Fencing-USA Fencing bets on LA 2028 Games to break into mainstream American sports

USA Fencing CEO Phil Andrews believes the lead-up to the 2028 Los Angeles Olympics can boost the sport's popularity in America, aiming to expand its membership beyond its current 45,157. The federation has set a new goal of 70,000 members ahead of the home Games. USA Fencing has already surpassed its initial target of 700 affiliated clubs with a record 752 across the country.

The commercial push for the sport has expanded, with marketing and communications projected to generate $2.8 million in the coming season. Andrews emphasized that USA Fencing has made a deliberate effort to market fencing to a broader audience, stating, "We're actually making efforts to go out and market the sport, which hadn't really happened before."

A multi-million dollar promotional partnership with iHeartMedia, launched in 2025, aims to introduce fencing to a wider audience through radio, podcast, digital, and social platforms. USA Fencing has also introduced programs such as Fencing Across America, which offers free introductory events, and En Garde!, a school-based program that brings fencing into elementary schools and after-school spaces.

These initiatives, along with the federation's Fencing the Gap program and other support initiatives, aim to tackle affordability barriers and make fencing more accessible for those who cannot afford the sport's costs. Andrew's outlook is forward-looking, with LA28 serving as just the beginning of a broader process, hoping for lasting growth in the sport by the 2032 Brisbane Games.