(Thursday, May 23, 2024) – The Sports & Fitness Industry Association (SFIA) has promoted two members of its team, Alex Kerman and Chandler Hoffman, effective immediately. Alex Kerman will now serve as the Senior Director of Research and Business Operations, having previously been the Director, and Chandler Hoffman will now serve as the Director of Membership and Technology, having previously been the Manager of Business Development.

Alex Kerman leads SFIA’s signature research efforts, including The Physical Activity Council survey, measuring participation rates in the U.S. for 124 sports and activities, and the State of the Industry survey, providing an overview of sports and fitness industry performance and issues of importance. He oversees the publication of more than 100 syndicated and custom research reports annually. Kerman manages business development efforts including membership renewals, SFIA’s largest revenue source. He also directs the Soccer Industry Council of America and the Pickleball Council, two groups comprised of the leading brands and governing bodies that create a forum to tackle industry challenges and work together to better their sport for all. Kerman has been with SFIA since 2015.

Chandler Hoffman leads SFIA membership acquisition and retention, event registrations, the SFIA’s database, website creation, and management, and supports marketing efforts. He was responsible for successfully overhauling and transforming SFIA’s membership technology, a central component of SFIA’s strategic initiative to increase engagement with its member companies and team members. Hoffman has been with SFIA since 2015, coming on as Coordinator of Sales and Marketing, and his most recent role was serving as the Manager of Business Development.

Kerman and Hoffman jointly oversee the SFIA Start-Up Challenge, an annual competition for new companies highlighting the newest innovations in the sports and fitness industry.

“Myself and the SFIA Board of Directors are delighted to announce these promotions for Alex and Chandler,” said Tom Cove, President & CEO, SFIA. “They have both excelled in a variety of roles for SFIA, and they drive SFIA to deliver value for our members and embrace technology. I am excited for us and for them, and I am certain they will continue their exemplary service to the industry with these new responsibilities.”

Media Contact:
Lisa Futterman | [email protected].

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ABOUT SFIA: The Sports & Fitness Industry Association (SFIA), the #1 source for sport and fitness research, is the leading global trade association of manufacturers, retailers, and marketers in the sports products and fitness industry. SFIA seeks to promote sports and fitness participation, as well as industry vitality through research, thought leadership, public affairs, industry affairs, and member services. For more information, please visit sfia.org.

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