According to SGMA's Manufacturers Sales by Category Report (2009 edition), manufacturers' (wholesale) sales of sporting goods equipment, fitness equipment, sports apparel, athletic footwear, and recreational transport items in the U.S. totaled $66.3 billion in 2008 – a 3.2% decrease over 2007 when wholesale sales were $68.5 billion. Categories showing gains include team sports overall, as well as firearms/hunting, fishing, optical goods, ice hockey, volleyball (balls & sets), and camping.
Tom Cove, president of the Sporting Goods Manufacturers Association (SGMA), noted that on the sales side, sports industry sales dipped below GDP for the first time since 2003. But he noted that the level of decline was “not nearly as significant” as it was for other durable goods industries.
“The early numbers from our participation study indicate Americans continued to participate in strong numbers in 2008, especially in activities that are family oriented and low cost after the initial purchase of equipment,” said Cove. “Strength in participation bodes well for the industry as Americans will continue to see sports and fitness as important, family oriented activities. And, as Americans continue to participate, equipment will eventually have to be replaced and upgraded.”
In team sports, areas showing strength include ice hockey (up 5.9%), volleyball (up 3.8%), football (up 1.1%), and basketball (up 0.9%). Those showing modest declines included baseball/softball, down 2.6%; soccer, down 1.2%; and lacrosse, down 0.3%.
The three leading categories, based on overall sales, were:
- baseball/softball ($602 million);
- basketball ($356 million); and
- soccer ($304 million).
Sporting goods equipment sales dipped slightly – from $21.4 billion in 2007 to $20.8 billion in 2008. The five largest categories of sporting goods equipment are:
- golf ($2.76 billion);
- firearms/hunting ($2.54 billion);
- fishing ($1.93 billion);
- camping ($1.74 billion); and
- optical goods ($1.21 billion).
Despite the overall drop in sales, there were some categories that registered some sales gains:
- firearms/hunting (up 10% to $2.54 billion);
- fishing (up 10% to $1.93 billion);
- optical goods (up 7.5% to $1.21 billion);
- ice hockey (up 5.9% to $218 million);
- volleyball (balls & sets) (up 3.8% to $56 million); and
- camping (up 3.2% to $1.74 billion).
Wholesale sales of sports apparel sales were $28.9 billion in 2008, which is a 2.2% decline from $29.5 billion in 2007. The largest segment of the sports apparel industry – at $5.9 billion – is shirts/tops. Swimwear is the second largest segment of the sports apparel business at $2.4 billion.
Athletic footwear sales were $12.39 billion in 2008 – which represented a 4.3% drop from $12.95 in 2007. Three athletic footwear categories exceeded the billion dollar mark:
- running/jogging ($3.16 billion);
- classics/originals ($1.98 billion); and
- kids ($1.78 billion).
The recreational transport category suffered the biggest category decline. Wholesale sales were $31.4 billion in 2008, down from $37.5 billion in 2007 – a decline of just over 16%. This segment is filled with 'big ticket' items such as motorcycles, jet skis, recreational vehicles, snowmobiles, bicycles, and pleasure boats & motors. Given the price increases in fuel in 2008, the bicycle category was the only segment to show any kind of growth (10%).
The SGMA's Manufacturers Sales by Category is based on data from industry trade associations, a panel consisting of sporting goods companies' marketing experts, and SGMA market research studies. All figures are based on manufacturers' shipments (including imports) in the
SGMA MANUFACTURERS SALES BY CATGEGORY – 2009
Wholesales Dollars Based on Shipments From Manufacturers
Dollars in Millions
SPORTS EQUIPMENT
Category 2006 2007 2008 Percent Change 07/08
Archery $350 $357 $345 -3.5%
Paintball $370 $300 $240 -20.0%
Total Baseball/Softball $594 $618 $602 -2.6%
Bats $243 $257 $252 -2.0%
Gloves & Mitts $142 $136 $132 -3.0%
Baseballs $55 $53 $49 -7.0%
Batting Gloves $45 $50 $49 -1.1%
Softballs $28 $28 $27 -3.0%
Protective/Other $81 $94 $92 -1.9%
Total Basketball $352 $353 $356 0.9%
Basketballs $160 $162 $167 3.0%
Backboards $165 $163 $161 -1.7%
Other/Accessories $27 $27 $28 4.2%
Billiards $234 $227 $176 -22.5%
Bowling $206 $200 $196 -2%
Total Camping $1,659 $1,686 $1,741 3.2%
Coolers/Chests $283 $283 $288 1.5%
Tents/Shelters $247 $254 $259 2.0%
Sleeping Bags / Air Beds $343 $346 $356 3.0%
Jugs/Containers $67 $67 $73 10.0%
Backpacks $364 $375 $390 4.0%
Stoves / Fuels $111 $112 $117 4.0%
SG Furniture $200 $203 $210 3.0%
Other $45 $46 $48 5.0%
Total Firearms $2,204 $2,307 $2,537 10.0%
Long Guns $1,017 $1,063 $1,169 10.0%
Handguns $501 $524 $576 10.0%
Ammunition $686 $720 $792 10.0%
Fishing $1,668 $1,751 $1,926 10%
Total Football $474 $491 $496 1.1%
Balls $84 $87 $89 1.9%
Protective $295 $305 $305 0.0%
Other/Accessories $95 $98 $102 3.6%
Total Golf $2,972 $2,988 $2,762 -7.6%
Clubs $1,586 $1,610 $1,481 -8.0%
Balls $813 $801 $741 -7.5%
Gloves $146 $148 $145 -2.0%
Other $427 $429 $395 -8.0%
Total Ice Hockey $200 $206 $218 5.9%
Skates $53 $54 $54 0.0%
Sticks $50 $53 $59 11.5%
Protective $78 $80 $84 5.0%
Other $19 $19 $22 10.7%
Optical Goods $1,100 $1,155 $1,213 7.5%
Racquetball $13 $25 $24 -3.8%
In-line Roller Skates $0 $0 $64
In-line Accessories $0 $0 $5
Skateboards $0 $0 $0 ***
Scuba & Skin Diving $277 $292 $267 -8.5%
2006 2007 2008 Percent Change 07/08
Total Ski $510 $544 $504 -7.4%
Snow Skiing, Alpine $279 $287 $262 ** -9.0% 2008 Estimated
Snow Skiing, X-Country $46 $43 $40 ** -8.0% 2008 Estimated
Snowboards $185 $213 $202 ** -5.0% 2008 Estimated
Total Soccer $300 $308 $304 -1.2%
Balls $100 $103 $104 0.9%
Protective $25 $25 $24 -5.0%
Other/Accessories $175 $179 $176 -1.9%
Table Tennis $45 $46 $46 -5.0%
Total Tennis $245 $261 $256 -2.0%
Racquets $111 $121 $114 -5.6%
Balls $76 $80 $81 1.8%
Other $58 $60 $60 0.0%
Total Lacrosse $56 $59 $59 -0.3%
Sticks $24 $25 $25 2.5%
Protective $23 $24 $22 -5.0%
Other/Accessories $10 $10 $11 3.7%
Volleyball (Balls, Sets) $51 $54 $56 3.8%
Water Sports – Ski Equip. $125 $128 $115 -9.5%
Water Sports Other $300 $309 $287 -7.0%
Boxing $100 $105 $105 0%
Martial Arts $280 $314 $298 -5.0%
Other $6,146 $6,269 $5,642 -10.0%
TOTAL SPORTS EQUIPMENT $20,831 $21,351 $20,839 -2.4%
EXERCISE
Total Exercise $4,662 $4,699 $4,224 -10.1%
Exercise – Consumer $3,543 $3,549 $3,183 -10.3%
Treadmills $1,000 $967 $870 -10.0%
Home Gyms $286 $286 $232 -19.0%
Exercise Cycles $400 $393 $344 -12.5%
Rowing Machines $67 $67 $56 -15.7%
Free Weights $173 $175 $167 -4.5%
Exercise Benches $136 $136 $122 -10.7%
Ab Machines $225 $230 $205 -10.8%