Bill W. Sorenson, of Lake Saint Louis, MO, passed away Saturday, August 3, 2024, at the age of 93. Born May 10, 1931, in Spencer to the late Ruth Sorenson and Weldon Wilson and cherished stepson of Art Sorenson.
Bill is survived by Mary Jane Seela Sorenson and their three daughters, Sue Sorenson Weekley, Joan Sorenson (Rick Pearce), and Nancy Sorenson Cavazos; the loving grandfather of Alex (Olya) Weekley; Adam (Sherita) McCollum, Jessie McCollum (Justin Snyder), Jose (Angie) Cavazos, and Aaron Cavazos.
Also, loving great-grandfather of Jack, Max, Nick and Drew Cavazos; dear brother of Marie Sorenson (Art) Howard, Lynn Sorenson Strickler, Jay (Joy) Wilson, Walker Wilson and Tim Wilson. Bill is also survived by niece Mary Seela Newmaster and nephew Tom Seela as well as numerous extended family and friends.
Bill embodied humility, intelligence, and innovation. He was passionate about helping people and companies flourish, genuinely enjoying mentoring others to success. He treated his employees like family. Known for his kindness and generosity, always ready to lend a hand, he was highly respected and respectful, a calm, clear-headed thinker, and a wonderful father.
Bill was a 1948 graduate of Jefferson High School and a 1953 graduate from the University of Iowa. An encounter at a University of Iowa swimming pool became a life-changing moment for Bill Sorenson and the future of gymnastics. As a freshman, Bill was a competitive diver when gymnastics coach Dick Holzaepfel introduced him to the trampoline. He quickly mastered it and became the Big Ten Conference champion in 1953. After graduation, he joined the Tom Paris Trio and performed professionally in New York.
Returning to Jefferson, Bill built his first trampoline, the Aqua-Trampoline, in his garage, and the first trampoline in the basement of his father-in-law’s hardware store, and founded the American Trampoline Company in 1954, which became American Athletic Inc. (AAI) in 1957. Bill was the lead inventor on more than 10 patents for gymnastics equipment; his innovations transformed the sport.
He was inducted into the U.S. Gymnastics Hall of Fame in 1978 and the U.S. Trampoline and Tumbling Hall of Fame. Bill also served on the Board of Directors of the International Gymnastics Hall of Fame and received the Frank Bare Award in 2016 for promoting the sport in the United States.
In 1968, AAI merged with Head Ski, becoming part of AMF Corporation in 1971, where Bill was the group executive over multiple companies in AMF’s recreational and sporting goods division. He became CEO of American Sports Products Group (ASPG) in 1994, acquiring several sports equipment brands including AAI and remaining CEO until 2004. His leadership helped AAI dominate the market for more than four decades. From 2002 to 2018, Bill served on the Board of Directors of Gill Athletics, a major track and field supplier. Bill’s life-long dedication to the sporting goods industry led him to his induction into the 2022 National Sporting Goods Industry Hall of Fame.
A celebration of his life will be held in Jefferson Saturday, Oct. 26, 2024, at the Wild Rose Casino
Memorials may be made in Bill’s name to:
Bill valued his affiliation as a 1964 charter and lifelong member of the Jefferson Elks Lodge No. 2306. The Jefferson Elks Lodge assists in the Memorial Day Avenues of Flags at the Jefferson cemeteries installing over 564 veteran flags; along with many other local veteran events. In lieu of flowers, consider donations in the name of Bill W. Sorenson to the Elks Lodge No. 2306, Attn: Veterans Fund, 103 West Harrison, Jefferson, Iowa 50129
For the repair and replacement of worn Veteran flags, donations may be made in the name of Bill W. Sorenson to the City of Jefferson, Attn: Memorial Day Avenues of Flags Fund, 220 N. Chestnut Street, Jefferson, Iowa 50129.
Or a local charity of your choice.
Slininger-Schroeder Funeral Home of Jefferson is assisting the family. 515-386-2171
