Who We Are
The Sports & Fitness Industry Association (SFIA), formerly the SGMA, is the trade association of leading industry sports and fitness brands, suppliers, retailers and partners. Our mission is to "Promote Sports and Fitness Participation and Industry Vitality" by focusing on core product areas for the industry.
SFIA is committed to embracing a broader community in the sports and fitness industry which provides a much clearer reflection of our current and future membership. The change from “Sporting Goods” to “Sports & Fitness” is more definitive about our inclusion of brands connected to fitness and active lifestyle products.
We are focused around 4 SFIA Pillars of Products and Services:
Thought Leadership – Delivering Exceptional Education & Strengthening Industry Community
Industry & Public Affairs – The Sports & Fitness Industry's Voice On Capitol Hill and in the Media
Research – Providing Information & Insight To Drive Decision Making
Member Services - Providing a Robust Menu of Member Resources, Including Dedicated Sports Councils to Address Specific Challenges
SFIA Overview
SFIA is the premier trade association for:
More than 1,000 sporting goods & fitness brands, manufacturers, retailers and marketers in the industry;
Representing over 3,000 business locations, plants and distribution centers;
Employing more than 375,000 people; and
Generating $150 billion in domestic revenue wholesale sales
Our purpose is to support our member companies and promote a healthy environment for the sporting goods industry by providing access to thought leadership, industry & public affairs, research and member services. SFIA enhances industry vitality and fosters sports, fitness and active lifestyle participation.
Our Beginning
For more than 100 years, the Sports & Fitness Industry Association (SFIA), formerly the Sporting Goods Manufacturers Association (SGMA), has been instrumental in representing sports and fitness businesses, and worked to build healthier, more enjoyable lifestyles in America. In April of 1906, a group of sporting goods manufacturers assembled to form an organization to meet the needs of the industry that could not be handled by individual companies. The name they chose was the Sporting Goods Manufacturers Association (SGMA). J. F. Draper (Draper-Maynard Sporting Goods Company) was elected the first president. SGMA’s office was established in Cincinnati and a credit association was created to distribute credit information to members. Voluntary presidents of SGMA in its formative years included the presidents of Hillerich & Bradsby, Rawlings, Wilson, Spalding, MacGregor/ Brunswick, Saucony, Converse and AMF Voit.
