According to SGMA’s Manufacturers Sales by Category Report (2010
edition), manufacturers (wholesale) sales of sporting goods equipment,
fitness equipment, sports apparel, athletic footwear, and licensed
merchandise in the U.S. totaled $71.8 billion in 2009 – a 4.3% decrease
over 2008 when wholesale sales were $75.0 billion.

“In many respects, the decline in sales in the sports industry was a mirror image of the struggles in the U.S. economy during the last 12-18 months,” said SGMA President Tom Cove.  “As the economy begins to improve, Americans will be more likely to spend more money on fitness equipment, sports gear, athletic clothing, and footwear.  Overall, sports participation remains strong in the U.S. though activities which are family oriented and low-cost-to-participate are attracting large numbers of participants.  This year could easily be a significant year of change for the sports industry as people are posed to play more and, hopefully, spend more.”

Sporting goods equipment sales dipped slightly – down 2.4% — from $21.8 billion in 2008 to $20.2 billion in 2009. The five largest categories of sporting goods equipment are:

  • firearms/hunting ($3.09 billion);
  • golf ($2.48 billion);
  • fishing ($2.02 billion);
  • camping ($1.70 billion); and
  • optical goods ($1.21 billion).

Despite the overall drop in sales, there were some categories that registered sales gains:

  • firearms/hunting (up 21.8% to $3.09 billion);
  • martial arts (up 8.3% to $323 million);
  • fishing (up 5% to $2.02 billion);
  • volleyball (balls & sets) (up 3.8% to $58 million);
  • lacrosse (up 3.6% to $61 million); and
  • ice hockey (up 2.3% to $223 million).

Outlook for 2010:  Archery, boxing, camping, golf, ice hockey, lacrosse, martial arts, ski, soccer, volleyball, and water sports are expected to have increases in wholesale sales this year.    

Exercise equipment is a $4.2 billion business and treadmill sales account for nearly 25% of that entire category. After treadmills, the next two largest fitness categories are elliptical machines ($913 million) and exercise cycles ($442 million). Consumer/retail spending for exercise equipment accounts for nearly 80% of the entire exercise equipment category.  And, consumer/retail spending for exercise equipment is expected to increase 7.6% this year.

Outlook for 2010:  This year, the exercise equipment category is expected to grow by 5.7% to $4.39 billion.  On the consumer side of the equation, free weights, exercise benches, stair climbing machines, and ab machines are projected to have the strongest growth in wholesale sales this year.

Wholesale sales of sports apparel were $28.17 billion in 2009, which is a 5% decline from $29.64 billion in 2008.  The largest segment of the sports apparel industry — at $4.8 billion – is shirts/tops. Swimwear is the second largest segment of the sports apparel business at $2.5 billion.  Among the divisions of the sports apparel category — which are branded athletic apparel, performance apparel, fitness apparel, and branded activewear – only fitness apparel had an uptick in sales in 2009.  Fitness apparel sales increased 0.5% from $314 million in 2008 to $315 million in 2009.

Outlook for 2010:  This year, wholesale sales for swimwear, shirts/tops, shorts/skirts, pants, warm ups, fleece/sweats, and apparel accessories are expected to improve.

The athletic footwear category was relatively stable in 2009 as sales fell less than one percent – from $12.4 billion in 2008 to $12.3 billion in 2009.  Running is the rising star of the athletic footwear category as running shoe sales rose 6% to $3.35 billion. Outdoor/adventure is another strong category as sales increased by 4% — from $580 million in 2008 to $603 million in 2009.  The five leading athletic footwear categories are the following:

  • running/jogging ($3.35 billion);
  • classics/originals ($1.88 billion);
  • kids ($1.78 billion);
  • skate/surf ($806 million); and
  • basketball ($796 million).

Outlook for 2010:  Five athletic footwear categories (fitness/workout, outdoor adventure, running, soccer, and walking) are expected have wholesale sales increase of at least 4.0% this year.

The recreational transport category suffered a double-digit category decline in 2009.  Wholesale sales were $27.33 billion in 2009, down from $31.48 billion in 2008 – a decline of 13.2%.  As recently as 2007, the recreational transport category was at $37.47 billion.  The line items in this category include motorcycles, jet skis, recreational vehicles, snowmobiles, bicycles, and pleasure boats & motors.