The 107-year-old U.S. industry association Sporting Goods Manufacturers Association, or SGMA, has rebranded itself Sports & Fitness Industry Association, or SFIA. It still insists on not using the word U.S. in the company's name, as is common in this big, insular market. The association's key missions will be public policy, research, member services and thought-leadership conferences such as one being planned for autumn 2013.