residents have come to realize that better quality equipment benefits their sales and residents’ satisfaction.


WHEN: Kinetic Solutions was founded in 1995 with a small investment and the two partners working from a home office. “We remain a small business,” says


Russell, “and are extremely proud to still be in business in a relatively vola- tile industry.”


WHERE: The company started in Ottawa, but within two years Russell moved to Toronto to better service the GTA mar- ket. Today, the company has a head office/showroom/warehouse in both Ottawa and Oakville and a satellite of- fice in Nova Scotia.


WHY: “Selling fitness equipment in my twen- ties seemed like a fun thing to do,” laughs Russell. “When we started the company it was all about making ends meet. After my move to the GTA and starting to compete with some of the bigger players of the time, I knew we needed to be different.” That difference became the Kinetic


Solutions 3-P program: • Performance: Products must be


high quality in all areas—including biomechanics, ergonomics, features and durability—with a proven and ef- fective fitness benefit. • Protection: After-sales service


and proper warranty coverage is key. All suppliers must stand behind their products. • Price: Offering industry-leading


value is more important than compet- ing solely on price.


“If something from one of our sup-


pliers doesn’t meet our 3-P principals, we don't represent it and I tell the sup- plier why,” says Russell. “There are far too many products that are sold based on aesthetics or successful market- ing and that have poor fitness benefits. The future success of Kinetic Solutions requires us to keep true to our core principals.” FBC


Kathryn Korchok is a freelance writer specializ- ing in lifestyle, fitness and business articles. She loves to dance and work out, and takes classes in jazz, ballet, Broadway, barre and yoga.


July/August 2016 Fitness Business Canada 33


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