The Sports and Fitness Industry Association (SFIA) is stepping up to connect military veterans with career mentorship in the sports and fitness sector, thanks to its new VetsEXCEL Career Transition Program. Led by SFIA President and CEO Todd Smith, the initiative bridges the gap between transitioning service members and an industry with such strong alignment to the core values of the military community.
Smith, who took the helm of SFIA in October 2024, brings decades of experience across athletics, professional sports and business leadership. A lifelong athlete, he walked onto the volleyball team at UCLA before earning a master’s degree in sports management at LSU. His career has spanned Disney, the Sacramento Kings, sports entertainment giant AEG and nearly a decade with the U.S. Chamber of Commerce.
That breadth of experience informs his perspective on veterans’ unique fit in the sports and fitness industry. “One of the top pain points for business leaders across our industry is competing for top-quality talent with other industries,” Smith said. “At the same time, I hear from the veteran community their need to receive support during their pursuits of civilian careers. Helping our industry connect these dots is a natural opportunity for SFIA.”
Why Veterans Fit
For Smith, the connection is clear: both the military and the sports industry rely on discipline, physical readiness, strategy and teamwork. “When you think about what it takes to be successful in the military community—physical fitness, mental fitness, health-focused, collaboration—those core values are in direct alignment with the foundational values of our industry,” he said. “We should be a go-to industry for veterans transitioning to their civilian careers”
The VetsEXCEL program, launching its pilot in late 2025, will select up to 10 veterans who aspire to work in the sports and fitness sector. Each participant will be paired with an industry mentor for one-on-one guidance and support. The program will also provide monthly career workshop sessions, résumé and interview training and exposure to executives across SFIA’s network of member companies.
Skills that Translate
Smith emphasized that veterans bring transferable expertise that aligns strongly with many of the key roles essential to the success of our industry. “There are so many career opportunities across our sector that veterans are uniquely positioned to excel in—from operations to logistics and supply chain management—the military community brings a wealth of experience to these roles.”
He pointed to SFIA’s recent experience hosting a Department of Defense SkillBridge participant for the first time. “SFIA’s SkillBridge participant brought over 20+ years of intelligence, experience and leadership from her time in the military that allowed her to hit the ground running on day one and enrich our organization.”
Long-Term Commitment
The pilot is just the beginning. SFIA views VetsEXCEL as a sustained initiative that can grow significantly in the coming years. “This is a long-term program,” Smith said. “We’re going to learn from year one and continue to make it better. We want feedback, we want awareness and we’re excited about the impact it’s going to make.”
SFIA is partnering with U.S. Veterans Magazine to amplify the program and raise awareness among the veteran community. Corporate support is also growing, with organizations like the NHL and Navy Federal Credit Union already involved.
A Win-Win Partnership
For Smith, the program is as much about strengthening the industry as it is about supporting veterans. “Not only are we supporting veterans in their career transitions, but selfishly, for our industry, we’re bringing in top-tier talent,” he said.
That alignment of mission is what excites him most. “From day one, when we connected with U.S. Veterans Magazine, it was a natural alignment,” Smith said. “This is just the beginning, and I know this program will have a lasting impact on both the military community and the sports and fitness industry.”
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