SFIA Report: Gains Made in May But There’s a Long Way to Go

Key industry improvements in the areas of supply chain, e-commerce sales and anticipation for the return of health clubs and organized youth sports were evident in the 22-page COVID-19 Impact Report: May Edition from the Sports & Fitness Industry Association. But when asked when they expected “some semblance of pre-COVID [sales] levels” to return, 60 percent of the survey’s respondents projected 2021 or later. The survey of 166 sports & fitness industry professionals was conducted from June 8-15. The report is available from the SFIA.

Eight key findings in the report:

  • 51 percent of brands reported higher May 2020 e-commerce sales than in May 2019.
  • 55 percent of responding companies reported no fulfillment delays last month versus 32 percent in April.
  • 76 percent believe gyms, health clubs and boutique fitness centers will return this summer.
  • 80 percent of respondents think organized youth sports will return by September or October.
  • 27 percent forecast a 1- to 25-percent decline in June sales versus 15 percent who suggested the drop would be in the steeper 51- to 75-percent range.
  • 39 percent predicted their FY2020 sales would decline 1- to 25-percent year-over-year, with 34 percent forecasting a steeper 26- to 50-percent fall.
  • 22 percent of respondents expect their sales to return to pre-COVID-19 projections in Q1 of 2021, with 38 percent suggesting that return won’t occur until Q2 of 2021 or later.
  • 36 percent of respondents have increased their digital and mobile advertisement spend since the pandemic began; 36 percent have increased their spend on third-party e-commerce; and 22 percent have upped their investment in data analytics on customer behavior.