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Relentless testing
And it doesn’t stop there. Every con-
cept and machine part is tested over six to 12 months in both controlled and natural settings before the design is finalized and put into commercial production. Sales reps also bring back ideas
from clients. The company tests them, develops prototypes and puts them in its gym. The design team is always there, watching and asking questions. Sansoucy observes what happens from a design perspective and how things might work better from an athlete’s perspective. He exercises three to four times a week and knows from his own experience how equipment should look, feel and perform. Atlantis has created a broad line of
“From computer-assisted design technology
which dictates every cut, weld and part during a six-stage process, to a quality control stage where units are carefully inspected, the entire operation is a hands-on affair.”
Watching, learning then designing
Sansoucy and his design team rely
on what they call an “observe and re- spond” approach. They don’t impose their design will. Rather, they design after watching athletes interact with their equipment. They observe what works and what could work better. And this lets the company be flexible and responsive. For example, when the company de-
sign team saw people using benches to do step-ups (and ruining the uphol- stery), it created the C-206 Step-up (in partnership with Charles Poliquin), de- signed specifically for that activity. When it saw athletes trying and
failing to make minute adjustments on moving seats to fit their particular body type and size, the company re- placed the pop pin and ratchet system with hydraulic seat shocks – a micro- adjustable system that eliminates gaps between positions and makes the ma- chine more comfortable to use.
68 Fitness Business Canada September/October 2009
equipment in five main product lines. In keeping with the company’s design philosophy, components can be cus- tomized to meet specific requirements. For example, Atlantis won a contract with Stanford University in California because it was able to offer squat racks that suited basketball players, who are about eight inches taller than other athletes. “We’re more nimble, and that’s how
we’re able to compete with bigger com- panies,” notes Knecht. “I think we’re the connoisseur’s choice.”
A full-service operation
With the design and manufactur-
ing side-by-side (the company oper- ates a 68,000 square foot manufactur- ing facility), Atlantis is able to respond quickly and offer what are essentially hand-crafted pieces specifically de- signed for each client’s needs. From computer-assisted design technolo- gy which dictates every cut, weld and part during a six-stage process, to a quality control stage where units are carefully inspected, the entire opera- tion is a hands-on affair. This keep-it-close approach has
When the company saw people
wedging items underneath incline benches to change the angle, the de- sign team created an adjustable 30- to 50-degree bench. And when Olympic and pro-athlete
strength coach and author Charles Poliquin consults with the compa- ny and suggests, for example, specific grips to benefit rotator cuff motion, the company listens and responds.
also provided a safety net during the current recession. In fact, several new employees have actually been hired, and no jobs have been lost. It has al- lowed the company to concentrate on and nurture current clients, relying on its close relationships to cover the gap between now and a future in where Atlantis sees only growth. FBC
Kathryn Korchok is a freelance writer who loves to work out (her favourite is the elliptical), play tennis, hike and practice yoga. Contact her at
kathryn.korchok@gmail.com.
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