The Sports & Fitness Industry Association (SFIA) promoted Alex Kerman and Chandler Hoffman effective immediately. Kerman is now the association’s senior director of research and business operations, having previously been the director, and Hoffman is now director of membership and technology, having previously served as manager of business development.

Kerman leads SFIA’s research efforts, including its Physical Activity Council survey, measuring U.S. participation rates for 124 sports and activities, and the association’s State of the Industry survey, providing an overview of sports and fitness industry performance and issues of importance. Kerman also oversees the annual publication of over 100 syndicated and custom research reports. 

Kerman manages business development efforts including membership renewals, SFIA’s largest revenue source. He also directs the Soccer Industry Council of America and the Pickleball Council, two groups comprised of brands and governing bodies that create a forum to address industry challenges and work for their betterment. Kerman has worked for the SFIA since 2015.

Hoffman leads SFIA membership acquisition and retention, event registrations, database, website creation and management, and supports marketing efforts. He was responsible for “overhauling and transforming” SFIA’s membership technology, a central component of the association’s “strategic initiative to increase engagement with its member companies and team members. Hoffman has worked for the SFIA since 2015, as sales and marketing coordinator and, most recently, as business development manager.

Kerman and Hoffman jointly oversee the SFIA Start-Up Challenge, an annual competition for new companies highlighting the latest innovations in the sports and fitness industry.

“Myself and the SFIA Board of Directors are delighted to announce these promotions for Alex and Chandler,” said Tom Cove, President & CEO, SFIA. “They have both excelled in a variety of roles for SFIA, and they drive SFIA to deliver value for our members and embrace technology. I am excited for us and for them, and I am certain they will continue their exemplary service to the industry with these new responsibilities.”

Image courtesy SFIA