Tom Cove is the President and CEO of the Sports & Fitness Industry Association (SFIA), where he represents the interests of more than 500 leading manufacturers, brands, licensors, distributors and retailers of athletic equipment, footwear and apparel. Mr. Cove oversees SFIA initiatives to promote sports participation & safety, health & fitness, international trade, and product standards, and serves as liaison to international and national sports federations and government agencies. The Sports & Fitness Industry Association is the trade association of leading industry sports and fitness brands, suppliers, retailers and partners.