The Sports & Fitness Industry Association (SFIA), formerly the SGMA, is the trade association of leading industry sports and fitness brands, suppliers, retailers and partners. Our mission is to "Promote Sports and Fitness Participation and Industry Vitality" by focusing on core product areas for the industry.SFIA is the premier trade association for: -More than 1,000 sporting goods & fitness brands, manufacturers, retailers and marketers in the industry; -Representing over 3,000 business locations, plants and distribution centers; -Employing more than 375,000 people; and -Generating $150 billion in domestic revenue wholesale sales Our purpose is to support our member companies and promote a healthy environment for the sporting goods industry by providing access to thought leadership, industry & public affairs, research and member services. SFIA enhances industry vitality and fosters sports, fitness and active lifestyle participation.