The Sports & Fitness Industry Association (SFIA)

Name

The Sports & Fitness Industry Association (SFIA)

Legal name

Sports & Fitness Industry Association

Website

https://sfia.org

Company type

Private

Founded year

1906

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Sports Industry Trade Association

SIC

Services-Membership Organizations (8600)

akta.pro industry

PRIMARYMPAKAKAM

Sports Compliance, Governance & Integrity Services (Safeguarding, Anti-Doping, Match Integrity)

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Sports Management & Promotion Services

SECONDARYMPAKALAK

Sponsorship Sales, Valuation & Analytics Services (Rights Sales, Measurement, Consulting)

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Sports Sponsorship & Endorsements

Keywords

• Sports industry research
• Fitness participation data
• Trade association advocacy
• Athletic equipment standards
• Industry market intelligence

Headquarters

HQ city

Washington

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Membership Dues: SFIA generates revenue through annual membership fees from brands, manufacturers, retailers, governing bodies, and sports leagues. Membership categories include Corporate, Associate, Non-Profit, Academic, and Start-Up memberships with varying eligibility requirements and pricing.
2. Research Reports Sales: SFIA sells industry research reports including Single Sport Reports ($150 for members, $500 for non-members), State of the Industry Report ($1,000 for non-members), Topline Participation Report ($700 for non-members), and various specialized reports at different price points.
3. Football Glove Specification Program: SFIA administers the Football Glove and Arm Covering Specification Programs, certifying products meet NFHS and NCAA requirements through Exponent testing. Brands pay for testing and certification to have their gloves listed as compliant for gameplay.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels10 records

Core offering

SFIA is the U.S. trade association for the sports and fitness industry, representing 700+ brands, manufacturers, retailers, governing bodies, and leagues. It sells industry research reports (including 92 Single Sport Reports, the State of the Industry Report, Topline Participation, and custom research), administers product certification programs (Football Glove and Arm Covering Specifications), runs membership programs, advocacy (including tariff and trade representation), and industry events.

Product overview

SFIA is a trade association offering a portfolio of research reports, industry standards programs, member services, career development initiatives, and advocacy programs rather than a unified software product. The core offerings include: Single Sport Reports (92 sports) and annual research reports (State of the Industry, Topline Participation, Manufacturers' Sales, Team Sports Trends, Fitness Movement); Custom Research services (Custom Data Solutions, Private Data Intelligence); Standards & Certification programs (Football Glove Specification, Arm Covering Specification); Sport-Specific and Business Councils for member collaboration; Career development programs (Excelerator, VetsEXCEL); Events (Team Sports Conference, Start-Up Challenge, Webinars, Sideline Sessions); and the 2034WARD initiative campaign. These offerings support the sports and fitness industry's participation growth, advocacy, and professional development.

Differentiator

Problem solved

Functional benefit

Brands

• 2034WARD: A decade-long campaign launched in 2025 to harness global sporting events to drive industry growth and participation in sports and fitness, particularly in underserved communities.
• Excelerator Program
• VetsEXCEL Program

Products and services

• Single Sport Reports Detailed participation analysis reports for 92 sports and fitness activities, providing demographic profiles, participation trends, cross-sport participation patterns, and CORE vs. casual participant analysis; sold individually to members and non-members.
• State of the Industry Report Comprehensive in-depth analysis of trends and issues affecting the sports industry, including participation data, economic performance, and evolving industry environment; free for SFIA Members, $1,000 for non-members.
• Topline Participation Report Industry's essential reference document tracking participation in 126 sports, recreation, and fitness activities with multi-year trend data; included with SFIA Membership, $700 for non-members.
• Manufacturers' Sales By Category Report Industry overview providing topline wholesale market size by category, derived from industry submissions and survey data; sold to manufacturers, retailers, and industry analysts.
• Trends in Team Sports Report (Part I & II) Comprehensive view of overall team sports participation trends, highlighting which sports are growing and which face challenges, with detailed youth and young adult participation data.
• Tracking the Fitness Movement Report America's premier report examining specific fitness trends and participation habits in the fast-moving fitness industry.
• Pickleball Market Playbook Comprehensive analysis of pickleball consumer habits, usage rates, gear preferences, purchasing trends, and brand profiles for avid pickleball players; $1,000 for members, $2,000 for non-members.
• State of Pickleball: Participation & Infrastructure Report In-depth analysis of pickleball participation and facilities data with detailed overview of the fastest-growing sport in America.
• Soccer Spotlight Report Research examining U.S. soccer participation trends, World Cup impact analysis, 15-year participation history, demographic insights, and CORE vs. casual participant analysis.
• Team Sports Parents' Insights Report In-depth analysis of youth sports parents' equipment purchasing behaviors and decision-making factors; $500 for members, $1,000 for non-members.
• Custom Insights (Custom Research, Custom Data Solutions, Private Data Intelligence) Tailored research studies, customized data tables, trendlines, and confidential private data intelligence built from SFIA's participation data for individual organizations to evaluate markets, opportunities, or investment theses.
• Football Glove Specification Program Standards and certification program setting NFHS and NCAA performance standards for football gloves used during game play; brands pay for testing and certification by Exponent independent lab to be listed as compliant.
• Arm Covering Specification Program New arm covering standard for high school football game play set in collaboration with NFHS, effective during the 2027/28 football season; brands pay for testing and certification.
• SFIA Membership Programs Corporate, Associate, Non-Profit, Academic, and Start-Up membership categories offering annual access to research reports, event registration, sport-specific councils, standards assistance, trade/tariff advocacy, and networking with 700+ brands.
• Team Sports Conference Annual flagship industry conference bringing sports and fitness professionals together for networking, education, and thought leadership, with paid registration (heavily discounted for members).
• SFIA Start-Up Challenge Annual competition for sports and fitness entrepreneurs to pitch to judges including industry executives, venture capitalists, and private equity leaders, with winners receiving SFIA membership and Player's Impact membership.
• SFIA Webinar Series Monthly member webinars providing timely expertise and interactive guidance on pressing industry challenges including tariffs, regulations, participation research, PFAS, and supply chain; recordings available to members.
• Sideline Sessions New virtual series (60-minute panels) covering timely industry topics including college athletics and franchise opportunities, with live Q&A and recordings available to members.
• Excelerator Program Emerging leaders development initiative for young professionals from diverse communities in the sports and fitness industry, providing hands-on training, leadership skills, and industry networking; launched in 2023.
• VetsEXCEL Program Career transition program designed specifically for military veterans entering the sports and fitness industry, adapting professional development approaches for veteran career changes; launched in 2025.
• Sport-Specific Councils Industry councils addressing specific sports including Baseball & Softball, Football, Golf, Lacrosse, Pickleball, Soccer, and Volleyball, convening manufacturers to discuss rules, standards, and growth initiatives; included with membership.
• Business Councils Committees addressing industry-wide matters including Female Athlete Empowerment, Government Relations Advisory, Legal, Marketing/Communications, People & Culture, Research, and Technology & Innovation; included with membership.

Named customers14 records

Segments7 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

19 partnerships are on record, tiered minor and core.

• TeamSnapminorGTM or Marketing Partner · 21 March 2025TeamSnap sponsored the inaugural 2034WARD Youth Sports Clinic in Atlanta, GA on March 21. The clinic at Villages at Carver Family YMCA featured lacrosse, baseball, and ultimate frisbee stations for children ages 7-12.
• Sports Marketing Surveys USAcoreStrategic or Co-development PartnerSFIA partners with Sports Marketing Surveys USA for annual participation research. This partnership produces SFIA's industry-leading research reports tracking participation across 92 sports and activities through 18,000 annual survey respondents.
• Physical Activity CouncilcoreStrategic or Co-development PartnerSFIA's research is conducted in partnership with the Physical Activity Council, which helps conduct surveys of 18,000+ respondents ages 6+ to track sports and fitness participation trends across 120+ activities.
• Aspen InstitutecoreStrategic or Co-development PartnerSFIA data is used by the Aspen Institute for their National State of Play reports. The Aspen Institute's 2024 report on youth sports participation cited SFIA data showing significant gender divides in youth sports participation.
• NOCSAE (National Operating Committee on Standards for Athletic Equipment)coreStrategic or Co-development PartnerSFIA was instrumental in creating NOCSAE in 1969 and holds two permanent seats on the NOCSAE Board of Directors. SFIA works with NOCSAE to ensure standards are properly developed, equitable, and consistently applied for protective sports equipment.
• ASTM International (F08 Committee)coreStrategic or Co-development PartnerSFIA is a voting member of ASTM's F08 Committee on Standards for Sports Equipment, representing the industry in developing equipment standards that reduce product liability and keep costs reasonable for manufacturers.
• NFHS (National Federation of State High School Associations)coreStrategic or Co-development PartnerSFIA works with NFHS on football glove and arm covering specification programs. NFHS rules require football gloves meet SFIA standards for gameplay. SFIA also represents industry interests with NFHS on standards and regulations.
• NCAAcoreStrategic or Co-development PartnerSFIA coordinates with NCAA on equipment standards including football glove specifications. SFIA also works with NCAA on industry advocacy and representation in regulatory matters.
• Exponent (Testing Laboratory)coreOthersExponent is the independent lab that verifies gloves and arm coverings certified to SFIA standards. Exponent is a certified ISO 9001 firm with approximately 900 staff across 20 US offices and 5 international offices.
• Good SportsminorGTM or Marketing PartnerSFIA partners with Good Sports on a product donation program that helps members donate obsolete sports inventory to disadvantaged children. Donors receive inventory relief, tax benefits, and financial benefits while supporting youth sports access.
• YMCA (Carver Family YMCA)minorStrategic or Co-development PartnerSFIA partnered with the Carver Family YMCA in Atlanta to host its inaugural 2034WARD Youth Sports Clinic, providing community venue and outreach for youth participation initiatives.
• Premier Lacrosse LeagueminorStrategic or Co-development PartnerPremier Lacrosse League participated in the 2034WARD Youth Sports Clinic in Atlanta, providing lacrosse instruction and expertise for the youth clinic.
• USA BaseballminorStrategic or Co-development PartnerUSA Baseball participated in the 2034WARD Youth Sports Clinic in Atlanta, providing baseball instruction and expertise for the youth clinic.
• USA UltimateminorStrategic or Co-development PartnerUSA Ultimate participated in the 2034WARD Youth Sports Clinic in Atlanta, providing ultimate frisbee instruction and expertise for the youth clinic.
• ExpertVoiceminorGTM or Marketing PartnerSFIA members receive exclusive access to ExpertVoice with up to 60% off select sports and fitness products for their employees. This provides employee benefit while driving brand partnerships.
• TeamWork Online (TWO)minorGTM or Marketing PartnerTeamWork Online is the leading hiring platform in sports and entertainment with 1,500+ employers and 9M+ job seekers. SFIA members receive 10% off standard pricing and discounts on licensing options.
• Franklin SportsminorGTM or Marketing PartnerFranklin Sports is a Friends of SFIA supporter, participating in the Friends of SFIA Events Program that highlights commitment to strengthening the industry through high-quality programming at SFIA events.
• New BalanceminorGTM or Marketing PartnerNew Balance is a Friends of SFIA supporter, participating in the Friends of SFIA Events Program including Team Sports Conference and Start-Up Challenge events.
• STX SportsminorGTM or Marketing PartnerSTX Sports is a Friends of SFIA supporter, participating in the Friends of SFIA Events Program for networking opportunities at SFIA thought leadership events.

Scale indicators10 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• National Golf Foundation (NGF): Trade organization serving the golf industry with research, marketing, and advocacy services. Comparable to SFIA as a sports vertical trade association; SFIA itself maintains a Golf Council, indicating direct overlap in the golf category.
• Snowsports Industries America (SIA): U.S. trade association for snow sports brands, retailers, and suppliers. Provides similar membership, research, and advocacy services but focused on a specific vertical; structurally identical to SFIA and overlapping in some brand members.
• National Sporting Goods Association (NSGA): Another longstanding U.S. sporting goods trade association focused on retailer-side interests, providing industry research and dealer services. Directly comparable to SFIA in mission and member overlap; the two organizations have overlapping but distinct membership bases.
• Outdoor Industry Association (OIA): Trade association representing outdoor recreation brands, manufacturers, retailers, and suppliers. Closest peer to SFIA in structure (membership dues + research + advocacy) and overlap (outdoor brands like The North Face, Patagonia, REI also participate in fitness/lifestyle markets SFIA covers).
• Fitness & Recreation Association (formerly IHRSA): Trade association serving health clubs, gyms, and fitness industry suppliers with advocacy, research, and events. Directly comparable to SFIA for the fitness segment of SFIA's membership, particularly around facility operators and equipment manufacturers.
• World Federation of the Sporting Goods Industry (WFSGI): Global trade association for the sporting goods industry with similar advocacy, research, and event offerings. Comparable to SFIA in function but operates at the international level, including many of the same multinational brand members (Nike, Adidas, Puma).
• Tennis Industry Association (TIA): Trade association for the tennis industry providing research, advocacy, and member services. Mirrors SFIA's structure and function for a single-sport vertical; both organizations serve overlapping manufacturer and retailer members.

Others

• Physical Activity Council (PAC): Coalition of sports and fitness organizations (including SFIA) that jointly conducts the participation survey of 18,000+ respondents. A research partner rather than competitor, but collaborates with SFIA on the core dataset that drives State of the Industry and Topline reports.
• NOCSAE (National Operating Committee on Standards for Athletic Equipment): Standards body for athletic protective equipment in which SFIA holds permanent board seats. Not a direct competitor but a closely intertwined partner organization; comparable in governance and standards-development function to SFIA's compliance work.

Emerging players

• Athletic Business Association / NIRSA: Association serving collegiate recreation and intramural sports. Comparable to SFIA in serving sports participation stakeholders but focused on the collegiate/facility operator side rather than brand manufacturers; potential partner in SFIA's 2034WARD campus initiatives.

Market position

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/TheSFIA
• LinkedInlinkedin.com/company/sfia-sports-&-fitness-industry-association
• Instagraminstagram.com/thesfia/?hl=en
• Facebookfacebook.com/TheSFIA

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Sports & Fitness Industry Association (SFIA)