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John Peters

Sports & Fitness Industry Association
VP, Business Dev
John Peters is in charge of all revenue and business development at the Sports & Fitness Industry Association (SFIA), where he is responsible for all revenue streams and partner relations. The SFIA is the premier trade association of leading industry sports and fitness brands, suppliers, and retailers. John serves as an account manager to SFIA’s 1,000+ brand family.  

John has been immersed in innovations driving the fitness, sports and outdoor industries forward, largely due to launching the Sports Technology marketplace for the Consumer Electronics Show (CES) in 2014. Currently, John is an advisor to several sports technology accelerators, venture capital funds and investment banks. John also created the SFIA Startup Challenge in 2016 – an international pitch contest that has attracted 300+ companies to apply and in just 2 years, the 10 companies who have been selected as finalists, have raised $125M+ in venture funding.  

John recently launched the Sport Lifestyle Podcast with a focus on the industry, featuring influencers driving the sports, footwear, fashion, retail and sports tech markets forward. In 2016, John was named a 40 Under 40 by Sporting Goods Business, an annual award that has featured industry leaders such as Kevin Plank, Sarah Robb O’Hagan, Josh Luber and other industry executives.  

John is currently a Board Member for Women in Sports Tech, a non-profit to drive growth opportunities for women through the industry.