2020 TSMA

33 ment retailers largely rely on ecommerce, where shelf space is not limited and they can show a broader line of product. The athleisure movement continues to be strong, as fitness, wellness and comfort have become a top pri- ority for many consumers. SFIA data shows that the fitness apparel category was the fastest growing sector among all apparel categories, growing 5.7 percent in 2018. Following suit, the home fitness and boutique fitness markets are growing, both of which continue to provide fresh, unique opportunities to participate in activity. Across the board, we can see that connection with the consumer through social media is critical. This connection successfully and efficiently drives brand awareness and increases demand. Even through all the change and disruption, profitability has stabilized over the past two years, with the majority of SFIA members reporting an increase in profitability in both 2017 and 2018. Combined with a plunge in year-end inventory, this presents a stable platform for future growth. Having survived the retail crisis, many companies are once again investing in research & development. This type of spending is usually the first to be cut in times of economic distress – its return signals that companies are stable and preparing for growth. As this provides an optimistic look into the future of the U.S. sports and fitness market, we must keep in mind that more than a quarter of the American population is inactive. In order for the industry to thrive, we must take action to encourage more Americans to participate in sports and fitness activities.