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Bruno with BoxMaster inventor Rai Fazio (left) and Ray ‘Boom Boom’ Mancini (right) at IHRSA
I had probably anticipated. There were so many opportunities, but there were hurdles and sometimes brick walls in front of every one of them. Of course, there was the financial challenge of funding the recovery, but that was inevitable. Arguably a major challenge was the transfer and consolidation of over 120 different product models into Land America. This included the complete cardiovascular product line and almost every strength model in the Star Trac portfolio. They all had to be rebuilt from the ground up, redesigned, re-tooled and improved. It wasn’t just about transferring the same products to Land America – it was about improving them, enhancing quality and the experience of the end user.
Did you really realise the size of the task? As any manufacturer will tell you, launching three or four new products a year can be a significant effort. During the two years following the acquisition of Star Trac, Land America was able to cross the entire portfolio over in what, frankly, was the most aggressive manufacturing effort we’ve seen in the industry. Star Trac, with the power of Land America manufacturing, was not only crossing over the current portfolio but in fact introducing new products simultaneously. The teams were focused and hardworking, and over the course of more than 24 months we introduced a crossover or new design every fortnight.
Now the transition is done, will things slow down? I’m a product guy at heart. I engage in manufacturing, I talk with sales, engineering and marketing daily. I love new products, and just because we’ve transferred and introduced new models aggressively in the first few years doesn’t mean we plan on stopping anytime soon. We’re launching the new Star Trac StairMill, the BoxMaster®, the E-TR Treadmill, the Spinner® Blade ION and soon the TreadClimber® by Star Trac, all of which are new, innovative and will be significant players in the Star Trac product mix. It won’t stop there, trust
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Now, more than ever, we are committed to a total customer experience which starts the moment we meet them for the fi rst time
me – we have a lot to do and many more ideas for portfolio growth!
You say you’ve brought John Gamble into the business as managing director for Europe, Middle East and Africa (EMEA)? The moment I heard John was interested in joining Star Trac, I wanted to talk to him. He has a fantastic track record in the fitness industry. He came to meet me and I knew he was the right person to drive the EMEA business forward. He shares my passion for quality and service and, once I explained why I’d got into the business and how I saw the future, he was behind it 100 per cent. It was an easy decision for both of us.
How you would like Star Trac to be perceived? I’ve built my manufacturing businesses and I’ve founded my fitness businesses on one simple rule: do what you say you’re going to do. With integrity and honesty, make commitments you can work to achieve and then follow through on those commitments. It’s a basic rule that has helped drive me for several decades, and it’s what I expect in my team. That’s what I want us to be known for. As we enter our third and fourth
years, we’re on track to turn our efforts towards our customer and truly understand their needs, to deliver solutions and a higher level of service that really matter and that will help them be successful.
Read Health Club Management online at
healthclubmanagement.co.uk/digital We’ve built a foundation of operational
stability and manufacturing effi ciency that will keep the company profi table. Now, more than ever, we are committed to a total customer experience which starts the moment we meet them for the fi rst time. If we do our jobs properly, the relationship that transpires through the installation of our products and the ongoing service thereafter will be truly unique. It’s our hope that customers see us as simply the easiest fi tness company in the industry to do business with. I believe Star Trac is very much like
the wonderful small boutique hotels that Europe is known for, and that I love to be a guest of: a focused business where we have a great product and intimate service relationship with our customers. A business where we’re not so large that we’ve forgotten about the most important aspect of what we do: our customer. I love being out in front in this quest and look forward to the continuation of the Star Trac story. ●
To contact Star Trac UK:
JAMES ANDERSON UK NATIONAL SALES MANAGER
STAR TRAC UK LTD Unit 4 The Gateway Centre, Cressex Business Park, High Wycombe, Bucks, HP12 3SU, UK Tel: +44 (0)1494 688260 Email:
uksales@startrac.com
July 2013 © Cybertrek 2013
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