The Sporting Goods Manufacturers Association (SGMA) plans to change its name to the Sports & Fitness Industry Association (SFIA) as part of a new branding effort. The rebranding process is a reflection of a multi-year strategic planning process that includes a disciplined focus on its core offerings: member services; thought leadership & events; public & industry affairs; and research insights.
Specifically, SGMA/SFIA is working hard to enhance its member offerings with a new website, supplier directory, a national grassroots advocacy campaign called PHIT America, a major upgrade to its product testing member benefit and a range of new thought leadership initiatives including the 2013 Industry Leaders Summit.
The organization also felt the change from ‘Sporting Goods’ to ‘Sports & Fitness’ is more definitive about its inclusion of brands connected to fitness and active lifestyle products. The change from ‘Manufacturers’ to ‘Industry’ embraces a broader community including suppliers, brands, major sports and fitness retailers, and partners – a clearer reflection of its current and future membership.
While the Board of Directors has approved every aspect connected to the overall rebranding, changing the name of SGMA requires a vote of the membership, which will be done by proxy and ratified at the SGMA Annual meeting this fall.