FBC M
UPFRONT» Happenings SUPPLIER NEWS
Mad Dogg Athletics, Inc. Acquires the Ugi™ Brand
ad Dogg Athletics Inc., has acquired the Ugi brand and select assets from Ugi Fitness Inc., a Vancouver, B.C.-
based fitness company. Mad Dogg Athletics will provide business
experience, operational resources and market- ing support to expand sales, international dis- tribution, brand awareness, and programming and training for Ugi. “The versatile and functional-training as-
pect of the Ugi system and carefully-developed programming will undoubtedly complement our current family of brands as both compa- nies share the core philosophy of providing quality products and education that promote a healthy lifestyle,” said Mad Dogg Athletics founder John Baudhuin. Standing for “u got it,” Ugi’s program design
includes 30-minute functional workouts cen- tered on a weighted Ugi ball and its unique “squishability” which challenges stability, strength and endurance. “This is an exciting next step for Ugi Fitness,
and I am pleased to join with an industry-lead- ing company to combine skills and talents and help expand the Ugi system into new areas and markets within the health and fitness field,” said Sara Shears, co-founder of Ugi Fitness, Inc. and program creator. Shears will continue to remain close-
ly involved with Ugi Fitness and Mad Dogg Athletics to help further implement and ex- pand programming and training.
Change of Direction machine from BILT by Agassi & Reyes wins Prestigious 2013 FIBO Innovation Award
Machine, designed and developed by Andre Agassi and Gil Reyes (Agassi’s longtime trainer), received the high- ly regarded 2013 FIBO Innovation Award for its design and safety. The FIBO Show, held in Cologne,
D
uring the European launch of BILT by Agassi & Reyes, the Change of Direction (C.O.D.)
experts, considered safety under high stress as an important criterion in the Training Equipment category. The machine is designed to allow ergo- nomically correct movements during a safe and an intense workout wheth- er the user is squatting or stand- ing. There is a natural posture and the secure and precise lines of the exercises are always guaranteed, with the back and neck mus- cles spared. In addi- tion, the Jury found that the IntelliLift™ resistance system in- creased the impact of the C.O.D. even fur- ther by exercising deep-lying muscles not often utilized dur- ing training. "The nomination
was exciting, and the
Germany, is one of the largest health, wellness and fitness tradeshows in Europe. In selecting the most innovative
training device of the year, the FIBO Award Jury, composed of industry
award motivates us to move on our chosen path," says Agassi. “There are a number of different machines that tar- get the individual elements, but no de- vice is similar to the C.O.D. in its abil- ity to do it all.”
American Council on Exercise Makes Vicore Top Pick
Vicore Fitness, pioneers in Soſt Surface Training, were chosen by ACE for their "The Latest and Greatest" list. Ace’s experts state, “Traditional Benches
have hard padding that can be uncomfort- able and limit the range of motion of the shoulder joints. Vicore's approach incorpo- rates air bladders instead of padding as the surface of the bench. They are much more
comfortable than traditional
benches. We especially liked the roman chair and incline benches. Additionally, this equipment can create points of interaction between members and fitness staff who can provide an overview on the different exercise options allowed by the air surfaces". Vicore's vice president of national accounts, Greg Nigro says, “It is very excit- ing to see firsthand how our technology is transforming the fitness industry and how people work out. Years of work and research have gone into the develop-
The Ugi ball is a modern twist on the old school medicine ball. It’s weighted and “squishy.”
12 Fitness Business Canada May/June 2013
ment of our product line, and recognition as well as validation from an incredible organization like ACE is definitely exciting.” To learn more about Vicore visit
www.vicorefitness.com
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