In 1995, individuals between 19 and 30 years totaled 44.6 million, representing 17% of the total U.S. population. The label Generation X has been attached to these young adults because they differ significantly from preceding generations. Generation Xers were born and bred watching television and are moved more by visual images than by print media. They are less active than baby boomers as participants and spectators in traditional sports, such as baseball, basketball, and football, but more interested in fast-paced, high-risk activities. This article describes many characteristics and consumer behaviors of Generation Xers and discusses their impacts on the sport industry.