating across the industry. By consolidating this information into one clear narrative, we aim to provide the sports and fitness industry with valuable context and actionable takeaways. Whether you are evaluating e‑commerce strategies, in‑store promotions, or shifting consumer preferences, this briefing is designed to help you make informed decisions and position your business for success.
A Season Marked by Deliberate Spending
The 2025 holiday season is unfolding against a backdrop of caution and recalibration. After several years of steady growth, multiple forecasts suggest that consumer spending is cooling, influenced by higher prices due in part to tariffs. PwC is warning of the first holiday spending pullback since 2020. Deloitte echoes this sentiment, projecting the weakest year-over-year holiday retail sales increase since the pandemic, with growth expected to hover between 2.9 and 3.4 percent. Bain & Company places its forecast slightly higher at 4 percent, but still below the 10-year average of 5.2 percent. The National Retail Federation (NRF) anticipates only modest gains of 3.7 to 4.2 percent, noting that much of this growth reflects higher prices rather than stronger demand.
For sports and fitness retailers, this environment demands a sharper focus on consumer behavior. Shoppers are not disengaging from the holiday season, but they are becoming more selective, more value-driven, and more digitally savvy. PwC’s survey highlights that gift spending is down 11 percent, with Gen Z showing the sharpest pullback. Deloitte’s consumer research similarly points to tighter budgets, with average holiday spend expected to decline by 10 percent. Circana adds that bargain-hunting is shaping the season, with many consumers starting their shopping earlier to secure deals.
This trend aligns with the latest SFIA participation data. In the First Half Game Plan: Key Moves in Sports Participation report, we are seeing – for the first time in eight years – the early signs of declining sports and fitness participation. 2025 overall physical activity, measured by the share of individuals achieving 150 minutes of moderate-intensity activity per week, is projected to slip by 0.6 percent compared to 2024 activity levels. While that may sound modest, it represents nearly two million fewer people being active. Breaking it down by category, three areas – fitness, racquet, and winter sports – registered increases, while four – individual, outdoor, team, and water sports – experienced declines. This participation data is particularly important because in the U.S., activity levels often correlate with income. If participation wanes, it may signal that households have less disposable income, a factor that could weigh on holiday spending in the sports and fitness sector.
Digital Continues to Lead the Way
E-commerce sales are projected to continue to grow this holiday season. Adobe projects 2025 online holiday sales will rise 5.3 percent to $253.4 billion, though this is slower than last year’s 8.7 percent growth. Mobile commerce is now dominant, expected to account for 56 percent of online spend. Salesforce underscores the transformative role of technology, forecasting that artificial intelligence will drive 21 percent of global holiday orders, representing $263 billion in sales. In the U.S. alone, Salesforce expects digital sales to reach $288 billion, up 2.1 percent.
For sports and fitness brands, the message is clear:
- A mobile-first sales environment is critical.
- AI-driven personalization through product recommendations, search, and promotions helps to capture consumer attention.
- Seamless omnichannel experiences (e.g., buy online/pick up in store, flexible returns, and real-time inventory) are key to capturing demand.
Brick-and-Mortar Still Matters, Especially When the Value is Clear
While foot traffic forecasts suggest a flatter season overall, key promotional moments continue to draw strong in-person engagement. Sensormatic predicts flat to slightly down traffic, with Black Friday visits this year falling 2.1 percent compared to 2024. Yet NRF reported a record 203 million shoppers over Thanksgiving weekend, suggesting that consumers will still show up in large numbers when value and convenience are clear. This duality – sluggish overall traffic but surges around key promotional events – underscores the need for sports and fitness retailers and brands to create compelling in-store experiences that complement their digital strategies.
Sports and fitness brands can win by:
- Creating experiential moments that complement digital touchpoints.
- Showcasing bundles and value-forward offerings.
- Highlighting quality, durability, and wellness benefits, especially important in a tariff-impacted pricing environment.
Consumers are not abandoning stores. They are visiting with purpose.
Evolving Consumer Behaviors Are Redefining the Season
Consumer sentiment remains fragile. Surveys show confidence sliding to four-month lows, with tariffs and inflation weighing heavily on perceptions of affordability. The Footwear Distributors and Retailers of America (FDRA) notes that tariffs are driving footwear prices higher, a trend that resonates across the sports and fitness sector. FDRA reported that retail footwear prices rose 1.4% year-over-year in August. At the same time, new consumer habits are emerging. Reports suggest that up to 40 percent of holiday shopping may involve secondhand gifts, reflecting both sustainability concerns and budget-consciousness.
Early Season Signals Point to Steady, Digital-Led Performance
Early results from October and Cyber Week provide further clarity. Adobe reported that online holiday spending grew 8.2 percent in October, while overall retail sales showed modest growth ahead of the holidays. Circana tracked a 2 percent increase in October U.S. retail revenue. Cyber Monday sales climbed 7 percent online, reinforcing the strength of digital channels. Yet Deloitte noted that Black Friday and Cyber Monday spending fell 4 percent compared to last year, highlighting the unevenness of consumer engagement.
What This Means for Sports & Fitness Brands
Combining these results and reports together, the 2025 holiday season is defined by moderation. Growth is slowing, sentiment is cautious, and consumers are prioritizing value. But within this environment, e-commerce and digital innovation are thriving. For sports and fitness brands, the path forward is clear: lean into digital channels, embrace AI-driven personalization, and craft promotions that emphasize affordability, durability, and wellness benefits. But do not neglect the in-store experience. While traffic may be flat overall, consumers are still willing to show up in record numbers when the deals are compelling.
The sports and fitness industry has always thrived on resilience and adaptation. This holiday season is no different. By meeting consumers where they are – online, mobile, and value-conscious – while still offering engaging in-store experiences, brands can turn a cautious holiday landscape into an opportunity for growth and connection with consumers.
Citations:
PwC: Holiday Outlook 2025 (click here), Deloitte: Holiday Retail Forecast (click here, SGB Media article here ), Deloitte: 2025 Deloitte Holiday Retail Survey (click here), Deloitte: Black Friday-Cyber Monday Shoppers Rein in Spending (Click here), Bain: 2025 Holiday Shopping Outlook (click here), National Retail Federation (NRF): Winter Holiday Data and Trends (click here), National Retail Federation (NRF): Thanksgiving Holiday Weekend Draws a Record 203 Million Shoppers (click here),Circana: 2025 Holiday Purchase Intentions Report (click here, SGB Media article here), Circana: October Retail Sales Reveal the Impact of Headwinds Challenging Consumers, Reports Circana (click here, SGB Media article here), Adobe: 2025 Holiday Shopping Trends (click here), Adobe: Adobe: Consumers spent $88.7 billion online (Oct 2025), up 8.2% year-over-year, with AI-powered shopping continuing to rise (click here) Salesforce: With $1.25T in Holiday Sales Up for Grabs, LLMs Emerge as New Frontier for Search (click here), Sensormatic: Holiday 2025: Sensormatic Solutions reveals global predictions for retail’s busiest days (click here), Sensormatic: U.S. retail traffic was in-line with year-to-date trends on Black Friday, according to Sensormatic Solutions ShopperTrak Analytics (click here), University of Michigan: Survey of Consumers (click here, SGM Media article here), Footwear Distributors and Retailers of America (FDRA): New Survey: 75% of Consumers Say Shoe Prices Are Rising — Tariffs Blamed as Holiday Shopping Season Begins (click here, SGB Media article here), ThredUp: ThredUp Report Reveals 40% of Holiday Budgets Will Go to Secondhand Gifts (click here).