A memorial service is planned for Dan Block, former president of Flex Equipment Co. and Intek Strength, for April 15, according to his longtime friend, Mark Nalley, former owner of Flex.

Block, 58, died March 11. He is survived by his wife, Karen, and two sons, Ryan, 27, and Riley, 17.

The memorial service will be held from 2 p.m. to 4 p.m. on April 15 at the Renaissance Club Sport Hotel in Aliso Viejo, CA. Celebrities who knew Block, including Arnold Schwarzenegger and Lou Ferrigno, either will be in attendance or will send an audio or visual salute that Nalley says will be shown at the memorial service.

“Dan was an extremely hard worker,” Nalley says. “He devoted his life to the health and fitness industry. That was his life.”

After graduating from Brigham Young University, Block became an athletic director at a high school before opening his own club—Block’s Gym, Nalley says. Nalley worked out at Block’s club, and the two developed a friendship, staying in touch even after Block sold his club and started working for Racquetball World Aerobic Health Clubs, a club chain in Orange County, CA, in the 1980s.

By 1984, Nalley lured Block away from Racquetball World to work for Flex, where Block stayed until 2003, when Nalley sold the company to Star Trac, Irvine, CA. Block worked for Star Trac for about a year, then joined Intek Strength, Herrin, IL, where he worked until about a year ago. In August 2011, Block became a subcontractor in sales at GP Industries, Paso Robles, CA.

His co-worker in sales at GP Industries, Karyn Lewis, says: “In the short months that I worked with him, he made such an impact on me. He was so nice. I still can’t believe it. I’m just lost without him. Everyone is.”

Gene Bruton, GSA manager for Hoist Fitness Systems, San Diego, also counted Block among his friends.

“Dan was a good friend for many years, and I will miss him greatly,” Bruton says.

In lieu of flowers, the family is asking for donations to a trust being set up for Block’s youngest son, Nalley says. For more details about the trust or the memorial, send an email to danielpblock@aol.com.