John Peters

Vice President, SFIA

John is a results-focused business development executive and connector, driven by a true give-first mindset. John has spent the last several years consulting, advising and providing value to entrepreneurs in the following areas: youth sports, venture capital, private equity, sporting goods, fitness and sports technology companies, and retail. He is currently the VP of Business Development for the Sports & Fitness Industry Association (SFIA) – The trade association home to 1,000+ brands, governing bodies, retailers, leagues and more. He has had the fortune of working across a broad spectrum of companies with exposure to management teams. Currently, John is an advisor to several sports technology accelerators, venture capital funds and investment banks. John launched the SFIA Startup Challenge in 2016 – an international pitch contest that has attracted 350+ companies to apply. 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.

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