The trade group was originally called AMADA, for Archery Manufacturers and Dealers Association. Its goals were to establish product standards for the industry, and to promote the bowhunting and target-archery markets. Larry Whiffen Sr. of Milwaukee, a member of the Archery Hall of Fame, was elected the organization’s first president when AMADA was incorporated in Iowa on April 22, 1954. Whiffen was a contemporary of legendary bowhunters like Fred Bear, Howard Hill and Ben Pearson. Before dying in 1960 at age 59, Whiffen’s passion for archery helped make AMADA a success.