equipment training; and marketing and promotional programming. Every year the company hosts a conference for performance centres – this year’s was in Minnesota. In terms of products supply part-


ners, all of NFP’s relationships have been long standing relationships. “I learned long ago to not enter into initiatives that are short term,” says Leitert. “They consume a lot of energy and then require a new initiative to supplant the one finished.” The company’s well rounded ap-


proach to business was honed many years ago when Leitert was student union president at Fanshawe College in London, Ontario, balancing a full- time staff with a budget less than $1 million and a keen awareness of the politics of the job. “That had a positive influence on


me and certainly shaped me as a young guy,” says Leitert. “It was very much an entrepreneurial kind of role, and the experience made me want to go in a business direction.” In the late 1990s, he started a de-


velopment centre for training and developing minor hockey athletes. Launching the careers of many NCAA, OHL and NHL players, it was the first athletic training centre focused solely on the minor hockey market. Leitert continued to hone his busi-


ness skills at several companies, spe- cializing in marketing and sales, brand management and new product development. He also worked as a con- sultant for fitness spokespersons and BodyBreak tandem team Hal Johnson and Joanne McLeod, developing a fit- ness product line and strategies for marketing and growing their business.


Launching the company Leitert started National Fitness


Products in 2000, when he recognized that, while there were many retail equipment dealers supplying com- mercial products, there weren’t any wholesale equipment distributors in Canada. He felt that dealing with high retail overheads and high margins, and trying to blend retail and com- mercial sales, wasn’t the way to go. As a wholesale equipment distributor to fitness clients, he could forge his own direction. So he began to align himself with


the best-in-class of fitness equipment, starting with Canadian-based Atlantis strength equipment as his first


product line. His next step was signing a licensing agreement with Reebok for their studio product line. “The company was very small, and


I did everything back then,” recalls Leitert with a laugh. “I remember be- ing in the warehouse and unloading 700 or 800 aerobic steps out of a cargo container.” As the company grew, Leitert also


helped clients develop performance centres, which featured skating tread- mills as the cornerstone of their opera- tions. He added key people to his staff and developed extensive expertise in the area of helping set up clubs.


A club and equipment showroom Leitert also owns Riverdale Fitness


Mill in Inglewood, Ontario, northwest of Toronto. Located in an historic 1871 mill, the 6,500-square-foot fitness cen- tre is a unique showpiece and workout facility for local residents, and serves as a company showroom. It also em- ploys, on a part-time basis, members of Leitert’s family including his son and daughter. NFP offices are located next door


to the fitness facility in the mill that once provided power for the village of Inglewood. From the office windows viewers can see the beautiful Niagara Escarpment. The company employs 16 people in the areas of sales and mar- keting, operations and finance and ser- vice and installations.


Supporting the community Corporately, NFP gives back to


communities. It was one of the first corporate sponsors of KidsFest (now called Start2Finish) which supports disadvantaged children by providing good nutrition, fitness and a reading


National Fitness Products imports and re-distributes a myriad of top fitness lines, including Atlantis, Star Trac, Woodway, Reebok, Nu Step, Perform Better, Scifit and The Abs Company.


program. On behalf of its customers, it will be contributing to the Alberta re- lief agencies that are assisting citizens affected by flooding. And Riverdale Fitness Mill hosts annual fundraising events to support the local hospice and other community-based services Instead of offering Christmas bo-


nuses, Leitert offers his staff, many of whom have been with him long term, annual health bonuses. The 48-year- old fitness buff takes special pride in one staff member who recently quit smoking cold turkey, began work- ing out regularly and eating healthy meals, and has herself become a role model. “The industry we’re in is one of


helping people stay healthy and ac- tive,” says Leitert. “It’s a positive indus- try, and I take great pride in seeing my staff grow and learn and become mem- bers of the team.” “I’m very much involved in my busi-


nesses,” notes Leitert. “It’s very person- al – the consulting, listening, trying to solve customers’ problems. It’s very rewarding seeing customer’s visions come to fruition, I honestly love what I do for a living.” FBC


Kathryn Korchok is a freelance writer whose current passion is tennis. She also loves yoga, dance, hiking, and seeking balance in life.


July/August 2013 Fitness Business Canada 39


David Gibson (Marketing Coordinator) and Leitert meet with customers in the boardroom.


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