Star Trac, Irvine, CA, formed its first-ever dealer advisory council in an effort to build communication between the company and its domestic commercial dealers, the company announced.

Tom Dawson, Star Trac’s U.S. commercial dealer manager, led the 10-member council’s first meeting in July.

“We are fortunate to have this highly respected group to lend us their opinions to drive our growing dealer business,” Dawson said in a statement. “The council will provide a strong voice for the Star Trac dealer network.”

The council was formed to provide Star Trac’s commercial dealers in the United States with a vehicle to voice opinions, provide feedback and help guide the direction of Star Trac on a wide range of subjects, including dealer programs and incentives, product development, long-range business planning and ideas for best practices across Star Trac organizations.

The dealer advisory council consists of Donnie Floren, owner of Fitness Equipment Sales Inc.; Jay Huey, president of Fitness Systems; Jim Ross, vice president of MSI; Martin Weinbaum, commercial sales manager at Gym Source; Scott Mabey, product manager of Dynatronics; Bob Burgess, president of Heartline Fitness Systems; Gordon Stirling, regional director of Pacific West-Advantage Fitness Products; Tom Johnston, vice president of sales at Orthotech; Kelly Naylor, owner of designFitness; and Ryan S. Freeman, president and founder of Fit Supply LLC.

Kevin Farley, Star Trac’s director of vertical markets and dealer sales, oversees the council.

“In choosing who would be on the council, we tried to be as varied as possible,” Farley said in a statement. “There are people who have sold Star Trac (equipment) for six months or 20 years.”