Sporting Goods Industry Hall of Famer, Gymnastics Equipment Icon Bill Sorenson Passes Away

FOR IMMEDIATE RELEASE

CONTACT:
Marty Maciaszek, Director of Communications and Team Dealer Division
mmaciaszek@nsga.org
(847) 296-6742, ext. 1260

DOWNERS GROVE, ILLINOIS (September 18, 2024) – Bill Sorenson’s success as a competitive gymnast led to his transformation of the sport through the innovative creation and development of equipment. His contributions to the sport led to his induction into the Sporting Goods Industry Hall of Fame in 2022 and NSGA was saddened to learn of Sorenson’s passing on August 3 at 93 in Lake Saint Louis, Missouri.

Sorenson built his first trampoline in his garage and that led to a company that produced a full line of gymnastics apparatus and protective pads for major national and international competitions. He was also the lead inventor on more than 10 patents for gymnastics equipment.

“Mr. Sorenson was an amazing success story with the path he took into gymnastics and how he enhanced the sport for so many competitors and fans,” said Matt Carlson, NSGA President & CEO. “His influence and impact also expanded into the product development of other sports such as golf, tennis, track and field and skiing. We extend our sincerest condolences to Mr. Sorenson’s family, friends and colleagues.”

Sorenson graduated from Jefferson High School in Jefferson, Iowa. He was a competitive diver as a freshman at the University of Iowa when he was asked if he had ever been on a trampoline by gymnastics coach Dick Holzaepfel. This transformative moment led Sorenson to become the Big Ten Conference champion in the trampoline in 1953 and a gold medalist in the AAU National Championships.

After a six-month stint as a professional trampoline performer at Radio City Music Hall and the Palace Theater in New York City, Sorenson returned home to Jefferson and built his first trampoline, the Aqua-Tramp, in his garage. He started making diving and recreational trampolines in the basement of his father-in-law’s hardware store and in 1954 founded the American Trampoline Company, which became American Athletic Inc. (AAI) in 1957.

AAI became the official equipment supplier to the United States Gymnastics Federation (USGF) in 1963 and provided the competition equipment for two Olympic Games, the Pan American Games and the Commonwealth Games. AAI merged with Head Ski in 1968 and in 1971 became the AMF Corporation,

where Sorenson oversaw and had a major impact on product development for companies such as Head Ski, Head Tennis, VOIT, Pacer Track & Field and Ben Hogan Golf.

Sorenson became CEO of American Sports Products Group (ASPG) in 1994 and acquired several sports brands including AAI. He also served on the Board of Directors of Gill Athletics from 2002-18.

In addition to his induction into the Sporting Goods Industry Hall of Fame, Sorenson was inducted into the USA Gymnastics Hall of Fame in 1978 and the U.S. Trampoline and Tumbling Hall of Fame. He served on the Board of the Directors of the International Gymnastics Hall of Fame and received the Frank Bare Award in 2016 for promoting and growing the sport in the United States.

Sorenson is survived by his wife Mary Jane Seela Sorenson and their three daughters, Sue Sorenson Weekley, Joan Sorenson and Nancy Sorenson Cavazos, five grandchildren, four great-grandchildren and five siblings.

A celebration of life will be held for Bill Sorenson on October 26, 2024 at the Wild Rose Casino in Jefferson, Iowa. There will be a visitation from 1-2 p.m., a memorial service from 2:30-3:30 p.m. and a celebration of life from 4-6:30 p.m. All events will be in The Greene Room, Parlors A & B.

In lieu of flowers, memorials can be made in the name of Bill W. Sorenson to the Jefferson Elks Lodge No. 2306, Attn: Veterans Fund, 103 West Harrison, Jefferson, Iowa 50129 or for the repair and replacement of worn Veteran flags to the City of Jefferson, Attn: Memorial Day Avenues of Flags Fund, 220 N. Chestnut Street, Jefferson, Iowa 50129.

About the Sporting Goods Industry Hall of Fame

NSGA created the Sporting Goods Industry Hall of Fame in 1955 to honor sporting goods pioneers, innovators and leaders, while recognizing and encouraging continued excellence in the industry. Since the first induction in 1956, 185 men and women have been inducted. For more information on the Sporting Goods Industry Hall of Fame, please visit https://www.nsga.org/hall-of-fame/.

About the National Sporting Goods Association

Since 1929, the National Sporting Goods Association (NSGA) has been the leading voice and go-to resource for the sporting goods industry. NSGA helps the industry grow its businesses through research, advocacy and networking. For more information about membership or NSGA’s products and services, please visit www.nsga.org.