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.
