Celebrating 30, and a transformation

It's not often you find 100 plus fitness equipment retailers under one roof, but when  The Fitness Generation put on a 30th anniversary celebration at which it promised  to unveil a new corporate identity,  a new equipment range and a radically revamped business strategy, it was enough to lure even the most competitive, reports Robyn Frampton.

Melbourne-based The Fitness Generation put on a three-day conference last week, attended by 106 retail representatives, more than half of whom flew from interstate to attend.

At its Wednesday launch, the company marked its 30th year by unveiling a new, contemporary branding which more befits its role as a major importer of commercial, corporate and home exercise equipment in Australia, and by detailing a radically different distribution and marketing strategy.

The mood was set by Geoff Lord, chairman of The Fitness Generation's parent, the Belgravia Group, who presented a strong message. The old TFG, he acknowledged, had not performed as well as it should have done in the recent past and the night's launch marked its transformation, and the start of a totally new future.

General manager wholesale, Martin Alcott  announced an expanded product line-up which now includes Healthstream brand,  strength brand Marcy, SportsArt Fitness light commercial and home use equipment, the True Residential range and the hsFit.com.au range of accessories.

It was The Fitness Generation's new, simplified distribution strategy, however, which created the most interest.
The key is the division of the Healthstream range into three collections, Online, Classic and Anniversary.

• Pictured: The Fitness Generation team: (from left)  Martin Alcott (general manager, wholesale), Amanda Flynn (internal sales co-ordinator wholesale); Emma Brooks (Paul Ellis Agencies, Tasmania), Garry Moon (wholesale manager, Victoria), Tim Horskins (chief executive)

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