Despite ongoing uncertainty about tariffs, executives in the sports and fitness space remain generally upbeat about 2026 prospects, encouraged by strong interest in activities ranging from running to golf, flag football, and strength training.
Other tailwinds for the sports and fitness sectors in 2026 include the men’s soccer World Cup taking place in North America for the first time in three decades this year, Italy’s Winter Olympic Games set to start in February and broader momentum surrounding women’s sports.
Technology also continues to provide opportunities to amplify experiences for sports and fitness enthusiasts and to ease internal business processes.
Nonetheless, tariffs remain disruptive to cost structures and supply chains, while inflationary pressures are expected to continue to make value and quality top priorities.
This is the third installment in a series of articles from SGB Media exploring the industry’s outlook for 2026, with the first focused on the perspective of Wall Street analysts and advisors, the second on footwear execs. The final two will feature forecasts for 2026 from outdoor leaders and upstarts.
Terry Babilla
President, BSN Sports
“The team sporting goods industry in 2026 will be shaped by technology-driven personalization, easier customer experiences and purpose-driven engagement. At the same time, as programs grow more complex and expectations continue to rise, one truth remains constant — strong personal relationships are more important than ever.
“As the needs of athletes, coaches and families evolve, companies can no longer simply facilitate transactions. They must deliver solutions that combine convenience, speed and partnership. Coaches and administrators are being asked to do more with less — manage larger programs, tighter budgets and higher expectations — while still delivering consistent, professional-grade experiences.
“In October 2025, we surveyed athletes, parents, coaches, and youth sports leaders, and the message was clear — more leagues and organizations in youth sports are increasingly viewed as professional rather than recreational. This shift is driving higher standards for reliability, transparency and efficiency. The line between B2B and B2C continues to blur, with customers expecting the same ease, personalization and responsiveness they experience as consumers, without sacrificing trust or accountability.
“As a result, the industry is moving toward more centralized, digital-first solutions that simplify ordering, inventory management and communication. When implemented thoughtfully, these tools reduce administrative burden and allow coaches and organizations to focus on what matters most: athlete development, team culture and community building. Importantly, technology is not replacing relationships; it is enabling better ones by removing friction and freeing up time for meaningful collaboration between our sales professionals and customers.
“Advancements such as AI-powered product recommendations and faster fulfillment are helping organizations anticipate needs, improve accuracy and deliver a more seamless experience for athletes and families. Fewer delays, easier ordering and better visibility ultimately help programs operate at a higher level and stay focused on performance and participation.
“Another major force shaping the future of the industry is the continued growth of women’s sports. Participation in women’s sports is expanding across levels and disciplines from flag football and volleyball to emerging professional leagues, bringing new visibility, opportunity and investment. We’ve seen this growth up close as the BSN Sports’ Surge program, an effort we launched in 2024, focused on empowering girls to stay in sports and thrive, now reaches more than 600,000 female athletes across all 50 states.
“Looking ahead to 2026, the path forward is clear. The organizations that succeed will be those that balance innovation with human connection, leveraging technology to simplify experiences while continuing to invest in trust, service and partnership. The future of the team sporting goods industry will be faster and more digital, but it will also be more relational, more professional and more purpose-driven than ever before.”
Matt Carlson
President & CEO, National Sporting Goods Association (NGSA)
“It’s always fun to see the enthusiasm for the big international sporting events in 2026, such as the Winter Olympic Games in February and the men’s soccer World Cup, which will be played primarily in the United States, this summer. Although NSGA’s research has traditionally not shown sustained, multi-year increases in participation from these events, they represent an opportunity for the sporting goods industry to capitalize on the energy and excitement they produce.
“One of the NSGA research pieces we are excited about in 2026 is the release of our latest Shopper Playbook Study on Multi-Brand Retailing. We already provided a sneak peek of the report’s key findings in a video NSGA released before the holidays. The survey showed sporting goods consumers across the board want retailers and dealers who offer multiple brands along with high-quality service.
“The sports landscape will continue to evolve from the pros to the youngest levels in 2026. It is important for our industry to embrace the challenges that go along with the changes to make sure everyone has the opportunity to experience the pure joy, lifelong lessons in resilience, and the mental and physical benefits of participating in sports. Those are great goals for our industry.”
Jared Finney
General Manager, CEP Americas
“Looking ahead to 2026, we expect the active and performance run market to remain shaped by macroeconomic uncertainty but increasingly driven by more intentional and informed consumer behavior. While inflation and potential tariff pressures continue to influence purchasing decisions, runners are demonstrating a clear willingness to invest in products that deliver proven performance, durability, and long-term value.
“For CEP, this reinforces the importance of technical credibility and education at retail. Categories like compression, footwear and performance apparel perform best when consumers understand how the product works and how it enhances their running experience. Specialty run remains a critical channel for building trust and driving sell-through, while direct-to-consumer continues to play an important role in storytelling, community engagement, and brand connection.
“We also see opportunity in purposeful innovation rather than excess. Products that solve real problems, are grounded in performance science, and integrate seamlessly into an athlete’s routine will stand out in a more disciplined marketplace. In 2026, brands that balance innovation, operational focus, and strong retail partnerships will be best positioned for sustainable growth.”
Mykayla Goodwin
VP of Strategy, OrderMyGear (OMG)
“The branded merchandise industry faced a year of headwinds, including declines in consumer spending, high interest rates, tariffs, and market uncertainty. Organizations scaled back marketing spend and budgets for branded apparel and customized gear. At the same time, consumers became more cautious with non-essential purchases. Reductions to professional and personal budgets impacted industry sales across team dealers, promotional product distributors, decorators, and suppliers.
“Companies that sell branded merchandise and sports gear had to create new opportunities to meet their sales goals. We saw dealers launch more online stores for a broader range of use cases and customer types, with many expanding into corporate and related industries. We also saw suppliers invest in marketing and making their products available in more places for dealers to discover and ultimately sell to their customers.
“That backdrop sets the stage for 2026. With consumer spending likely to remain slow and tariffs continuing to push up costs throughout the supply chain, both B2C and B2B buyers will be more price-aware and selective. The market will become more bifurcated, split between value-focused buyers who prioritize price and necessity and those willing to pay more for speed, quality, and personalization. Winning in this environment requires clarity across the supply chain—clear product availability, transparent pricing, and real-time order visibility—as well as automation to keep pace with rising expectations for convenience and speed. The industry is at an inflection point, with differentiation shifting away from the product itself and toward the overall buying experience.
“This is where technology becomes a growth lever. Millennials and Gen Z, who now drive most purchasing decisions for schools, teams, and organizations, expect self-service, retail-like digital experiences at work. Platforms like OMG address these needs while freeing team dealers and suppliers to focus on relationships and service.
“Dealers and suppliers who combine personalization and speed with integrated systems will succeed in 2026, using technology as a force multiplier to navigate an uncertain market.”
Steve Lawrence
CEO, Academy Sports + Outdoors
“At Academy Sports + Outdoors, our 2026 strategy is clear: open 20-to-25 new stores, grow our Academy.com business at an accelerated pace and improve existing store productivity by offering customers great brands and products at great prices.
Customers are resilient, and while we expect many will remain under some financial pressure in 2026, we believe they will continue to seek value to stretch their buying power. Whether it’s shopping during promotional periods or holidays, leaning into our private label brands like Magellan Outdoors, Brazos, BCG, Freely, or H2OX, or seeking newness from national leaders like Nike, Adidas, Ariat, Carhartt, or Yeti, retailers that combine value, convenience and a strong assortment will win with customers.”
Gillian Meek
EVP and General Manager, Bauer Hockey
“I’m five months into my new role, and already I know there’s a lot of excitement ahead for 2026. We will continue our pursuit to drive product innovation that elevates the on-ice performance of our athletes, as we have for nearly 100 years.
“At the elite level, there are several important international events, including the much-anticipated Winter Olympics, where we will experience best-on-best play and see the pride and passion of playing for your country.
“We’re excited to see the continued success and expansion of the Professional Women’s Hockey League, showcasing incredible talent and competitiveness and building on an important platform for the world’s best athletes. We’re proud to continue our partnership with and support of the PWHL, not only with our innovative on-ice equipment but also in creating engaging fan experiences throughout the season.
“In several key markets and areas, we continue to see participation growth fueled by youth and female players, and we continue to focus on grassroots activities that make the game even more accessible and available to those who want to get on the ice.”
Greg Nathan
President & CEO, National Golf Foundation (NGF)
“The U.S. golf industry enters 2026 with sustained momentum and a clearer sense of what today’s growth represents. Elevated participation, record rounds-played and strong engagement levels are no longer viewed as a temporary surge, but as the new normal — a sustainable recalibration of the recreational game. While the pandemic accelerated golf’s resurgence, key indicators were already improving beforehand, and the underlying drivers — social connection, outdoor recreation, wellness, and competition — remain firmly aligned with consumer demand.
“Public perception of golf continues to improve, reinforced by technology, off-course participation and a broader, more diverse audience engaging with the game through digital content and new formats. Golf’s image has evolved from traditional and insular to more social, entertaining and accessible, with influencers, athletes and weekend warriors shaping how the sport is experienced and shared.
“Economically, recreational golfers remain the engine of a $100 billion-plus industry, driving play, purchases, travel, and investment. Capacity constraints in many metro areas are encouraging innovation such as yield management and hospitality-focused operations, while screen golf, technology-enabled ranges and golf entertainment venues are expanding where and how golf can be played.
“The golf industry’s opportunity, and challenge, is ensuring success doesn’t slow progress. Continued growth will depend on radical hospitality, reducing intimidation, and making golf feel welcoming to an ever-broader range of participants. The sport is well-positioned, but the next phase of growth will be defined by how intentionally it converts momentum into lasting engagement.”
Jeremy Nelson
Founder & CEO, Roll Recovery
“As 2025 ends, we’re more optimistic heading into 2026 than we were a year ago. Uncertainty around tariffs appears to be settling, or at least becoming more predictable, which makes planning and budgeting easier. The broader economic climate also feels more stable, even as brands like us continue to navigate rising costs and a rapidly evolving e-commerce landscape.
“While inflation still influences discretionary spending, consumers aren’t necessarily spending less; they’re spending smarter. We’re seeing increased demand for premium products that deliver clear value, quality and real performance benefits rather than spontaneous trend-driven purchases.
“For Roll Recovery, 2026 is shaping up to be an exciting year. With the recent launch of our Solace footwear line, we’re expanding recovery beyond tools and into everyday wear, meeting consumers where comfort, performance and recovery intersect. At the same time, we’re focused on streamlining operations in Boulder, CO and building a more efficient, scalable business. Overall, the opportunities ahead feel more grounded and intentional for both brands and consumers.”
Ron Ostrowski
President & CEO, Rawlings Sporting Goods
“In 2025, we saw continued growth in participation in both baseball and fastpitch, and we expect those trends to continue in 2026. While we feel there are still economic headwinds at play, we expect them to play a lesser role in consumer demand in 2026 and believe most of the impact has been digested in 2025. We are excited to see that demand for our brands has never been stronger, as our leading product innovation and technology across all categories continues to gain market share.
“MLB viewership continues to grow, and 2026 will build on global excitement around baseball with the World Baseball Classic in Miami this March.”
Jim Pisani
CEO, Life Fitness/Hammer Strength
“Coming off a year of meaningful growth, we see the fitness industry entering 2026 with real momentum. Consumers are prioritizing health more intentionally, and operators are investing in experiences that meet exercisers across both strength and next-generation cardio. As a global partner to properties of every size, our vantage point is clear: people want smarter, engaging, personalized training, and operators are ready to deliver.
“In practice, that translates to expanded strength zones alongside cardio spaces that are more connected and motivating. Exercisers expect equipment that remembers them, integrates with their routines, and shows progress they can feel. We’re advancing our digital ecosystem to support this shift, combining connected strength and cardio with dynamically personalized training that adapts over time. We’ll continue to expand our product portfolio and create solutions designed to help operators differentiate and elevate their member and guest experience.
“Our focus is to help properties create workout experiences and outcomes that members value. We’ll continue to grow by listening to exercisers, partnering with operators, and raising the bar in fitness innovation, providing a premium, proven foundation for performance-driven fitness environments and long-term value.”
Todd Smith
President & CEO, Sports & Fitness Industry Association (SFIA)
“The year ahead marks a defining period for the sports and fitness industry. Consumer interest in health, wellness, sports, and fitness remains strong, and our industry continues to play an essential role in building healthier, stronger communities.
That momentum, however, is unfolding against a challenging economic backdrop. Tariff uncertainty remains a strong headwind for the industry, creating cost pressures and planning challenges across supply chains. Simultaneously, SFIA’s latest participation research shows a modest but meaningful directional decline in active Americans, with a 0.6 percent drop that – if it holds for the rest of 2025 – would equate to roughly two million fewer people reporting being active compared to 2024, underscoring the continued impact affordability and accessibility have on sports and fitness participation. In this complex environment, it is critical for businesses to utilize timely, credible data to ensure they have insights into shifting industry dynamics, so they can be as prepared as possible for the year ahead.
“2026 marks the opening chapter of an unprecedented decade for sports and fitness in the United States. With the U.S. hosting the World Cup and bringing a global spotlight to soccer in 2026, SFIA anticipates participation tailwinds for the sport. Through our 2034Ward initiative, SFIA is focused on channeling this historic decade into sustained sports and fitness participation growth and long-term industry vitality. While challenges remain, the outlook for our industry is one of resilience, innovation, and opportunity.”
Dave Spandorfer
Co-Founder, Janji
“The lower-end buyer didn’t spend this year, but the equity markets were so hot the last two years that customers in the top brackets feel richer, despite inflation. Will the equity market continue to boom in 2026 in such a way that the well-to-do feel even wealthier? If I knew the answer to that, I probably wouldn’t be selling running shorts. That being said, if AI-driven stocks rock again in 2026 and we see more interest rates drops, I think we’re in for another year of strong spending. The inverse, of course, is also true.
“One gargantuan factor for our industry is how the Supreme Court rules on tariffs and then, if the administration loses, how far they will go to keep tariffs at the current rates. I’m guessing they’ll go pretty far (despite the mid-terms) and will be pretty creative, even after a bunch of the executive orders get shut down and other slapped-on tariffs are more time-bound by law. But if spending growth continues and we see improved margins because of a drop in tariffs, that might cause a surge in M&A in consumer goods, given some healthier P&Ls.
“And for us, it’ll be interesting to see whether running continues to surge. It rocked in 2025, especially with urban younger run groups and trail running. I don’t see participation dropping within running, and I think participation will grow nicely over the next few years, but if we’re baking in forever growth in these subsegments, at the end of the day, Brooklyn sidewalks and Colorado trails are only so wide.”
Jeff Vierling
Co-Founder, Tailwind Nutrition
“The sports hydration and nutrition industry continued to grow rapidly in 2025, with new brands entering the space and widespread adoption of high carbohydrate fueling among endurance athletes. As participation in running and cycling events increases, largely driven by Gen Z, competition for athletes’ preferences will continue to intensify.
“At the same time, endurance athletes are becoming more selective about what they consume. Clean, responsibly sourced and scientifically backed fueling and recovery products are now just as important as carbohydrate intake. In 2025, Tailwind Nutrition reformulated its Recovery Mix to include 20 grams of complete, plant-based protein to better support muscle repair and reduce fatigue, a change that resonated strongly with athletes seeking reliable post-workout nutrition.
“Looking ahead to 2026, Gen Z’s growing purchasing power will make this demographic a key focus for brands. Companies will also need to navigate the impact of tariffs, which may drive retail prices higher. Demand will continue to grow for brands that successfully balance price, clean ingredients, and functional hydration and nutrition solutions.”
Pat Weber
President/CEO, Game One
“As we look to 2026, the team sports industry continues to show strong momentum. Participation trends remain healthy across both established programs and emerging formats, most notably girls’ flag football, which grew 60 percent year-over-year, introducing new athletes, families and fans to the space. At the same time, growing fan engagement is increasingly driving demand, opening new opportunities across apparel, customization and the fan experience.
“The team sports industry is also navigating meaningful change. Market dynamics are shifting quickly, from evolving supply chain structures to increased vertical alignment across the value chain. Additionally, tariff uncertainty continues to challenge costing models, particularly when changes occur after quotes are already in the market. These factors require greater agility, transparency and speed across the entire selling process.
“Despite these challenges, we see significant opportunity ahead. Higher-value service models, closer alignment with key partners, and continued digital enablement are expanding both margin and revenue potential. At Game One, we are focused on capitalizing on these trends by delivering industry-leading service models that create more time and opportunity for our sales teams. We are investing in digital tools, including our new AI assistant, Scout, and Quick Quote enhancements, designed to enable faster decision-making and improved delivery in the field.
“These efforts are resonating, as reflected in approximately 30 percent year-over-year growth in open orders for 2026, reinforcing our confidence in the market and the year ahead.”
Lead Image courtesy Under Armour