The Sports & Fitness Industry Association (SFIA) has announced the launch of 2034WARD, a new initiative designed to boost sports participation across the United States. The initiative aligns with major upcoming sporting events, including the Summer and Winter Olympic Games, as well as world championships in soccer, rugby, and baseball.
The goal of 2034WARD is to expand access to sports and fitness activities, particularly in underserved communities and for low-income families. The campaign will focus on building and improving sports facilities, promoting physical activity, and highlighting the mental health benefits of exercise. Additionally, SFIA plans to advocate for legislative measures at both the state and federal levels to further enhance sports and fitness opportunities across the country.
SFIA intends to work with a wide range of industry leaders, including representatives from sports leagues, brands, retailers, manufacturers, local governments, and governing bodies, to drive the initiative forward.
“Sports and fitness have the power to unite, inspire, and transform lives,” said Todd Smith, president and CEO of SFIA. “2034WARD is more than just a campaign; it is a movement. By collaborating with stakeholders across our industry, we aim to create lasting change—making sports and fitness more accessible to all while fostering a healthier, stronger future for our communities. This initiative will harness the energy and excitement of the coming decade, propelling us toward greater participation in sports and fitness than ever before.”
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