During his tenure, Cove oversaw the transformation of the association from a traditional tradeshow-focused manufacturers’ group into a full-service industry organization delivering sport and business advocacy, sports participation research and analysis, innovative thought leadership and events and a variety of targeted member services to address the specific needs of industry companies.

“It is a tremendous privilege to work every day for a mission you believe in, a cause you have passion about, with people who challenge and inspire you,” says Cove in announcing his retirement. “I feel honored to have had the opportunity to do this with SFIA and this industry. It has been a great run and I look forward to new chapters, both for myself and for SFIA.”

(Editor’s note: On a personal note, I consider Tom a friend for the more than 25 years I have known him, starting back in the days of The Super Show in Atlanta through his promotion to president and CEO of SFIA (formerly the Sporting Goods Manufacturers Association). I watched as Tom transformed the trade association into the vital organization it is today, have spent a couple of days lobbying on Capitol Hill with him and ran into him frequently at industry trade events and I sincerely appreciated that he was always available to talk – both on and off the record – about industry events, opportunities and challenges. Good luck in the next phase of your life, Tom.)

In 2014, Cove led the Board of Directors through a foundational strategic review and rebranding process for the 108-year-old organization that re-established its mission and strengthened its foundation for generations to come.

Among Cove’s signature leadership accomplishments were the Congressional passage and funding of the Carol White PEP program, which drove almost $1 billion into local physical education programs around the country; the ground-breaking program to eliminate child labor in global soccer ball production, for which SFIA was awarded the Corporate Conscience Award; the Industry Participation Plan (IPP), a multi-million dollar collaboration which coalesced the entire sports and fitness industry to support legislation and grassroots programs to increase physical activity and sports participation; the establishment of National PE Day and National Health Through Fitness Day, bringing hundreds of celebrity athletes and industry executives to lobby Capitol Hill annually; and the creation of SFIA’s Start Up Challenge, Sports & Technology Conference, Industry Leaders Summit, Litigation and Risk Management Summit, Team Sports Conference, and multiple other national industry events.  

Current SFIA Board Chair Jon Ram praised Cove’s leadership, stating, “Tom has been a true visionary, always pushing the industry forward. His passion for sports and fitness has been evident in every initiative he has undertaken. We thank him for his immense contributions and wish him the best in his well-deserved retirement.”

“Tom’s dedication and vision have been invaluable to SFIA and the entire sports and fitness industry,” adds Chris Clawson, GM of Gymtech, and former SFIA Board Chairman. “His tireless efforts have positioned SFIA as a leader in promoting physical activity and sports participation. We are grateful for his years of service and the lasting impact he has made.”

Industry leaders also expressed their appreciation for Cove’s work. “Tom has been a fantastic partner to Brooks and a strong advocate for the running community,” says Dan Sheridan, CEO of Brooks Running. “His commitment to promoting healthy lifestyles through sports and fitness has been truly inspiring.”

Roman Oben, VP–strategy for the NFL, commends Cove’s efforts in promoting youth sports participation. “Tom has been a key ally in our efforts to encourage youth to be active and engaged in sports. His leadership has helped create opportunities for countless young athletes.”

Jennifer Bendall, VP–government and public affairs at Nike, adds: “Tom’s advocacy work has been crucial in advancing the interests of the sports and fitness industry. He has been a unifying force, bringing together companies and organizations to drive positive change.”

The SFIA Board of Directors, assisted by the executive search firm Russell Reynolds Associates, is conducting a search to identify Cove’s successor. Cove will assist in the transition process to ensure a smooth handoff of leadership.