It came as a bit of a surprise to many – myself included – back in June when the Sports & Fitness Industry Association (SFIA)  announced that president and CEO Tom Cove would retire, effective October 4, 2024. After all, Cove had led the organization since 2005 – after previously serving as SFIA’s VP–government relations for more than 13 years – and he still seems so young. But it was time to move on, Cove tells Team Insight,  so as he stays on as part-time senior advisor until December 31, we sat him down for one last industry interview before he rides into the retirement sunset.

Team Insight: You and I go way back, to the days of The Super Show and SGMA industry meetings. What do you remember from those days? And what do you miss?

Tom Cove: The Super Show was almost an unreal experience in terms of the excitement, energy, celebrities, legacy products, new products — just an indescribable energy. No one could attend The Super Show and not be fired up about working for this industry. I miss the single coming together of the entire industry. That was cool, to have every aspect of the sports product world under one roof.

You took over from John Riddle as head of SGMA. What did you learn from him that helped with that transition?

John Riddle was a terrific mentor to me. I worked directly for him for 13 years and I learned a lot from him. He was great at keeping a big picture view of whatever challenge might be facing our organization and keeping a steady approach no matter how much crisis we might have felt at the moment. In terms of transition, John was a military man, retired Air Force general. He showed me the change of command philosophy.

And what is that?

One person is in charge and then when the new person comes in, the previous person gets out of the way and only gets involved when asked. It worked out well for us and I intend to do the same with my successor Todd Smith — available for any help, but at his request.

How is John doing these days?

John and I still keep in touch. He lives in New Hampshire, walks every day and still plays golf.

Your transitioned from SGMA’s lobbyist in Washington to its CEO. Did you have an “ah ha” moment when you realized you were now the boss?  

Uh, yeah, when I had to walk into our Board meeting in 2005 and present the case for closing The Super Show. Most of our big member companies were all for it — the industry was changing dramatically and big brands didn’t want to spend money on shows. But it was still a massive decision for the organization and it was clear that day the results were going to be my responsibility.

You were also in charge when the organization changed from SGMA to SFIA. Can you walk us through that process — the whys and hows?

It started with a basic understanding and embracing of how the industry was changing. Look at our name — SGMA, the Sporting Goods Manufacturers Association. By 2012, “sporting goods” was a limiting term. Fitness, active lifestyle, athleisure, outdoor recreation — those were key components of our broad industry that sort of fell out of what some people saw as sporting goods. The concept of “manufacturers” also had fundamentally changed.  

How so?

Lot of brands used contract manufacturers all over the world and were beginning to sell products directly. Retailers were also creating their own private label products. So “manufacturers” was obsolete in reflecting who and what our organization represented.  Perhaps an even bigger reason for the change was mission related — Sports and Fitness Industry Association much better captures our fundamental mission to grow sports, fitness and recreation participation.  

How long did it take for you to stop saying you worked for SGMA and now it was called SFIA?

You remember back in the old days when we all wrote checks and the first couple of weeks of January we all wrote the previous (wrong) year? It was a little like that, but because we were launching a big new strategic plan at the same time everything was about change and that made it a little easier.  

Allow me to digress a bit. I recall an industry softball gameat an SGMA Industry meeting  back in the day when your vendors’ team had the tying run on third against the media team, another runner on first and you hit into a double play to end the game. Do you recall that infamous day? (Team Insight writer Mike May told me to ask you that. He may have been on-deck at the time and I may have been playing shortstop.)

You are killing me! Sadly, that story is true and, as is obvious, I’m never going to live it down. All I would say is I absolutely crushed that ball and the shortstop made a Gold Glove play to stab it and turn two.  

Thank you. Now, more seriously, you have accomplished quite a lot at SGMA/SFIA. Any proudest moments?

After 34 years, I’m proud of a lot of things, if I’m being honest. But highlights include solving the child labor problem in global soccer ball production in the 1990s, writing and passing the PEP Act, which drives almost $1 billion into local physical education programs, and raising SFIA Research to a point where we are a respected and sought-out voice in youth sports policy and funding.  I also love the role SFIA has played in championing sports for girls and women. And, I guess I would say, I’m very proud to have been able to steward SFIA, a more than 120-year-old organization, through a massive period of change and disruption and leaving it strong and ready to lead the industry into the next chapters.  

On the flip side, anything still undone?

The PHIT Act is definitely one. Also, we still have a lot of work to do in broadening sports opportunities for underserved kids.

Do you care to name any of your favorite SGMA/SFIA chairmen?

All of them were great. Seriously, being a chair of a non-profit can be tough. I was blessed with an amazing group of folks who put industry and organization first and took on the servant leader-model. That made my job infinitely easier.  

How about any of your favorite trade magazine editors?

Let me think about that and I’ll get back to you.

Okay, I’ll let that slide. I made a few of your Capitol Hill lobbying days and really enjoyed the experience. I was teamed with an NFL player and a female track star once, so no one paid any attention to me. Who were your favorite celebrities/athletes who you took to the Hill?

That is really hard because I have so much respect for all these athletes and celebrities who gave their time to come to DC and lobby. I’ll always mention Herschel Walker, because no matter what you think of his politics, he devoted a massive amount of time to giving back and helping kids, always with a smile and kindness.

Any others?

I also had great times with Peyton Manning and his dad Archie, also Martina Navratilova, Abby Wambach, Carl Lewis. Felt lucky just to see Billie Jean King work her influence.  In the end, though, the one athlete who impressed me the most was Tommie Smith, who won the Olympic 100 meter dash in 1968 and then famously raised a gloved fist on the medal podium. Learning about his journey, how much he lost as a result of that, the difficult times he faced upon return to the United States, and then to see no bitterness and only a continued commitment to positive social change over the next 50 years — I’ll never forget that day.

Speaking of Herschel Walker, did you ever challenge him to a race?

Have you seen that guy?

Here’s the typical question: What will you miss most about working at SFIA and in the sporting goods industry?

Easy, I’ll miss the people. This industry has great people. We’re in the fun business. Both fun and business make for a fantastic combination for a career and there are a lot of people who could have been successful in anything, but they affirmatively chose to do this. Those are the best folks to work with.

And what won’t you miss?

Grinding it baby. I love the SFIA and this industry, but I’m going to enjoy not worrying about the daily grind.

Finally, tell us what’s next for Tom Cove — golf, long naps, more lobbying?

Passion projects that I’ve put off. Definitely sports lobbying at a local level, hopefully volunteer coaching and other service work, and going to a lot of horse races. I’m also considering some board of director work, so that might be cool in terms of staying involved on the business side.