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MOVING FITNESS FORWARD


Murray Rudkin


So much more than just an equipment provider, Life Fitness has been offering full-service fitness solutions to health and sport facilities across the globe for more than 40 years, and is world-renowned for its quality and innovation. 2012 sees the company enjoying one of the most prolific periods of new product development in its history. We talk to Murray Rudkin, managing director of Life Fitness UK, about the latest state-of-the-art equipment and the company’s plans for the remainder of 2012 and beyond


WHY ARE YOU LAUNCHING SO MANY NEW FITNESS PRODUCTS THIS YEAR? Producing high-quality, innovative equipment has always been at the heart of our business. It’s what we do best. But we don’t just churn out new products that are here today and gone tomorrow. During times of fi nancial uncertainty, it’s important that businesses like ourselves invest in the right areas and keep moving to stay ahead of the game. So we listened to customers’ needs,


delved into trends and got under the skin of what end users wanted. The answer was innovative, high-quality products that give facility owners a competitive edge.


Our research and development teams in the US are second to none and are brilliant at integrating technological advancements into our products – and the latest ranges are no exception.


WHAT ARE THE KEY NEW PRODUCTS? The new Life Fitness Forward collection consists of four really unique pieces of equipment – designed in the fl exible, multi-functional, innovative and connected ways that people want in today’s exercise regimes. Life Fitness SYNRGY360 is a total-body, modular training system that is completely ground-breaking. We now have our own


premium performance group cycling bike, the Lifecycle GX, and have introduced the Life Fitness Hammer Strength HD Elite – our most durable strength rack line to date. Lifescape is a high-tech innovation that makes cardio experience interactive, with high-defi nition virtual hikes, runs and bike rides through famous locations around the world. In addition, we’ve launched the Activate Series – a new, streamlined collection of cardio equipment featuring a variety of effi cient and effective workouts. Our entire product portfolio has been designed with support from the world’s most advanced in-house biomechanics team, which studies body movement and how it interacts with a machine to deliver the best equipment and the best results.


The Lifecycle GX has a rear flywheel design and offers a results-driven experience 68 Read Health Club Management online at healthclubmanagement.co.uk/digital


CAN YOU TELL US MORE ABOUT SYNRGY360 AND HOW IT CAN BE USED IN FITNESS TRAINING? The industry is constantly adapting and we embrace this change. As we’re a global company, we’re quick to observe the fi tness trends that are emerging worldwide. One of the major developments is the desire for equipment that does more than one thing. Space is at a premium for most gyms, so we designed a product that synergistically combines lots of different disciplines in one machine. SYNRGY360’s capabilities are endless. It includes functional fi tness, strength, exercise and weight loss, core, bootcamp and sport-specifi c training. It supports exercisers of all fi tness levels in accomplishing a wide variety of training goals, including metabolic weight loss and improved balance, co-ordination, speed, agility, fl exibility, power and strength. It’s a serious bit of kit that’s really fun and engaging to use at every level.


september 2012 © cybertrek 2012


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