The Sports & Fitness Industry Association (SFIA) has launched a new initiative to coincide with major sporting events in the U.S., aiming to expand participation and inspire a new generation of athletes and fitness enthusiasts. The initiative is set against the backdrop of the future Summer and Winter Olympic Games, as well as world championships in soccer, rugby and baseball.
The campaign, dubbed 2034WARD, seeks to provide resources to underserved communities and low-income families, build and expand sports and fitness facilities, promote physical activity and its positive impacts on mental health and advocate for federal and state legislation to provide greater access to sports and fitness opportunities.
SFIA plans to collaborate with leaders from various leagues, brands, retailers, manufacturers, municipalities, and governing bodies as it embarks on its mission.
“Sports and fitness have the power to unite, inspire and transform lives,” SFIA president and CEO Todd Smith said. “2034WARD is not just a campaign, it is a movement. By bringing together stakeholders from across our industry, we will seize this moment to create lasting change, making sports and fitness more accessible to all and building a stronger, healthier future. Our campaign will capture the excitement and momentum of the upcoming decade, propelling our communities forward and expanding participation in sports and fitness like never before.”
