In 2023, a record 242 million Americans participated in sports or fitness activities, driven by basketball’s sustained popularity and pickleball’s explosive growth, according to the Sports & Fitness Industry Association’s 15th annual State of the Industry Report. Participation rose from 73% in 2018 to nearly 79% in 2023, adding 24 million new active individuals, though about 21% of the population remains inactive. Team sports like basketball and baseball saw notable increases, while pickleball grew by over 200% in three years, especially among youth. Female-focused sports such as fast-pitch softball, indoor volleyball, swimming, and gymnastics also experienced significant gains, partly inspired by prominent athletes like Caitlin Clark.
The industry faces challenges including increasing market share, economic recession fears, inflation, and declining youth participation post-pandemic. Core participants—those regularly engaged—have grown steadily, representing a key market segment due to their higher spending on gear. However, the pandemic caused a participation gap among youth that may be difficult to recover, as some teens hesitate to commit fully to competitive sports. The report emphasizes the importance of creating welcoming, safe, and family-friendly environments, investing in technology, and aligning with consumer expectations to sustain growth. Additionally, concerns about the current state of college sports could negatively impact future participation if not addressed.
