Sporting and Recreational Goods Wholesalers NAICS 423910

Jan 27, 2026 - Supply Chain Uncertainty Weighs on Sporting Goods Wholesalers

• According to the Global Port Tracker from the National Retail Federation and Hackett Associates, US import trends point to near-term inventory and timing challenges for sporting and recreational goods wholesalers. According to the tracker, import volume is expected to remain down year over year until spring, despite a brief seasonal bump in January. US ports handled 2.02 million TEU in November, down 6.5% year over year, with December projected at 1.99 million TEU, down 6.6%. January imports are forecast at 2.11 million TEU, a month-over-month increase but still 5.3% below last year, followed by further year-over-year declines in February (-4.6%), March (-12.4%), and April (-8.1%). The full-year 2025 forecast totals 25.4 million TEU, down 0.4% from 2024. For sporting goods wholesalers, softer import volumes suggest cautious retailer ordering, tighter inventory planning, and continued sensitivity to tariff and trade policy uncertainty.
• According to a report in SGB Media, US sporting goods and fitness market leaders enter 2026 with cautious optimism, supported by strong participation across running, golf, team sports, fitness, and women’s sports, but tempered by tariff-related cost pressures and value-focused buying. Industry leaders highlight major demand catalysts, including the men’s soccer World Cup in North America, the Winter Olympics, and continued youth and female participation growth—girls’ flag football alone rose 60 percent year over year. At the same time, tariffs and inflation are disrupting cost structures and supply chains, forcing wholesalers to emphasize pricing discipline, transparency, and operational efficiency. Buyers are becoming more selective, prioritizing quality, durability, and performance over discretionary purchases. Technology is a key differentiator, with digital-first ordering, inventory visibility, AI-driven recommendations, and faster fulfillment increasingly expected in B2B transactions. For wholesalers, 2026 success hinges on balancing rising demand with cost volatility while delivering value, speed, and strong service-driven partnerships.

• The National Sporting Goods Association’s 2025 Shopper Playbook Study shows 79% of consumers choose multi-brand retailers for equipment purchases, a trend that underscores the need for wholesalers to secure broad distribution. Nearly 70% of shoppers also prefer multi-brand outlets for apparel and footwear, citing wider product variety (59%), side-by-side comparisons (54%), and competitive pricing (50%). Customer satisfaction remains strong, with 80% highly satisfied with local retailers’ servicing of products such as bicycles, skates, and skis, and 98% at least somewhat satisfied overall. For wholesalers, the findings highlight the risk of relying on single-brand strategies as consumers increasingly value breadth and convenience. The study also emphasizes the importance of in-store experiences, reinforcing wholesalers’ role in supporting retailer partnerships and hands-on engagement to drive visibility, loyalty, and sales.
• While five services industries reported contraction in December, 11 industries reported growth, including the Wholesale Trade industry, according to an ISM Services PMI Report. Executives in the Wholesale Trade industry reported increases in business activity, new orders, employment, prices paid for materials and services, new export orders, imports, and order backlogs, along with a decrease in inventories in December. Other industries reporting growth during the period were Finance & Insurance; Accommodation & Food Services; Transportation & Warehousing; Arts, Entertainment & Recreation; Mining; Health Care & Social Assistance; Information; Retail Trade; Public Administration; and Utilities. Industries reporting contraction during the period include Management of Companies & Support Services; Professional, Scientific & Technical Services; Agriculture, Forestry, Fishing & Hunting; Educational Services; and Construction. Overall economic activity in the services sector continued to expand in December, registering 54.4%.