IRVINE, CA — In today's world of fitness, manufacturers are striving to be “one-stop shops” for facility owners and managers. Some say it is necessary to an overall business plan.
The latest to offer its customers a full product line is Star Trac, which announced a long-rumored strategic acquisition to purchase the assets of Flex Fitness Inc. of Murietta, CA, to strengthen the company's position and ability to offer a total package product offering.
“In order to fulfill Star Trac's emerging vision to improve the quality and length of life through fitness, it became clear that integrating a strength brand would dramatically facilitate penetration into global markets with more breadth than ever before,” said Star Trac president Steve Nero. “Now we have the opportunity to integrate Flex's passion and experience for strength training with Star Trac's management systems, global distribution network and award-winning cardio equipment.
The employees, product line, location, commercial heritage and Flex brand will be retained and incorporated as Star Trac Strength Inc., a wholly owned subsidiary of Star Trac, the company said.
“All of us at Flex Fitness are very excited about the future of fitness and being part of Star Trac's global team of professionals dedicated to making the world healthier,” said Larry Brown, Flex Fitness vice president. “The marriage of Star Trac's distinction of customer satisfaction with Flex's reputation for innovative design are a perfect match and will be a force to be reckoned with in this industry.”
Star Trac will fully support the Flex Fitness Platinum Line and Classic Line and will begin the process of leveraging the success of both lines while enhancing the organization's quality, service and product development.