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.
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.