32 2025 TSMA 2. SFIA Mr. Todd Smith President & CEO, Sports & Fitness Industry Association (SFIA) State of the US Industry While there are many factors that affect the profitability and sustainability of the sports and fitness industry, the foundation is always in physical activity. The general rule abides: the more people are moving, playing, working out, and competing, the more likely it is our industry will be robust and growing. And the news here is positive. In 2023, the number of Americans who participated in at least one of the 124 sports and activities we track reached its highest point ever. Since 2018, the number of participating Americans increased by 23.5 million, representing 78.8% of the American population age 6 and above. This is a significant improvement from the previous decade, when the comparable number of actives hovered around 73% of the population for several years in a row. Even better is the number of CORE participants has also increased five years in a row. CORE is a key SFIA frequency measurement that indicates a committed player/enthusiast, and fundamentally captures those most likely to be a consumer, fan, and returning participant.
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