The Sporting Goods Industry Hall of Fame inducted Bill Sorenson into the NSGA Hall of Fame in 2022 for his contributions to the sport of gymnastics. On August 3, the competitive gymnast and developer of gymnastic equipment passed away in Lake Saint Louis, MO, at the age of 93.
“Mr. Sorenson was an amazing success story with the path he took into gymnastics and how he enhanced the sport for so many competitors and fans,” said NSGA President and CEO Matt Carlson. “His influence and impact also expanded into the product development of other sports such as golf, tennis, track and field, and skiing. We extend our sincerest condolences to Mr. Sorenson’s family, friends and colleagues.”
Sorenson graduated from Jefferson High School in Jefferson, IA. He attended the University of Iowa and was a competitive diver as a freshman. It was then that the gymnastics coach, Dick Holzaepfel, asked Sorenson if he had ever been on a trampoline, which turned out to be a “transformative moment.” Sorenson became the Big Ten Conference Champion in the sport in 1953 and a Gold Medalist in the AAU National Championships.
After a six-month stint as a professional trampoline performer at Radio City Music Hall and the Palace Theater in New York City, Sorenson returned home to Jefferson and built his first trampoline, the Aqua-Tramp, in his garage. He started making diving and recreational trampolines in the basement of his father-in-law’s hardware store and, in 1954, founded the American Trampoline Company, which became American Athletic, Inc. (AAI) in 1957.
AAI became the official equipment supplier to the U.S. Gymnastics Federation (USGF) in 1963 and provided the competition equipment for two Olympic Games, the Pan American Games and the Commonwealth Games. AAI merged with Head Ski in 1968. In 1971, it became the AMF Corporation, which Sorenson oversaw and had a major impact on product development for Head Ski, Head Tennis, VOIT, Pacer Track & Field, and Ben Hogan Golf.
Sorenson became CEO of American Sports Products Group (ASPG) in 1994 and acquired several sports brands including AAI. He also served on the Gill Athletics Board of Directors from 2002 to 2018.
In addition to his induction into the Sporting Goods Industry Hall of Fame, Sorenson was inducted into the USA Gymnastics Hall of Fame in 1978 and the U.S. Trampoline and Tumbling Hall of Fame. He served on the Board of Directors of the International Gymnastics Hall of Fame and received the Frank Bare Award in 2016 for promoting and growing the sport in the United States.
Sorenson is survived by his wife, three daughters, five grandchildren, four great-grandchildren, and five siblings.
A celebration of life will be held for Sorenson on October 26, 2024, at the Wild Rose Casino in Jefferson, IA. There will be a visitation from 1:00-2:00 p.m., a memorial service from 2:30-3:30 p.m. and a celebration of life from 4:00-6:30 p.m. All events will be in The Greene Room, Parlors A & B.
In lieu of flowers, memorials can be made in the name of Bill W. Sorenson to the Jefferson Elks Lodge No. 2306, Attn: Veterans Fund, 103 West Harrison, Jefferson, IA 50129, or for the repair and replacement of worn Veteran flags to the City of Jefferson, Attn: Memorial Day Avenues of Flags Fund, 220 N. Chestnut Street, Jefferson, Iowa 50129.
Image courtesy NSGA, USA Trampoline and Tumbling Academy
