The sporting goods industry reached a new milestone in 2025, with wholesale sales totaling $130 billion, according to the 2026 Manufacturers’ Sales by Category Report from the Sports & Fitness Industry Association (SFIA). This represents a 3.7% year-over-year increase, as cost pressures and evolving trade and tariff policies continue to impact the industry.
Since 2020, wholesale sales have grown 34.7%, underscoring sustained post-pandemic momentum as Americans continue to prioritize physical activity.
The annual report tracks U.S. wholesale sales across sporting goods equipment, athletic footwear, sports apparel, and licensed merchandise, providing a comprehensive view of the industry’s health and trajectory.
Growth Driven by Both Emerging and Established Categories
While emerging sports continue to reshape the landscape, established categories are also delivering strong gains. Pickleball remained the fastest-growing category, with wholesale sales climbing 22% year-over-year.
At the same time, traditional team sports are seeing renewed strength. Baseball/softball, one of the industry’s most established categories, grew 7.9%, driven by increased participation and consistent equipment demand across bats, gloves, and protective gear.
Team uniforms further reflect this resurgence in organized play, rising 5.4% year-over-year and 75.9% since 2020, with growth across every major sport.
Fitness Category Highlights Shifting Consumer Behavior
The fitness category returns to this year’s report, revealing a clear divergence within consumer exercise habits.
Institutional fitness equipment saw broad-based growth, reflecting continued investment in gyms, health clubs, and commercial facilities. In contrast, portions of the consumer/home equipment segment experienced declines, signaling a shift in where and how Americans are staying active.
Footwear and Apparel Continue to Anchor the Market
Athletic footwear remains the largest single sales driver, totaling $24.1 billion in 2025, outpacing the broader industry growth rate. Sports apparel and licensed merchandise also posted gains.
A Structurally Strong Industry Heading into a Global Sports Decade
“The sporting goods industry continues to demonstrate both resilience and long-term growth potential,” said Alex Kerman, Senior Director and Head of Research at SFIA. “What we are seeing is sustained, participation-driven growth, even as companies navigate a more complex economic environment shaped by trade and tariff pressures. Established categories like baseball/softball are benefiting from renewed engagement, while emerging sports like pickleball are expanding the overall market. Understanding how these trends intersect with evolving consumer behavior and broader economic pressures will be critical as the industry looks ahead — insights we will explore further in our upcoming State of the Industry Report.”
As the U.S. prepares to host an unprecedented lineup of major international sporting events, SFIA’s 2034WARD Campaign aims to harness this momentum to further expand participation and industry growth well beyond this decade.