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World Federation of the Sporting Goods Industry hosts first General Assembly in China

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NEWS

WFSGI BOARD

24 April, 2025. Bern, Switzerland

  • ANTA Sports and China Sporting Goods Federation (CSGF) support industry-first event in sporting goods hubs Xiamen and Jingjiang
  • Executives from Amer Sports, Apache Footwear, SFIA and Messe Muenchen join WFSGI Board
  • Visit to ‘future of footwear’ Victory Group’s JFE factory in Dongguan highlights innovation and upskilling in the sporting goods industry
  • The growth of mass participation sports events is brought to life by Chris Robb and Prof. Huan Haiyan

The 2025 WFSGI General Assembly and Board Meeting have taken place in Xiamen and Jinjiang, China over two days from April 15th to 16th. The event was hosted by China’s leading sporting goods company ANTA Sports in conjunction with the China Sporting Goods Federation (CSGF).

 

The General Assembly brought together over 60 WFSGI members from across the globe under WFSGI By-Laws to execute our rules of procedure, review the progress made under the 2022-2025 Strategic Plan, welcome new members to the federation and vote on Board nominees. Attendees also got a deep dive into the growth and potential of mass participation events in both China and around the world from two guest speakers.

WFSGI CEO Emma Zwiebler explains “With our Board we have committed to rotating our General Assembly between Europe, the Americas and Asia, taking our annual event to key sporting goods hubs around the world.

 

At a time of rising global tension, it was important to bring the industry together under one roof in pursuit of our joint purpose to unite and support the global sporting goods industry to ensure a healthier more active planet for all.”

WFSGI Board Vice Chair James Zheng, Executive Director of ANTA Group, was proud to host general assembly attendees and his fellow board members recognising the importance of collaboration and co-creation for the good of the sporting goods industry, “Sports knows no borders, and the healthy development of the industry is inseparable from a more coordinated international dialogue mechanism.”

Updates to WFSGI Board

Following a number of recent changes in member companies, the General Assembly audience were asked to approve four new nominees to replace the outgoing representatives on the WFSGI Board.

 

Anne Larilahti Amer Sports VP Sustainability, Mitchell Tsai, CEO Apache Footwear, Todd Smith, President and CEO Sports & Fitness Industry Association and Stefan Rummel CEO Messe Muenchen are taking up vacant positions on the WFSGI Board ahead of Full Elections in 2026 bringing a wealth of experience from across the sporting goods industry value chain with them.

Attending the General Assembly in Xiamen, new board member Todd Smith said, “With the U.S. being a huge market for many WFSGI members, I’m looking forward to bringing the expertise and insights SFIA offers, as the premiere U.S.-based trade association for the industry, to the WFSGI Board to further the growth of our industry.

 

Partnerships and global collaboration are critical to enhancing sports and fitness participation around the world, and I look forward to working with my fellow board members to make our countries healthier and stronger.”

Amer Sports’ Anne Larilahti explained, “I’m delighted to join the WFSGI Board on behalf of Amer Sports and support the successful execution of the current strategy. Sports have the power to drive positive change, by improving health, strengthening communities, and inspiring more sustainable ways of living. Having been involved in both the WFSGI Physical Activity and ESG Committees, I have found strong collaboration across the industry invaluable in driving forward the industry’s position and action on key topics.”

Innovation drives industry forward

The 2025 General Assembly and Board Meeting in China was a significant opportunity to host key industry discussions at the heartland of Chinese sporting goods around the cities of Xiamen and Jinjiang as well as visiting WFSGI member Victory Group and their JFE future of footwear manufacturing facility in Dongguan.

Andy Rubin, WFSGI Chair explained, “We have used our time in China with our hosts CSGF and ANTA and our wider member base to deepen our understanding of the Chinese sporting goods landscape and consumer, and the innovation and investment that is taking place among manufacturers to move the industry to the next level. We have also spent time looking at the growing popularity of mass participation events throughout China and learning about initiatives to encourage more physical activity particularly among children and adolescents.”

Mass participation events encourage more physical activity

Chris Robb, CEO Mass Participation World and Professor Huang Haiyan, Beijing Sport University were guest speakers at the General Assembly, discussing the growth of mass participation events inside and outside of China and the policies needed to ensure they have a lasting impact on the physical activities levels of the communities they take place in. Their presentations supported the WFSGI Physical Activity Strategy to further align our industry for impact and fuel change as we encourage deeper collaboration across both private and public sector to tackle the growing physical inactivity crisis.

 

The 2026 WFSGI General Assembly is expected to take place in the United States in March or April of next year accompanied by full board elections and the appointment of a new Chair and Vice-Chairs.

WFSGI Address

Haus des Sports,
Talgut-Zentrum 27,
3063 Ittigen bei Bern,
SWITZERLAND

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