The European Surf Industry Manufacturers Association (EuroSIMA) and the French sporting goods industry association, Union Sport & Cycle (USC), have decided to join forces to give their combined 2,200 member companies more services, more leverage and a stronger voice with public authorities to deal with the current Covid-19 crisis. The strategic alliance will improve USC’s representativity in the important action sports segment of the market.

Based on the French Basque Coast, EuroSIMA has 180 member companies from seven different European countries that operate in the action sports segment, employing 4,000 people and generating annual sales of €1.8 billion in France and nearly €13 billion in Europe. As long as they have some distribution in France, they will also automatically be allowed to become members of USC, even if they are not based in France, to benefit from its services, including regulatory and legal advice as well as regular research on sports and consumption trends.

Replacing three former associations, USC represents 1,400 vendors and retailers with 500 brands and 3,000 stores in the sporting goods and bike sectors. They employ 80,000 people and generate annual revenues of €12 billion at the retail level.

As part of the new strategic alliance, Jean-Louis Rodrigues, the chairman of EuroSIMA, has joined the board of USC, chaired by Jérôme Valentin. While continuing to work on common projects, the two organizations will maintain their independence as two separate bodies. They have already been working on common projects such as the application of no-waste legislation in favor of a circular economy, which is due to go into effect next Jan. 1. They plan to work together on other topics such as e-commerce and the use of social media and marketplaces.