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TABLE OF CONTENTS
PARTICIPATION NOW
Ohio Lt. Governor And Former Ohio State Football Coach Jim Tressel Is Leading A Statewide Campaign To Get Grade-School Kids More Active And Making Healthier Choices.
CEO NOW NSGA OFFICERS
CHAIRMAN OF THE BOARD
This issue of NSGA NOW puts the spotlight on NSGA Board Chair Gordon Geiger and also highlights an impressive initiative taking place in his home state of Ohio.
Jim Tressel is best known for his success leading college football teams such as Ohio State to a national championship and Youngstown State to four Football Championship Series national titles. Now Lt. Governor Jim Tressel is leading what he calls a movement in Ohio with the “Team Tressel Fitness Challenge.”
You can learn more about Tressel’s “Challenge” on page 12. Movement is apropos since the objective is to get kids moving in the right direction toward more active and healthier habits and lifestyles.
Interest in the “Challenge” is spreading throughout Ohio, and we hope it serves as a template for other states as well. After all, if kids see the benefits of participating in a program such as the “Team Tressel Fitness Challenge,” hopefully that will turn them into lifelong sports participants.
There’s another long-term, participation initiative that was introduced in early September by a pair of congressmen on the East Coast. The bi-partisan PLAY Act (Promoting Lifelong Activity for Youth), led by New Jersey Democrat Josh Gottheimer and New York Republican Mike Lawler, is designed to lower the costs of youth sports and increase participation.
The legislation would allow parents to use the Child and Dependent Care Tax Credit on expenses related to youth sports and other activities. It would also create a federal grant program for investments in recreational youth sports programs and nonprofit organizations.
Families in the United States spent an average of more than $1,000 a year on their child’s primary sport and proposed federal funding cuts could impact sports in schools, according to data from Gottheimer’s office.
“Every kid in Jersey who wants to should have the opportunity to write their own success story playing sports,” Gottheimer said in a news release. “But here’s the challenge: youth sports have become more and more expensive, and for many families, simply unaffordable. The actions I’m announcing are a win-win-win for kids, parents, and town rec leagues.”
The “Team Tressel Fitness Challenge” and PLAY Act have different approaches but a similar goal of getting more kids participating in athletic-related activities. That is an excellent goal for kids and our industry which is ready to provide them with the tools they need to succeed!
Best regards,
MATT CARLSON PRESIDENT & CEO
GORDON GEIGER
Geiger’s, Lakewood, OH
TREASURER/CHAIRMAN-ELECT
BOB FAWLEY
Capitol Varsity Sports, Oxford, OH
PAST CHAIRMAN
PAT DONNELLEY
Twin Falls, ID
BOARD OF DIRECTORS
KEVIN BEZANSON
Cleve’s Source for Sports, Halifax, Nova Scotia, Canada
JOHN DAVENPORT
Play It Again Sports, Minneapolis, MN
COLE JOHNSON
Johnson-Lambe Sporting Goods
Raleigh, NC
JUSTIN MILLER
Scholastic Sports Sales, Manlius, NY
JESSICA ROSE-HUGGINS
Denver Athletic Supply, Englewood, CO
RON RUGAL
B&R Sporting Goods, Shelby Charter Township, MI
JOHN SCIPIO
SV Sports, Pottstown, PA
NSGA TEAM LEADERS
MATT CARLSON
President & CEO
HAYLEY FANSLER
Director, Business Development
MARTY MACIASZEK
Director, Team Dealer Division, Communications
JULIE PITTS
Director, Public Affairs and President, NSSRA
NICK RIGITANO
Director, Insights and Analysis
JENNIFER SHAFFER
Chief Financial Officer
NSGA NOW (ISSN 1045-2087) is published bi-monthly for members of the National Sporting Goods Association, 3041 Woodcreek Drive, Suite 210, Downers Grove, IL 60515. Phone: (847) 296-NSGA (6742). Subscription price of $50 per year is included in membership fee. Non-member subscription information available from publisher. Periodical
ASSOCIATION NOW
Q&A WITH THE NSGA BOARD CHAIRMAN: GORDON GEIGER
BY MARTY MACIASZEK NSGA DIRECTOR OF COMMUNICATIONS
There is no mistake about what has made Geiger’s a sporting goods success story not far from the shores of Lake Erie in suburban Cleveland, Ohio. The family business that started in 1932 as Charley Geiger’s Haberdashery continues to thrive because of the emphasis on top-notch service to the customer in its two locations in Lakewood and Chagrin Falls.
Gordon Geiger is at the forefront as the co-owner of the business that emphasizes snow sports but also has a team sports component. He also moved into a prominent role in the industry when he took over as Board Chairman of the National Sporting Goods Association (NSGA) in June 2024.
Geiger was the Board Chairman and member of the board of the National Ski & Snowboard Retailers Association (NSSRA) before joining the NSGA Board in 2021. In this Q&A, Geiger talks about the long history of the family business, what he sees on the horizon for the industry, how he can help address its numerous challenges and finally witnessing a championship parade in Cleveland.
Q: How did your family get involved in the sporting goods business?
A: I’ve been told we have always had a curated selection of general sporting goods. Back in the 1930s it was a simpler time and there were just a few brands. Wilson, MacGregor, H & B, Converse, Spot-Bilt and Russell Athletic were all fledgling brands at that time. We devoted about 8 lineal feet to cover the needs of our customers and it was positioned near the socks, underwear and pajamas I’m told. Remember our incorporated name is Charley Geiger’s Haberdashery, which in its purest sense
means men’s dressing accessories such as shirts, shirt collars, neckties, socks and sock garters and hats.
Q: Did you always know you would be a part of the family business?
A: Probably, but it wasn’t until my junior year in college that I was finally convinced. Like most family businesses, I worked after school in high school and during breaks in college. The great thing is that I was never forced to work but I always had the opportunity to do so.
Q:Where did your love of sports come from?
A: Hmmm, a great question. I was a Wide World of Sports kid every Saturday afternoon at 3 (on ABC) and of course I loved the Cleveland sports teams (Browns, Indians/Guardians and Cavaliers).
(Left) Gordon Geiger somewhere in the middle of Cleveland’s first major sports championship in 52 years after the Cavaliers won the 2016 NBA championship.
Q: So, as a long-suffering Cleveland sports fan (is there any other kind) how cool was it to see the Cavaliers win the NBA title in 2016?
A: Long-suffering to say the least. As Cleveland sports fans we’ve been conditioned to expect failure and not conditioned to expect success. I guess that’s what makes us forever hopeful. And yes, the Cavs’ win in 2016 was incredible and emotional. I was at the parade.
Q: What did you enjoy most about competing in sports?
A: The lifelong friendships and memories that were made. When I was growing up our city of Lakewood had, and still does have, a terrific youth sports recreation department. A department that encouraged all kids and abilities to play and learn the fundamentals. Usually a real mishmash of talent. Note that I was the right fielder in Little League, which usually means the least athletic kid on the team.
Q: How has Geiger’s evolved to remain successful for 90-plus years?
A: Understanding the market and our customers. Listening and learning every single day. Being able to see mistakes and shifts in trends early on. I have been blessed and fortunate to work side-by-side hardworking family members, too. Of course, it started with my dad Charley and uncle Don Geiger and for the last 40-plus years it has been my brother Chas, sisterin-law Patti Geiger and my wife Susan, who has been our Chief Merchandising Officer for decades. My son John (now the fourth generation) has been key to our e-commerce channel and the elevation of our men’s apparel categories for the last 14 years.
Continued on page 8
Gordon Geiger’s Little League baseball team didn’t have to look far for a store to get uniforms. Gordon is second from left in the front row next to the catcher.
ASSOCIATION NOW
Continued from page 7
Q: How unique is Geiger’s as a ski shop in the Cleveland area?
A: We’re actually not all that unique. During the major growth times of the ‘70s and ‘80s there were 7 or 8 independent shops along with some chains like Koenig’s, MC Sports and Herman’s. Now there are 5 including our 2 stores. Chain stores either let the snow sports business go or sadly closed up shop. It takes a high degree of expertise to be successful in snow sports.
Q: How did snow sports become such a big part of your business?
A: As other sports categories were being killed, so to speak, like athletic footwear and apparel, we continued the focus on snow sports and lifestyle apparel as growth areas. We’re also “old school” in our selling where service to our customers is paramount.
Surviving over 90 years means we’re doing something right to retain and gain customers. Many are multi-generational and feel good about supporting family and independent businesses like ours.
Q:
How has your experience as NSGA Chairman been so far and what are your goals?
A:
Working with the NSGA Board of Directors and the NSGA team led by President & CEO Matt Carlson has been tremendous. The group works well together to develop strategies and programs that will help not only retailers and team dealers but everyone in the industry. The NSGA Board is a great group to talk with about challenges we face and how those challenges affect everyone in the industry.
My goals include coordinating with the NSGA Board to provide guidance to Matt
and his team to implement plans and ideas they are developing for people in the industry. I want to help increase the collaboration between NSGA and other associations who share our values, leagues and groups that are an important part of the sports landscape.
Q: Why did you get involved in leadership positions with NSGA and NSSRA?
A: It was important to give back to an industry that has given so much to my family. We have experienced a lot through the years at Geiger’s and sharing what has worked for us and what hasn’t worked is important. I would recommend to any of our members in NSGA, NSSRA or the Hockey Dealers Association (HDA) to get involved in some type of leadership capacity if they have the opportunity.
Q:Why is it important for people in the industry to be part of NSGA and NSSRA?
A: NSGA and NSSRA are giving their members time-saving tools to be successful. They have the drive to make sure everyone in the industry thrives. They are always there to try and help if you have a question about where to find products or are having an issue with a vendor. The information they provide on what’s happening in the industry, and more importantly, what’s on the horizon is invaluable.
The Scoreboard weekly electronic newsletter and the NSGA NOW magazine I receive every other month are phenomenal tools the association uses to keep us informed on the industry. I’ve also been fortunate to take part in some of the Lobby Days on Capitol Hill with NSGA and it’s gratifying to see the willingness of the association to make sure our interests and concerns are heard by our elected officials.
Q:What are the biggest issues for sporting goods retailers and team dealers?
A: The uncertainty of the tariff situation is the biggest right now. It makes planning and forecasting a challenge. I’m also concerned about the bigger impact it could have on sports participation, not only from increased prices on sporting goods but on everything. Participating in sports isn’t getting any cheaper and you would hate to see kids priced out of their opportunity to play because a family doesn’t have the money.
The increased involvement of private equity is also having an impact on the companies in our industry producing and selling sporting goods, all the way down to the operation of youth leagues and organizations. Is this enhancing or inhibiting the sports experience for all? One of the great things about sports has been the opportunity for everyone and I don’t want to see that get lost.
lenge nonetheless.
Q: Why is it important to attend the Leadership Conference for someone who has never been there or not been there in recent years?
make great connections through Speed Networking or a conversation during lunch or a networking break.
Continued on page 10
Gordon Geiger enjoying the snow.
ASSOCIATION NOW
Continued from page 9
I always come back to Geiger’s with some great ideas to implement into our business from talking to other people or hearing from some of the great speakers.
The session at the recent Leadership Conference on building industry relationships was the kind of discussion you can’t get anywhere else. There were groups of people sharing ideas on how retailers and dealers and manufacturers and brands can work better together. It was fun, engaging and enlightening for everyone.
We know it may seem difficult to break away from your store or business but it’s a worthwhile investment to make time for the Leadership Conference.
Q: What has Geiger’s done to build those successful industry relationships?
A: It’s not easy and it’s something we all have to work at. You have to stay in regular contact with your vendors and be willing to work together to make the relationship work and build a level of trust. And staying in contact can’t occur only when there is a problem. Reach out to a vendor and thank them when they’ve done a good job. We have more tools than ever to connect with people — from texts and emails to the old-school phone call — and it’s important to use them.
Q: What can be done to help increase participation in snow sports and all sports?
A: We are fortunate as retailers and dealers to be selling something fun, whether it’s to a 7-year-old kid putting on a baseball glove for the first time or a 77-year-old trying out a new pair of skis. Sports can last a lifetime for everyone and we have a great opportunity to keep our customers involved and engaged by making sure they have a great experience when they come into our store.
At Geiger’s we want our customers to know they can come back to us for great service, find the right equipment they need and get answers to their questions. We want to make sure the purchasing part is as smooth as possible so they keep coming back and keep participating in what they enjoy.
Q: How has Geiger’s stayed ahead of the curve with technology? How important is this area to retailers and team dealers?
A: Geiger’s is always looking at ways to stay better connected with our customers and to make sure they can find what they need as easily as possible through our website or social media channels. It’s imperative that retailers and team dealers stay on top of how they build their customer base through technology. But it’s also important that we look at technology, such as AI (artificial intelligence), in ways that it can make it easier for us as business owners and operators or as salespeople to be more efficient in how we use our time.
Q: Finally, what gets you excited every day to get to the store and be a part of this industry?
A: The constant challenge to serve our customers in the best possible way. We sell, for the most part, FUN, which makes people smile.
GORDON GEIGER’S FAVORITE THINGS
MOVIES:
Corny I know but old-school musicals like “The Music Man,” “Sound of Music,” “Mary Poppins” and “Oklahoma.” I’m also a big fan of James Bond and the Mission Impossible series.
ACTORS:
Harrison Ford, Sean Connery, Gene Hackman and Paul Newman
FOOD:
Mexican and of course anything my wife Susan whips up is always good.
VACATION SPOTS/GETAWAYS:
Southwest Florida and Pinehurst, North Carolina
SPORTS TO PARTICIPATE IN:
Golf, tennis, pickleball and skiing of course
SPORTS TO WATCH:
Football, Baseball, Basketball, Tennis, Golf, Volleyball, Rugby, Hockey, Soccer, the Olympics (Summer and Winter)
… did I miss any?
TEAMS:
Of course, all Cleveland teams, The Ohio State University and Wittenberg University (my alma mater)
ATHLETES:
Jose’ Ramirez (Guardians), Kyle Schwarber (Phillies and my golf buddy Mike’s nephew), Scottie Scheffler, Jack Nicklaus, LeBron James and Roger Federer
BOOKS:
All John Grisham novels
AUTHORS:
John Grisham and Dan Brown
MUSICIANS:
Love Queen and Aerosmith and of course the Beatles and Rolling Stones
Submissions accepted until MARCH 31, 2026
PARTICIPATION NOW
TEAM TRESSEL FITNESS CHALLENGE GETTING KIDS ACTIVE IN OHIO
BY MARTY MACIASZEK NSGA DIRECTOR OF COMMUNICATIONS
Jim Tressel was used to quickly developing game plans during a college football coaching career that included a 2002 national championship at Ohio State.
Not long after Tressel became Lieutenant Governor of Ohio in mid-February 2025, he was tasked by Governor Mike DeWine to develop a program that would help elementary and middle school kids in the state adopt healthier and more active lifestyles.
“We just put our heads together and came up with a concept with fitness, nutrition, rest and mindfulness to tie in with mental health,” Tressel said in an interview in late October. “We threw out an email in early July and all of a sudden within two days it was going pretty good. We said we’re going to have to launch this thing pretty quickly.”
The result is the “Team Tressel Fitness Challenge” that was announced on August 25 for schoolchildren in grades 4 through 8 throughout the state of Ohio. Ted Ginn Jr., who played wide receiver for
Tressel at Ohio State and for 14 seasons in the NFL, was one of the “Challenge Captains” who visited schools two to three days a week. Dr. Lauren Miller, who was a basketball standout at Ohio State, was also involved in the promotion of the Challenge.
More than 700 schools and 183,000 kids participated in this first round of the Challenge, according to Tressel and Julia Poling, his Communications and Coalitions Manager.
“Everyone just jumped in and it’s incredible what we’ve created,” Tressel said of the support that ranges from school principals and physical education teachers to non-profit organizations. “We didn’t think it would go this well, but timing is everything in life.”
That timing included President Trump’s reinstatement of the President’s
Physical Fitness Test this summer as the Challenge was kicking off. But Tressel, who was a head coach at Youngstown State and Ohio State for 25 years, wanted the Challenge to be more than just measurements of kids’ speed and strength.
Tressel wanted the Challenge to be inclusive and adaptive for kids who face mental, physical or cognitive challenges. The 90-day challenge, which is designed to build a foundation for a healthy lifestyle, also has flexibility for adjustments by participating schools. They have a YouTube channel with 100plus instructional videos.
“We came up with something that wasn’t a test, and as Julia said, it’s not a program, it’s a movement,” Tressel said. “Our goal is to be a complement to what they’re doing in school. We want to be helpful and not be a burden.”
All evidence is the Challenge has proved to be a big help, according to Tressel and Poling.
Former Ohio State star and NFL wide receiver Ted Ginn Jr., leads the kids in pushups during a Team Tressel Fitness Challenge event in Ohio. (All photos courtesy State of Ohio)
“The feedback has been really, really positive,” Poling said. “One of the physical education teachers we spoke with said it was the best thing given to him in 16 years as a PE teacher.”
Tressel and Poling said they have visited about 50 Ohio schools in person for assemblies to get the kids excited about participating in the Challenge. Seeing a former pro athlete such as Ginn, who leads Ginn Elite, a non-profit organization billed as empowering youth through sports, helps build excitement.
“Teddy said, ‘If you win the kid, you win the family,’” Tressel said. “We have some anecdotal evidence where the kids go home and talk about it and the family gets involved. The more usable you make it the more of that you’ll get.”
With the first round of the Challenge complete, Tressel’s group is evaluating what can improve. The second round is scheduled to start February 2, 2026 with another fall round next September. Tressel said a round in the summer is also a possibility.
The feedback included that third graders might be ready for the Challenge and eighth graders might be “too cool for this,” as Tressel said with a laugh. Poling said school leaders have suggested letting kids set their own goals to “let them own the challenge.”
And the goal for Tressel and Poling is to try and reach about 350,000 kids in the second round.
“We want it to be challenging but on the other hand we talk about smart goals,” Tressel said. “I think our evaluation is far from over on how this will end up.
“We’re excited about it. If they’re just a little more active and have a little more energy and a little more focus, I’d like to believe we’re helping them with the stuff they have to grind out every day like their homework.”
Tressel moved into the open Lieutenant Governor’s spot when Jon Husted filled
Ohio’s vacated U.S. Senator spot after J.D. Vance became Vice President. DeWine’s second term as Governor ends in 2027 and Tressel hopes the “Team Tressel Fitness Challenge” can have a lasting impact, not only in Ohio, but throughout the country in helping kids stay active and become long-term participants in sports.
“Our goal by end of their eight years (DeWine’s administration) is this does two things,” Tressel said, “The first thing is the next administration says to keep building on this. The second thing, and we get a little bit of interest, is to get other states to chime in and talk about implementing how it fits their education system and get it to be, as Julia calls it, a movement.”
Which sounds like a winning game plan.
If you would like to learn more about Ohio’s Team Tressel Fitness Challenge and how a similar program could be implemented in your area or state, contact Julia Poling, the Communications and Coalitions Manager for the Office of Lt. Governor Jim Tressel, at Julia.Poling@governor.ohio.gov.
Ohio Lt. Governor Jim Tressel gets the students excited during a Team Tressel Fitness Challenge school visit.
Students show their enthusiasm for the Team Tressel Fitness Challenge.
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PRACTICAL YEAR-END BEST PRACTICES FOR A STRONG START TO 2026
BY RITCHIE SAYNER ADVANCED RETAIL STRATEGIES
As we enter the final stretch of 2025, it’s a natural time to evaluate what’s worked, what hasn’t and — most importantly — what comes next.
For sporting goods retailers, whether you’ve exceeded your expectations this year or fallen short, the best time to prepare for 2026 is right now. Here are 10 key strategies — tailored specifically to NSGA members — to position your store, team or dealership for success in the new year.
1. STAY FRESH TO STAY COMPETITIVE
Nothing drives profitable retail growth faster than a steady stream of fresh, new product. Frequent inventory turns not only excite regular shoppers but also create urgency and relevance. When customers walk in, they should never feel like they’re seeing the same assortment they saw last month. Stay agile and keep your product mix evolving — especially in categories like footwear, apparel and seasonal equipment.
2. OUT WITH THE OLD, IN WITH THE NEW
If your year-end data shows underperforming brands or items, don’t carry that weight into Q1. Take “hard
markdowns” now to reduce inventory clutter, increase stock turns and free up Open-to-Buy (OTB) dollars for better-selling merchandise.
Bonus: You’ll also simplify your physical inventory count and improve inventory accuracy — a win for operations and your bottom line.
3. TEST, DON’T GUESS
Reserve a percentage of OTB for testing new vendors, lines or categories. Every top-selling brand in your store likely started as a limited test.
By consistently trialing new products — especially those relevant to emerging trends or youth sports participation — you keep your selection fresh and your customers engaged.
4. BUILD AND ALIGN YOUR PROMOTIONAL CALENDAR
Meet now with your staff or marketing team to finalize promotions for the end of 2025 and the first quarter of 2026. This includes:
• Social media campaigns
• Digital and print advertising buys
• In-store or community events (e.g., races, tournaments, team nights)
• Trunk shows or vendor activations
Use these opportunities to drive traffic and foster local loyalty — without always relying on deep discounts
5. CLEAN HOUSE WITH VENDOR RETURNS
Now’s the time to clear your back room of returns:
• Damaged product
• Swapped inventory per vendor agreements
• Overstocks eligible for return
Submit return authorizations (RAs) before year-end. Clean shelves lead to a cleaner start.
6. PROMOTE IN-STORE SERVICES THAT ADD VALUE
Differentiate yourself from online competitors by promoting services they simply can’t offer. Do you offer:
• Free gift wrapping?
• Stride analysis or foot scans?
• Equipment fittings or uniform customization?
• Local delivery for team orders?
Even small perks — like free laces, minor gear adjustments, discounted or free skate sharpening or same-day glove relacing — can make a lasting impact.
7. MAXIMIZE GIFT CARD SALES NOW
Gift cards represent guaranteed future foot traffic — and a chance to convert first-time customers into long-term fans. Make them highly visible in-store, online, and in holiday promotions.
8. EVALUATE YOUR TEAM OBJECTIVELY
Use year-end as a checkpoint to assess your staffing. Are all team members contributing to the store’s goals?
This includes managers, sales associates and seasonal help. If someone’s performance or attitude is dragging down morale or profitability, it’s time for a tough but necessary decision.
Even family members or long-time employees should be evaluated with a clear eye: Are they helping move the business forward?
9. REVIEW OPERATING EXPENSES WITH A CRITICAL EYE
Though many stores wait until after the year closes, a preliminary review of your P&L now can reveal overspending — or opportunities.
Check the following:
• Occupancy: Are your rent or facility costs aligned with sales?
• Payroll: Does labor efficiency match industry benchmarks?
• Marketing: Are your digital spends yielding measurable returns?
Don’t be afraid to reallocate budget from low-performing channels into high-ROI efforts.
10. SET MICRO-GOALS FOR MACRO IMPACT
Set small, daily goals for you and your team. Retail is detail, and incremental improvements stack up quickly.
Try this: Round up your initial markup by $0.50 or $1.00 per item. Over thousands of transactions, that slight increase can equate to significant margin improvement — with minimal customer resistance. This simple tactic alone could pay for your next vacation—or your team’s next incentive trip.
THE BOTTOM LINE
The sporting goods industry remains strong, and consumers continue to prioritize health, fitness and active lifestyles. With strategic planning and a commitment to proactive operations, you can turn today’s efforts into next year’s success.
Don’t wait until January to start planning — prepare now to make 2026 your best year yet.
Wishing all NSGA members a joyful holiday season and a healthy, profitable New Year!
RITCHIE SAYNER
Sayner has spent the past four decades helping independent retailers improve profitability. In addition to speaking to retail groups nationwide, Sayner is a regular contributor to retail industry publications. Prior to embarking on his retail consulting career, he was the general merchandise manager for an independent department store in the Midwest. Ritchie is a graduate of the University of Wisconsin-LaCrosse. He is also the author of the book, “Retail Revelations-Strategies for Improving Sales, Margins, and Turnover.” He can be reached though his website at www.advancedretailstrategies.com.
Scholarship includes:
• Registration fee for the 2026 Conference
• Accommodations for Sunday, Monday and Tuesday
• Daily breakfasts, luncheons, receptions
• Sporting Goods Industry Hall of Fame Dinner and Induction Ceremony Application deadline is January 16, 2026 Only NSGA member retailers and team dealers are eligible to receive a scholarship
INSIGHTS NOW
IEXAMINING SPECIALIZATION
IN TEAM AND INDIVIDUAL SPORTS
BY NICK RIGITANO NSGA DIRECTOR OF INSIGHTS AND ANALYSIS
ncreased costs to participate, the rise of travel leagues and the very common (yet still very unrealistic) notion that if an athlete devotes enough time and energy to one sport/activity, he or she has a legit shot at getting a scholarship and/or turning professional.
These are all factors contributing to the justification of participating in only one sport/activity, also known as specialization. But just how prevalent has specialization become in team and individual sports?
Until now, the industry has mainly relied on anecdotal evidence to make this assertion. Thanks to NSGA’s Annual Sports Participation study, there is quantifiable data to consider as well.
For purposes of this study and this article, specialization is defined as meeting participation requirements for only one sport/activity throughout the calendar year. Broadly speaking, 16 percent of the active population (those ages 7 or older participating in at least one of the sports/activities tracked by NSGA) specialize in one sport/activity according to the study (Figure 1).
In essence, active people are much more likely to participate in multiple sports/activities than they are to specialize in one specific sport. This makes sense as 1) people can have multiple interests (multi-sport athletes) and 2) some sports/activities work in tandem and are complementary to others (i.e., weightlifting and tackle football).
We can also look at specialization within specific segments tracked by NSGA. When it comes to team sports, 61 percent of team sports participants were exclusive to only one team sport in the segment (Figure 2).
Basketball had the highest segment specialization rate with 19 percent of its participants choosing not to play another team sport. Soccer is next on the list with 12 percent, followed by volleyball at 8 percent and baseball
and softball both with 5 percent. The remaining team sports (cheerleading, flag football, tackle football, touch football, ice hockey, lacrosse) each had less than 5 percent of participants who were exclusive to their specific team sport.
Similarly, the individual segment saw 65 percent of its participants play only one sport within the segment (Figure 3). For swimming, 26 percent of participants chose not to play another individual sport, marking the highest specialization rate within the segment. Bowling and golf were next on the list at 12 percent and 10 percent respectively. Rounding out the top 5 were pickleball (7%) and tennis (5%). The remaining individual sports (gymnastics, ice/figure skating) each had less than 5 percent of their participants who were exclusive to their specific individual sport.
As an industry, the ability to quantify specialization rates in team and individual sports helps identify how widespread the practice is, and which sports are the biggest contributors to the trend. If the goal is to increase participation in sports, this can be done in one of two ways: an inactive person becoming active or an active person participating in an additional sport. While it is always important to encourage an inactive person to become active, the easier conversion might very
well come from getting an already active person to play an additional sport. If we look at the team segment as an example and take the 19 percent of basketball participants who specialize (9.8 million) along with the 12 percent of soccer participants who specialize (6.4 million), this gives us a total of 16.2 million people playing only one team sport.
Although it is unrealistic to think all 16.2 million single-team-sport-athletes will become multi-team-sport-athletes, this group might be a good place to start trying to move the needle. After all, every conversion helps create additional opportunities for sales of sports-specific equipment, footwear and apparel.
NSGA offers 40+ years of insights on sports participation across 56 sports, shopper behavior and industry trends through research reports and brand ratings.
Scan the QR code to learn more.
RETAIL FORECASTS SIGNAL SLIGHT GROWTH FOR THE 2025 HOLIDAY SEASON
BY NICK RIGITANO NSGA DIRECTOR OF INSIGHTS AND ANALYSIS
As the 2025 holiday season is quickly approaching, NSGA has been keeping note of various holiday sales growth forecasts released by multiple organizations. The overall sentiment from the retail holiday forecasts released thus far is slight growth expected for the upcoming season with the largest gains still being driven by e-commerce.
DELOITTE
According to Deloitte’s annual holiday retail forecast, holiday retail sales (November 2025–January 2026) are likely to increase between 2.9 and 3.4 percent compared to last year. This range would represent a smaller increase than last year’s holiday sales growth of 4.2 percent, which finished
above last year’s forecasted range of 2.3 and 3.3 percent. As in past years, e-commerce is expected to once again play a big role this holiday season, forecasted to grow between 7 and 9 percent.
“We anticipate disposable personal income (DPI), a key driver of retail sales, to
grow between 3.1% to 5.4% this holiday season. Our research indicates that DPI is a sound predictor of retail sales and e-commerce sales. Steady growth in income can help offset some economic uncertainty, including any labor market weakness and the burden of high credit card and student debt on consumer spending,” said Akrur Barua, economist, Deloitte Insights. “While elevated inflation will likely weigh on the volume of retail sales growth, it will nevertheless be a tailwind for the dollar value spent on retail purchases in the holiday season.”
MASTERCARD
Mastercard is anticipating US retail sales to grow 3.6 percent this holiday season (November 1–December 24), according to Mastercard SpendingPulse, which measures overall retail sales across all payment types.
As has been the norm in today’s omnichannel world, consumers are expected to shop across all channels with e-commerce forecasted to increase 7.9 percent and in-store sales to increase 2.3 percent. But inflation is expected to be a larger contributor to sales growth, as opposed to actual sales volume compared to last year, and the impact of tariffs on consumer prices is not yet clear. Some retailers betting on sales volume may choose to eat the tariff increases, but there are signs that others will be passing them along.
BAIN & COMPANY
Similarly, Bain & Company is forecasting healthy but subaverage growth of 4 percent in US retail sales this holiday season (November and December only), slightly below the 10-year average growth rate of +5.2 percent. The forecast calls for non-store sales (e-commerce and mail order) to grow by 7.0 percent while in-store sales will increase by 2.75 percent.
ICSC
The International Council of Shopping Centers (ICSC) is expecting retail sales to grow between 3.5 and 4.0 percent year-over-year this holiday season (November and December), slightly above last year’s predicted range of 3.0 and 3.5 percent. Regarding purchase channels, ICSC expects 92 percent of holiday shoppers to spend in-store, led by younger generations. Consumers will once again take advantage of omnichannel shopping with 52 percent of holiday shoppers planning to utilize buy-online, pickup-in-store (BOPIS) options. In a sign of opportunity
for emerging retailers, 80 percent of consumers are open to visiting new stores or trying new brands.
CANADIAN OUTLOOK
As for Canadian retailers, Mastercard is expecting overall growth at 2.8 percent year-over-year with 5.3 percent growth online versus 2.5 percent in-store.
According to PwC Canada, 64 percent of Canadian consumers plan to visit stores in person at the purchasing stage of their holiday shopping. When shopping starts is consistent with last year, with nearly one-third (32%) intending to do most of their shopping across the Black Friday weekend (including Cyber Monday). However, there’s a 9 percent drop among those planning to shop between Thanksgiving and Black Friday compared to 2024. The firm presumes many of these shoppers
are intending to take advantage of promotions running from Black Friday onwards this year.
For updates on additional holiday retail sales forecasts as they are released, be sure to stay tuned to the NSGA Scoreboard e-newsletter.
Scan the QR to learn more.
NEWS NOW
HIGH SCHOOL, COLLEGE SPORTS PARTICIPATION INCREASING
NCAA DIVISION I NUMBERS HIGHEST SINCE 1982
STAHLS’ UNVEILS LIQUID 3D EMBLEM TECHNOLOGY AND FULFILL ONE CENTER
High school and college sports continue to show strong momentum as participation rebounds and expands across the country. New data from the National Federation of State High School Associations (NFHS) and the NCAA highlight record involvement and growth across all levels of competition during the 2024–25 school year.
High school athletics participation increased by nearly 200,000 in 2024–25, continuing an upward trajectory since the pandemic and registering an alltime high for participation.
The NFHS High School Athletics Participation Survey indicated that 8,260,891 participants were involved in high school sports in 2024–25, which is up 198,589 from the previous year and tops the previous record of 8,062,302 set in 2023–24. The total includes 4,723,907 boys and 3,536,984 girls — both record highs — according to figures obtained from the 51 NFHS member state associations, which includes the District of Columbia.
NCAA HISPANIC/LATINO GROWTH CONTINUES
In 2024–25, there were 38,654 Hispanic/ Latino student-athletes, making up 7% of the total student-athlete population. That’s a one-year increase of 1,700 athletes (4.6%) from 2023-24. Over the past decade, participation has increased by 14,792 student-athletes (62%).
Their influence can be seen across all three divisions and in nearly every sport, with their overall participation numbers climbing 62% over the past decade.
The number of student-athletes participating in NCAA championship sports in 2024–25 climbed to 554,298, an alltime high, according to the latest data in the NCAA Sports Sponsorship and Participation Rates Report.
This is an increase of 15,368 from the 2023–24 academic year. For the first time since 1982, Division I participant counts in NCAA sports are more than 200,000 (202,353 for championship sports; 204,255 when combining with emerging sports).
Division III had a championship sport participant count of 210,878 and Division II championship sport participants totaled 141,067 in 2024–25.
DOUBLE FIRST BASE REQUIRED FOR NCAA D-I SOFTBALL IN 2025–26
The NCAA Playing Rules Oversight Panel approved requiring a double first base to be implemented in softball for the 2025–26 academic year for Division I. Implementation in Divisions II and III will be delayed until 2026–27.
TWO SOURCE FOR SPORTS MEMBERS RECEIVE BAUER AWARDS
Several Source For Hockey and Source For Sports members across the United States and Canada attended Bauer World 2025 in Miami, Florida, on September 23–25.
Sports Distributors of Canada (SDC), the buying group which oversees the Source For Hockey and Source For Sports brands, was proud to see two of its members receive accolades at the conference, Western Cycle Source For Sports in Regina, Saskatchewan and Adrenalin Source For Sports, in Calgary, Alberta.
Source For Hockey and Source For Sports stores are members of the Hockey Dealers Association.
STAHLS’ announced the launch of LIQUID 3D™, a patent-pending embellishment technology that redefines what’s possible in custom logo application. Currently exclusive to the STAHLS’ Fulfill Engine™ platform, LIQUID 3D™ marks a new era in dimensional, on-demand branding with no minimums and no compromise on quality.
The future of Print on Demand (POD) has arrived with STAHLS’ unveiling STAHLS’ Fulfill ONE (SF-1), a groundbreaking, first-of-its-kind fulfillment center poised to redefine the custom apparel and hard goods industry. By merging state-of-the-art decoration technologies with their revolutionary Fulfill Engine™ software, this cutting-edge facility delivers unmatched speed, sustainability, and precision for print-on-demand production.
STAHLS’ is a longtime member and supporter of NSGA. Ted Stahl is a member of the Sporting Goods Industry Hall of Fame.
NOCSAE EXTENDS YOUTH FOOTBALL HELMET STANDARD IMPLEMENTATION
The National Operating Committee on Standards for Athletic Equipment (NOCSAE) extended the effective date of its performance standard for youth football helmets (ND006) by six months to September 1, 2027. The decision was made during the NOCSAE Summer Standards Meeting on July 25 in Kansas City, which was attended by the National Sporting Goods Association (NSGA).
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NEWS NOW
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GILDAN ACQUIRES HANESBRANDS FOR $2.2 BILLION
Gildan Activewear and HanesBrands entered into a definitive merger agreement under which Gildan will acquire HanesBrands.
This transaction implies an equity value of approximately $2.2 billion and an enterprise value of approximately $4.4 billion for HanesBrands, based on the closing price of Gildan common stock on August 11, 2025. The transaction is expected to close in late 2025 or early 2026.
W. GRAEME ROUSTAN ACQUIRES TRUE HOCKEY
W. Graeme Roustan has signed a definitive agreement to acquire TRUE Hockey from TRUE Temper Sports Inc.
The acquisition also includes intellectual property and assets for TRUE Hockey, TRUE Lacrosse and TRUE Baseball.
RICHARDSON, SANMAR ENTER DISTRIBUTION PARTNERSHIP IN
2026
Richardson announced a new partnership with SanMar and beginning January 2026, SanMar will become the official wholesale distributor of Richardson Performance apparel, as well as carry a selection of Richardson headwear.
Richardson and SanMar are members and supporters of NSGA.
SV SPORTS LAUNCHES “HOUSE OF BRANDS” POWERED BY BRUTE ATHLETICS
SV Sports announced a major evolution in its business model with the launch of the House of Brands — a unified, performance-first platform anchored by Brute Athletics and built for today’s athlete, coach and program director.
This strategic transformation consolidates SV Sports’ apparel and uniform operations under one vertically integrated engine, powered by Brute Athletics. The platform supports a curated portfolio of high-impact brands: BRUTE, OVERTIME, Rip-It and AND1.
SV Sports is a longtime member of NSGA and John Scipio is a member of the NSGA Board of Directors.
ORDERMYGEAR LAUNCHES SOLUTION FOR BRANDED MERCHANDISE SELLERS
OrderMyGear (OMG) announced the launch of OMG Presentations & Order Management, a new solution for businesses that sell branded merchandise. OMG Presentations & Order Management gives promotional product distributors, apparel decorators and team dealers everything they need to pitch new business and close deals faster than ever before — all inside one easy-to-use platform.
OrderMyGear is a longtime member and supporter of NSGA. Founder Kent McKeaigg is a member of the Sporting Goods Industry Hall of Fame.
RAWLINGS ACQUIRES TANNER TEES
Rawlings® purchased Tanner® Tees, which manufactures premium batting tees for youth, high school and collegiate programs as well as professional athletes nationwide.
Rawlings is a member and supporter of NSGA. Mike Thompson, Harry Latina, Claude Carr and Ed Horner of Rawlings and are members of the Sporting Goods Industry Hall of Fame.
MOMENTEC NAMES NEW CHIEF REVENUE OFFICER
Momentec Brands announced Brent Meyer has joined the company as Chief Revenue Officer (CRO). Meyer will lead all revenue-generating functions across Momentec Brands, including national sales, B2B partnerships, and strategic commercialization initiatives. Momentec Brands is a member and supporter of NSGA.
For the latest news and a deeper look at the stories featured in this issue, visit the News section by scanning QR code or check out the NSGA Scoreboard sent out weekly.
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MEMBER SPOTLIGHT NOW
GIVE ME 5 WITH MARIO SALAZAR
CEO, PRO SPORTS EQUIP | Newark, CA
1
A PASSION FOR SPORTS AND THE INDUSTRY
I’ve been involved in sports most of my life and I’ve seen firsthand how the right gear can impact both performance and safety. Growing up, I played sports all year round and that experience gave me a real appreciation for quality equipment. That passion stuck with me and it naturally drew me into the sporting goods industry. Over the years, I’ve learned what athletes, schools, and organizations truly need to succeed — reliable equipment and a partner they can trust.
Starting Pro Sports Equip as a business, I knew it was the right fit. The company shares my commitment to quality and long-term relationships and it gives me the chance to combine my love of sports with my professional skills. In my current role, I get to help programs of all sizes — from local teams to large facilities — find the right solutions so they can focus on developing athletes and growing their programs.
2 MORE THAN JUST SELLING FOR SUCCESS
The keys to Pro Sports Equip’s success have really been our focus on customer relationships, product quality, and reliability. We don’t just sell equipment — we work closely with schools, athletic programs and organizations to understand their specific needs and make sure they get the right equipment on time. That commitment to service has built a lot of trust and repeat business over the years. What differentiates Pro Sports Equip from the competition is our combination of expertise, responsiveness and selection of product offerings. We’re large enough to provide a full range of athletic equipment but still personal enough to give each customer one-on-one attention. Whether it’s helping a small local team stretch their budget or outfitting a major facility with professional-grade gear, we pride ourselves on going the extra mile to make the process seamless.
3
THE JOY OF HELPING OTHERS IN SPORTS
What I enjoy most about being part of the sporting goods industry is the impact it has on people. Sports bring communities together, help athletes grow and create lifelong memories and I get to play a role in supporting that by providing the equipment they need. It’s rewarding to know that the work I do helps teams perform at their best, keeps athletes safe and makes the game more enjoyable for everyone involved.
5
4
BIGGEST CONCERNS FOR 2026
As we head into 2026, one of the biggest concerns for the sporting goods industry is managing supply chain stability and keeping costs under control. Global disruptions over the past few years have shown how quickly availability and pricing can change and that continues to be a challenge for both suppliers and customers. Another concern is adapting to changing customer expectations — organizations want faster delivery, more customization and durable products that fit tighter budgets. At the same time, technology is moving quickly, and staying ahead of trends like smart equipment, e-commerce growth and sustainability will be crucial. Companies that can balance innovation with reliability will be the ones that stay competitive.
WHY NSGA MEMBERSHIP MATTERS
One of the biggest benefits of being an NSGA member is the access to industry insights and resources that help us stay ahead of trends and challenges in the sporting goods market. The networking opportunities are also invaluable — connecting with other professionals, manufacturers and retailers gives us a broader perspective and helps us strengthen relationships across the industry. On top of that, NSGA provides advocacy and a voice for businesses like ours, making sure the interests of sporting goods companies are represented. It’s been a great way to not only grow our knowledge but also be part of a larger community that’s working to advance the industry.
