The Sporting Goods Manufacturers Association (SGMA) announced a rebranding effort that will change its name to the Sports & Fitness Industry Association (SFIA). The move also includes a new website, national advocacy campaign, research initiative, supplier directory and thought leadership programs.
The decision followed a two-year strategic review and planning process that led the organization to refine its mission statement, core services and communications platform to focus on promoting sports and fitness participation and industry vitality.
In an interview with Sports Executive Weekly, Tom Cove, SGMA President and CEO, said traditional concepts of “sporting goods” and “manufacturers” have evolved but the terminology has not. As such, the change from ‘Sporting Goods’ to ‘Sports & Fitness’ is designed to better emphasize the organization’s extensive focus on brands connected to fitness and active lifestyle products. The change from “Manufacturers” to “Industry” embraces a broader community – including suppliers, brands, major sports and fitness retailers and partners that constitute its current and likely its future membership,”.
“This is not a change in philosophy for our organization as we already have many members in these categories,” Cove added. “It is simply a more accurate and transparent indication of the industry segments that we serve. And while we continue to embrace, celebrate and support the many companies who continue to manufacture their own products, our general membership – including many of those manufacturers – has indicated that there is a need to move beyond the traditional label of a ‘manufacturers’ association.”
The rebranding also reflects a new mission statement developed by the Board of Directors: “To Promote Sports and Fitness Participation and Industry Vitality.”
Cove said this translates to focusing the new SFIA on four core product areas: Thought Leadership & Events, Public & Industry Affairs, Member Services and Research Insights.
Several new initiatives are planned including:
Innovative Thought Leadership programs led by the 2013 SFIA Industry Leaders Summit, scheduled for September 25-26, 2013.
A national campaign to grow sport and fitness participation: PHIT America
A new “member friendly’” website: www.SFIA.org
A comprehensive SFIA Supplier Directory
A groundbreaking new “Grassroots Sports Participation in America” research report
Content enhancements and design updates to our weekly e-newsletter, InBrief
Major upgrades to our Product Testing member benefit
“Think about how important “social media” and “direct-to-consumer” platforms are to our industry today and will be in the future,” said Cove. “Similarly, it’s remarkable to consider how industry trade shows have changed, especially when we remember the SGMA Super Show during its heyday. One thing you learn if you’ve been around since 1906 like we have – we must realign our positioning, communications and service offerings to meet the changing needs and expectations of our member companies.”
While the Board approved the overall rebranding, changing the name of SGMA requires a vote of its membership, which will be done by proxy and ratified at the SGMA Annual meeting this fall.
