The Sports & Fitness Industry Association (SFIA) announced its second annual 2017 SFIA Start-Up Challenge, at the 2017 SFIA Industry Leadership Summit (ILS) in Chicago.

Up-and-coming startups can now submit pitches to become finalists in the 2017 SFIA Start-Up Challenge. The top five finalists will then be given time to pitch their ideas to industry executives, C-Suite attendees and SFIA’s board of directors at 2017 SFIA Industry Leadership Summit.

“At ILS last year, we launched the Start-Up Challenge with a focus of highlighting innovation and entrepreneurship within our industry. We were humbled at the amount of interest that first-year competition received. Within the sporting goods industry, there isn’t really another contest which features the caliber of judges and attendees in one setting. Due to popular demand, we’re excited to announce the Startup Challenge is returning,” said SFIA President and CEO Tom Cove. “We want to allow and encourage these startups to challenge current standards and present solutions and their business ideas to top CEOs and executives in the industry.”

All finalists will receive publicity leading up to the event, recognition on stage during the annual ILS dinner Awards Ceremony and real-time feedback from executives. The winner will receive a spotlight in the SFIA Insider Blog, national media coverage, a winner’s plaque, a free six-week PR campaign from Uproar PR and one free year of SFIA membership.

SFIA’s annual ILS brings more than 200 C-level executives from across the sports and fitness industry together to examine an assortment of issues surrounding their businesses and the economy. The 2017 ILS will be held September 13-14 at the Drake Hotel in Chicago. Last year’s list of attending companies includes Adidas, Life Fitness, Mizuno, Nike, Speedo and Under Armour.

Registration is limited. Sign up before March 15, 2017 and receive 20 percent off registration. Register here: