Bill Sells, senior vice president for Government & Public Affairs at the Sports & Fitness Industry Association (SFIA) will retire at the end of February 2025.

During his 20-year tenure with the SFIA, Sells has been a leading voice on Capitol Hill. He has championed critical initiatives that have helped shape the sports and fitness industry and has directed successful legislative campaigns and policy initiatives. Of note, include the following: 

  • Sells led the effort to secure hundreds of millions in tariff relief on sports and fitness products through the Miscellaneous Tariff Bill and the Generalized System of Preferences program. 
  • Sells spearheaded SFIA’s annual National Health Through Fitness Day, which led to over a billion dollars in physical education funding and the House passing the Personal Health Investment Today (PHIT) Act in 2018. 
  • Sells represented the outdoor industry’s interests in potential disruptions at U.S. ports, rail lines and UPS when threats were in the supply chain.

“Bill’s dedication to advocating for the sports and fitness industry over the past two decades has been invaluable to SFIA,” said Todd Smith, president and CEO of the organization. “We are grateful to Bill for his tireless efforts in promoting youth sports participation, fostering active lifestyles and driving legislative initiatives for our industry on Capitol Hill.  Bill is a true champion.” 

Sells began his career in Washington under the Reagan/Bush 1984 campaign and then worked for Senators John Heinz, Rudy Boschwitz and Don Nickles before moving off the Hill to launch his lobbying career, representing the tech and environmental industries before joining the SFIA in 2004.   

“It has been an honor and a privilege to represent the sports and fitness industry in Washington, D.C.  I will always cherish the friendships I have made, both within the industry and in Congress, while at SFIA,” said Sells. “The success realized during my time was aided by the power of sports, bringing together people with different philosophies and outlooks to work on common-sense solutions to the challenges Americans face.  Sports are a uniter, and as a sports leader, SFIA is in a great position for continued success going forward.”   

The SFIA is a 100-year-old association that represents the needs of the sports and fitness industry on Capitol Hill. It advocates for increased sports and fitness participation and advances policies that ensure sports and fitness remain accessible to all nationwide.

Image courtesy SFIA