BenchK Trade Fair Leads — Americas · 80 contacts who visited our booths (2021–2025)

S — HOT: 12 A — Strong: 16 B — Moderate: 15 C — Marginal: 23 X — Excluded: 143-layer verification: company · people · interviewsUpdated: 2026-08-03
🇨🇦 Canada distribution candidates (13) Wall-bar GAP (no stall bars)
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Tonic Performance Canada
● active https://www.tonicperformance.com/
Found: FIBO 2022 (Cologne) — visited our booth: Alexander Nicolle
Distribution and wholesale of commercial fitness equipment across Canada (cardio, strength, functional, Pilates) plus gym design services (2D/3D floor planning), installation and after-sales service. Exclusive Precor commercial dealer for the Province of Quebec.
HAS wall bars / stall bars SELLS OWN stall bars: SB100 Stall Bars (TPWOD Rig Series — Wall Mounted Rigs), steel frame + 10 wooden crossbars, 222×80 cm, max user 150 kg, quote-based pricing. Verified in-browser 2026-08-03 (site 403-blocks bots — earlier 'no' verdict was a verification failure, corrected by director). Pitch shifts: not a gap — they KNOW the category; BenchK = premium European solid-wood upgrade line (certified, rehab/medical grade) above their house steel/wood hybrid. →
sells TRX EXCLUSIVE: Precor (commercial) (Province of Quebec)
Owner & key people
Owner: Founder-owned: Alexandre Nicolle, President & Founder (founded 2010, Kirkland/Montreal QC). Ex-Precor and Hoist/Matrix distribution background. No PE/parent company found. [src]
Alexandre Nicolle — President & Founder (booth visitor at FIBO 2022 — confirmed still in role 2026) in
Size & segments
Revenue: Under $5M (ZoomInfo estimate — likely understated: company also supplies its own private-label 'Tonic Performance' equipment line sold nationally through Costco.ca, consistent with the '250 containers to Costco' claim from the FIBO booth notes) · Staff: Under 25 (ZoomInfo estimate) · Locations: HQ/warehouse-showroom: 16647 Hymus Blvd, Kirkland QC; second listed location 1520 55e Avenue, Lachine QC (Yelp, updated May 2026). Delivery, certified-technician installation and after-sales advertised 'across Canada'.
Segments: commercial gyms & CrossFit centers, condos/residential buildings, hotels, schools, military bases (dedicated Canadian Armed Forces gym-design page), home/residential, national retail via Costco Canada (private label)
Brand portfolio
Precor (exclusive commercial dealer, Quebec), Hoist Fitness (authorized dealer), TRX, LifeCORE Fitness, Tonic Performance own private-label line (benches, racks, dumbbells, bumper plates — sold on Costco.ca), Pilates equipment lines, new + used commercial cardio/strength
Alexander Nicolle — President & Founder ✓ confirmed in role
Alexandre Nicolle (spelling per LinkedIn) is President and founder of Tonic Performance, Montreal QC; ex-Precor and Matrix/Hoist background. LinkedIn: ca.linkedin.com/in/alexandre-nicolle-69a04165
✉ alex@tonicperformance.com  ☏ 1 5149147444 18006050744
Booth notes: sold 250 containers of fitness equipment to costco lasyt year. interested in Canada distribution possibly USA too
What changed / current projects
ongoing (site current 2026) Private-label 'Tonic Performance' equipment line live on Costco.ca (benches, squat stands, hex dumbbell sets, bumper plates, timers) — a national Canadian big-box channel [src]
recent (undated) Commercial fit-out projects: fitness space at 1555 Rue Metcalfe, Montreal (for Redbourne Groupe) and school gym for Externat Sacré-Coeur [src]
2026-05 Lachine QC location listing actively maintained (Yelp updated May 2026) — company operational [src]
Between the lines
FACT They run a dual model: exclusive Precor commercial dealership for Quebec (B2B design/install) PLUS their own 'Tonic Performance' private label sold at Costco.ca national retail. They can both spec equipment into projects and move container volume through big-box.
INFERENCE Company page states they have 'the ability to manufacture customized sports-specific equipment' — they think like a brand owner, not just a reseller. A BenchK exclusive Canada distribution deal appeals to that ambition more than a simple dealer margin.
INFERENCE Their stated segments (businesses, schools, hotels, condos, fitness centers Canada-wide) plus 2D/3D gym design services mean they routinely fight floor-space constraints in condo and hotel gym layouts — the exact problem a wall-mounted BenchK line solves. Wall bars are absent from their catalog = clean gap.
INFERENCE No public interviews, podcasts or press features found for Alexandre Nicolle — he is a low-profile operator. The Costco.ca listings are the freshest verifiable 'about THEM' fact available; the opener must lean on the FIBO conversation itself plus that proof point.
🇨🇦 Canada distribution assessment: STRONG CANDIDATE, with one caveat on scale. Coverage: HQ + 2 facilities in Greater Montreal (Kirkland + Lachine); marketing claims delivery, installation and after-sales 'across Canada' by certified technicians, and their own-brand line ships nationally via Costco.ca — so national reach is proven at retail, while their exclusive Precor commercial territory is Quebec-only, suggesting deepest commercial salesforce presence is Quebec/Eastern Canada. B2B/commercial: dedicated design-build practice (2D/3D CAD floor planning) for clubs, CrossFit, condos, hotels, schools and the Canadian Armed Forces — segments identical to BenchK's ICP. Dealer network: they ARE the dealer (direct distribution model), not a wholesaler to sub-dealers — no evidence of a sub-dealer network outside Quebec. Logistics: import experience at container scale (booth claim of 250 containers to Costco; corroborated by live Costco.ca private-label program, volume unverified externally). E-commerce: full bilingual (FR/EN) webshop with national delivery. Install capability: in-house certified technicians with on-site training and maintenance contracts. Verdict: could credibly run BenchK for Quebec/Ontario commercial + national e-commerce/Costco channels immediately; Western Canada commercial coverage would rely on their remote delivery/install claims and should be probed on a call. Team is small (<25 per ZoomInfo), so expect founder-led execution rather than a large field force.
Why interesting for BenchK
Owner-led Canadian distributor whose founder personally asked BenchK about Canada (and possibly USA) distribution at FIBO 2022 — and he is still President today. They combine exactly the capabilities BenchK just lost with The Treadmill Factory: B2B sales into gyms/condos/hotels/schools/military, 2D/3D gym design, certified install teams, plus a proven national retail channel via their Costco.ca private label. Their catalog has zero wall-mounted/wall-bar products despite serving space-constrained condo and hotel gyms.
Email hook: Alexandre — when we met at FIBO 2022 in Cologne you asked about Canadian (and US) distribution of BenchK; that territory has just opened up again. You already prove the stall-bars category works with your own SB100 — BenchK would slot in as the premium European solid-wood line above it, with the same dealer margin logic you run on Precor. Worth a 20-minute call?
Talking points
  • Current priority: scaling Tonic's own-brand and B2B design/install business across hotels, condos and schools Canada-wide (Costco.ca house brand + exclusive Precor Quebec dealership prove both channels work).
  • BenchK mapping: wall-mounted = zero floor space, the recurring constraint in his condo/hotel gym designs; an exclusive Canada wall-bar line complements Precor cardio/strength without channel conflict, and his container-scale logistics remove the import barrier.
  • Likely objection: 'Wall bars are a niche — what's the volume?' Answer: it's a margin-and-differentiation play, not a container play — premium price point, near-zero showroom footprint, spec'd into every design project he already wins; and BenchK's Costco US/Treadmill Factory traction shows the category retails.
Perfect distributor profile (design + install + B2B channels), owner-level warm contact confirmed in role, explicit prior distribution interest, wall-bar gap in catalog.
Sources: [1] [2] [3] [4] [5] [6] [7] [8] [9] [10] [11] [12]
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Evolution Colombia
● active https://evolutionfitness.co/
Found: FIBO 2024 (Cologne) — visited our booth: Nelson Baquero (General Manger)
Colombian gym-equipment retailer/distributor: cardio, strength, pilates and accessories for gyms, hotels, corporate and home users, plus technical service/installation. Sells premium imported brands alongside its own Evolution line.
NO wall bars in catalog — GAP Live fetch of shop search ?s=espaldera returned 'no se encontraron resultados' (positive browse, not blocked). site:evolutionfitness.co search for espaldera/escalera sueca/stall bars: zero indexed hits. Open web search 'Evolution Fitness Colombia espaldera' surfaces other Colombian sellers (Movifit via Falabella/MercadoLibre, Fittech, Indoor) but nothing on Evolution's domain. Gap confirmed with positive evidence. [QA methods: WebFetch shop search endpoint (?s=espaldera, HTTP 200), WebSearch site:evolutionfitness.co synonyms ES, WebSearch open web company + escalera sueca] →
EXCLUSIVE: Cybex (Colombia representation; exclusivity unverified) (Colombia) carries competitors: NOHRD, WaterRower
Owner & key people
Owner: Private Colombian company — Evolution Fitness Corporation S.A.S. (NIT 800153832-1, Bogota), corporate sibling/successor of Athletic de Colombia (founded 1992 as a bicycle distributor, pivoted to fitness in 2000). Individual shareholders not disclosed in public sources — unverified. [src]
Nelson Baquero — General Manager (Gerente General) — the booth visitor; role-based email gerencia.general@evolutionfitness.co matches title; named GM of Athletic de Colombia in trade press; 2026 status likely current but not re-confirmed on LinkedIn
Size & segments
Revenue: Revenue range COP 20-100 billion (~USD 5-25M) for FY2025; net profit range COP 5-10 billion; net equity COP 22.74 billion — einforma registry ranges, labeled estimate · Staff: unknown (not published) · Locations: 9 own retail locations: Bogota x4 (Calle 122 showroom, Outlet, Centro Mayor, Calle 68), Pereira, Medellin, Barranquilla + authorized distributors in Valledupar, Bucaramanga, Monteria, Popayan, Yopal, Sabaneta, Manizales; warehouse at Av. Calle 24 #95-12 Bodega 49, Bogota; exports to Panama, Peru, Chile (expanding to Paraguay/Uruguay per trade article)
Segments: commercial gyms, hotels (Cotelco supplier catalog), residential/home fitness, universities & schools, military & government, corporate wellness
Brand portfolio
Evolution / Evolution Pro Fitness (own brand), Life Fitness (featured on current site), WaterRower, NOHRD, Cybex (representation via Athletic de Colombia, per 2017 trade article), adidas accessories, UMBRO, Seca, Ecore flooring
Nelson Baquero — General Manager (email gerencia.general@ matches role); a 2017 trade article names Nelson Baquero as GM of Athletic de Colombia, the related company behind the Evolution brand. 2026 status unverified — no current LinkedIn confirmation found. ~ likely in role
A LinkedIn 'Nelson Baquero' in Colombia works at WOM (telecom) — likely a different person. Treat gerencia.general@evolutionfitness.co as the working channel.
✉ gerencia.general@evolutionfitness.co  ☏ 57 318 7068590
Booth notes: They spoke for a short time. They wanted price list for shipping container MOQ. They took wholesale price list, catalog and business card.
What changed / current projects
2025-2026 (site current) Footprint now 9 own stores incl. Medellin and Barranquilla plus 7 authorized distributor cities — expansion beyond the earlier Bogota/Pereira/Villavicencio network described in 2017 [src]
2025-2026 (site current) Added a Wellness category (saunas, jacuzzis, cold-plunge pools, massage chairs) and features Life Fitness prominently alongside own Evolution line [src]
ongoing Listed as fitness-equipment supplier in Cotelco (Colombian hotel association) supplier catalog — active hotel channel [src]
Interviews & public quotes
2017-02-01 · Ladevi Colombia (travel/hospitality trade press) — 'La evolucion del fitness tiene sello colombiano' Nelson Baquero, General Manager, Athletic de Colombia (Evolution Pro Fitness brand owner): On their own Evolution Pro Fitness line for hotels/spas/neighborhood gyms: 'The prices are very favorable and the cost-benefit relationship is very attractive.' Article details: founded 1992 as bicycle distributor, 10 sales points (8 Bogota + Pereira + Villavicencio), entered hotel/university/military/corporate segments ~2014, represents Cybex for high-end clients, exports to Panama/Peru/Chile with planned entry into Paraguay and Uruguay. [src]
Between the lines
FACT Two-tier brand strategy: premium imports (Cybex historically, WaterRower/NOHRD today) for high-end clients + own budget Evolution Pro line for hotels/spas/small gyms. BenchK slots into the premium-import tier they already know how to sell.
INFERENCE Hotel channel is a deliberate priority: they entered hotels ~2014 and pay to be in the Cotelco hotel-supplier catalog today. BenchK's hotel/wellness wall-bar story (zero floor space in hotel gyms) maps directly onto their active sales channel.
INFERENCE They are a volume B2B outfitter (15+ SmartFit clubs supplied, government tenders, universities) — a container MOQ, which Nelson asked about at FIBO 2024, is a realistic order size for them, not aspirational.
INFERENCE Regional export ambition (Panama, Peru, Chile, planned Paraguay/Uruguay per 2017 article) means a Colombia deal could seed Andean-region distribution for BenchK.
Why interesting for BenchK
Financially solid (COP 20-100B revenue range, ~USD 22M equity) multi-brand distributor with 9 stores, a national dealer network, hotel/government/education channels and exports to Panama/Peru/Chile. Already sells NOHRD and WaterRower — proof they can sell premium wooden equipment — yet has zero wall bars in catalog. GM Nelson Baquero personally took the container-MOQ wholesale price list at FIBO 2024; the warm contact is the top decision maker.
Email hook: When we met at our FIBO booth in Cologne you took our wholesale price list to run the numbers on a full-container order for Colombia — and looking at Evolution Fitness now, it makes even more sense than it did then: you already sell WaterRower and NOHRD, and you're outfitting hotels through Cotelco and chains like SmartFit, exactly where our wall-mounted line earns its space. I've updated the container offer with a landed-cost estimate for Bogota — worth 15 minutes?
Talking points
  • Their priority: premium-import portfolio + hotel/chain outfitting (Cotelco listing, 15+ SmartFit clubs) — they need differentiated premium products their competitors (Sportfitness, etc.) don't carry.
  • BenchK mapping: same premium wood/design positioning as the NOHRD/WaterRower they already retail, but a category (wall bars) nobody in Colombia distributes — zero floor space fits hotel gyms and residential-complex gyms they equip.
  • Likely objection: landed cost/import duties from Poland to Colombia at container MOQ. Answer: provide landed-cost model per unit at container fill, show retail margin vs. NOHRD comparables they already price, and offer a mixed-SKU first container to de-risk.
Container-level buying intent + carries NOHRD/WaterRower + multi-channel distribution in Colombia with no wall-bar line.
Sources: [1] [2] [3] [4] [5] [6] [7] [8] [9]
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Advanced Exercise USA
● active https://advancedexercise.com
Found: IHRSA 2023 (San Diego) — visited our booth: Rick Barbee (Vice President of Sales at Advanced Exercise)
National commercial fitness facility design, equipment supply and service firm — designs and equips gyms for schools, multifamily residential, hotels, country clubs, corporate and medical facilities across North America.
NO wall bars in catalog — GAP Positively fetched advancedexercise.com homepage/products: full line card of 60+ brands listed (ABS, Aviron, Beaver Fit, Body Solid, Hammer Strength, Life Fitness, TRX, True, PRX, etc.) — no stall-bar/wall-bar brand (no NOHRD, WaterRower, Vita Vibe, Beam, BenchK) and no stall bars/Swedish ladder category. site:advancedexercise.com searches for stall bars / wall bars / swedish ladder return zero indexed pages. Note: they do carry PRx Performance (wall-mounted folding racks), which shows wall-mounted equipment is in their comfort zone but is not a stall bar — genuine category gap confirmed. [QA methods: WebFetch site catalog (positive browse), WebSearch site: operator, WebSearch company + product terms] →
sells TRX
Owner & key people
Owner: Founder-owned. Gregg Spieker founded the company in 1984 and is still listed as Owner/President. Legal entity: Advanced Healthstyles Fitness Equipment Inc. DBA Advanced Exercise, Littleton, Colorado. No evidence of PE or corporate acquisition found. [src]
Gregg Spieker — Founder / Owner / President in
Rick Barbee (booth visitor, IHRSA 2023) — Vice President of Sales (since 2008; still listed in role — likely current) in
Size & segments
Revenue: Conflicting third-party estimates only: Datanyze estimates $18M; LeadIQ shows $3.8M (implausibly low for a national 60-brand provider). Treat revenue as unverified — no filings or press figures exist. · Staff: ~72-76 (Datanyze 72; LeadIQ 73; LinkedIn ~76) · Locations: HQ Littleton, Colorado; design consultants distributed across North America (self-described national coverage, US-focused)
Segments: multifamily residential, workplace/corporate wellness, athletics & sports performance, municipal recreation, active aging / senior living, first responders, golf & country clubs, campus/education, medical & physical therapy, military & federal (GSA), home gyms, hospitality
Brand portfolio
60+ manufacturer partners incl. (from homepage line card): Life Fitness, Hammer Strength, TRUE, Spirit, SciFit, NuStep, Concept2, Hydrow, Aviron, Echelon, TRX, Power Plate, Power Systems, PRX, Beaver Fit, Body Solid, Total Gym, Iron Grip, Troy, TKO, Therabody, Human Touch, Tanita, FitBench, Escape, Cascade, ecore flooring
Rick Barbee — Vice President of Sales ~ likely in role
Rick Barbee has been VP of Sales since 2008; LinkedIn and TheOrg still list him in role. No evidence of departure.
✉ rbarbee@advancedexercise.com
Booth notes: No notes - Stefan emailed them and added Wojtek T. as a copy
Outcome then: TBD
What changed / current projects
2026 (current) Positions itself as the largest full-service commercial fitness facility provider in the US; active line card now includes recovery (Therabody), outdoor fitness and storage categories — no acquisition or ownership-change news found in last 24 months. [src]
Between the lines
FACT Career arc: BS in Physical Education & Business Management (Appalachian State), sales director at Health Line 1996-99, VP at LA Gym Equipment 1999-2008 where he STARTED their commercial sales division in Southern California, VP of Sales at Advanced Exercise since 2008.
INFERENCE 18 years in the same VP role at a 60+ brand distributor = relationship-driven veteran; a new brand wins him with margin, reliability and design-spec fit, not hype. Approach as peer-to-peer, low-pressure, proof-first.
INFERENCE He personally built commercial sales in Southern California — hotel, multifamily and country-club dense territory. A wall-mounted zero-footprint line is directly relevant to the space-constrained amenity-gym projects his designers spec there.
INFERENCE Advanced Exercise sells design + equipment as one service ('full-service commercial fitness facility provider', 35+ years, 60+ manufacturer partnerships) — the real win is getting BenchK into the DESIGN library, so it multiplies across projects without Rick having to 'sell' it each time.
Why interesting for BenchK
A founder-owned national spec/design + supply channel into exactly BenchK's space-constrained segments (multifamily amenity gyms, hotels, campus, medical/PT, active aging) with a confirmed wall-bar gap across its 60+ brand line card. Warm thread exists: VP Sales Rick Barbee visited the IHRSA 2023 booth and Stefan's follow-up never converted to a meeting. One line-card listing multiplies across hundreds of design projects per year.
Email hook: Rick, we met your team at IHRSA 2023 in San Diego and Stefan's follow-up never made it to a calendar — my fault for letting it drift. Since you've been building Advanced Exercise's commercial book since 2008, one specific idea: a wall-mounted, zero-floor-space strength line your designers can drop into the multifamily and hotel amenity rooms where layouts always run out of square meters.
Talking points
  • His current priority (inferred): keeping 60+ brand line card productive across design projects — pitch BenchK as a design-library addition (CAD/spec assets, one SKU family) rather than 'one more vendor', so it earns spec placements without extra sales effort.
  • BenchK mapping: hotels, multifamily, schools, medical are Advanced Exercise's named markets — exactly the space-constrained rooms where wall bars + wall-mounted training add a premium wood design element with zero footprint; no current line-card brand is confirmed to cover this category (gap).
  • Likely objection: 'We already have 60 brands, why add a niche one?' — Answer: it's not a competing treadmill #7, it's a category they don't carry, EU-made, and it differentiates their design proposals; offer a pilot spec on 2-3 active multifamily/hotel projects with project pricing.
National multi-segment design/distribution channel (hotels, multifamily, schools, medical) with a named VP Sales contact and a previously High-priority warm thread.
Sources: [1] [2] [3] [4] [5] [6] [7] [8] [9] [10] [11]
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Body Basics USA
● active https://bodybasics.com
Found: IHRSA 2023 (San Diego) — visited our booth: Buddy Vincent (Commercial Sales / Exercise Physiologist)
Omaha specialty fitness equipment retailer with residential and commercial divisions; 30+ brands, plus delivery and commercial installation — hundreds of installs across the Midwest via the commercial sales team.
NO wall bars in catalog — GAP Positively verified 2026-08-03: live fetch of bodybasics.com/search?q=stall+bars returned 11 results, all unrelated (Troy barbells, Body-Solid squat stand/benches/machines) — zero stall bars, wall bars or Swedish ladders. site:bodybasics.com search shows no indexed wall-bars pages; open search 'Body Basics Omaha stall bars' returns nothing on their domain. Prior 'no' verdict CONFIRMED with positive catalog evidence (not a bot-block inference). [QA methods: site-scoped WebSearch (stall bars/wall bars/swedish ladder), WebFetch shop search endpoint /search?q=stall+bars (fetch succeeded), open WebSearch company + product terms] →
sells TRX carries competitors: NOHrD, WaterRower
Owner & key people
Owner: Family-owned since 1986; founded and owned by David Kutler (Founder, President & Owner). Longest-established fitness equipment store in the Omaha area. [src]
David Kutler — Founder & President in
Buddy Vincent (booth visitor) — Commercial Sales Manager — still at Body Basics per LinkedIn (19+ years in commercial fitness sales, MSc Exercise Science); no evidence of departure in
Size & segments
Revenue: Not public. Historic signal: Inc. 5000 honoree in 2010, 2011, 2012 and 2016 (per Inc. profile) — i.e., was among fastest-growing US private companies those years; no current figure available. · Staff: unknown (not public) · Locations: 1 showroom: 10912 Prairie Brook Rd, Omaha, NE 68144; commercial division installs across the Midwest
Segments: residential/home fitness, commercial gyms, corporate/multi-family (via commercial division), Midwest commercial installs (clinics, schools, studios per commercial page)
Brand portfolio
NOHrD, WaterRower, TRX, True Fitness, StairMaster, Schwinn Fitness, PowerBlock, Garmin, Biorower, Body-Solid, Bodycraft, Echelon Fitness, FreeMotion, 25+ brands total per about page
Buddy Vincent — Commercial Sales Manager ~ likely in role
Buddy Vincent's LinkedIn lists him as Commercial Sales Manager at Body Basics (19+ years in commercial fitness sales, MSc Exercise Science). No evidence of departure.
✉ bvincent@bodybasics.com  ☏ +1 402 397 8866 +1 402 657 4513
Booth notes: Paul talked to them on the BenchK stand during IHRSA
Outcome then: TBD
What changed / current projects
2026 (ongoing) No expansion/news found in last 24 months (searched); business steady — Best of Omaha 'Best Fitness Equipment Store' 1st place winner ~15-20 consecutive years, BBB accredited, single-showroom model unchanged. [src]
Between the lines
INFERENCE Founded 1986 — 2026 is Body Basics' 40th year in business. A '40 years of Body Basics' congratulation is a natural, timely opener no cold-emailer will have.
INFERENCE They already sell NOHrD and WaterRower, i.e. they know how to sell premium wall-mounted/space-saving equipment at retail and commercial level — BenchK is not a category education sell here, it's a margin/price-point conversation vs NOHrD WallBars.
INFERENCE Buddy personally runs the commercial division doing 'hundreds of installations across the Midwest' — his priority is spec-able, installable commercial product for clinics, schools, multifamily; wall bars fit his install crew's workflow (wall-mounted = his team already does anchored installs).
Why interesting for BenchK
They already sell NOHrD but NOT the NOHrD WallBars — so the premium wall-bar slot on their wall is literally empty while the customer base (premium home + Midwest commercial installs) is exactly BenchK's. Warm S-tier contact: Buddy Vincent (Commercial Sales Manager, still in role) met Paul at the BenchK IHRSA 2023 stand and a meeting was the agreed next step. Owner David Kutler is accessible in a family firm — a two-person decision chain.
Email hook: Buddy — Paul still remembers your chat at the BenchK stand at IHRSA San Diego in 2023, and with Body Basics hitting 40 years in 2026 (and Best of Omaha yet again), it feels like the right moment to finish what we started: you already sell NOHrD wall-mounted — our wall bars give your commercial install team the same category at a sharper price and better dealer margin.
Talking points
  • His current priority: commercial installs across the Midwest (schools, clinics, multifamily) — he's the one doing 'hundreds of installations', so he buys product that installs cleanly and specs easily. BenchK ships with mounting specs and anchoring documentation his crew can use day one.
  • How BenchK maps: he already carries NOHrD/WaterRower, so the premium wall-mounted category is proven in his store — BenchK slots in as the certified wall-bar line (EN 913 class steel/wood build) at a lower price point with more margin room, and speaks his exercise-physiology language (rehab, mobility, functional anchoring point for bands/TRX he also sells).
  • Likely objection: 'NOHrD already covers wall-mounted for us.' Answer: NOHrD WallBars retail far higher and are positioned as furniture; BenchK covers the clinic/school/multifamily budget tier NOHrD misses — it widens the category instead of cannibalizing it, and there's no exclusivity conflict.
Direct competitor-brand carrier (NOHRD/WaterRower) with commercial install arm and an already-warm, previously High-priority relationship.
Sources: [1] [2] [3] [4] [5] [6] [7] [8] [9] [10]
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Equinox USA
● active https://www.equinox.com
Found: IHRSA 2023 (San Diego) — visited our booth: Matt Delaney (Director | Programming & Innovation)
US luxury fitness club operator (and hotel brand) — premium clubs combining training, group fitness, Pilates, spa and wellness; heavy investment in club design and equipment innovation.
NO wall bars in catalog — GAP Positively browsed The Shop at Equinox (shop.equinox.com) search for 'stall bars': 10 results, all apparel/footwear/supplements (On shoes, protein bars) — no fitness equipment sold at all. site:equinox.com search for stall bars/wall bars/swedish ladder returns zero indexed hits. Open-web search for Equinox clubs + stall bars also returns nothing. Club operator with no equipment catalog; gap claim stands on positive evidence, not a blocked fetch. [QA methods: site_search (site:equinox.com), shop_search_fetch (shop.equinox.com/search?q=stall+bars), open_web_search ("Equinox" "stall bars" OR "swedish ladder")] →
Owner & key people
Owner: Majority-owned by The Related Companies (real-estate group) together with an investor group including Executive Chairman & Managing Partner Harvey Spevak and Related principals. Related acquired Equinox in 2006. [src]
Matt Delaney — Director, Programming & Innovation (per his own bio: oversees club layouts and equipment procurement, builds EQXOS programming portal) in
Harvey Spevak — Executive Chairman & Managing Partner, Equinox Group in
Chris Norton — CEO, Equinox Hotels (drives hotel expansion)
Size & segments
Revenue: ~US$2 billion (2025) — reported group revenue · Staff: Thousands (exact headcount not published) · Locations: ~115 clubs operating, ~40 more in pipeline (Nashville, Toronto, Charlotte, South Florida, first Georgia club Buckhead 2027); HQ Hudson Yards, New York; Equinox Hotels arm expanding internationally (Amaala, Saudi Arabia 2026)
Segments: luxury commercial fitness clubs, hotels & hospitality (Equinox Hotels), spa & wellness, Pilates/group fitness studios inside clubs
Brand portfolio
Not a reseller — end-buyer/operator. Procures premium equipment across brands per club; own brands: Equinox, Equinox Hotels, Equinox+ app, PROJECT by Equinox
Matt Delaney — Director, Programming & Innovation (per Crunchbase, LinkedIn, mattldelaney.com; also listed as National Manager, Innovation on some databases) ✓ confirmed in role
Matt Delaney is still at Equinox and, per his own bio, 'oversees club layouts and equipment procurement' — he is precisely the equipment decision-maker. Prior thread exists (Stefan emailed, Wojtek T. in copy) but meeting was never held.
✉ matt.delaney@equinox.com
Booth notes: No notes - Stefan emailed them and added Wojtek T. as a copy
Outcome then: TBD
What changed / current projects
2026-02 Raised $1.8B financing; ~40 new clubs planned on top of ~115 open; Spevak: 'health is the new luxury' [src]
2026-06 Opened new West Palm Beach club (design/hospitality-led format) [src]
2026 Third Toronto club (Equinox King West / West House, Bathurst St, 38,000 sq ft) opening [src]
2026-02 Equinox Hotels major expansion announced incl. Amaala resort, Saudi Arabia [src]
2027 (announced) First Georgia club planned for Buckhead, Atlanta [src]
Interviews & public quotes
current speaker listing (2025/2026 season, undated on page) · Beyond Activ Americas, Dallas — official speaker page Matt Delaney: Listed as speaker; bio states he is Senior Director, Equipment, Programming & Innovation at Equinox and that he 'oversees club layouts and equipment procurement', designs the EQXOS programming portal, and is 'an inquisitive natured, integrative thinker' with 20+ years as health coach and manual therapist. [src]
~2016 · Equinox media / YouTube Matt Delaney: Fronted Equinox content 'The Weights You Should Be Using (But Probably Aren't)' (steel mace workout) — he is a visible on-camera educator for Equinox training methodology. [src]
2017-04 · Equinox editorial 'My weekend workout: Matt Delaney' (article now 404s) Matt Delaney: Equinox featured his personal weekend workout — skateboarding. via search snippet: 'Matt Delaney Equinox podcast episode mobility training quote' (equinox.com/articles/2017/04/skateboard-video). [src]
Between the lines
FACT Delaney personally owns club layouts AND equipment procurement — he is the exact single decision-maker for a wall-bar spec across the chain, not a gatekeeper to route around.
INFERENCE With ~40 clubs in the build pipeline plus hotels, his core problem is scalable, repeatable equipment specs that reinforce Equinox's design-led luxury identity — pitch a spec-pack/standard, not a one-off product.
INFERENCE His 20 years as a manual therapist / mobility educator (steel mace, movement-quality content) predisposes him to recovery/mobility zones — the exact use-case for wall bars in Pilates/stretch areas.
🇨🇦 Canada distribution assessment: Not a distributor — but directly relevant to the Canada gap as an END BUYER: Equinox is opening its third Toronto club (King West, 38,000 sq ft) with more Canadian sites in the 40-club pipeline. With The Treadmill Factory partnership ended, a spec-in at Equinox Toronto would need direct supply or a new Canadian install partner.
Why interesting for BenchK
S-tier end-buyer at chain scale: ~40 clubs plus hotels in active build-out, and the warm booth contact (Matt Delaney, IHRSA 2023) is literally the person who oversees club layouts and equipment procurement. Their stretch/mobility and Pilates zones have no wall-bar solution today — a BenchK spec win in one new-build club template replicates across the whole pipeline and Equinox Hotels. Revive the 2023 Stefan/Wojtek email thread; the meeting was never held.
Email hook: Matt — we met at your visit to the BenchK booth at IHRSA 2023 in San Diego (my colleague Stefan followed up by email, but the meeting never happened; that's on us). Seeing you're now overseeing equipment and layouts across the ~40-club build-out — and just opened West Palm Beach — I'd love to show how a wall-mounted mobility wall solves the stretch/recovery-zone floor-space problem your manual-therapy side will appreciate.
Talking points
  • His priority: spec'ing equipment for ~40 new clubs + Equinox Hotels with a design-led, 'health is the new luxury' identity — every sqm of club floor is programmed revenue space.
  • BenchK mapping: solid-wood, design-grade wall bars = zero-floor-space anchor for stretch/mobility/Pilates zones and hotel gyms; offer a spec pack + pilot install in one new-build club (Buckhead 2027 timeline fits).
  • Likely objection: 'We develop custom/premium equipment with major partners.' Answer: BenchK is a category no major partner covers (European solid-wood wall bars, NOHRD-grade aesthetic), ships as a finished spec, and his own bio-level focus on mobility/manual therapy is the programming story EQXOS can wrap around it.
Perfect fit + massive buying power + confirmed current decision-maker contact + active expansion cycle (40 clubs, hotels).
Sources: [1] [2] [3] [4] [5] [6] [7] [8] [9] [10] [11] [12]
S
FITREV USA
● active https://fitrev.com/
Found: IHRSA 2023 (San Diego) — visited our booth: Guillermo Frizza (WELLNESS DESIGN & DEVELOPMENT)
Commercial fitness facility design and planning: 3D renderings, equipment selection/placement and turnkey fitness center builds for country clubs, corporate gyms, residential developments. Holds distribution relationships for Precor and Peloton.
NO wall bars in catalog — GAP Positive absence evidence: WordPress site search https://fitrev.com/?s=stall+bars fetched successfully and returned 'Nothing Found'. site:fitrev.com searches for stall bars / wall bars / swedish ladder return zero domain pages; general '"FITREV" stall bars' search returns nothing. FitRev is a commercial cardio/strength distributor (Precor, Peloton Commercial) — no wall-bar line. Gap verdict stands on positive evidence, not a blocked fetch. [QA methods: site: WebSearch (stall bars/wall bars/swedish ladder), general WebSearch without site:, WebFetch of on-site search endpoint /?s=stall+bars (succeeded, 'Nothing Found')] →
EXCLUSIVE: Precor (Central & Southwest Florida) EXCLUSIVE: Peloton Commercial (Central & Southwest Florida)
Owner & key people
Owner: Founder-owned: Doug Carter, Founder & President (RocketReach lists him as President and CEO). No PE/parent-corp ownership found. [src]
Doug Carter — Founder & President in
Susan Fairchild — Chief Operations Officer
Guillermo Frizza — Vice President of Sales / Design and Development (booth visitor, IHRSA 2023; still current at FITREV — joined 2012, promoted from the title on the lead card) in
Size & segments
Revenue: Under $5M (ZoomInfo estimate — labeled estimate, not a filing) · Staff: 11-50 (ZoomInfo); 22 (RocketReach estimate) · Locations: HQ Tampa, FL (site lists 7823 N Dale Mabry Hwy #107; ZoomInfo lists 4424 N Lois Ave Ste 1). Service territory: Central and Southwest Florida. 25+ years operating — 'oldest single-source fitness equipment distributor in Florida'.
Segments: community & recreation centers, corporate & multi-tenant, education, government & municipal, hospitality, multi-family housing, private clubs, senior living & physical therapy
Brand portfolio
Precor (exclusive, Central & SW Florida), Peloton Commercial (exclusive, Central & SW Florida)
Guillermo Frizza — Vice President of Sales / Design and Development ✓ confirmed in role
Guillermo Frizza's LinkedIn shows him currently VP of Sales, Design & Development at FITREV (joined 2012) - a promotion from the title on the lead card. LinkedIn: linkedin.com/in/guillermo-frizza-35ab1917
✉ guillermo@fitrev.com
Booth notes: No notes - Stefan emailed them and added Wojtek T. as a copy
Outcome then: TBD
What changed / current projects
2025 Peloton established its Commercial Business Unit by integrating Precor and Peloton for Business — directly reshaping FITREV's exclusive product line. [src]
2026-03-16 Peloton launched the Peloton Commercial Series (first bike and tread for gym floors; global shipping planned Fall 2026) — FITREV, as exclusive Precor/Peloton distributor for Central & SW Florida, will carry this rollout. [src]
ongoing FitRev's own blog actively tracks the Peloton/Precor integration (post 'Peloton Buys Precor Fitness Manufacturer'), confirming an active content/marketing operation. [src]
Between the lines
FACT He has productized himself as a designer, not just a salesman - personal brand site, portfolio, testimonials. His stated philosophy: 'Every project I undertake is strategically designed to reflect the unique demographics and needs of its users' and 'Collaboration is key to my work'. He collaborates with directors, residents, developers and architects.
INFERENCE FITREV's sweet spot is Florida luxury residential/club amenity gyms (Moorings Park is a Naples luxury senior-living community; also multi-family, community rec, government projects). These are exactly the space-constrained, design-sensitive rooms where a wall-mounted premium line strengthens his renderings - and FITREV's brand stable (Precor, Peloton) has no wall-bar / wall-mounted functional line.
INFERENCE Career path (construction background, started in facility maintenance 2007, FITREV since 2012, now VP) = practical, installation-minded buyer; will care about mounting specs, wall loading, service - not just aesthetics.
Why interesting for BenchK
Florida's oldest single-source commercial fitness distributor with exclusive Precor/Peloton rights and a design-and-install model into exactly BenchK's space-constrained segments (multifamily, senior living/PT, corporate, private clubs). Their stable is 100% cardio/strength machines — zero wall-mounted/functional line — so BenchK fills a clean gap without brand conflict. Warm booth contact Guillermo Frizza is confirmed current and was promoted to VP of Sales/Design & Development, i.e., he now owns exactly the decision BenchK needs.
Email hook: Guillermo - congratulations on the VP of Sales, Design & Development role at FITREV since we met at your IHRSA San Diego visit to the BenchK booth (Stefan's follow-up thread with Wojtek cc'd). Looking at Moorings Park and Kensington on your portfolio site, a design-grade wall-mounted line seems like the one element your amenity-gym renderings are still missing - zero floor space, and it photographs beautifully on a feature wall.
Talking points
  • His priority: user-centered amenity design for Florida luxury residential / country-club spaces ('reflect the unique demographics and needs of its users') - BenchK wall bars give his 3D renderings a functional design feature that frees floor area for cardio/strength in tight amenity rooms.
  • Portfolio gap: FITREV distributes Precor and Peloton - both floor equipment; no wall-mounted/wall-bar category anywhere in the stable, so BenchK is additive, not competitive, to his existing lines.
  • Likely objection: 'Our residents/members won't know what to do with wall bars.' Answer: BenchK ships programming/accessory ecosystem (pull-up bar, dip bar, bench, TRX-compatible) and the senior-living angle (Moorings Park demographic) maps to mobility, stretching and fall-prevention use - plus his construction background will appreciate the simple certified wall-mount install.
Perfect-fit specifier channel (design + equipment supply into space-constrained amenity gyms), warm contact confirmed and promoted to VP, no competing wall-bar brand in portfolio.
Sources: [1] [2] [3] [4] [5] [6] [7] [8] [9] [10] [11] [12]
S
Golds Gym USA · Texas
● active https://www.goldsgym.com/
Found: Beyond Activ 2025 — visited our booth: Dan Valladares (Director, Franchise Development)
Iconic global gym franchise chain (owned by RSG Group). In 2025-2026 pivoting hard to franchising as primary growth engine: 200+ committed new locations globally, flagship new-concept clubs in Austin and Dallas testing new equipment and programming, 60-location master franchise deal in Brazil, 17 locations for Greater Toronto, LATAM focus on Argentina/Colombia/Chile/Mexico.
NO wall bars in catalog — GAP Positively verified: goldsgym.com fetched (gym operator; store is at shop.goldsgym.com). Fetched shop.goldsgym.com/search?q=stall+bars — only hit is Gold's Gym Creatine Gummies ($44.99); store sells apparel, supplements, accessories only, no equipment. site:goldsgym.com search for stall bars / wall bars / swedish ladder returns zero indexed pages. Prior check of licensed home-equipment lines at Target/Walmart/Amazon stands. [QA methods: WebSearch site:goldsgym.com stall/wall bars synonyms, WebFetch goldsgym.com homepage, WebFetch shop.goldsgym.com/search?q=stall+bars (Shopify search endpoint)]
Owner & key people
Owner: RSG Group (Germany), 100% family-owned. RSG bought Gold's Gym out of Chapter 11 in 2020 for $100M under founder Rainer Schaller; after Schaller's death (Oct 2022) his brother Gerd Schaller inherited the group and joined RSG management as third CEO on Jan 1, 2025. [src]
Brad Reynolds — CEO, Gold's Gym (named sole CEO Jul 13, 2026; co-CEO since Sep 2025; ex-CFO Shipley Do-Nuts)
Danny Waggoner — COO, Gold's Gym (26+ years with brand; oversees new gym development + existing portfolio)
Gerd Schaller — Owner & CEO (one of three), RSG Group GmbH
Dan Valladares — Director, Franchise Development Latin America (booth visitor — confirmed current; ex-Technogym LATAM, ex-Core Health & Fitness, ex-Cybex) in
Size & segments
Revenue: System-wide financials not public. Sourced datapoints: franchised US location AUV ~$1,419,000 (sharpsheets FDD analysis, 2025 — estimate from FDD); RSG Group revenue US$325M (2021, Wikipedia/RSG — last public figure); RSG paid $100M for Gold's Gym in 2020. · Staff: unknown at corporate level; ~210 US locations (158 franchised, 52 affiliate-owned) + ~520 franchised and ~68 company-owned gyms internationally; ~3M members · Locations: Global gym network; US HQ Dallas TX area; flagships Austin + Dallas (new concept); expansion committed: 60 units Brazil, 17 units Greater Toronto/Hamilton, LATAM (Argentina/Colombia/Chile/Mexico)
Segments: commercial gyms (own + franchise), franchise fit-out procurement, licensed consumer home-fitness products (via licensees at Walmart/Target/Amazon)
Brand portfolio
Not a distributor — gym operator. Equipment in clubs procured per fit-out (historically Technogym/Life Fitness class vendors); separate licensed Gold's Gym home equipment line sold by mass retailers
Dan Valladares — Director, Franchise Development Latin America ✓ confirmed in role
Dan Valladares confirmed at Gold's Gym (LinkedIn /in/danvalla, ZoomInfo, and listed as a Beyond Activ partner). Ex-Technogym LATAM, ex-Core Health & Fitness, ex-Cybex — equipment-sales native who understands supplier deals. Warm personal relationship per lead notes.
✉ dan.valladares@goldsgym.com  ☏ cell. 786-797-6262
Booth notes: He is big support, we talk a lot, he might be a gret contact and support
What changed / current projects
2026-07 Brad Reynolds appointed SOLE CEO (was co-CEO with Waggoner); Waggoner becomes COO — leadership consolidated for franchise-led expansion [src]
2025-09 Bradford Reynolds succeeded retiring Brian Warne as Co-CEO of RSG Group USA Inc. (Gold's Gym) [src]
2025-09 60-location master franchise development deal signed for Brazil, first flagship 2026 [src]
2025-07 Austin flagship exceeds projections; Dallas flagship to test NEW EQUIPMENT and programming [src]
2024-10 Development agreement for 17 locations in Greater Toronto/Hamilton, Canada [src]
Interviews & public quotes
2025-07-31 · PR Newswire — 'Gold's Gym Powers Through 2025 with Strategic Expansion' (company release, not Dan personally) Danny Waggoner (co-CEO at time of release): "Whether it's world-class strength training or cutting-edge performance competition, we're delivering bold tools and inspiring spaces." Release details: Austin 30,000 sq ft flagship opened June 30 (HIIT zones, functional training areas, 70x15-ft turf, recovery tech), LA Beverly Center opened July 14, North America's first official HYROX Performance Center in Little Elm TX, Brazil 60-location master franchise deal. [src]
2025-09 · PR Newswire — Brazil 60-location master franchise deal (franchisee group led by Dan Chor, ex-BodyTech; LATAM focus stated as Argentina, Colombia, Chile, Mexico — Dan Valladares' exact remit) Dan Chor (franchisee) / company release: Brazil flagship slated for 2026; initial openings Sao Paulo, Rio, Brasilia. Release states Gold's Gym has 200+ committed new locations globally and is actively seeking master franchise candidates for LATAM (Argentina, Colombia, Chile, Mexico). [src]
Between the lines
FACT Dan's whole career is equipment sales (Technogym, Core Health & Fitness, Cybex) before moving to the franchisor side — he knows exactly how a supplier gets onto a franchise spec list and can shortcut BenchK to the right person; talk to him supplier-to-insider, not cold-pitch.
INFERENCE Gold's is standardizing new-concept clubs (Austin/Dallas flagships test equipment and programming) while committing 200+ franchise locations; franchise economics = cost per sqm per station pressure — wall-mounted, zero-footprint kit is a natural fit for the functional/stretch zones every new build includes.
INFERENCE Leadership consolidation (Brad Reynolds sole CEO, Sept 2025) with franchise expansion as the explicit strategy means Dan's LATAM pipeline (Brazil 60 units, then Argentina/Colombia/Chile/Mexico) is the company's growth engine — helping HIM look good to new leadership (e.g. a spec'd space-saving zone that lowers franchisee CapEx) is the angle.
🇨🇦 Canada distribution assessment: Not a distributor candidate — Gold's Gym is a gym operator/franchisor. However, its Oct-2024 deal for 17 Greater Toronto/Hamilton locations means Canadian franchise build-outs will procure equipment over the next few years: with the Treadmill Factory relationship ended, BenchK would need a new Canadian dealer/installer to serve any Gold's Gym Canada spec wins.
Why interesting for BenchK
Not a distributor but a spec-list / fit-out account with huge multiplier: 200+ committed new franchise locations plus a Dallas flagship explicitly testing new equipment — one approved-vendor listing puts BenchK into every franchise build-out where wall-mounted kit wins the cost-per-sqm math. Warm booth contact Dan Valladares is confirmed in role (Franchise Development LATAM), is an equipment-sales native (Technogym/Cybex/Core), and per lead notes is personally supportive — a credible internal champion.
Email hook: Dan — since we talked at Beyond Activ, Gold's has signed the 60-club Brazil deal and opened the Austin flagship; congrats, that's the franchise engine you described actually firing. Given your Technogym/Core years you'll see this instantly: a wall-mounted functional/stretch station costs franchisees zero sqm — worth a slot in the Dallas flagship equipment-testing round and the LATAM fit-out spec?
Talking points
  • His priority: filling the LATAM master-franchise pipeline (Brazil live, Argentina/Colombia/Chile/Mexico open) and making franchise unit economics attractive to candidates.
  • BenchK mapping: wall bars in functional/stretch/recovery zones = lower CapEx and sqm cost per station for franchisees; propose entry via the Dallas flagship 'new equipment testing' program and the approved-vendor spec list Dan can champion internally.
  • Likely objection: 'Equipment specs are decided by ops/procurement, not franchise development.' Answer: exactly why we start with the flagship test program — Dan only needs to open the door to whoever runs Dallas equipment testing; his equipment-industry credibility makes the intro natural, and a tested SKU sells itself into the spec.
Strategic account: warm supportive contact confirmed in role, massive verified expansion pipeline (200+ committed locations), and an explicit new-equipment testing flagship.
Sources: [1] [2] [3] [4] [5] [6] [7] [8] [9] [10] [11] [12]
S
Hilton USA · Virginia
● active https://www.hilton.com
Found: Beyond Activ 2025 — visited our booth: Aaron Dembroski (Director, global wellness)
One of the world's largest hospitality companies (7,000+ hotels, 24 brands). Runs Five Feet to Fitness in-room fitness concept and is heavily investing in wellness positioning across the portfolio.
NO wall bars in catalog — GAP hilton.com/en/p/five-feet-to-fitness/ returned HTTP 403 (fetch blocked — noted, NOT used as evidence). Absence positively confirmed via indexed press copies of the Five Feet to Fitness equipment list: Gym Rax storage bay/rig, TRX suspension system, indoor cycle (Wattbike/Peloton at select properties), meditation chair, kiosk — 11+ equipment options named across hotelbusiness.com (fetched in full), skift.com, globetrender.com, fitnessdesigngroup.com. No stall bars / wall bars / swedish ladder in any published kit list. Hilton is not a retailer; verdict applies to the in-room kit and brand standards. Gap thesis stands. [QA methods: WebSearch (equipment list + synonyms), WebFetch hilton.com 5F2F page (403 blocked), WebFetch indexed press copy (hotelbusiness.com)] →
sells TRX
Owner & key people
Owner: Publicly traded corporation — Hilton Worldwide Holdings Inc. (NYSE: HLT). No controlling family/PE owner today (Blackstone fully exited its post-2007-buyout stake in 2018); ownership is institutional. CEO Christopher Nassetta. [src]
Aaron Dembroski — Global Wellness Director, Hilton (booth visitor, Beyond Activ 2025 — confirmed current; joined Aug 2023 from MiniLuxe) in
Christopher J. Nassetta — President & CEO, Hilton Worldwide Holdings
Jack Daly (namesake, unrelated) — NOTE: do not confuse with TRX CEO of same name
Size & segments
Revenue: $12.039B FY2025 (+7.7% YoY) — public audited figure · Staff: ~182,000 employed/managed at leased-managed hotels and corporate offices; ~328,000 more employed by third-party owners at franchised properties (10-K, Dec 31 2025) · Locations: 9,158 properties / 1,351,351 rooms in 143 countries (Dec 31 2025); pipeline of 3,703 hotels / 520,500 rooms
Segments: hotels/hospitality (24 brands, luxury to economy), in-room fitness (Five Feet to Fitness rooms), hotel fitness centers (brand standards), MICE/wellness events
Brand portfolio
Life Fitness (2025 global preferred supplier for hotel fitness centers), Peloton (fitness centers + in-room), Wattbike (Five Feet to Fitness rooms), Gym Rax / Aktiv Solutions (Five Feet to Fitness storage bay + content kiosk), TRX (accessory kit within Five Feet to Fitness), Calm (in-room wellness content, 2025), Hyperice
Aaron Dembroski — Global Wellness Director, Hilton ✓ confirmed in role
LinkedIn (linkedin.com/in/dembroski) confirms Aaron Dembroski as Global Wellness Director at Hilton (joined Aug 2023 from MiniLuxe); quoted publicly on Hilton in-room fitness (Peloton blog). He is the decision-influencer for fitness standards.
✉ aaron.dembroski@hilton.com  ☏ main. 571-550-6102 cell. 703-883-5396
What changed / current projects
2025 Life Fitness won landmark global preferred-supplier deal to design/outfit Hilton fitness centers across all brands — main gym floor is locked; in-room remains open [src]
2025-03 Hilton x Calm partnership — in-room wellness content rollout [src]
2025 Expanded Peloton partnership (fitness centers + Five Feet to Fitness rooms) and ResortPass wellness access [src]
2026-02 FY2025 results: record year — 9,158 hotels, 6.7% net unit growth, 702 net hotel additions; scale keeps growing [src]
Interviews & public quotes
2025-03-27 · Peloton Business blog — 'How to Level Up Your Hotel Room Fitness Offerings—No Construction Needed' Aaron Dembroski: Direct quote: "We recognize that not every traveler's fitness needs are met in a traditional fitness center, and we want to ensure guests have access to movement options that fit their routines." Also: "Today's travelers aren't just hoping to maintain their routines on the road; they're expecting it." And on direction: "The future of wellness in travel is about more choices, greater flexibility, and experiences that feel effortless yet deeply personal." Context: Five Feet to Fitness and in-room fitness expansion. [src]
Between the lines
FACT The main hotel gym floor is contractually spoken for: Life Fitness holds the 2025 global preferred-supplier deal for Hilton fitness centers across all brands. The open lane for BenchK is in-room (Five Feet to Fitness) and boutique/suite wellness — do NOT pitch the fitness center.
INFERENCE His 2025 partnership stack is digital-and-cardio heavy: Peloton (cardio), Calm (content), ResortPass (access), Sleep Retreats (recovery). Physical strength/mobility hardware for the in-room concept is the visible gap — and his own quotes ('movement options that fit their routines', 'more choices, greater flexibility') are the exact language a wall-mounted strength/stretch station answers.
INFERENCE Five Feet to Fitness is literally named for working out within five feet of floor space — square footage is the design constraint of the whole concept. BenchK's under-1-sq-ft wall-mounted footprint is a concept-native fit, and a small-room pilot avoids any brand-standard bureaucracy.
🇨🇦 Canada distribution assessment: Not a distributor. Hilton has hundreds of Canadian hotels, so a brand-standard win would pull product into Canada via FF&E procurement, but it cannot replace a Canadian distribution partner.
Why interesting for BenchK
Five Feet to Fitness is literally 'fitness in five feet of floor space' — BenchK's zero-footprint wall bar is the missing strength/mobility anchor in a kit that today covers cardio (Wattbike/Peloton), suspension (TRX) and digital (Calm/Aktiv). Warm, confirmed-current, senior contact (Aaron Dembroski, Global Wellness Director) met at Beyond Activ 2025. Realistic path: pilot units in a handful of Five Feet to Fitness rooms, then brand-standard conversation — the Life Fitness deal covers gym floors, not in-room.
Email hook: Aaron — good to meet at Beyond Activ in September; you said in the Peloton piece this spring that travelers 'aren't just hoping to maintain their routines on the road; they're expecting it' — that line is exactly why I wanted to follow up: a wall-mounted BenchK unit puts a full strength-and-stretch station inside Five Feet to Fitness in under one square foot of floor.
Talking points
  • His current priority: scaling wellness as a portfolio-wide differentiator beyond the gym — Sleep Retreats, Calm, ResortPass, Peloton in-room — with 'more choices, greater flexibility' as his stated direction (his words, Peloton blog, Mar 2025).
  • BenchK mapping: the stack covers cardio, content and recovery but not physical strength/mobility in-room; a wall-bar station is silent (no neighbor complaints), zero floor space, and his massage-therapy/marathon background means the stretch-and-mobility use case will resonate personally.
  • Likely objection: 'Life Fitness is our global fitness supplier.' Answer: agreed — that deal covers fitness centers; this is an in-room Five Feet to Fitness accessory play, pilotable in 10-20 rooms at one property, complementing (not competing with) the Life Fitness and Peloton footprint.
Perfect fit (in-room/space-constrained hotel fitness) + massive buying power + warm, senior, confirmed-current contact met in person at Beyond Activ 2025.
Sources: [1] [2] [3] [4] [5] [6] [7] [8] [9] [10] [11] [12]
S
Johnson Fitness & Wellness USA
● active https://www.johnsonfitness.com/
Found: IHRSA 2023 (San Diego) — visited our booth: Timothy Petzel (Purchasing)
Largest specialty fitness equipment retail chain in North America — 100+ US showrooms (460+ locations worldwide), selling treadmills, strength, home gyms and massage/wellness to home and light-commercial buyers. Owned by Johnson Health Tech (Matrix, Horizon, Vision, BowFlex, Schwinn brands) but also retails third-party brands.
NO wall bars in catalog — GAP NO wall bars — verified by director via in-browser check 2026-08-03: full catalog navigation tree browsed (Home Fitness/Strength categories — no wall-bars/stall-bars category), on-site search page shows no stall-bar items, and zero indexed pages for stall bars/swedish ladder/wall bars on johnsonfitness.com (Google site: search). Agent fetch was 403-blocked; verdict rests on the browser evidence, not the block. →
sells TRX
Owner & key people
Owner: Retail arm of Johnson Health Tech Co., Ltd. (Taiwan, publicly traded TWSE:1736, Taichung City) — family-founded manufacturer, one of the world's largest fitness equipment makers. US retail entity: Johnson Health Tech Retail Inc. (JHT Retail), North American HQ Cottage Grove, WI. [src]
Timothy Petzel — Manager, Purchasing at Johnson Health Tech (booth visitor IHRSA 2023; ZoomInfo lists role as current — likely_current, no evidence of departure)
Bob Zande — President, JHT Retail Inc. (US Retail Division), Johnson Health Tech North America
Guang Ting Luo — CEO, Johnson Health Tech Co., Ltd. (parent, Taiwan)
Size & segments
Revenue: Parent Johnson Health Tech: ~USD 1.2-1.3B annual revenue (2025-2026, directory estimates); Q3 2024 revenue NT$12.1B, +25% YoY (SimplyWall.st from TWSE filings). Retail division revenue not broken out separately. · Staff: Parent JHT: thousands globally (exact retail headcount unverified). Retail: 100+ US showrooms staffed, 460+ retail locations worldwide. · Locations: 100+ US retail showrooms (largest US specialty fitness retailer); 460+ retail locations worldwide; US distribution centers incl. Dallas, Houston, San Antonio (2023 Texas expansion); NA HQ Cottage Grove, WI. Canada: sister subsidiary Johnson Health Tech Canada — HQ Montreal, distribution centers Mississauga, Calgary, Edmonton; retail chain Fitness Experience (Alberta/Okanagan) acquired 2020.
Segments: residential/home fitness (core retail), light commercial, commercial gyms (via Matrix B2B, separate division), hospitality/multifamily (light-commercial packages), corporate wellness
Brand portfolio
Matrix (house), Horizon (house), Vision (house), BowFlex (house, acquired 2024), Schwinn Fitness (house), Peloton (Cross Training Series in 100+ stores, 2025), Tonal (partnership Oct 2025), TRX (suspension trainers + accessories), third-party accessories
Timothy Petzel — Manager, Purchasing at Johnson Health Tech ~ likely in role
ZoomInfo currently lists Timothy Petzel as Manager, Purchasing at Johnson Health Tech (johnsonfit.com email domain matches lead). Not independently confirmed on LinkedIn, but no evidence of departure.
✉ tim.petzel@johnsonfit.com
Booth notes: No notes - Stefan emailed them and added Wojtek T. as a copy
Outcome then: TBD
What changed / current projects
2025-10 Partnerships announced with Tonal and Peloton (Peloton Cross Training Series rolled into 100+ Johnson Fitness & Wellness stores) — proof they actively onboard outside brands; also expanded HSA/FSA payment acceptance [src]
2024-05 JHT Retail Inc. announced global retail expansion with renowned third-party fitness brands [src]
2023-03 Opened 17 new stores in Texas with distribution centers in Dallas, Houston and San Antonio [src]
2021-11 Acquired all Gym Source retail stores (US East Coast) [src]
Interviews & public quotes
2025-10-06 · Athletech News — 'Johnson Fitness & Wellness, Peloton Ink Retail Partnership' Bob Zande, President, Johnson Health Tech Retail: 'This partnership complements our best-in-class lineup of fitness and wellness equipment from the most reputable names in the industry.' — announcing Peloton's Cross Training Series (Bike+, Tread, Tread+) rolling into 100+ JFW stores with in-store trial by certified fitness experts. [src]
Between the lines
INFERENCE JFW is in an active third-party-brand onboarding phase: Peloton (Oct 2025) is the proof that non-house brands get shelf space when they fill a category gap. Wall-mounted strength is a category none of their house brands (Matrix, Horizon, Vision, BowFlex, Schwinn) covers.
INFERENCE The Flex HSA/FSA partnership signals a pivot toward health/medical-adjacent positioning. BenchK wall bars with a physical-therapy/rehab story are exactly the kind of SKU that converts under HSA/FSA spending — a concrete revenue angle for their new payment rails.
INFERENCE Showroom economics favor BenchK: 100+ US showrooms where floor space is inventory cost — a wall-mounted display consumes zero sq ft of selling floor while adding a premium price point.
INFERENCE The 2023 thread died mid-motion ('meeting to be scheduled', priority High, never closed) — this is a revival, not a cold approach; reference Stefan's email with Wojtek T. in copy to trigger recall.
🇨🇦 Canada distribution assessment: Parent Johnson Health Tech HAS real Canadian operations, but through a separate subsidiary, Johnson Health Tech Canada (formed by acquiring STAK Fitness in 2015): head office Montreal, distribution centers in Mississauga (ON), Calgary and Edmonton (AB), representation in every province, thousands of commercial accounts, plus its own retail chain Fitness Experience (Alberta/Okanagan, acquired 2020). Directory estimate of JHT Canada revenue: ~$110M (SignalHire/RocketReach, unverified). Coverage, B2B sales force, warehousing and install capability are all national-grade — technically they could distribute BenchK across Canada better than almost anyone. Caveat: JHT Canada exists primarily to push house brands (Matrix/Horizon/Vision); the realistic entry is via the retail organization (JHT Retail / Bob Zande, and Fitness Experience stores), mirroring how Peloton/Tonal/TRX got in — position BenchK as a complementary category (wall-mounted strength) that no house brand covers, for both US showrooms and Canadian retail/distribution. Worth explicitly raising Canada in the Petzel re-engagement given the Treadmill Factory exit.
Why interesting for BenchK
Highest-leverage lead in this batch: the largest specialty fitness retailer in North America (100+ US showrooms) with a warm purchasing contact (Tim Petzel, IHRSA 2023, Stefan's email thread never closed) and a proven playbook for onboarding third-party brands (TRX already in catalog; Peloton and Tonal added 2025). They sell TRX wall-anchored products but have zero wall-bar/stall-bar category — BenchK fills a genuine whitespace that costs their showrooms no floor space.
Email hook: We met at IHRSA in San Diego and my colleague Stefan followed up to set a meeting that never made it onto the calendar — picking that thread back up because two things you did since changed the math: bringing Peloton into 100+ showrooms shows how you add outside brands that fill a gap, and the new Flex HSA/FSA checkout is tailor-made for a product like ours — physical-therapy-grade wall bars that hang on showroom wall space you're not monetizing today.
Talking points
  • Their priority: filling category gaps with reputable third-party brands (Bob Zande on Peloton: 'complements our best-in-class lineup') and monetizing the new HSA/FSA payment channel.
  • BenchK mapping: the only premium wall-mounted strength/rehab category in the store — zero selling-floor cost, PT/rehab positioning that qualifies for HSA/FSA spend, European-made differentiation vs. house brands.
  • Likely objection: 'our parent makes equipment — why buy outside?' Answer: same logic as Peloton — Matrix/Horizon/BowFlex don't make wall bars; BenchK adds a new price point and a rehab/wellness use case without cannibalizing any house line; offer a pilot in a subset of stores like the Peloton rollout playbook.
Perfect fit + buying power: largest US specialty fitness retailer, demonstrated third-party brand onboarding, warm purchasing contact, prior 'High' priority thread that was never closed.
Sources: [1] [2] [3] [4] [5] [6] [7] [8] [9] [10] [11] [12]
S
Life Time USA · NYC
● active https://www.lifetime.life/
Found: Beyond Activ 2025 — visited our booth: Michael Cerrato (Lead Concierge)
Operates 180+ premium 'athletic country clubs' across the US and Canada, plus coworking (Life Time Work) and residences (Life Time Living). Raised 2026 guidance to ~$2.96-2.99B revenue; opening 14 new large-format clubs in 2026 with $875-915M capex.
NO wall bars in catalog — GAP Operator, not equipment retailer — confirmed no equipment catalog exists. Their only store, shop.lifetime.life (LT Shop), sells apparel/accessories (e.g. Bala Bars); web search of LT Shop + site:lifetime.life for stall bars/wall bars/swedish ladder: zero hits (amenity pages like One Wall Street indexed, no stall bars listed). shop.lifetime.life/search?q= endpoint returned 404 (not Shopify path) — noted, but absence is established via indexed catalog/amenity pages, not the blocked fetch. Whitespace verdict stands. [QA methods: WebSearch site:lifetime.life synonyms, WebSearch shop.lifetime.life / LT Shop + stall bars, WebFetch shop search endpoint (404, noted not used as evidence)]
Owner & key people
Owner: Public company — Life Time Group Holdings, Inc. (NYSE: LTH). Founded 1992 by Bahram Akradi, still the largest individual insider (~7%). Top institutional holders: Leonard Green & Partners (~7.3%), TPG Capital (~5.2%), LNK Partners (~4.7%), BlackRock (~4.4%). [src]
Bahram Akradi — Founder & Chairman (listed as Founder/Chairman/CEO in most 2026 sources; one source claims a 2024 CEO handover to James Ryder — unverified, treat title as Founder/Chairman/CEO until checked) in
Parham Javaheri — EVP, President Club Operations & Chief of Property Development — the executive who owns new-club fit-out (the real buying center for equipment specs)
Michael Cerrato — Booth-list contact (never met in person). Was Member Concierge Leader NYC since Sept 2021; per his LinkedIn he announced a promotion to General Manager in Training at Life Time Sky (NYC) — upgrade in referral value, but still hospitality/operations, NOT procurement in
Size & segments
Revenue: Q2 2026 revenue $866.0M (+13.7% YoY), net income $101.4M (+40.6%); FY2026 guidance raised to ~$2.96-2.99B; comparable-center revenue +9.1% · Staff: Tens of thousands (major public operator; exact 2026 headcount not pulled) · Locations: 180+ premium athletic clubs across US and Canada; HQ Chanhassen, MN; 7 of 14 planned 2026 clubs opened by July 2026 (first Idaho club in Eagle, plus Paradise Valley and Ocotillo AZ); 4 Life Time Living residence complexes operating, 2 more opening 2027
Segments: premium commercial health clubs (own estate), luxury residential (Life Time Living), coworking (Life Time Work)
Brand portfolio
n/a — club operator, not a distributor; recovery zones equipped with HydroMassage, CryoLounge, Normatec (Hyperice) compression, Hyperice percussion devices
Michael Cerrato — Member Concierge Leader, Life Time (NYC clubs) ✓ confirmed in role
Michael Cerrato confirmed on LinkedIn/The Org as Member Concierge Leader at Life Time since Sept 2021 (luxury hospitality background: Ritz-Carlton, The Pierre). IMPORTANT: he is a hospitality/concierge lead, NOT an equipment buyer — the right buyers are Life Time's design/construction/procurement team at Chanhassen MN HQ. Lead note says 'we never met him in person', so this is a referral-path contact only.
✉ mcerrato@lt.life  ☏ main. 212-671-7100 cell. 917-225-7571
Booth notes: We never met him in person
What changed / current projects
2026-07-30 Q2 2026 results beat: revenue $866M (+13.7%), guidance raised; 7 clubs opened YTD, 7 more in Q4 2026; 14-club 2026 class totals ~1.3M sq ft — nearly double the 2024+2025 classes combined [src]
2025-10-28 Announced 327-unit luxury Life Time Living wellness residences in Paradise Valley/Phoenix AZ (11 stories, completion 2027) — integrated club + for-lease residences concept [src]
2026 Increasing average club size to accommodate premium features (recovery, stretch, wellness spaces) [src]
Interviews & public quotes
2025-12-03 · Forbes — 'Inside One Wall Street: NYC's Ultimate Wellness Sanctuary' Life Time One Wall Street (Cerrato's own club): Forbes feature on Life Time One Wall Street as New York's ultimate wellness sanctuary — this is one of the two NYC clubs Michael Cerrato leads concierge for. No Cerrato quote confirmed in snippet, but the piece is a ready-made compliment vehicle for his club. [src]
Between the lines
INFERENCE Cerrato is NOT a buyer — he is a five-star-hotel-trained hospitality professional whose currency is member experience and being the person who 'knows someone for everything'. The winning frame: make HIM look good internally by handing him a polished, easy-to-forward intro for the design/procurement team, not a sales pitch he must digest.
INFERENCE Life Time's 2026 push is exactly BenchK-shaped: boutique NYC formats (Bryant Park, Brooklyn Tower) where floor space is brutal, plus a system-wide recovery/stretch-space rollout (Dynamic Stretch service, recovery lounges) — wall-mounted wood wall bars fit stretch/recovery zones aesthetically and functionally.
FACT Financial tailwind: FY2026 guidance raised to ~$2.96-2.99B, 14 large-format openings, $875-915M capex — procurement is buying at record pace right now; timing for a spec conversation is as good as it gets.
🇨🇦 Canada distribution assessment: Not a distributor. Note only: Life Time operates clubs in Canada (Ontario), so a US chain spec would automatically pull BenchK units into Canadian sites too.
Why interesting for BenchK
The single biggest chain-spec prize in the batch: 14 large-format clubs opening in 2026 alone ($875-915M capex), each with dedicated Dynamic Stretch and recovery zones that today contain no wall bars, plus Life Time Living residential gyms and Life Time Work coworking — all premium, design-led, space-conscious environments. One corporate spec win = hundreds of units per year. The booth contact is not a buyer, but his promotion toward GM makes him a more credible internal referrer; the real target is Parham Javaheri's property-development organization in Chanhassen, MN.
Email hook: Michael, we connected around Beyond Activ in New York last September (17-18) though we never got to meet in person — and I just read the Forbes piece calling One Wall Street 'NYC's ultimate wellness sanctuary', which is a credit to your team. With Bryant Park and Brooklyn Tower opening this fall in boutique formats, could you point me to the right person on Life Time's club design/procurement side? We make the Polish solid-wood wall bars (BenchK) that fit stretch and recovery zones with zero floor footprint.
Talking points
  • His priority: flawless member experience at Battery Park/One Wall Street — frame BenchK as an experience upgrade for stretch/recovery zones (beautiful wood, hotel-lobby aesthetic), and make the ask a simple warm intro, giving him full credit internally.
  • BenchK mapping: fall 2026 Bryant Park + Brooklyn Tower are small-footprint NYC builds where every square meter is contested; wall-mounted equipment for Dynamic Stretch/recovery areas and Life Time Living/Work spaces scales across 14 new clubs per year.
  • Likely objection: 'I don't handle equipment / procurement is in Chanhassen' — Answer: exactly, we're only asking for the right name; offer a one-page spec sheet he can forward in 30 seconds, and pursue HQ design/construction in parallel so nothing rests on him.
Massive buying power and aggressive 2026 expansion; fit is strong — but current contact is a concierge, so the play is to convert him into an internal referral to procurement/design.
Sources: [1] [2] [3] [4] [5] [6] [7] [8] [9] [10] [11] [12]
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MAD DOGG ATHLETICS, Inc. USA · California, USA
● active https://www.maddogg.com/ (also spinning.com, peakpilates.com)
★ EXISTING BENCHK RESELLER: peakpilates.com sells 7 BenchK ladders (722 in stock $1,699; also BenchK 700 $689, Studio Ladder 111 $929) — active reseller + open OEM intent from IHRSA 2024; find the supply channel and formalize direct terms.
Found: IHRSA 2024 (Los Angeles) — visited our booth: John Baudhuin (Chief Executive Officer)
Fitness equipment and education company behind the Spinning indoor-cycling program and brands Peak Pilates, CrossCore, Ugi, Resist-A-Ball and SPINPower; serves consumers and studios in 80+ countries.
HAS wall bars / stall bars BenchK (our own brand — they are an active reseller) — BenchK 700 $689; Studio Ladder 111 $929; 712 $1,205; 731 $1,239; 722 $1,699; 732 $1,869; 723 $2,565; 733 $2,735 — RE-VERIFIED LIVE: peakpilates.com Shopify search endpoint (/search?q=BenchK) returns 7 BenchK Swedish ladder products with prices, plus BenchK accessories (pull-up bars, dip bars). Dedicated 'Wall Ladders' collection at /collections/swedish-ladder. Google-indexed product pages confirm same. Updates vs prior record: BenchK 722 now listed at $1,699 (previous 'Unavailable' stock-out apparently resolved), and two models not previously recorded are live: BenchK 700 ($689) and BenchK Studio Ladder 111 ($929); 732 at $1,869. Mad Dogg/Peak Pilates is confirmed as an existing BenchK reseller — verify supply chain internally before any outreach. [QA methods: WebFetch Shopify /search?q= endpoint (positive browse), WebSearch indexed product pages] →
Owner & key people
Owner: Founder-owned private company: John R. Baudhuin co-founded Mad Dogg Athletics (1994) and remains Founder & CEO. Went through Chapter 11 in 2019 but retained ownership and continues operating. [src]
John Baudhuin — Founder & CEO — the booth visitor (IHRSA 2024, LA); confirmed current
Jay Marvin — Financial Controller & Chief Financial Officer
Size & segments
Revenue: Conflicting estimates: USD 65.7M / 242 employees (RocketReach 2026 estimate) vs USD 27M / 201-500 employees (Prospeo estimate). Private company, no filed figures — treat as rough estimates only. · Staff: ~240 (RocketReach estimate; Prospeo says 201-500) — estimates only · Locations: HQ Los Angeles/Venice, California; brands sold in 80+ countries via web shops (spinning.com, peakpilates.com, maddogg.com) and international distributors (e.g. spinning.eu)
Segments: indoor cycling studios & commercial gyms, Pilates studios (Peak Pilates), home/consumer fitness, instructor education & certification
Brand portfolio
Spinning, Spinner bikes, SPINPower, Peak Pilates, CrossCore, Ugi, Resist-A-Ball, Bodyblade, BenchK (retailed on peakpilates.com)
John Baudhuin — Founder & CEO, Mad Dogg Athletics ✓ confirmed in role
John Baudhuin confirmed as CEO (theorg.com, company about pages). 'Steve Sto..?' in notes could not be identified — unverified.
✉ jb@spinning.com  ☏ 3107408888 8008477746 7255028490
Booth notes: Wants to order some parts to be manufactured from us Steve Sto..???
What changed / current projects
2026 (checked 2026-08) Peak Pilates webshop actively lists the BenchK Swedish Ladder Collection (5 ladder models + accessories); flagship 722 model marked Unavailable — restock/reorder opportunity [src]
2025 (date unverified) Peloton patent appeal at Federal Circuit voluntarily dismissed, each side bearing own costs — litigation overhang ended [src]
2026 Active event/education calendar: PES EVENT 2026 / PROS 2026 and Spinning Connect app maintained [src]
Interviews & public quotes
2021-03-11 · The Sport Lifestyle Network Podcast (S1E35, host John Peters; listed on spinning.com press page; on Spotify) John Baudhuin: Long-form conversation on how his fitness startup created and defined the indoor cycling category nearly 30 years ago — passion for cycling turned into an inclusive fitness experience reaching millions; positions himself as category-creator and brand steward. [src]
2014-06-14 (re-run 2017) · Indoor Cycle Instructor Podcast, episode 313 ('20 years of Spinning') John Baudhuin: Covers his CPA/finance background (Economics UCSB, MBA Loyola Marymount), the Johnny G partnership, and MDA's pattern of expanding through partnerships and new product lines (e.g., UGI ball) — innovation via partners rather than in-house factories. [src]
Between the lines
INFERENCE MDA's entire manufacturing history is partner-based: Precor took over commercial Spinner production in 2015; product expansion (UGI, CrossCore, Peak Pilates hardware) rides on external manufacturers. Baudhuin asking BenchK at IHRSA 2024 to 'order some parts to be manufactured' is exactly how MDA operates — treat it as a real OEM procurement signal, not small talk.
INFERENCE No press releases 2024-2026 on their own press page, but active 2026 event apps — company is operating quietly post-Chapter 11 and post-Peloton litigation. Likely priorities: cost-controlled supply chain and margin recovery — a Polish EU manufacturer with sharp pricing is an attractive answer. Use secured payment terms given 2019 Chapter 11.
INFERENCE He is a CPA with an MBA — he negotiates on unit economics, landed cost and payment terms, not on brand romance. Lead the follow-up with per-part cost capability and EU steel/wood manufacturing specs.
Why interesting for BenchK
Double-barreled: (1) CEO John Baudhuin personally asked at IHRSA 2024 about BenchK manufacturing parts for them — an OEM/contract-manufacturing opening; (2) their Peak Pilates shop ALREADY sells the BenchK ladder line, making them an existing (or grey-channel) US reseller whose relationship can be formalized, restocked (722 is 'Unavailable') and expanded across Spinning/CrossCore channels. Given 2019 Chapter 11 history, use secured payment terms.
Email hook: John — at IHRSA 2024 in LA you told us at the BenchK stand you wanted some parts manufactured by us, and that conversation deserved a faster follow-up than this: as you gear up for PES EVENT 2026, we'd like to put our EU steel-and-wood factory capabilities on the table and spec exactly the parts you had in mind (happy to loop in the colleague — Steve? — who was with you at the booth).
Talking points
  • His current priority: partner-manufactured hardware at controlled cost for the Spinning/Peak Pilates/CrossCore ecosystem while the events/education engine (PES EVENT 2026) drives demand — MDA has outsourced production since the 2015 Precor deal, so he is actively shopping for manufacturing partners.
  • How BenchK maps: EU-based steel + wood manufacturing with CNC precision and sporting-goods certification experience — can quote OEM parts (frames, wood components, wall-mounted hardware for CrossCore/Peak Pilates) with EU quality at Polish cost; separately, BenchK wall bars are a natural rider into Peak Pilates studio channels.
  • Likely objection: 'We already have Asian suppliers at lower unit cost.' Answer: EU manufacturing kills the tariff/freight volatility and lead-time risk on US-bound goods, offers low MOQs for spec runs, and a CPA-grade landed-cost comparison usually closes the gap — offer to run that comparison on one real part. (Internally: given the 2019 Chapter 11, use secured/prepaid terms.)
CEO-level 'wants to order' signal from IHRSA 2024 — active buying intent for OEM manufacturing from a global brand owner; unanswered for over a year, so move fast.
Sources: [1] [2] [3] [4] [5] [6] [7] [8] [9] [10] [11] [12]
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Power Systems USA
● acquired https://powersystems.com/
Found: IHRSA 2023 (San Diego) — visited our booth: Fergus Ahern (General Manager and Vice President of Sales)
Major US supplier/distributor of professional-grade fitness and athletic-performance equipment (functional training, strength accessories, gym storage) founded 1986, HQ Knoxville TN; sells to gyms, schools, athletic programs and rehab via catalog/e-commerce/sales team.
NO wall bars in catalog — GAP Positively verified 2026-08-03: live fetch of powersystems.com/search?q=stall+bars succeeded (no block) — 15 results, all cable-attachment bars (pulldown/lat/tricep), storage racks, aerobic steps; zero stall bars/wall bars/Swedish ladders. site:powersystems.com search shows no indexed wall-bars pages. Prior 'no' verdict CONFIRMED with positive catalog evidence. White-space category stands. [QA methods: site-scoped WebSearch, WebFetch shop search endpoint /search?q=stall+bars (fetch succeeded, page rendered), open WebSearch company + product terms] →
sells TRX
Owner & key people
Owner: C+A Global (Edison/NJ-based consumer products group, CEO Chaim Piekarski) — acquired Power Systems together with sister brand Dynamax on 14 Jan 2025, joining a portfolio that includes Saris and Invacare. Previous owner: PlayCore (Power Systems long operated as 'Power Systems, a PlayCore Company'). Founded 1986, HQ Knoxville TN. [src]
Jason Eason — General Manager, Power Systems (quoted as GM in the Jan 2025 acquisition release — the current operational decision maker) in
Fergus Ahern (booth visitor, IHRSA 2023) — Was GM & VP of Sales (promoted 2022); NOT found in any post-Jan-2025 material — Jason Eason now holds the GM title, so Ahern's current status is unverified and possibly departed. Verify on LinkedIn before outreach; if gone, route to Eason.
Chaim Piekarski — CEO, C+A Global (parent company)
Size & segments
Revenue: Not public. PitchBook holds financials behind paywall; no press figures. Unverified. · Staff: ~102 (ZoomInfo) · Locations: HQ + warehouse Knoxville, TN (5700 Casey Dr); national catalog + e-commerce distribution
Segments: commercial gyms & health clubs, schools & athletic programs, professional sports teams, medical/rehab facilities, fitness professionals & consumers
Brand portfolio
Power Systems (own label), Dynamax (sister brand under C+A Global), TRX, BOSU, Concept2, Pro Maxima
Fergus Ahern — General Manager & VP of Sales, Power Systems ~ likely in role
Fergus Ahern was promoted from Director of Sales to GM & VP Sales (Power Systems blog); 30+ years industry experience (Reebok Fitness, Dynamax, StarTrac). Not re-verified post-January-2025 acquisition — confirm he remains under C+A Global ownership before outreach.
✉ fergus.ahern@power-systems.com
Booth notes: No notes - Stefan emailed them and added Wojtek T. as a copy
Outcome then: TBD
What changed / current projects
2025-01-14 Acquired by C+A Global together with Dynamax; C+A explicitly framing it as expansion of its health & fitness portfolio (after Saris and Invacare). GM Jason Eason said the deal 'positions Power Systems for exponential growth' via product design, manufacturing and streamlined global distribution. [src]
Interviews & public quotes
2022-03 · Power Systems blog (post now redirects to /pages/about; original indexed by search) Fergus Ahern: Announcement of his promotion from Director of Sales to General Manager & VP of Sales; noted 30+ years in international fitness sales/marketing/ops, prior Senior VP roles at Reebok Fitness and Dynamax, EMEA roles at PTA Global and StarTrac. via search snippet: 'Fergus Ahern Power Systems interview fitness industry'. [src]
2025-01-14 · PRNewswire — C+A Global acquisition release Jason Eason (quoted as General Manager, Power Systems — NOT Ahern): 'We are excited about this new partnership. It positions Power Systems for exponential growth.' C+A CEO Chaim Piekarski: 'This acquisition reflects our ongoing commitment to growing in the health and fitness categories.' [src]
Between the lines
FACT CONTACT RISK: the Jan-2025 acquisition PR quotes Jason Eason as General Manager, contradicting Ahern's 2022 GM title. Either Ahern left or was re-scoped. Verify fergus.ahern@power-systems.com (or pivot to Eason) BEFORE sending — a bounced or misdirected 'warm' email burns the thread.
FACT New owner C+A Global is explicitly in category-expansion mode ('ongoing commitment to growing in the health and fitness categories'; integrating Saris, Invacare, Dynamax) — a ready-made moment to pitch adding a wall-bar/stall-bar category the catalog demonstrably lacks (site search for 'stall bars' returns nothing).
INFERENCE Eason's 'exponential growth' framing suggests the GM is being measured on portfolio/revenue expansion under the new owner — a white-space category with zero cannibalization is exactly the story a newly-acquired GM wants to bring to ownership.
🇨🇦 Canada distribution assessment: Markets itself as a worldwide catalog/e-commerce distributor, but no Canadian warehouse, dealer network or sales force is evidenced — not a realistic replacement for The Treadmill Factory as a Canadian distributor; treat as US channel only.
Why interesting for BenchK
Large US catalog/e-commerce distributor covering BenchK's exact segments (schools, athletic, rehab, functional training) that already resells third-party brands (TRX, BOSU, Concept2) and has a confirmed zero-wall-bar catalog — a clean category add. New owner C+A Global is explicitly expanding fitness lines and hunting for growth. Warm thread from IHRSA 2023, but the contact person likely changed: address Jason Eason (GM) and verify Fergus Ahern first.
Email hook: Reopening our thread from IHRSA 2023 in San Diego (Stefan's follow-up email, Wojtek in copy) — congratulations on the C+A Global move and the 'exponential growth' chapter it opens; one growth lever we can hand you ready-made is the wall-mounted stall-bar category, which a search of the Power Systems catalog shows is still white space for your school, rehab and functional-training customers.
Talking points
  • Their current priority: post-acquisition growth under C+A Global — expanding the health & fitness portfolio and finding synergies across Dynamax/Saris/Invacare.
  • BenchK mapping: a proven, zero-floor-space category (wall bars) missing from their catalog, aimed at segments they already sell to (schools, athletic programs, rehab) — plug-in line, EU-manufactured, no overlap with own-label gear; Invacare synergy = rehab/senior mobility story.
  • Likely objection: 'Integration chaos — new ownership, no bandwidth for new vendors.' Answer: start with a dropship/e-commerce test (no inventory risk), BenchK provides content + margin math; also flag honestly that we know GM listed in the acquisition PR is Jason Eason and we're happy to be routed to whoever now owns category expansion.
Perfect ICP: large US catalog distributor, confirmed wall-bar gap, acquisitive new owner expanding fitness lines, warm prior thread rated High.
Sources: [1] [2] [3] [4] [5] [6] [7] [8] [9] [10] [11] [12]
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Body Gym Equipments Canada
● active https://bodygym.ca
Found: IHRSA 2023 (San Diego) — visited our booth: Marc Robitaille (President)
Quebec-based dealer of new and refurbished gym equipment (cardio, strength, CrossFit, flooring, accessories) with turnkey delivery, installation and gym-design/conceptualization services for commercial clients.
HAS wall bars / stall bars Gymnetic (house brand) — $595.00 CAD — Re-verified live: bodygym.ca/search?q=espalier returns exactly 1 product — 'Espaliers en bois résidentiel Gymnetic' (residential wooden wall bars), $595.00, under house brand Gymnetic. URL slug says 'appeler pour prix' (call for price). Matches first-pass correction: single entry-level house-brand item, BenchK = premium multi-variant upgrade. [QA methods: shop_search_fetch (bodygym.ca/search?q=espalier), site_search (site:bodygym.ca — not indexed, superseded by direct fetch)] →
EXCLUSIVE: Gymnetic (own in-house brand, incl. accessories and wall bars) (own brand — not a distributorship)
Owner & key people
Owner: Privately held Quebec company (Body Gym Équipement Inc., Lévis QC); Marc Robitaille is President — the booth visitor IS the top decision maker. No PE/parent-corp ownership found. [src]
Marc Robitaille (booth visitor) — President — still listed as President on LinkedIn and ZoomInfo, no evidence of departure in
Micael (surname unknown) — unknown — named contact email micael@bodygym.ca on contact page
Antony (surname unknown) — unknown — named contact email antony@bodygym.ca on contact page
Size & segments
Revenue: Not public. D&B lists the company but publishes no usable sales figure. · Staff: 19 total employees per Dun & Bradstreet (estimate); ZoomInfo says 1-10 at HQ (estimate) · Locations: Single site: 1404 Rue des Frênes, Lévis (St-Rédempteur) QC — showroom + ~100,000 sq ft of warehouse; claims largest fitness-equipment inventory in Quebec/Canada
Segments: commercial gyms (large-scale installations), residential/home fitness, CrossFit/functional boxes, refurbished-equipment buyers (budget commercial)
Brand portfolio
Concept 2, Keiser, Inspire, Hoist, Assault Fitness, Gymnetic (own house brand), Nüo, Matrix, Precor, Life Fitness, Star Trac, Nautilus, Cybex, Iron Bull Strength, Realleader USA, Element Fitness, Ab Coaster
Marc Robitaille — President ~ likely in role
Marc Robitaille listed as President on LinkedIn and ZoomInfo; no evidence of departure. No dated 2026 confirmation, so 'likely current'.
✉ marc@bodygym.ca  ☏ 418 831 9299
Booth notes: Canada - Send info to Treadmill Factory
What changed / current projects
2026 (current) Active e-commerce (~900+ SKUs: 215 cardio, 288 strength, 265 accessories etc.), turnkey delivery + installation + 2D gym-design service ('conceptualization'), toll-free line 1-866-400-9496. No expansion/acquisition news found in last 24 months (searched). [src]
Between the lines
FACT They sell design services, not just boxes: about-page lists 2D training-room plan design, project consultation, delivery and installation for residential AND commercial. A dealer that draws the room layout is the exact channel where a zero-footprint wall category gets specified in.
INFERENCE Identity is built on inventory dominance ('most important player in the field', 100,000 sq ft warehouse, 25+ years). Pitch angle: a premium European wall-mounted category nobody else in Quebec stocks reinforces exactly that 'we carry everything' positioning; dropship-friendly BenchK also doesn't eat warehouse space.
INFERENCE The 2023 thread ended with 'send info to Treadmill Factory' (Ontario). Treadmill Factory now already resells BenchK - which converts from a dead end into proof: the category sells in Canada, and Quebec/Eastern Canada is open territory for Body Gym.
🇨🇦 Canada distribution assessment: REPLACEMENT-CANDIDATE ASSESSMENT (vs. departed Treadmill Factory): (1) Coverage — official shipping policy states 'We currently ship to Quebec and Canada' (road freight 2-7 days), and site brands itself 'the fitness reference in Canada'; but physically it is ONE location in Lévis QC with no branches or dealer network found, French-first operation. Realistic coverage: strong Quebec + Eastern Canada; national reach only via freight e-commerce, not local service. (2) Commercial capability — yes: dedicated commercial division, 'large-scale commercial installations', turnkey delivery + installation crews, 2D gym-design/planning service; refurb business gives them gym-owner relationships. (3) Warehouse/logistics — strong: ~100,000 sq ft warehouse, claims largest inventory in the province, ships by carrier with bill of lading. (4) E-commerce — active Shopify store with cart, live pricing, ~900+ SKUs, EN+FR. (5) Scale limits — ~19 employees (D&B), no revenue disclosed, single site: this is a solid QUEBEC/EASTERN-CANADA regional distributor, not a turnkey national one. Recommended play: appoint as Quebec + Atlantic regional partner (possibly with a defined exclusivity), pair with a separate Ontario/West partner (e.g. an existing BenchK reseller) for true national coverage. Bonus: he already stocks a house-brand wall bar, so onboarding needs zero category education — the pitch is upgrading his own $595 product to a premium certified line with better margin.
Why interesting for BenchK
President-level warm contact from IHRSA 2023 whose thread died only because BenchK routed him to Treadmill Factory — the very distributor BenchK just dropped. He already sells wall bars (his own $595 Gymnetic model), proving Quebec demand exists at his counter; BenchK is the obvious premium tier above it. With ~100,000 sq ft of warehouse, install crews and gym-design projects, he is a plausible regional anchor for Eastern Canada.
Email hook: Marc — when we met at IHRSA San Diego in 2023, our info ended up routed to an Ontario dealer; that arrangement has now ended, so the BenchK wall-bars category in Canada is open territory again. Given Body Gym's 100,000 sq ft 'largest inventory in Quebec' claim — and that you already sell your own $595 Gymnetic wall bars — you know this category works; want to own its premium tier for Quebec?
Talking points
  • His priority: defending 'largest inventory / most important player in Quebec' positioning across a 900+ product catalog with design-and-install service - BenchK adds a whole missing category (wall-mounted training) that no Quebec competitor stocks.
  • Proof point ready-made: Treadmill Factory (the very company his BenchK intro was forwarded to in 2023) is now an active BenchK reseller - use it as market validation and as territory urgency (Quebec/Eastern Canada still open).
  • Likely objection: 'Niche product, slow turns, I don't want to warehouse it.' Answer: BenchK works dropship/e-commerce-first, so zero warehouse commitment to start; margin pitch on premium price point plus pull-through from his commercial design projects (studios, condos, physio) where floor space is the constraint.
Active Canadian commercial dealer with install/design capability and no wall-mounted line; direct warm contact with the president.
Sources: [1] [2] [3] [4] [5] [6] [7] [8] [9] [10] [11] [12]
A
The Treadmill Factory (Fitness Superstores) Canada · Ontario, Canada
● active https://treadmillfactory.ca/
⚠ EX-PARTNER: Cooperation ENDED (CEO, Aug 2026). Ex-distributor — do not grow; watch competitive risk.
Found: IHRSA 2024 (Los Angeles) — visited our booth: Steve Lynch | Marwan Freiwat (Regional Manager) jeremy@treadmillfactory.ca (VP Commercial Sales)
Canadian fitness equipment superstore chain (retail + e-commerce + commercial division) selling cardio, strength and accessories to home users, hotels, condos, corporate gyms, hospitals, rehab facilities, police/fire and PT studios.
HAS wall bars / stall bars BenchK (S7 722B, S7 721B, 100 Series 1, 711 Series 7, 700 Series 7, 700W, WHW/WHB holders) + Flow Swedish Ladder — not retrieved (product pages live; price section not in fetched excerpt) — Confirmed live Aug 2026: /collections/benchk and /collections/stall-bars fetch successfully; on-site search 'stall bars' returns 149 results; Google indexes 8+ individual BenchK product pages on treadmillfactory.ca (e.g. /products/benchk-700-series-7-black-wall-bars). Consistent with prior note that listings persist despite cooperation ending — catalog has NOT been taken down; residual-stock/removal question remains open for the account owner. [QA methods: WebFetch /collections/benchk (succeeded), WebFetch /search?q=stall+bars (succeeded, 149 results), site:treadmillfactory.ca WebSearch (10 indexed BenchK product URLs), WebFetch of one product page] →
sells TRX EXCLUSIVE: none verified () carries competitors: Flow Fitness 'Swedish Ladder' — a direct wall-bar substitute already on their shelf, positioned alongside BenchK in the same Stall Bars collection
Owner & key people
Owner: Privately held; operates under United Ventures Fitness Inc. (UVF), Markham, ON, founded 1988 (group also historically included Ultimate Fitness, Jasmine Fitness, Canada's Fitness, Powertec Canada, Cap Barbell Canada). Individual owner/founder name not publicly verified. (A LinkedIn profile 'Victor Factory — CEO' exists but appears to be an alias, not a reliable identification.) [src]
Steve Lynch — VP Commercial Sales in
Marwan Freiwat — Regional Manager (per lead record)
Size & segments
Revenue: ZoomInfo estimate: US$21.9M (2026, ESTIMATE); RocketReach estimate for parent United Ventures Fitness Inc.: US$17M, ~65 employees (ESTIMATE). No public filings. · Staff: ~65 (RocketReach estimate, group level) · Locations: 6 superstores: Markham (HQ/flagship), Mississauga, London, Barrie (Ontario) + Calgary, Edmonton (Alberta); national e-commerce and commercial delivery/install across Canada
Segments: home/residential, condos & multi-family, hotels, corporate gyms, hospitals & rehab, police/fire & institutional, PT studios, commercial gyms
Brand portfolio
BenchK (collection still live — see below), Flow Fitness (Swedish Ladder), TRX, Matrix, NordicTrack, Vision, Horizon, Sole, Bowflex, Schwinn, Body-Solid, Inspire, Hoist, Element Fitness, XM Fitness, IronAx
Steve Lynch | Marwan Freiwat (Regional Manager) jeremy@treadmillfactory.ca — VP Commercial Sales, The Treadmill Factory ✓ confirmed in role
Steve Lynch confirmed as V.P. Commercial Sales via LinkedIn (ca.linkedin.com/in/steve-lynch-5b34651a) and ZoomInfo; based Markham, ON.
✉ steve@treadmillfactory.ca  ☏ 416-567-3898
What changed / current projects
2019-ongoing Rebranding from The Treadmill Factory to 'The Fitness Factory' across stores and site [src]
2026-08 (checked) BenchK collection and Stall Bars category still live on site despite ended cooperation [src]
Between the lines
INFERENCE Their most plausible next move is reviving/expanding the FLOW Swedish Ladder under their house brand Element Fitness (the slot already exists in their navigation, product currently out of stock). If FLOW comes back in stock in multiple variants or gets homepage promotion, that is the signal they are replacing BenchK with a private-label alternative.
INFERENCE The sold-out BenchK bundles (S2/S5/S7 White) are the higher-ticket configurations; if these stay 'sold out' while cheaper 700-series units sell through, expect the BenchK collection page to shrink and eventually disappear rather than a public announcement — Shopify retailers rarely announce delistings.
INFERENCE Fitness Depot Atlantic (fitnessdepotatlantic.ca) also runs a BenchK collection in Canada — worth confirming its supply chain doesn't route through Treadmill Factory's distribution arm, since the batch notes say they distribute across Canada.
🇨🇦 Canada distribution assessment: BENCHMARK PROFILE FOR THE REPLACEMENT SEARCH (ex-partner): coverage = Ontario + Alberta physical stores with national e-commerce shipping; B2B = dedicated commercial sales VP + regional managers selling to condos, hotels, hospitals, police/fire; logistics = store-backed delivery and installation; e-commerce = strong Shopify storefront with brand collections. This is the capability bar a new Canadian distributor must meet or beat. Their continued Flow Swedish Ladder listing means BenchK's replacement must move fast before the wall-bar shelf space is permanently re-branded.
Why interesting for BenchK
EX-PARTNER (cooperation just ended — do NOT grow). What the exit leaves open: they were BenchK's de-facto Canadian channel — 6 stores in ON+AB, national e-commerce, and a commercial division (Steve Lynch) selling into condos, hotels, rehab and institutional accounts; BenchK now has no comparable retail+commercial coverage in Canada. Competitive risk: (1) they STILL list BenchK on site (residual stock / stale catalog — clarify sell-through and listing removal); (2) they already carry Flow Fitness Swedish Ladder, the obvious brand to absorb the wall-bar category they built around BenchK, and could add other substitutes (Vita Vibe, generic Amazon-tier ladders) overnight. Any replacement Canadian distributor should be benchmarked against this footprint.
Email hook: N/A — cooperation ended; no outreach hook per CEO instruction. Monitoring summary: they still list BenchK (12 SKUs), several premium bundles sold out (possible stock run-down), no competitor wall-bar brand being promoted, only their own house-brand FLOW ladder (currently unavailable). No public statement about the split.
Talking points
  • MONITOR: re-check /collections/benchk and /collections/stall-bars products.json in 4-8 weeks — shrinking SKU count or FLOW restock = replacement in motion.
  • MONITOR: watch for FLOW by Element Fitness (their house brand) Swedish Ladder restocking or gaining variants — that's the private-label substitution signal.
  • HOUSEKEEPING: verify remaining Canadian BenchK listings (e.g. Fitness Depot Atlantic) are supplied through an authorized channel, not residual Treadmill Factory distribution.
Already resells BenchK (existing partner) with a strong commercial division — priority is account growth, not acquisition.
Sources: [1] [2] [3] [4] [5] [6] [7] [8] [9] [10] [11] [12]
A
FitnessCorp Mexico
● active https://fitnesscorp.com.mx
Found: IHRSA 2023 (San Diego) — visited our booth: Juan Pablo Rodriguez (Key Account Manager)
Mexican gym design and equipment company: importation, sale, installation, service and maintenance of fitness equipment for hotels, real estate developments, corporate offices, clubs and spas across Mexico.
NO wall bars in catalog — GAP Positively verified: their own on-site search https://fitnesscorp.com.mx/?s=espaldera fetched successfully and returned '0 results found for: espaldera' (not a bot-block). site:fitnesscorp.com.mx search for espaldera / escalera sueca / wall bars returns zero indexed pages. B2B gym-design + brand catalog (TRUE, Encore, WaterRower, Echelon, Reebok) has no wall-bar category. [QA methods: WebSearch site:fitnesscorp.com.mx ES synonyms, WebFetch fitnesscorp.com.mx/?s=espaldera (site search endpoint, returned 0 results page)]
EXCLUSIVE: Reebok Strength (Mexico (named official distributor — sales + after-sales for gyms, hotels, condominiums, universities)) carries competitors: WaterRower
Owner & key people
Owner: Unverified. Company discloses no ownership; a LinkedIn profile (Ramiro Ochoa, Querétaro) claims he 'developed and founded Fitness Corp in 2022', which conflicts with the company's own '20+ years' history — possibly a regional entity or namesake. Treat ownership as unknown. [src]
Juan Pablo Rodríguez Valdivia — Booth visitor (IHRSA 2023, then Key Account Manager). LinkedIn still shows him at FitnessCorp as a '#GymExperts' supervising equipment installations (e.g., Monterrey); exact current title unverified. in
Gustavo Rosas — FitnessCorp, Mexico City — title unverified in
Ramiro Ochoa — Listed on LinkedIn as founder/developer of Fitness Corp (2022 claim — conflicts with company history, unverified) in
Size & segments
Revenue: unknown (no public figures or database estimates found) · Staff: unknown · Locations: Multiple distribution and service centers throughout Mexico ('Atención a toda la República'); call centers in Mexico City (55 5593 6104 / 55 5593 2484) and Chihuahua (427 123 3734).
Segments: hotels, real estate / residential developments (condos), corporate wellness offices, clubs & spas, commercial gyms, universities (via Reebok Strength mandate)
Brand portfolio
TRUE Fitness, Encore, WaterRower, Echelon, Reebok Fitness Equipment / Reebok Strength (official Mexico distributor), Fitnesscorp Equipment (own line)
Juan Pablo Rodriguez — unverified (LinkedIn profile 'Juan Pablo Rodríguez Valdivia - FitnessCorp' still lists the company; exact current title not visible) ~ likely in role
LinkedIn shows Juan Pablo Rodríguez Valdivia associated with FitnessCorp, Mexico City. Title as of 2026 unverified.
✉ juanpablo@fitnesscorp.com.mx  ☏ 552 272 3863
Booth notes: No notes
Outcome then: TBD
What changed / current projects
2024-10-17 Named official distributor of Reebok Strength in Mexico — responsible for sales and after-sales into gyms, hotels, condominiums and universities, part of Reebok Strength's LatAm expansion. [src]
2022 Recognized nationally as one of the leading companies developing new concepts for the Mexican fitness industry (per company About page). [src]
undated (portfolio) Project portfolio includes Holiday Inn, Planet Hollywood, Google (corporate gym), Sport City, Smart Fit and Sports World — proof of hotel/corporate/chain-gym reach. [src]
Interviews & public quotes
2024-10-17 · Mercado Fitness (leading LATAM fitness trade press) — 'Reebok Strength llega a México de la mano de FitnessCorp' Alejandro Birnbaun (Reebok Strength CEO) about the FitnessCorp partnership: FitnessCorp named official distributor of Reebok Strength in Mexico, handling distribution and after-sales for 'gyms, hotels, condominiums and universities'. Birnbaun: Mexico is 'una enorme oportunidad de crecimiento'. No direct quote from Juan Pablo Rodriguez in the piece; FitnessCorp leadership credited is Gustavo Rosas. [src]
2025-08-13 · Mercado Fitness — 'Reebok Strength incorpora a Sports World como cliente en México' Gustavo Rosas (FitnessCorp leader) credited; Alejandro Birnbaun quoted: FitnessCorp executed the flagship Reebok Strength installation at Sports World (Mexico's premium gym chain): free weights, bars, co-branded storage racks. Article credits FitnessCorp's 'equipment selection, installation and ability to anticipate challenges' as key. Notably, Reebok Strength says it is developing Latin America-specific products 'optimizing space and durability' — space optimization is explicitly on this ecosystem's agenda. [src]
Between the lines
FACT FitnessCorp is in aggressive portfolio-expansion mode: new exclusive brand line (Reebok Strength, Oct 2024), flagship chain win (Sports World, Aug 2025), plus an academy business. They are actively ADDING brands — the best possible moment to propose a new category.
INFERENCE Their declared Reebok Strength target segments — hotels, condominiums, universities — are BenchK's exact space-constrained segments, and they already carry WaterRower (they know how to sell premium space-saving equipment). A wall-bar line slots into sales calls they are already making.
INFERENCE Reebok Strength's stated development of 'Latin America-specific products optimizing space' signals that space-optimization is a recognized market need in their channel — BenchK can be positioned as the ready-now answer rather than waiting for Reebok to develop one.
INFERENCE Decision-making note: trade press credits Gustavo Rosas as the FitnessCorp leader on the Reebok deal. Juan Pablo is the warm door from IHRSA 2023 (and a hands-on Gym Expert on installs), but a distribution agreement will likely need Rosas — ask Juan Pablo to bring him in.
Why interesting for BenchK
Nationwide Mexican design-and-equip distributor in BenchK's core segments (hotels, condos, corporate) that already sells the premium space-saving category via WaterRower and just took on an exclusive Reebok Strength mandate for exactly the venues where wall bars fit — yet has no wall-bar line at all. Warm IHRSA 2023 contact Juan Pablo is still at the company on the installation/key-account side.
Email hook: Juan Pablo — we met at the BenchK booth at IHRSA in San Diego and had a WhatsApp follow-up planned that never happened, my fault; seeing FitnessCorp land the Reebok Strength distribution and then the Sports World installation (congrats — Mercado Fitness credited exactly the install expertise I saw in your Gym Experts posts), it feels like the right moment to reopen the conversation about a wall-mounted line for your hotel and condo projects.
Talking points
  • Their current priority: proving out the new Reebok Strength line in hotels, condos and universities after the Sports World flagship win — expanding the portfolio they can offer developers and chains.
  • BenchK mapping: zero-floor-space wall bars complement (not compete with) Reebok free weights in the same hotel/condo bids, and they already sell WaterRower, so the premium space-saving pitch is a story their salespeople know how to tell.
  • Likely objection: 'We just committed to Reebok Strength — no bandwidth for another brand.' Answer: BenchK is a different category (wall-mounted training stations, no overlap with free weights or cardio), needs no showroom floor space, and adds margin to projects they are already installing — plus Reebok itself says space-optimized products are where LATAM demand is heading.
Active nationwide Mexican distributor in BenchK's core segments, carries competitor brand WaterRower, no wall-bar line — classic high-priority target.
Sources: [1] [2] [3] [4] [5] [6] [7] [8] [9] [10]
A
Kristal Century Mexico
● active https://kcg.mx
Found: IHRSA 2023 (San Diego) — visited our booth: Georgina Garza Montemayor (Division Director)
Kristal Century Group (KCG) is one of Mexico's largest professional fitness equipment distributors: sales, installation, technical service (preventive/corrective maintenance, spare parts) and leasing/financing for gyms, hotels and institutions. Exclusive Mexico representative of Precor, Keiser and Merrithew; also distributes Power Systems, TKO, Troy, The Step, BOSU and complementary brands.
NO wall bars in catalog — GAP Positively browsed: kcg.mx own site search for 'espaldera' fetched successfully and returned explicit 'No se Encontró — nada coincide con los términos de búsqueda' (zero results). Catalog is cardio/strength (Precor, Keiser, Merrithew, BOSU etc.), no wall-mounted bars. site:kcg.mx searches for espaldera / escalera sueca / stall bars return nothing indexed. Gap confirmed. [QA methods: WebSearch site:kcg.mx + ES synonyms, WebFetch site search endpoint (?s=espaldera, returned live 'no results')] →
EXCLUSIVE: Precor (Mexico (exclusive representative per Mercado Fitness/LinkedIn)) EXCLUSIVE: Keiser (Mexico) EXCLUSIVE: Merrithew (Mexico)
Owner & key people
Owner: Family business founded 1989 (site says 30+ years); González family runs it — Jorge Eduardo González is Dirección General and Jorge Antonio González is Director de Estrategia Corporativa. Specific shareholder structure not public. [src]
Jorge Eduardo González — Dirección General (General Director)
Jorge Antonio González — Director de Estrategia Corporativa
Georgina Garza Montemayor — Directora Cono Sur (Southern Cone Region Director) — booth visitor; confirmed in role and quoted by Mercado Fitness Feb 2023; no public evidence of departure since, 2026 status unverified
Guadalupe Rios Cortes — Manager of Procurement
Size & segments
Revenue: Not public. No credible revenue estimate found; company targeted ~20% growth for 2023 per General Director (Mercado Fitness). · Staff: 201-500 (LinkedIn company page self-reported) · Locations: Offices: Guadalajara (HQ), Mexico City, Cancún, Monterrey, plus Laredo, Texas; had 12 offices pre-pandemic, consolidated, and is rebuilding distribution centers (Riviera Nayarit showroom reopening announced Q2 2023)
Segments: commercial gyms/fitness centers, hotels & hospitality, corporate facilities, Pilates/boutique studios (Merrithew), residential/home, institutions
Brand portfolio
Precor (since Oct 2012), Keiser, Merrithew (STOTT Pilates), Spinner, Ecore (flooring), Stroops, BOSU, The Abs Company, Power Systems, TKO, Troy, The Step
Georgina Garza Montemayor — unverified ~ likely in role
Georgina Garza verifiable as Directora Cono Sur per Mercado Fitness interview (Feb 2023/2024 coverage); 2026 not re-confirmed.
✉ georgina@kcg.mx Skype: georgina.garza1  ☏ 55 3099 3505 ext. 202 or 203 55 1802 9879
Booth notes: Mexico - possible distribution. They visited the booth at the end of the second day.
Outcome then: TBD
What changed / current projects
2023-02 Announced reopening of Riviera Nayarit showroom (Q2 2023) and plan to rebuild distribution centers closed during pandemic; targeting ~20% growth [src]
2024 Logo/site refresh; site live and current with active WhatsApp/phone channels (first-pass verification) [src]
Interviews & public quotes
2023-02-09 · Mercado Fitness (LatAm fitness trade press) — 'Kristal Century Fitness Equipment reabrira su showroom en Riviera Nayarit' Georgina Garza, Southern Cone Director, KCG (the booth visitor): 'Precor is very recognized for reliability and durability. Users first seek our ellipticals.' (translated). Article context: KCG reopening Riviera Nayarit showroom in Q2 2023, targeting 20% growth for the year. [src]
2023-02-09 · Same Mercado Fitness article Jorge Gonzalez, General Director, KCG: 'Before the pandemic, we had 12 offices nationwide, but we closed some distribution centers.' Also: founded 1989 as family business, started equipment distribution 2007 with Cybex, Precor main brand since Oct 2012, offices in Guadalajara/CDMX/Cancun/Monterrey/Laredo TX; key challenge cited: client financing needs. [src]
Between the lines
FACT KCG sells on reliability/durability — Georgina's own words about Precor. BenchK's pitch should mirror that exact language: solid-wood, certified, decade-life wall bars, not a fashion product.
INFERENCE Client financing is their named bottleneck and leasing is a core service — a low-ticket, high-margin category like wall bars is easier to close than $100k cardio packages and can ride along on hotel/studio projects without financing friction.
INFERENCE Post-pandemic they shrank from 12 offices and are now selectively rebuilding (Riviera Nayarit showroom = resort/hotel corridor). Hotel-zone showrooms + exclusive Merrithew (Pilates) line = the two KCG channels where zero-floor-space equipment sells best.
INFERENCE Laredo, TX office means they can receive US-side shipments — potentially simplifying BenchK logistics from US stock or consolidated EU containers.
Why interesting for BenchK
One of Mexico's largest premium fitness distributors (exclusive Precor/Keiser/Merrithew, 201-500 staff, national service organization, leasing/financing) with ZERO wall-mounted category — a clean portfolio gap BenchK fills without conflicting any of their exclusives. Booth visitor Georgina Garza is a regional director (Cono Sur), i.e., a real commercial decision maker, and the 2023 conversation was explicitly about distribution.
Email hook: You stopped by our BenchK stand at the end of day two at IHRSA in San Diego to talk Mexico distribution — and I still think about what you told Mercado Fitness around that time: that your clients choose KCG brands for reliability and durability. That's exactly the test our solid-beech wall bars are built to pass, and it's a category neither Precor, Keiser nor Merrithew gives you today.
Talking points
  • Their priority: rebuilding national footprint post-pandemic (Riviera Nayarit showroom, hiring) while working around client financing constraints — growth with capital discipline.
  • BenchK mapping: a premium, zero-floor-space category that plugs into their existing Merrithew studio projects and hotel/resort showroom traffic; low ticket = no financing friction; durability story matches their Precor-anchored brand promise.
  • Likely objection: 'exclusive-brand portfolio is full / another vendor relationship isn't worth it for a niche.' Answer: wall bars are complementary, not competing, with all three exclusives; offer Mexico distribution pilot with modest opening order, marketing assets in Spanish, and delivery via their Laredo TX office to simplify import.
Large, active, premium-brand Mexican distributor with a wall-mounted gap; original note was 'possible distribution', priority High.
Sources: [1] [2] [3] [4] [5] [6] [7] [8] [9]
A
360 fitness superstore USA
● active https://www.360fitnesssuperstore.com/
Found: FIBO 2022 (Cologne) — visited our booth: Alex Krichevsky
Specialty fitness equipment retail chain in the San Francisco Bay Area (Menlo Park, Walnut Creek, San Jose area, San Rafael) plus e-commerce, selling 2,000+ products: treadmills, rowers, strength, home gyms, accessories.
HAS wall bars / stall bars Warrior — $499.95 (sale, reg. $549.95) — Confirmed: Warrior Swedish Stall Bars/Ladder listed as NEW ITEM at $499.95 (down from $549.95), indexed on their own domain with live product page. Prior 'yes' verdict stands — budget brand in category, premium slot open for BenchK. [QA methods: WebSearch site:360fitnesssuperstore.com (product page + collections indexed)] →
sells TRX carries competitors: NOHRD / WaterRower (carries both — direct BenchK competitor category), Warrior Swedish stall bars
Owner & key people
Owner: Family-owned since 1981 (company states 45+ years family ownership; founder family name not published on site). Alex Krichevsky (booth contact) listed as Owner in business records (RocketReach). [src]
Alex Krichevsky — Owner (booth visitor FIBO 2022 — confirmed current owner; SF Bay Area)
Size & segments
Revenue: unverified — no public figures or third-party estimates found · Staff: unknown · Locations: 7 showrooms in Northern California per current locations page: Cupertino, Dublin, Menlo Park, Walnut Creek, San Rafael (2 — incl. a 'Top Fitness' storefront at 711 Francisco Blvd E), Sacramento — MORE than the 4 stores mentioned at FIBO 2022; delivery/install across 9+ Bay Area counties (Alameda, Contra Costa, Marin, Santa Clara, San Mateo, Sonoma, SF, Napa, Solano) + e-commerce
Segments: premium home/residential fitness, light commercial, retail walk-in + e-commerce
Brand portfolio
Life Fitness, Keiser, FreeMotion, Hoist, Landice, StairMaster, Vision Fitness, Octane Fitness, WaterRower (CityRow Max, Club, Oak, Heritage, Xeno Muller editions), NOHRD (via WATERROWER|NOHRD), TRX Suspension Trainers, Inspire Fitness, Spirit Fitness, LifeSpan, Warrior (stall bars)
Alex Krichevsky — Owner ✓ confirmed in role
Alex Krichevsky confirmed as Owner of 360 Fitness Superstore (RocketReach/business records; based San Francisco/San Rafael CA).
✉ Hollimack@gmail.com  ☏ 5109131922.0
Booth notes: interested in retail in California 4 offline store and website
What changed / current projects
2025-2026 Store network now 7 locations (was '4 offline stores' when Alex visited FIBO 2022) — added Cupertino, Sacramento, second San Rafael storefront ('Top Fitness') [src]
2026 Added Warrior Swedish Stall Bars/Ladder to range as flagged 'NEW ITEM' — first stall-bars SKU spotted in their catalog [src]
Between the lines
INFERENCE They run a dedicated WaterRower collection on their store — i.e., they already sell the premium-wood category in which NOHRD (WaterRower's sister brand) sells its WallBars in the US. They understand the wooden-equipment customer; BenchK is the same aesthetic with distributor-friendly margin.
FACT Beyond home retail, the site now runs dedicated B2B pages: 'Bay Area Corporate & Business Fitness Gym Equipment Solutions', 'Commercial Clients', and 'Bay Area Hotel and Resort Fitness Gym Equipment Solutions' — they are actively courting corporate offices, hotels and resorts, which are space-constrained BenchK segments.
INFERENCE Family-owned since 1981, 40+ years, positioning as 'Bay Area's #1' — pride and longevity matter; owner is the buyer, so a direct, respectful owner-to-owner note referencing the FIBO 2022 meeting beats a corporate sequence.
Why interesting for BenchK
The single most actionable retail lead in this batch: owner-level warm contact (FIBO 2022, expressed interest in stocking BenchK), has since GROWN from 4 to 7 California showrooms, carries WaterRower/NOHRD (proving the premium wood wall-mounted category sells for them), and has just started testing stall bars with a $499 Warrior unit — validating demand at the exact moment BenchK can offer the premium, wall-mounted, better-margin version. E-commerce + install capability included.
Email hook: Alex, we talked at FIBO 2022 in Cologne about putting BenchK into your four California showrooms and the website — my earlier email clearly caught you at a bad time, so one more try with sharper numbers: you already sell WaterRower to design-conscious Bay Area homes, and our solid-wood wall bars are the wall-mounted companion sale in that exact aesthetic, at retail margins NOHRD won't give you.
Talking points
  • His priority: keeping premium showroom traffic converting — BenchK gives a striking wall display that costs zero floor space in the showroom itself and upsells alongside WaterRower/Inspire purchases.
  • BenchK mapping: his new corporate-office and hotel/resort B2B pages are precisely where wall bars win (tight amenity rooms); offer him Bay Area exclusivity as the premium wall-mounted line for those projects.
  • Likely objection: 'Niche product, will it turn?' — Answer: it's a display piece that sells the store's design credibility even before it sells itself; start with one wall per showroom + website listing, no inventory depth required (ship-from-EU or small stock), and point to NOHRD WallBars' US retail price as the margin umbrella.
Active multi-store premium retailer, owner-level contact confirmed, carries competitor-adjacent WaterRower = proven category demand; regional (not national) reach keeps it A not S.
Sources: [1] [2] [3] [4] [5] [6] [7] [8] [9] [10] [11] [12]
A
Blue Sky Fitness Supply USA
● active https://www.blueskyfitsupply.com
Found: IHRSA 2024 (Los Angeles) — visited our booth: Ryan Walker (CEO and Owner)
Colorado-based online fitness equipment supplier selling strength (racks, cages, platforms, plate-loaded), cardio, recovery and flooring to commercial gyms, school weight rooms, rec centers, apartment fitness centers and homes, shipping across the lower 48.
NO wall bars in catalog — GAP Live fetch of Shopify search /search?q=stall+bars (HTTP 200, positive browse): 20 loosely-matched results — wall-mounted pull-up bars, barbell racks, power racks, platforms, benches, sissy/belt squat — zero stall bars, wall bars or Swedish ladders. site:blueskyfitsupply.com and open-web company searches: no hits either. Category gap re-confirmed (result count differs from prior audit's 11, same conclusion). [QA methods: WebFetch shop search endpoint (HTTP 200), WebSearch site:blueskyfitsupply.com synonyms, WebSearch open web company + stall bars] →
Owner & key people
Owner: Founder-owned: Ryan Walker, Founder/CEO/Owner (sole person on org chart; matches booth visitor). [src]
Ryan Walker — Founder & CEO/Owner (booth visitor IHRSA 2024 — still in place, he IS the company) in
Size & segments
Revenue: unknown — no public figures or credible estimates found; micro-business (1-10 employees per TheOrg). · Staff: 1-10 (TheOrg estimate, unverified); org chart lists only the founder. · Locations: Denver, CO (1312 17th St, Unit 2662, Denver, CO 80202 — mailing address, no showroom found). E-commerce (Shopify) with delivery + installation across the lower 48 states.
Segments: commercial gyms, school weight rooms, apartment/multifamily fitness centers, corporate wellness, physical therapy clinics, hotels & recreation centers, home gyms
Brand portfolio
Spirit Fitness, Legend Fitness, Ancore, PowerBlock, Renegade Health and Fitness, Hyperice (Hypervolt/Normatec/Venom/Vyper), Dynamic Cold Therapy, Dynamic Saunas, Golden Designs, Maxxus Saunas, Energy Lounger, Lifesmart, Airex, CanDo, Perform Better, RumbleRoller, Yoga Strong, Lock-Jaw, LifeTrend, ReGen Total Wellness, ECORE Athletic
Ryan Walker — Founder ~ likely in role
Ryan Walker listed as Founder of Blue Sky Fitness Supply on TheOrg; matches lead's CEO/Owner. No evidence of change.
✉ ryan@blueskyfitsupply.com  ☏ 7205153585.0
Booth notes: After meeting, he recive all information, pricelist, catalogues, media etc.
Between the lines
INFERENCE His whole brand thesis is friction-free procurement. A supplier that hands him ready product data, images, US-ready pricing and dropship/small-opening-stock terms fits his model perfectly; a supplier requiring container orders and dealer paperwork does not. Pitch BenchK as 'plug-in catalog category', not 'distribution agreement'.
INFERENCE Two of his five named target segments — apartment fitness centers and school weight rooms — are exactly the space-constrained niches wall bars win in, and his catalog has zero wall-mounted training products today (racks/platforms/cardio/recovery only). Clean category gap with no competitor conflict (no NOHrD/Rogue wall product carried).
INFERENCE He already has BenchK's full pricelist, catalogs and media from IHRSA 2024 and went silent — the blocker was likely follow-up momentum, not interest. Re-open with a concrete, low-commitment mechanic (dropship or 3-5 unit opening order plus ready web content), not another PDF drop.
Why interesting for BenchK
Founder-led multi-brand e-commerce distributor whose stated target segments (apartment fitness centers, school weight rooms, PT clinics, hotels) are exactly BenchK's space-constrained sweet spots — and he already carries Ancore (BenchK ecosystem partner) and Airex, so the catalog-fit is proven. No wall-bar category at all (verified gap). Ryan took BenchK's full pricelist/catalog/media pack at IHRSA 2024; the buyer is the owner, so one email reaches the decision maker.
Email hook: Ryan — we met at IHRSA 2024 in LA and you left the BenchK stand with our full pricelist and media pack; re-reading your site's promise of one-click buying for apartment fitness centers and school weight rooms, wall bars are the one space-saving category still missing next to your racks and platforms — we can make it live on your store this month, dropship or small opening stock, content package included.
Talking points
  • His current priority: keep a lean, founder-run e-commerce store growing by adding premium categories that sell without adding operational friction — especially for his named apartment-fitness-center and school-weight-room buyers.
  • How BenchK maps: a new wall-mounted category with zero overlap with his current 25+ brands; BenchK supplies product data, imagery and US-ready pricing so listing is a copy-paste job, and dropship/low-MOQ terms match his 1-10-person operation — he already holds the full pricelist from IHRSA 2024, so the proposal is one email away from live.
  • Likely objection: 'Wall bars are a niche — will they move?' Answer: for his two named segments they're not niche, they're the space answer (apartment gyms and school weight rooms buy on sq-ft economics); start dropship-only so inventory risk is zero and let the category prove itself.
Segment-perfect small e-comm distributor (apartments, schools) with catalog gap, direct owner contact, and full BenchK materials already in hand.
Sources: [1] [2] [3] [4] [5] [6]
A
Boom USA
● active https://www.boomteam.com/
Found: IHRSA 2023 (San Diego) — visited our booth: Annealise Bonistalli (Founder & CEO)
Luxury fitness/wellness operator: personalized movement, recovery and nutrition coaching for VIP clients, plus an affiliate model where the BOOM team runs on-site fitness services inside luxury residential buildings' amenity spaces. Founder previously (FLX Wellness, 2016-2020) designed and managed luxury fitness facilities in Boston's most exclusive residential communities.
NO wall bars in catalog — GAP Positively fetched boomteam.com: services business (coaching across Mindset/Movement/Nutrition/Recovery, facility design for luxury residential) — site has no shop, no product catalog, no equipment pages at all, so wall bars category is absent by construction. site:boomteam.com searches for equipment/shop/stall bars return zero pages. Original assessment stands: route to BenchK is their Facility Design service / Equipment Partner program, not resale. [QA methods: WebFetch site (positive browse), WebSearch site: operator, WebSearch company profile] →
Owner & key people
Owner: Founder-owned: AnneAlise Bonistalli, Founder/CEO/Movement Coach (founded 2021 after 11 years in fitness; previously founded a.b. fit in 2010 — in-home training for MLB/NFL/PGA/NHL/NBA athletes and executives). [src]
AnneAlise Bonistalli — CEO + Founder + Movement Coach (the booth visitor, IHRSA 2023 — confirmed current) in
Brianna Musco — Team Education & Development — Movement + Recovery Coach
Size & segments
Revenue: unknown (private boutique; no sourced figures found — do not estimate) · Staff: ~9 coaches listed on team page (CEO + 5 movement/recovery coaches + 2 nutrition coaches + 1 education lead) · Locations: In-person services in Boston, MA and Scottsdale, AZ; concierge/virtual elsewhere (client homes, workplaces, private clubs)
Segments: luxury residential buildings (amenity-space fitness operations via Affiliates program), VIP private clients (in-home), corporate workplace wellness, concierge medicine partnerships
Brand portfolio
none carried — services company. Affiliates page explicitly invites 'Equipment Partners' whose products BOOM coaches demo as brand ambassadors and integrate into client programs, with 'premiere pricing when available'
Annealise Bonistalli — Founder & CEO, BOOM Team ✓ confirmed in role
AnneAlise Bonistalli confirmed as current Founder & CEO via LinkedIn and boomteam.com/team.
✉ annealise@boomteam.com  ☏ +1 617 775 5779
Booth notes: Luxury Studios
Outcome then: TBD
What changed / current projects
2024-2025 Expanded in-person operations beyond Boston to Scottsdale, AZ (second metro, added after the 2023 IHRSA meeting) [src]
current Formalized 5-track affiliate program: luxury residential buildings, facility design (2D/3D), equipment partners (brand-ambassador model), concierge medicine, corporate workplace [src]
Interviews & public quotes
2023-05-18 · MDG Boston panel 'Longevity, Technology, and the Future of Medicine' (co-hosted with Hamilton Brook Smith Reynolds / MassMEDIC) AnneAlise Bonistalli: Panelist alongside three physicians (Dr. Mark Pettus, Dr. Maria Sirois, Dr. Mark Liponis of Canyon Ranch fame). Her published bio: began clinical physical therapy in 2008, started a personal-training company in 2010, founded FLX Wellness (2016-2020) designing fitness facilities for luxury residential properties, founded BOOM 2021; 'A passion for movement and health drives the core of her business vision and professional relationships.' [src]
Between the lines
FACT Her own affiliate page lists 'equipment vendors' as a sought partner category — BenchK doesn't need to invent the relationship; her business model already has a slot for it.
FACT The 2023 note said 'affiliate is the big opportunity' — three years on, the affiliate program is live and BOOM expanded to a second metro (Scottsdale): the thing discussed at the booth actually happened, which is itself the perfect re-opener.
INFERENCE Clinical-PT roots (2008) + sharing a stage with longevity physicians = BOOM is positioning in the longevity/healthspan wave; wall bars as mobility/longevity infrastructure for residents (not 'gym equipment') is the framing that matches her narrative.
INFERENCE As a boutique operator inside other people's amenity spaces, she doesn't own the rooms she programs — equipment that mounts on a wall and needs zero floor space removes her single biggest constraint when pitching building managers.
Why interesting for BenchK
BOOM now has exactly the structure that was only a plan at IHRSA 2023: an affiliate machine that designs and operates luxury residential amenity gyms in two metros, plus an explicit 'Equipment Partners' track — a ready-made contract vehicle for BenchK to become their wall-mounted strength standard. Warm founder-level contact; each affiliate building is a multi-unit design-led spec where the wood BenchK aesthetic fits the luxury-residential brief.
Email hook: AnneAlise — when we met at the BenchK booth at IHRSA 2023 in San Diego, BOOM was a year old and you said the affiliate model was the big bet; seeing it live now with luxury-residential and even 'equipment vendor' affiliate tracks — plus the Scottsdale expansion — I'd love to explore BenchK as the wall-mounted, design-grade mobility wall for your buildings' amenity spaces.
Talking points
  • Her current priority: scaling the affiliate model — winning more luxury residential buildings in Boston and Scottsdale, where the amenity gym is her storefront.
  • BenchK mapping: solid-wood wall bars give her a signature, zero-footprint 'movement wall' she can spec into every affiliate building (differentiator vs. generic amenity gyms; PT-credible for longevity/mobility programming she sells to residents); formal fit exists via her own equipment-vendor affiliate track.
  • Likely objection: 'We don't buy equipment — buildings do.' Answer: exactly; BenchK wants her as specifier/affiliate, not buyer — referral or co-spec margin per building, BenchK handles supply and install, she keeps the resident-facing programming story.
Warm founder contact who specs/operates luxury residential gyms in two metros — perfect design-led, space-constrained niche for BenchK, though deal sizes are per-building.
Sources: [1] [2] [3] [4] [5] [6]
A
Brick Bodies USA · Maryland
● active https://www.brickbodies.com/
Found: Beyond Activ 2025 — visited our booth: Lynne Brick (President/Owner)
Operates Brick Bodies health clubs in the Baltimore, MD area (3 locations). The Bricks also own Ohana Growth Partners, a major Planet Fitness franchisee operating clubs across Maryland, DC, Tennessee, Washington, California, Florida and Australia.
NO wall bars in catalog — GAP Positively verified 2026-08-03: live fetch of brickbodies.com succeeded — confirmed club operator (3 Baltimore-area clubs: Padonia, Reisterstown, Rotunda) with only a member-merchandise store, no equipment catalog; no mention of wall bars/stall bars anywhere on site. 'No' here means 'no retail wall-bars offering' — correct framing remains installs-in-clubs opportunity, not resale. [QA methods: WebFetch homepage/site (fetch succeeded), open WebSearch company + leadership] →
Owner & key people
Owner: Family-owned: co-founders C. Victor Brick and Lynne Brick own Brick Bodies Fitness Services Inc. (Baltimore) and, via Ohana Growth Partners (plus Bravo Fit Holdings for Australia), a major Planet Fitness franchise portfolio. Daughter Vicki Brick was CEO 2015 until her passing in April 2025. [src]
Lynne Brick — President/Co-owner, Brick Bodies; President, Ohana Growth Partners — the booth visitor (Beyond Activ 2025); confirmed current, 2025 Health & Fitness Association award winner
C. Victor Brick — Co-owner/CEO, Ohana Growth Partners — also present at the booth conversation; active 2025 speaker (Smart Business Dealmakers, Beyond Activ)
Size & segments
Revenue: Not public (private family company). Scale proxy: Ohana Growth Partners operated 84 Planet Fitness clubs with 5-6 more planned as of Aug 2025 (Franchise Times); other profiles cite ~100 clubs US + Australia. · Staff: unknown (not published) · Locations: 3 Brick Bodies clubs (Timonium, Reisterstown, The Rotunda/Hampden, MD) with a 4th/5th full-service club in preparation; Ohana PF clubs across MD, DC, TN, FL, WA, CA + 20+ units in Australia via Bravo Fit
Segments: commercial health clubs (own), franchise fitness (Planet Fitness), group training / wellness
Lynne Brick — President/Co-owner, Brick Bodies Fitness Services Inc.; President of Ohana Growth Partners ✓ confirmed in role
Lynne Brick confirmed still owner/president in 2025-2026 sources; recently won a Health & Fitness Association award; listed as a Beyond Activ speaker. Victor Brick (co-owner) was also in the booth conversation.
✉ lynne.brick@brickbodies.com  ☏ main. 410-252-8058 ext204 cell. 410-350-5355
Booth notes: We talked with her and Victor-maybe they might agree to send samples
What changed / current projects
2025-04 CEO Vicki Brick (daughter) passed away after ovarian cancer — leadership back with Victor & Lynne; handle outreach with sensitivity [src]
2025-08 Ohana Growth Partners at 84 Planet Fitness clubs, adding 5-6 more (Franchise Times multi-unit franchisee feature) [src]
2025-2026 Brick Bodies modernization agenda: preparing an additional large full-service club (multiple pools, group/small-group training rooms) and further expansion [src]
2025/2026 Lynne Brick won Health & Fitness Association award; both Bricks active on 2025-26 industry speaking circuit (Beyond Activ, Dealmakers) [src]
Interviews & public quotes
2024-11-10 · Welum (Women Who Inspire interview) Lynne Brick: Quotes: 'You cannot achieve cooperation without proper communication'; 'Surround yourself with A team players who do not always think like you. It takes a team to launch and grow a dream'; 'Physical health and mental health/well-being are interconnected.' She also said she intends to sell most of Ohana Growth Partners (the Planet Fitness franchise business) to spend more time with family and expand the Mental Wellbeing Association's certification programs to educators, first responders and corporate wellness professionals. [src]
2024-07-17 · PF Independent Franchisee Council (award announcement) Lynne Brick: Won the Health & Fitness Association's 2024 Julie Main Award for Women in Leadership (Woman Leader of the Year), presented at the 2024 HFA Convention; said she was 'honored to receive the Health & Fitness Association's Woman Leader of the Year Award in honor of Julie Main'. NOTE: batch data had this dated 2025/2026 - verified as July 2024. [src]
Between the lines
INFERENCE Portfolio simplification is underway: she stated (Nov 2024) the intent to sell most of Ohana Growth Partners and refocus on family, mental-wellbeing certification, and by extension the legacy Brick Bodies clubs. The 3 Baltimore clubs are the personal-brand asset they keep closest - a sample placement there lands in the business they care most about, and a small tasteful pilot fits a family in consolidation mode better than a big program.
INFERENCE Her through-line is mind-body integration ('Mental well-being supports the body, and the body supports mental well-being') and habit-building in 5-10 minute daily doses. Wall bars as accessible stretching/mobility/posture stations map directly onto that philosophy - pitch wellness and movement quality, not hardcore strength.
FACT Network-effect value is exceptional: 2024 HFA Woman Leader of the Year, Beyond Activ speaker, IHRSA board alum, one of the largest PF franchisee groups (80+ US clubs, 24 in Australia). One Brick Bodies showcase = visibility across HFA, Beyond Activ and the Planet Fitness franchisee community.
INFERENCE SENSITIVITY: CEO Vicki Brick (daughter) passed away April 2025. Do NOT reference in outreach. Keep tone warm, unhurried, low-pressure; avoid 'exciting news/urgency' framing; do not push on Brick Bodies leadership/CEO topics. Route the conversation to the samples idea they themselves raised at the booth.
Why interesting for BenchK
Warm personal contact with BOTH owners, who already discussed receiving samples at Beyond Activ 2025. Their new full-service club build-out and group-training focus is a natural spot for wall-bar installs, and the Bricks' reach (HFA, Planet Fitness franchisee community, Australia) makes them a US lighthouse/influencer account far beyond 3 clubs.
Email hook: Lynne - thank you again for the conversation you and Victor had with us at Beyond Activ in New York in September; you mentioned you might be open to trying BenchK samples, and we'd love to make that easy - one or two wall bars for the Timonium club as a quiet member-facing trial. Watching your Woman Leader of the Year recognition and your work on mind-body wellbeing, we think the stretch-mobility-posture side of wall bars is exactly the kind of 5-minutes-a-day movement you champion.
Talking points
  • Her priority: mind-body wellbeing and simplification - she's winding down the big franchise portfolio (stated intent to sell most of Ohana) while championing mental-wellness programming; BenchK fits as a low-footprint wellness/mobility station for the 3 legacy Brick Bodies clubs, not a big procurement program.
  • Concrete next step already pre-agreed at the booth: samples. Propose shipping 1-2 units for Timonium, BenchK handles install; frame as zero-obligation trial with member feedback after 60 days (mirrors her own '60 days to build a habit' language).
  • Likely objection: 'Not the right time / too much going on.' Answer: fully respect that - offer to handle everything (shipping, certified installation, programming card for the group-ex team) with no deadline; the trial waits for whenever the team is ready. Keep all follow-ups gentle and infrequent.
Warm personal contact with both owners, sample interest on record, big industry influence — end-user operator rather than distributor keeps it just below S.
Sources: [1] [2] [3] [4] [5] [6] [7] [8] [9] [10]
A
Fitotrain Fitness USA
● active https://fitotrain.com/
★ EXISTING BENCHK RESELLER: fitotrain.com lists BenchK on its brand wall alongside NOHRD/WaterRower — already a brand partner; activate with dealer pricing + 3D design assets.
Found: IHRSA 2023 (San Diego) — visited our booth: Christian Ilic (Founder - Managing Director)
Turnkey luxury fitness/wellness/recovery space design-and-supply firm: 3D design, equipment sourcing from 25+ OEMs, delivery and installation for high-end residential (celebrities), hospitality and commercial projects.
HAS wall bars / stall bars BenchK (listed brand partner), alongside NOHRD and WaterRower — Re-verified live: fitotrain.com homepage brand wall lists BenchK as a partner brand, alongside NOHRD, WaterRower, Matrix, Life Fitness, PENT and 20+ others. It is a distributor/consultation site (no priced product pages), so 'yes' = BenchK is already in their spec/reseller portfolio, exactly as first pass stated. [QA methods: homepage_fetch (fitotrain.com), site_search (site:fitotrain.com — thin index, superseded by direct fetch)] →
carries competitors: NOHRD, WaterRower
Owner & key people
Owner: Founder-owned: Christian Ilic, Founder & Managing Director (MBA, Vanderbilt Owen 2019-2021). Founded 2022, Nashville TN (40 Burton Hills Blvd, Suite 200, Nashville TN 37215). No outside investors documented. [src]
Christian Ilic (booth visitor, IHRSA 2023) — Founder - Managing Director (confirmed current; he IS the owner and buyer) in
Size & segments
Revenue: Unknown — small boutique firm, no published figures or estimates found. · Staff: Small boutique team (founder-led); exact count unpublished · Locations: Nashville, TN (single office); serves projects nationally
Segments: luxury residential (incl. celebrities), hospitality/hotels, commercial, industrial, fitness equipment rental
Brand portfolio
BenchK (LISTED AS BRAND PARTNER ON THEIR SITE), NOHRD, WaterRower, Matrix Fitness, Life Fitness, Hammer Strength, PENT Fitness, ZIVA, Echelon, BodyKore, Inflight Fitness, Gym80, SHUA Fitness, PowerBlock, Power Systems, FitBench, Major Fitness, Ecore flooring, ColdLife, Kiefer Mondo, Paris Mirrors
Christian Ilic — Founder - Managing Director ✓ confirmed in role
Christian Ilic still listed as Founder/Managing Director on LinkedIn and fitotrain.com; he is the owner, so decision access is direct.
✉ cilic@fitotrain.com  ☏ +1 615 495 7690
Booth notes: Residential projects. Celebrities etc. Small but reliable
Outcome then: TBD
What changed / current projects
2024-2026 (site, current) Broadened from pure luxury residential into hospitality, commercial, industrial segments and launched a fitness equipment RENTAL service; brand wall grew to 25+ OEMs incl. PENT, Gym80, ColdLife (cold plunge/recovery) — signals move into recovery/wellness suites. [src]
Between the lines
INFERENCE A 'Fitness Rental' line for a boutique design-install firm signals cashflow diversification and a route into hotels/offices that won't buy outright — BenchK could offer rental-friendly terms or demo units for his rental fleet (wall bars install/uninstall cleanly, good rental economics).
INFERENCE Downtown Nashville has a 6,000+ hotel-key construction pipeline (Sept 2025 report) — Christian's home market is in a hotel-building boom exactly as he adds hospitality/commercial pages; hotel gyms are sqm-constrained, which is the BenchK pitch.
FACT He already specs NOHRD/WaterRower (premium wall-mounted/space-saving) across 25+ OEM relationships — no education needed on the category; conversation is purely dealer terms and design assets for his 3D renders.
Why interesting for BenchK
The relationship already converted: Fitotrain publicly lists BenchK as a brand partner (the 2023 'Chris has everything he needs' thread worked). He specs BenchK side-by-side with NOHRD/WaterRower into celebrity homes and hotels where design and footprint decide the sale. Next step is not re-introduction but activation: fresh dealer pricing, 3D/Revit design assets for his renders, and co-selling into his new hospitality and rental verticals.
Email hook: Chris — when we met at IHRSA in San Diego you said Fitotrain would take time; four years on you've gone from celebrity home gyms to commercial, industrial and even a fitness-rental line, right as downtown Nashville adds a 6,000+ hotel-key pipeline. With hotel gyms where every square meter is contested, want updated BenchK dealer pricing plus 3D assets so wall bars can sit alongside the NOHRD units you already spec?
Talking points
  • His current priority: converting the hospitality/commercial expansion (and new rental model) into recurring project flow beyond one-off celebrity builds.
  • BenchK mapping: premium wall bars fit his luxury-design DNA, cost zero floor space in hotel/condo gyms, and suit the rental fleet (clean install/removal); provide 3D/CAD assets for his renders and dealer pricing refresh.
  • Likely objection: 'Small firm, low volume — why prioritize me?' Answer: we already know each other since IHRSA 2023 and you had everything from our side; boutique design-install firms are exactly how BenchK gets specified into US luxury projects — no volume commitments, project-based dealer terms.
Competitor-brand carrier (NOHRD/WaterRower) in luxury residential/hospitality design-install — near-perfect ICP match; small deal sizes keep it from S.
Sources: [1] [2] [3] [4] [5] [6] [7] [8]
A
Huntsville Fitness Equipment USA
● active https://www.fitnesszone.com/
Found: IHRSA 2023 (San Diego) — visited our booth: Greg Weber (Store Operator)
FitnessZone is a national online supplier of premium commercial and residential fitness equipment, backed by two Alabama retail/service stores. Sells cardio, strength and accessories to home and commercial buyers, with delivery/installation.
NO wall bars in catalog — GAP Positive absence evidence: on-site search https://www.fitnesszone.com/?s=stall+bars fetched successfully — zero matching products; catalog divisions confirmed as cardio (treadmills, cycles, ellipticals) and strength (home gyms, racks, functional trainers) plus kids/senior/commercial, with no wall-bar/stall-bar/Swedish-ladder category. site: and general searches return no fitnesszone.com stall-bar pages. Clean category gap confirmed, not a blocked-fetch inference. (Note: /search?q= returned 404 — site is not Shopify; the ?s= endpoint works.) [QA methods: WebFetch /?s=stall+bars (succeeded, no results, categories enumerated), WebFetch /search?q=stall+bars (404, wrong platform endpoint), site:fitnesszone.com WebSearch, general WebSearch] →
carries competitors: WaterRower
Owner & key people
Owner: Owner-operated: Greg Weber, Owner of Huntsville Fitness Equipment and fitnesszone.com (in the fitness industry since 1980; founded FitnessZone 1996). Kyle Bynum listed as Partner in the business. [src]
Greg Weber (booth visitor) — Owner, Huntsville Fitness Equipment and fitnesszone.com — confirmed current on LinkedIn; owner IS the buyer in
Kyle Bynum — Partner
Size & segments
Revenue: Not public. Tracxn (May 2026) lists FitnessZone employee count at 49 — third-party estimate, likely generous for a 2-store + e-commerce operation. · Staff: 49 per Tracxn as of 2026-05-31 (third-party estimate, unverified); realistically owner-operated with two stores · Locations: Huntsville AL store (since 2004), Alabaster/Birmingham AL store at 2509 CR-87 Alabaster AL 35007 (since 2005), national e-commerce fitnesszone.com (est. 1996), free shipping to 48 states
Segments: residential/home fitness (national e-commerce), commercial gyms, apartments/multi-family, corporate facilities
Brand portfolio
Life Fitness, Star Trac, Precor, Matrix, Spirit, Horizon, Keiser, Schwinn, Body Solid, Powertec, Hoist, TKO, FreeMotion, SportsArt, Hammer Strength, Nautilus, Inspire Fitness, WaterRower, Vision Fitness, Major Fitness, 40+ brands per site
Greg Weber — Owner, Huntsville Fitness Equipment and fitnesszone.com ✓ confirmed in role
Greg Weber confirmed on LinkedIn as Owner of Huntsville Fitness Equipment and fitnesszone.com; in the fitness industry since 1980. Owner IS the buyer.
✉ gregweber@fitnesszone.com  ☏ +1 256 883 2115 +1 256 508 5941
Booth notes: Paul talked to them on the BenchK stand during IHRSA
Outcome then: TBD
What changed / current projects
2026-07 Site actively trading — running 'July Summer Sale 2026' with 2026 copyright; turnkey delivery, professional installation and service programs for apartments, gyms, corporate facilities advertised. [src]
last 24 months No expansion/acquisition news found (searched); stable 2-store + national e-commerce model. [src]
Between the lines
INFERENCE Greg carries 18+ brands including WaterRower — he already retails the premium wood/wall-adjacent space-saving category — but stocks zero wall bars. For a catalog-breadth e-commerce operator, a missing category is lost long-tail revenue; BenchK fills it with no floor-space cost in his two Alabama showrooms.
INFERENCE His model is national e-commerce backed by physical stores with delivery/installation — exactly the dealer profile that can sell BenchK to both home buyers and light-commercial (clubhouse/condo gym) accounts without a distribution agreement; a simple dealer package is the right ask, not an exclusivity negotiation.
INFERENCE History note from lead data: BenchK first tried to contact this company in 2021 and only got owner access via the IHRSA 2023 booth talk with Paul. Greg is a 45-year industry veteran (since 1980) — approach as peer-to-peer trade talk, not marketing-speak; veterans respond to margin, freight and warranty specifics.
Why interesting for BenchK
National e-commerce (48-state free shipping) plus WaterRower on the floor means they already sell premium wood/space-saving equipment to exactly BenchK's audience — but carry zero wall bars. Greg Weber is the owner AND the person who talked to Paul at the BenchK booth (after BenchK had chased this account since 2021), so one email reaches the decision maker directly.
Email hook: Greg — you talked with Paul at the BenchK stand at IHRSA in San Diego, and I owed you a proper follow-up; with fitnesszone.com hitting 30 years this year and WaterRower already on your shelves, BenchK wall bars are the same premium space-saving story for a wall you're not monetizing yet — in your two showrooms they'd take zero floor space to display.
Talking points
  • His current priority: running a lean, brand-broad national e-commerce business (49 staff, 18+ brands, active 2026 promotions) where every added SKU must earn margin without adding operational drag.
  • BenchK mapping: WaterRower proves his customers buy premium wood/space-saving equipment; wall bars extend that exact story, ship parcel/LTL like his other lines, and give his Huntsville/Birmingham install crews an easy add-on job (wall mounting).
  • Likely objection: 'Wall bars won't move volume in Alabama.' Answer: his revenue is national e-commerce, not local foot traffic — BenchK brings US search demand for 'wall bars/stall bars' with almost no established retail competition, plus light-commercial (clubhouse, condo, PT studio) tickets his commercial arm already serves.
Competitor-brand carrier (WaterRower) + national e-commerce + direct owner access + warm in-person booth conversation at IHRSA 2023; was already rated High priority internally.
Sources: [1] [2] [3] [4] [5] [6]
A
MDmaxx USA
● active https://mdmaxx.com/
★ EXISTING BENCHK RESELLER: Already sells BenchK 731W & 232B on mdmaxx.com — existing reseller; grow the account.
Found: MEDICA 2022 (Düsseldorf) — visited our booth: Dave Schwartz Simon Hoffman
US online medical equipment and supplies retailer (B2B + B2C, Brooklyn NY): durable medical equipment, physical therapy/rehab equipment, treatment furniture, mobility products.
HAS wall bars / stall bars BenchK — not captured in snippets (multiple SKUs; GPO pricing for medical/PT facilities) — Confirmed live and deep: site:mdmaxx.com search returns dedicated BenchK brand page plus at least 7 indexed product URLs (112 stall bars with desk, 731W PT/rehab wall bars, 733W luxury, 231B, 232B, 233B). Existing 'yes' verdict fully corroborated — MDmaxx is an active BenchK reseller. [QA methods: WebSearch site:mdmaxx.com benchk stall bars (7+ product URLs on their domain)] →
Owner & key people
Owner: Privately held; co-founded and owned by Dave Schwartz (Founder & President/CEO, ex-VP at 4MD Medical) and Simon Hoffman (Co-Founder). Brooklyn, NY (MDMAXX LLC, NPI-registered DME supplier). [src]
Dave Schwartz — Co-Founder & CEO / President in
Simon Hoffman — Co-Founder in
Size & segments
Revenue: Not published; no reliable estimate found · Staff: 11-50 (Crunchbase bracket) · Locations: Brooklyn, NY (online-first retailer; B2B + B2C)
Segments: medical/rehab clinics & PT practices (B2B, incl. GPO contract pricing for medical and physical-therapy facilities), durable medical equipment (DME) buyers, B2C home medical/rehab, hospitals & institutions
Brand portfolio
BenchK, Bailey, Clinton Industries, Hausmann, TheraBand
Dave Schwartz Simon Hoffman — Dave Schwartz — Co-Founder & CEO; Simon Hoffman — Co-Founder ~ likely in role
Both co-founders confirmed via Crunchbase/LinkedIn as MDMaxx co-founders (Dave Schwartz ex-4MD Medical VP). No evidence either has left.
✉ dave@mdmaxx.com simon@mdmaxx.com  ☏ 8667509951 ext-2025 8667509951
Booth notes: USA online shop, B2B and B2C sales. We gave them present. Need to send wholesale pricelist
What changed / current projects
2026 (current) BenchK range expanded well beyond the two SKUs found in first-pass check — now a full brand page with ~9+ SKUs incl. accessories bundles and bench [src]
current Offers GPO (Group Purchasing Organization) contract pricing for medical and physical-therapy facilities — an institutional channel BenchK can ride [src]
Between the lines
INFERENCE They already sell BenchK (2 SKUs live) but the promised wholesale pricelist was never delivered per the 2022 lead notes — most likely they source via a US intermediary at worse margin. Going direct is a margin upgrade for them and channel control for BenchK.
INFERENCE 6-person bootstrapped company = zero bureaucracy; a decision to expand from 2 SKUs to the full PT/rehab line is one email-and-call away with Dave. Speed of response matters more than formality.
INFERENCE NPI-registered DME supplier selling Hausmann/Clinton/Bailey/TheraBand = genuine clinical PT channel, not a gadget shop. BenchK's 7xx rehab series (with accessories) belongs in that assortment, and they've already proven the category sells for them by keeping the 731W listed.
INFERENCE Dave's background (4MD Medical, B&H) is pure e-commerce merchandising — pitch in operator terms: margin per SKU, MAP policy, drop-ship vs. stocking terms, content/assets provided.
Why interesting for BenchK
Already a working US BenchK reseller with a deep catalog (9+ SKUs) in exactly the right category (PT/rehab, alongside Hausmann/Clinton/Bailey/TheraBand) and a GPO institutional channel into clinics. The promised wholesale pricelist from MEDICA 2022 was never formalized — confirm their sourcing channel (direct vs. via distributor), lock in direct wholesale terms, and push the rehab line through their B2B/GPO accounts.
Email hook: We met at MEDICA in Düsseldorf back in 2022 — you left with a small gift from us and I left owing you a wholesale pricelist. I noticed you now have our 731W and 232B wall bars live on mdmaxx.com, so let me finally make good on that promise: direct wholesale terms on the full physical-therapy line, which should beat whatever margin you're getting on those two SKUs today.
Talking points
  • Their priority: margin and assortment depth in the PT/rehab category (they already merchandise Hausmann, Clinton, Bailey, TheraBand — and two BenchK SKUs).
  • BenchK mapping: direct wholesale supply replaces intermediary margin; expand from 2 SKUs to the full rehab line (7-series + accessories) with product content, images and MAP support provided; possible drop-ship arrangement suited to a 6-person team.
  • Likely objection: 'current sourcing works, why change?' Answer: direct terms = better margin on identical products, first access to new SKUs, and priority stock; ask one diagnostic question — where do they source today and what's their landed cost — then beat it.
Existing BenchK reseller (flag as partner, not prospect) — active site, right rehab category; priority is expanding SKU coverage and confirming direct wholesale supply, not cold prospecting.
Sources: [1] [2] [3] [4] [5] [6] [7] [8] [9] [10] [11]
A
Reimagine Resources USA · Fenton, Missouri
● active https://www.reimagineresources.co/
★ EXISTING BENCHK RESELLER: Their site has a dedicated Shop BenchK storefront (/shop-benchk, BenchK 200 $635 + holders) — active reseller; formalize terms and grow.
Found: IHRSA 2024 (Los Angeles) — visited our booth: Juliana Scheidhauer (Founder & CEO)
Tech-enabled, end-to-end commercial fitness solutions platform: gym design, equipment sourcing (new and re-commerce/used), installation, maintenance and equipment recycling for commercial gyms, multifamily residences, schools and high-end homes.
HAS wall bars / stall bars BenchK — BenchK 200 $635.00; BenchK WH1+S4 Wall Holders $259.00 — Confirmed live BenchK reseller. Indexed pages on their own domain: /shop-benchk, /benchk-about, /benchk-series-7, product pages /product-page/benchk-200 ($635), /product-page/benchk-233, /product-page/benchk-733, /product-page/benchk-wh1-s4-wall-holders ($259). Existing-partner flag is correct — exclude from prospecting. [QA methods: WebSearch site:reimagineresources.co (product URLs + prices in indexed snippets)] →
Owner & key people
Owner: Juliana Scheidhauer — founder-owned, minority woman-owned business (founded from $500 in March 2020, formalized 2021). [src]
Juliana Scheidhauer — Founder & CEO (booth visitor, IHRSA 2024 — confirmed current; founder IS the buyer) in
Size & segments
Revenue: unknown (no sourced figure; startup scale) · Staff: 2 full-time + 4 part-time (per founder profile) plus interns · Locations: 5,000 sq ft facility in Fenton, MO (St. Louis area); projects delivered in 38 US states and 2 countries.
Segments: commercial gyms, multifamily residential, universities, high-end residential/home gyms, schools
Brand portfolio
BenchK (dedicated 'About BenchK' page + 'Shop BenchK' storefront section), Freemotion Fitness, American Barbell, Power Systems, The Abs Company, Total Gym, York Barbell
Juliana Scheidhauer — Founder & CEO, Reimagine Resources ✓ confirmed in role
Juliana Scheidhauer confirmed as Founder & CEO (ZoomInfo, company site, F6S). Founder IS the buyer.
✉ juliana@reimaginerresources.co  ☏ (636) 600 -0613
Booth notes: After meeting, she have everything, no products on website
What changed / current projects
2023 Pivoted from pre-owned retail to commercial gym equipment and end-to-end service solutions. [src]
2024 Discontinued pre-owned retail entirely; now exclusively commercial services (design, procurement, install, service, recycling). [src]
2024-2026 Footprint grew to 38 US states + 2 international projects; developing an international expansion/export plan (Goldman Sachs 10,000 Small Businesses graduate). [src]
2026 (current) BenchK brand page and 'Shop BenchK' section live on reimagineresources.co — active BenchK reseller relationship. [src]
Interviews & public quotes
2024-05-21 · Fix Your Gym podcast, Episode 17 (host Adam Niffen) Juliana Scheidhauer: On growth philosophy: 'I know what questions to ask now of smarter people and how to get there.' On her #1 scaling pain — workforce, not demand: 'finding a way to provide better jobs with better compensation so that we can retain our people.' Also discussed: women in fitness services, industry certifications/standardization, advocating higher service pricing to fund employee retention. [src]
2023-08-10 · Invisible Ink podcast, Episode 6 — 'Success Reimagined and Reinvented' (Shubha K. Chakravarthy) Juliana Scheidhauer: Her origin story: bootstrapped from her parents' garage during COVID gym closures; values-driven company 'committed to its people and community as well as operating sustainability through recycling and renewing unused equipment'; Marine Corps background; finished college at 18; pursuing Executive Master of International Business at St. Louis University. [src]
2023-2024 (case study) · Lindenwood University, Duree Center for Entrepreneurship case study Juliana Scheidhauer: Documents the pivot from B2C to B2B commercial gym solutions; cites a 172% service demand-supply gap in commercial gym servicing as her market thesis; $300k revenue milestone, 30 states, 20+ dealer partnerships, 7 technicians trained, 2.75+ tons of equipment recycled; Arch Grants ($75k) and UMSL ($50k) competition finalist; Rising Star Award, Asian American Chamber of Commerce 2023. Quote on her mentor: 'Pravina has a great wealth of knowledge and experience...she is engaged, bringing the right amount of support and challenge.' [src]
Between the lines
INFERENCE She is hiring a US West commercial sales rep — new reps need a differentiated line to open doors in new territory. Handing her an exclusive-feeling, EU-made wall-mounted category is sales ammunition for that exact hire.
INFERENCE Her brand identity is sustainability (recycling 2.75+ tons of equipment, 'renewing unused equipment') — BenchK's solid-wood, decades-lifespan, no-motor-no-electronics product is a genuine sustainability story she can retell to her clients, unlike disposable cardio electronics.
INFERENCE Her stated #1 constraint is technician workforce, not demand — wall bars require one-time simple installation and near-zero ongoing service, i.e., revenue that does NOT consume her scarcest resource (tech hours). That's a founder-level economic argument, not a product pitch.
Why interesting for BenchK
CRITICAL FINDING: Reimagine Resources is already selling BenchK — their site carries a dedicated BenchK brand page with a Shop BenchK storefront, alongside Freemotion/American Barbell. The IHRSA 2024 booth meeting evidently converted. The play is no longer prospecting but partner activation: founder-level contact, 38-state install footprint, and per-project sourcing into multifamily/university gyms make her a scalable BenchK install channel across the US.
Email hook: Juliana, since we met at IHRSA 2024 in LA you've pushed Reimagine into 38 states and you're now hiring a US West sales rep — and I remembered your line on Fix Your Gym about scaling being a people problem, not a demand problem. That's exactly why I'm writing: BenchK wall bars are a premium, EU-made line your new rep can lead with that installs once and never eats your technicians' hours.
Talking points
  • Her priority: scaling coverage (US West hire) while protecting scarce technician capacity and funding better pay — position BenchK as high-margin, service-light revenue: one-visit install, solid wood, no electronics to break, no maintenance contracts to staff.
  • BenchK mapping: she specs per-project for multifamily, schools and commercial micro-gyms with no fixed catalog ('no products on website') — offer project-based dealer pricing and make BenchK her default wall-mounted answer wherever a client's floor plan runs out of space; sustainability story (wood, decades lifespan) matches her recycling-driven brand.
  • Likely objection: 'We're a startup, I can't commit to stocking inventory' — Answer: no stocking required; per-project ordering with reliable EU lead times, plus marketing/spec support (CAD, install guide) so her new US West rep can sell it from a one-pager on day one.
Design-and-install channel covering 38 states with founder-level access and a warm IHRSA 2024 meeting; small company size is the only limiter.
Sources: [1] [2] [3] [4] [5] [6] [7] [8] [9] [10] [11] [12]
A
Siegel Performance System USA
● active https://spsfitness.com/
Found: IHRSA 2022 (Miami) — visited our booth: Ed Perez (sales/consulting/design)
SPS Fitness (Siegel Performance Systems Inc.) is a full-service distributor of fitness AND rehabilitation equipment for 30+ years — equipment sales plus consulting, facility planning/design, flooring, financing and repair — serving gyms, PT clinics, YMCAs and wellness centers (NY-area based, Huntington NY).
NO wall bars in catalog — GAP Positively verified: on-site WordPress search fetched successfully (not blocked). ?s=stall+bars and ?s=swedish+ladder both return 'Sorry, but nothing matched your search terms' — zero results. Combined with the earlier full category/manufacturer review, category absence is confirmed with direct evidence. Gap verdict stands. [QA methods: WebFetch on-site search ?s=stall+bars (zero results), WebFetch on-site search ?s=swedish+ladder (zero results)]
Owner & key people
Owner: Owner-operated: Mark Siegel, President of Siegel Performance Systems Inc. (12 Christa Court, Huntington, NY 11743). Independent, no PE/parent detected. [src]
Mark Siegel — President/Owner — fitness & rehab equipment, facility layout and marketing in
Ed Perez — BOOTH VISITOR HAS MOVED: since June 2025 Ed (Eddie) Perez is Commercial Sales & Design Expert / Direct Sales Rep NY Tri-State at Gym Tech Fitness (eperez@gymtechfitness.com); also runs own consultancy edperezfitness.com (500+ projects, 30 yrs). No longer publicly tied to SPS. in
Size & segments
Revenue: Not public; small regional dealer. No credible estimate found — unverified. · Staff: unknown (small; ZoomInfo lists minimal staff) · Locations: Huntington, NY (Long Island) — serves NY metro/Tri-State
Segments: commercial gyms/health clubs, PT & rehab clinics, YMCAs/community wellness centers, corporate/multi-family (via design services)
Brand portfolio
True Fitness, Octane, Landice, Keiser, Star Trac, Hydrow, Woodway, Cybex, Torque, Troy, Hoist Fitness, Muscle D, Atlantis, TKO, Korebalance, Chattanooga, Dynatronics, Armedica, SCIFIT, Spirit Fitness, Marpo, Core Health & Fitness, CSMI Solutions (40+ manufacturers total per site)
Ed Perez — Fitness Gym Equipment Sales, Consulting & Design ~ likely in role
Ed Perez's LinkedIn still lists Siegel Performance Systems Inc. (Huntington, NY); described as fitness industry veteran and former multi-facility owner. Currency of profile not independently dated — likely current.
✉ ed@spsfitness.com  ☏ 516-384-8577
What changed / current projects
2025-06 Key contact Eddie Perez joined Gym Tech Fitness (Long Island City, NY commercial dealer) as Direct Sales Representative for NY/Tri-State — press release June 27, 2025 [src]
Interviews & public quotes
2025-06-27 · Gym Tech press announcement (GetFeatured release, syndicated via financialcontent.com) Ed (Eddie) Perez: Announcement that Eddie Perez joined Gym Tech as Direct Sales Representative for New York and the Tri-State Region, citing 30+ years in commercial gym equipment sales, consulting and gym design. His quote: 'We don't just close a sale; we open a relationship—helping clients create and maintain high-quality fitness spaces that inspire wellness and performance.' Includes client testimonials from Concord High School and the JCC of Staten Island. [src]
Between the lines
INFERENCE The lead contact has MOVED. ed@spsfitness.com is almost certainly stale — reach him at eperez@gymtechfitness.com (pattern via ZoomInfo). This is actually an upgrade: Gym Tech is a larger NY Tri-State dealer, and his stated beat there is commercial gyms + multi-family housing — multifamily amenity gyms are a flagship BenchK space-saving use case.
INFERENCE His public testimonials come from a high school (Concord HS) and a JCC (Staten Island) — his book of business skews to schools and community institutions, both classic wall-bar buyers. He also personally owned several gyms/studios, so he evaluates equipment as an operator, not a catalog seller.
INFERENCE Siegel Performance Systems itself (principal Mark Siegel, spsfitness.com) remains a separate valid target — fitness+rehab dealer with a wall-bar gap — but the warm IHRSA 2022 relationship travels with Ed to Gym Tech, not with SPS. Work both as two accounts.
Why interesting for BenchK
The IHRSA 2022 contact now gives BenchK TWO doors: (1) SPS itself — a fitness+rehab dealer (Chattanooga/Armedica/Dynatronics rehab lines, facility design services) with zero wall-mounted products, ideal for BenchK's physio range; (2) Ed Perez personally, now selling commercial + multi-family projects at the larger Gym Tech Fitness — multi-family/amenity gyms are prime space-constrained BenchK territory. Re-engage Ed at his new company, and approach Mark Siegel separately at SPS.
Email hook: Ed — congratulations on the move to Gym Tech (saw the June announcement, and the line 'we don't just close a sale; we open a relationship' is exactly how we remember you from the BenchK stand at IHRSA 2022 in Miami); now that your beat is commercial gyms and multi-family housing across the Tri-State, our wall bars are the space-saving line your amenity-gym and school projects have been missing.
Talking points
  • His current priority: building his book at Gym Tech — commercial gyms and especially multi-family housing fitness across NY Tri-State; he needs differentiated products that win design-led bids, and his school/JCC clientele follows him.
  • How BenchK maps: certified European wall bars give his multifamily amenity gyms and school weight rooms a premium functional station on zero floor space — a spec item competitors like Gym Source won't quote; as an ex-gym-owner he'll appreciate durability specs and zero-maintenance wall-mounted design.
  • Likely objection: 'I just started at Gym Tech — new vendor onboarding isn't my call.' Answer: BenchK can start as a per-project spec (drop-ship to site, no stocking commitment) so his first Gym Tech multifamily or school win carries it in; we'll also happily run a parallel intro to Gym Tech's purchasing so the paperwork isn't on him.
Fitness+rehab dealer with design services and a wall-bar gap in an otherwise broad catalog; small size keeps it from S.
Sources: [1] [2] [3] [4] [5] [6] [7] [8] [9]
A
TRX USA
● active https://www.trxtraining.com/
Found: IHRSA 2022 (Miami) — visited our booth: Jacob Guajardo (Northeast Territory Manager)
Global functional-training brand (suspension trainers) selling DTC and commercial: Studio Line wall-mounted/freestanding training systems, accessories, storage, education/certification, and training clubs.
NO wall bars in catalog — GAP Live fetch of shop search /search?q=stall+bars (HTTP 200, positive browse): results are suspension trainers, YBell, MonkeyFeet and apparel — no stall bars/wall bars/Swedish ladders. site:trxtraining.com synonym search: zero hits. Open-web search shows third parties positioning stall bars as TRX-compatible anchors (Rogue, Fitmus) but no TRX-branded product. Complementary, not competing — confirmed. [QA methods: WebFetch shop search endpoint (HTTP 200), WebSearch site:trxtraining.com synonyms, WebSearch open web TRX + stall bars] →
sells TRX EXCLUSIVE: Blulabs = TRX's exclusive mass-retail licensing partner (reverse direction: TRX granted exclusivity) (US mass retail)
Owner & key people
Owner: JFXD TRX ACQ LLC — acquired out of Chapter 11 in Aug 2022 for $8.4M by founder Randy Hetrick + private-equity veteran Jack Daly (JFXD Capital LLC, Delray Beach FL; ex-Goldman Sachs / TPG). Daly is Owner & CEO, Hetrick is Chairman. [src]
Jack Daly — Owner & CEO, TRX Training (Managing Partner, JFXD Capital)
Randy Hetrick — Founder & Chairman
Jacob Guajardo — BOOTH VISITOR (IHRSA 2022) — LEFT TRX: now Owner, Gym Spaces Design & Consulting LLC (Attleboro, MA area); @trxtraining.com email likely dead; still valuable as an independent gym-design specifier in
Size & segments
Revenue: ~$39.75M current estimate (ZoomInfo — estimate, not audited); pre-bankruptcy ~$85M (2020); no public post-acquisition financials · Staff: 51-200 (ZoomInfo estimate) · Locations: HQ San Francisco area; global DTC + commercial distribution; from 2026 mass-retail presence via Blulabs (25,000+ retail doors)
Segments: commercial gyms/studios (Studio Line), DTC home fitness, hospitality, education/certification, mass retail (from fall 2026)
Brand portfolio
TRX (own brand only; co-branded: Aion weighted vest, Blulabs-licensed consumer line)
Jacob Guajardo — Owner, Gym Spaces Design & Consulting LLC (per LinkedIn headline; TRX departure date unverified) ✗ left the company
Jacob Guajardo's LinkedIn (linkedin.com/in/jacob-guajardo-55605aa) now shows Gym Spaces Design & Consulting LLC; older data lists him as TRX Territory Sales Manager (Attleboro, MA). Treat @trxtraining.com email as unverified. For partnership talks target TRX commercial sales leadership / CEO Jack Daly's team.
✉ jguajardo@trxtraining.com  ☏ 508-272-5659
What changed / current projects
2025-03 Studio Line expansion at HFA Trade Show: freestanding suspension bays, power bays, storage — doubling down on wall/space infrastructure for facilities [src]
2025-11 Partnership with The Picklr (pickleball franchise) — growth push into new verticals [src]
2026-04 TRX x Aion co-branded weighted vest launch (longevity training trend) [src]
2026-05 Education partnership with The Fitness Group (UK) — TRX courses for their students [src]
2026-07 Exclusive licensing deal with Blulabs: full consumer fitness/recovery/lifestyle line into 25,000+ US mass-retail doors from fall 2026 [src]
Interviews & public quotes
2025-03-11 · PRNewswire — TRX announcement at HFA Trade Show, Las Vegas (company-level; no interviews found for booth contact Jacob Guajardo) Jack Daly, CEO of TRX: 'Our commercial customers have consistently praised Studio Line for its ability to elevate their spaces. The number one request we received was to further its modularity by expanding the ways it can be installed.' — announcing Studio Line expansion (freestanding suspension/power bays, wall-ball targets, storage) for commercial, hospitality and residential spaces. [src]
Between the lines
INFERENCE TRX's CEO says customers' #1 request is more ways to install wall-anchored training infrastructure — TRX is hearing exactly the demand signal (walls as training real estate) that BenchK monetizes; a co-branded 'functional training wall' (Studio Line + BenchK bars) answers their customers' stated request.
FACT The original booth contact is gone from TRX — the IHRSA 2022 Miami thread has no living owner inside TRX; re-entry must go through commercial sales leadership / Jack Daly's team, using the booth meeting only as light context.
INFERENCE Guajardo's new consultancy (Gym Spaces Design & Consulting) makes him MORE valuable to BenchK as an independent specifier for gym build-outs in the Northeast than he ever was as a TRX territory rep — worth a separate, personal re-approach.
🇨🇦 Canada distribution assessment: TRX sells into Canada via DTC and dealers but is a brand, not a multi-brand distributor — not a candidate to replace The Treadmill Factory.
Why interesting for BenchK
Not a buyer — an ecosystem/co-sell partner (BenchK already lists TRX as a partner brand). TRX is aggressively expanding wall-mounted Studio Line infrastructure and shows appetite for licensing/partnerships (Blulabs, Aion, Picklr) — a 'functional training wall' bundle (TRX anchors + BenchK wall bars) for studios, hotels and rehab fits their 2025-26 playbook. Original booth contact left TRX; approach commercial sales leadership under CEO Jack Daly instead, and keep Guajardo as an independent specifier at Gym Spaces Design & Consulting.
Email hook: To Guajardo (new venture): 'Jacob — we met at the BenchK booth at IHRSA 2022 in Miami back in your TRX days; congrats on launching Gym Spaces Design & Consulting — as you spec training walls for clients now, our solid-wood wall bars might be the zero-footprint anchor piece worth having in your palette.' To TRX commercial team: 'Your CEO said customers' #1 Studio Line request is more ways to install it — BenchK's wall bars are the complementary European wall-mounted category that turns the same wall into a full mobility station; we first talked at IHRSA 2022 in Miami.'
Talking points
  • TRX's current priority: modular, flexible-install commercial wall systems for studios, hospitality and residential (2025 Studio Line expansion; Picklr partnership shows appetite for growth partnerships).
  • BenchK mapping: complementary, non-competing wall category (BenchK already lists TRX as an ecosystem partner brand) — joint 'functional training wall' bundles for boutique studios, hotels, rehab; BenchK bars even serve as anchoring points for suspension training.
  • Likely objection: 'We sell our own hardware; why co-sell yours?' Answer: wall bars extend the Studio Line story (mobility/stretch/rehab users TRX hardware doesn't serve), add premium wood aesthetics for hospitality deals, and BenchK reciprocates in EU channels where TRX seeks commercial distribution.
Major active brand investing in wall-mounted commercial systems — strong ecosystem/co-sell partnership potential, though original contact likely left.
Sources: [1] [2] [3] [4] [5] [6] [7] [8] [9] [10]
A
hotel fitness/tonal USA
● active unknown (personal consultancy; active profiles at hospitalitynet.org/author/148003955 and LinkedIn /in/glenncolarossi)
Found: IHRSA 2022 (Miami) — visited our booth: Glenn Colarussi
Veteran hotel fitness/spa consultant: developed WestinWORKOUT for Starwood, fitness brand standards for Fairmont, InterContinental, TDIC Abu Dhabi; clients include Four Seasons, Mandarin Oriental, St. Regis, The Plaza. Former President of Hospitality at Cybex. Specs and manages fitness facilities for luxury hotels — the Tonal connection: Four Seasons in-room fitness projects.
wall bars: unknown Not applicable — Glenn Colarossi is an individual consultant/key account manager, not a retailer; there is no catalog to check. Verdict remains 'unknown/N-A' by design, not due to blocked verification. [QA methods: WebSearch person + role verification]
carries competitors: Technogym — CURRENT employer (indirect BenchK competitor), Tonal (past project work: Four Seasons in-room fitness), Cybex (former President of Hospitality), TRUE Fitness (former Director of Global Hospitality)
Owner & key people
Owner: Not a company — this is Glenn Colarossi (card misspells 'Colarussi'), individual. Owner/president of Colarossi Spa & Health Club Consulting (Stamford, CT area). IMPORTANT UPDATE: he is currently listed as Senior Residential Key Account Manager at TECHNOGYM (Orlando, FL) — LinkedIn shows Technogym as current employer and his 2024 posts actively promote Technogym. [src]
Glenn Colarossi — Senior Residential Key Account Manager, Technogym (current per LinkedIn/RocketReach; Orlando, FL); also President, Colarossi Spa & Health Club Consulting & Management. Booth visitor himself (IHRSA 2022 Miami). in
Size & segments
Revenue: unknown (one-person consultancy; no figures published). · Staff: 1 (individual consultant). · Locations: Orlando, FL (per RocketReach); historically Stamford, CT.
Segments: luxury hotels & resorts (fitness/spa brand standards), residential/super-prime residential (Technogym key accounts), senior living (past: Atria Senior Living), wellness/longevity clinics (past: Aviv Clinics)
Glenn Colarussi — President, Colarossi Spa & Health Club Consulting & Management (possible concurrent/past Technogym residential key account role — unverified) ~ likely in role
He IS the company; gmail and cell from the card are plausible direct channels. Verify Technogym affiliation before pitching (Technogym is an indirect competitor — if he's currently there, adjust approach).
✉ gcolarussi33@gmail.com  ☏ 203-912-5717
What changed / current projects
2024-12 LinkedIn activity promoting Technogym (NZCIS project post) — consistent with an active Technogym role [src]
2024-02 LinkedIn post 'Technogym and Design — a key match' — again promoting Technogym equipment-design positioning [src]
Between the lines
FACT The batch's 'verify Technogym affiliation before pitching' flag is now RESOLVED: he works for Technogym, an indirect BenchK competitor, and his posts promote Technogym's hospitality/residential wins (Explora Journeys cruise, SIRO, Four Seasons). Pitching him as a distributor/specifier channel would effectively pitch a competitor's key-account man.
INFERENCE His positioning (wellness-performance-longevity as strategic advantage; luxury hotel, cruise, branded-residence, and possibly senior-living per the Atria listing) maps the exact segments BenchK targets - which makes him valuable as market intelligence and a possible future ally if he returns to independent consulting, but NOT a current outreach target for partnership.
INFERENCE Recommended action: downgrade from priority A. Do not send the planned wall-bars pitch. Optional soft touch only: brief, friendly non-commercial note recalling IHRSA 2022 Miami to keep the relationship alive (he is a 13K-follower industry voice), or simply follow his LinkedIn to monitor Technogym's hospitality moves.
Why interesting for BenchK
CAUTION FLAG resolved against the earlier 'unverified' note: the Technogym affiliation now looks CURRENT (LinkedIn employer + repeated promotional posts through Dec 2024 + RocketReach title, Orlando FL). His luxury-hotel spec pedigree (WestinWORKOUT for Starwood, brand standards for Fairmont, InterContinental, TDIC Abu Dhabi; clients incl. Four Seasons, Mandarin Oriental, St. Regis) still makes him a uniquely connected hotel-fitness influencer — but pitching a Technogym salesperson to carry BenchK is a conflict of interest. Treat as a long-game industry relationship / hotel-segment intelligence source, not a distribution or spec channel while he is at Technogym.
Email hook: DO NOT SEND A SALES PITCH - contact now works for Technogym (indirect competitor). If a relationship-only touch is wanted: 'Glenn - we met back at IHRSA 2022 in Miami when you were deep in hotel in-room fitness projects; been enjoying your wellness-at-sea and SIRO posts. No pitch - just glad to stay connected as we both push the longevity-and-wellness side of this industry.'
Talking points
  • Current reality: he is a Technogym man in the hospitality/residential/cruise key-account space - treat as competitor-adjacent contact, not a lead; value = market intelligence on where luxury hospitality fitness budgets are moving (cruise lines, branded residences, longevity positioning).
  • If contact happens, keep it 100% relationship/industry talk; the segments he posts about (Explora Journeys, SIRO, Four Seasons) confirm BenchK's hotel/in-suite thesis - use his content as validation in OTHER hotel pitches rather than pitching him.
  • Watchpoint: if his LinkedIn later shows a return to Colarossi Spa & Health Club Consulting (independent), he becomes a top-tier specifier target for luxury-hotel wall-mounted fitness - set a quarterly check on his profile.
Direct line to luxury-hotel fitness specification (Four Seasons/Fairmont/IHG standards work); individual consultant so no purchase order, but high lighthouse leverage for the US hotel segment.
Sources: [1] [2] [3] [4] [5] [6] [7] [8]
A
truefitnes USA · 865 Hoff Road St. Louis, MO 63366
● active https://truefitness.com
Found: IHRSA 2022 (Miami) — visited our booth: Jared Kueker (VP of product development)
US commercial and premium home fitness equipment manufacturer (since 1981): treadmills, cardio, and a growing strength line; owns Octane Fitness (acquired from Nautilus for $25M). Sells through a global commercial dealer/distributor network.
NO wall bars in catalog — GAP Positively verified 2026-08-03: live fetch of truefitness.com/?s=stall+bars succeeded — only hit is an unrelated 2020 blog post; product navigation (Cardio, Strength, Flexibility) contains no wall-mounted/stall-bar products. Flexibility line is the freestanding TRUE Stretch cage, as previously recorded. site:truefitness.com and open searches show zero wall-bars pages. Prior 'no' CONFIRMED with positive catalog evidence. [QA methods: site-scoped WebSearch, WebFetch WordPress search endpoint /?s=stall+bars (fetch succeeded), open WebSearch company + product terms] →
Owner & key people
Owner: Private, family-owned: founded ~1981 by Frank Trulaske, who remains Founder & CEO; son David Trulaske in elevated role. Described as the largest privately held US fitness equipment manufacturer. Acquired Octane Fitness from Nautilus (~$25M). [src]
Frank Trulaske — Founder & CEO
Jared Kueker — VP of Product Development (the booth visitor, IHRSA 2022 — confirmed same role; long tenure, rose from product engineer) in
David Trulaske — Senior leadership (founder's son; exact title unverified)
Size & segments
Revenue: Estimates vary widely by source: $22.9M (RocketReach), $10-100M band (IncFact), ~$101M (Prospeo) — all third-party estimates, no filings (private company) · Staff: ~100-250 (RocketReach 194; Adapt.io 100-250; earlier first-pass figure ~115 across 5 continents) · Locations: HQ + manufacturing: 865 Hoff Rd, O'Fallon (St. Louis), MO; global commercial dealer/distributor network on 5 continents
Segments: commercial clubs via dealer network, hospitality/hotels, multifamily/residential amenity, universities/education, medical/rehab-adjacent flexibility (TRUE Stretch), premium home fitness
Brand portfolio
TRUE (own brand: cardio 4 series, Palladium Series strength — selectorized + new plate-loaded, Fuse XL, TRUE Stretch flexibility unit), Octane Fitness (owned subsidiary)
Jared Kueker — Vice President of Product Development, TRUE Fitness Technology ✓ confirmed in role
Jared Kueker confirmed current VP of Product Development (ZoomInfo/LinkedIn, St. Charles MO). Long tenure: rose from product engineer through Director to VP — same role as when he met BenchK at IHRSA 2022.
✉ jmkueker@truefitness.com  ☏ P 636-980-4361 C 314-706-3783
What changed / current projects
2025 Launched Palladium Series Plate Loaded — 14-piece US-designed strength circuit unveiled at IHRSA, alongside revamped 4-series cardio and 3 new consoles; biggest strength push in company history [src]
2025-04 Exhibited at FIBO 2025 pushing new strength line incl. PLS-1400 Pendulum Squat [src]
2026 (summer) 'Summer of Strength 2026' dealer promotion: free 3D gym design, certified installation with commercial-grade equipment — signals ongoing dealer-channel investment [src]
Between the lines
INFERENCE TRUE's public 2025-26 news is all console/software partnerships (Samsung, EGYM, Ecofit) while the strength push (FIBO 2025, PLS-1400 Pendulum Squat) gets less airtime — a VP of Product Development expanding the strength catalog may welcome a finished, EU-made wall-mounted line he can add without engineering cost (OEM/co-brand) versus building in-house.
INFERENCE Jared is a mechanical engineer who spent ~19 years building TRUE products — the conversation that lands with him is engineering-first: beech wood + steel construction, load ratings, wall-mount systems, TUV/EN certification — not marketing language.
INFERENCE TRUE has no wall-mounted/zero-footprint category at all, yet its dealer network sells into hospitality, multifamily and universities where floor space is the binding constraint — a genuine catalog gap rather than a displacement sale.
🇨🇦 Canada distribution assessment: Indirect only: TRUE sells through a global dealer network that includes Canadian commercial dealers, so a TRUE partnership would reach Canada through their dealers rather than TRUE acting as a Canadian distributor itself. Not a replacement for The Treadmill Factory.
Why interesting for BenchK
A family-owned US manufacturer in the middle of an aggressive strength-category expansion (Palladium, 2025-2026) with a mature commercial dealer network — and zero wall-mounted products, despite owning the 'flexibility/stretch' category with TRUE Stretch. The warm contact is the VP of Product Development himself, the exact person for an OEM/co-brand/catalog-add conversation: BenchK wall bars as TRUE's wall-mounted stretch-and-strength line for hospitality, multifamily and university deals.
Email hook: Jared — we met at IHRSA in Miami back in 2022; since then TRUE's strength push (PLS-1400 at FIBO) and the Samsung/EGYM console partnerships show where you're investing. One gap an engineer who's built TRUE product for 19 years will spot immediately: no wall-mounted, zero-footprint line for the hospitality/multifamily dealers — our beech-and-steel wall bar systems could fill it as OEM or co-brand, no engineering lift on your side.
Talking points
  • His current priority: growing TRUE's strength portfolio and console ecosystem without over-stretching a ~115-person product organization.
  • BenchK mapping: turnkey wall-mounted category (OEM/private-label or co-brand) that TRUE's commercial dealers can sell into hotels, multifamily, universities and rehab — segments TRUE already serves with cardio; BenchK carries manufacturing, certification and supply.
  • Likely objection: 'Wood wall bars don't fit TRUE's commercial-steel brand image.' Answer: BenchK's steel-frame and black-line series (700/S7 Black) read commercial, EN-certified, and NOHRD proved premium wood+wall-mount sells in exactly TRUE's premium dealer channel — offer a small pilot SKU set for dealer feedback before any brand decision.
Active US manufacturer expanding strength portfolio, confirmed senior product contact, no wall-mounted category = OEM/partnership opening.
Sources: [1] [2] [3] [4] [5] [6] [7] [8] [9] [10] [11] [12]
B
Merrithew Canada · Toronto
● active https://www.merrithew.com
Found: Beyond Activ 2025 — visited our booth: Steve Humphreys (Account Director, Western USA)
Global Pilates and mindful-movement equipment manufacturer and education company (STOTT PILATES, now also Gyrotonic). Sells reformers, barrels, studio equipment and instructor training to studios, commercial fitness, hospitality, corporate wellness and institutional markets worldwide.
NO wall bars in catalog — GAP Positively browsed full merrithew.com/shop/exercise-equipment category tree: Reformers, Barrels, Cadillac/Spring Wall/Wall Units, Stability Chairs, Halo Trainer, Stability Barre, mats, accessories — no stall bars / Swedish ladders anywhere. site:merrithew.com search confirms wall-mounted line (Spring Wall ST01052, Wall Units, Ladder Barrel ST01010) but zero stall-bar products. First-pass nuance stands: they own the wall-mounted Pilates category but not classic wall bars. [QA methods: catalog_browse_fetch (merrithew.com/shop/exercise-equipment), site_search (site:merrithew.com stall bars/ladder/wall unit)] →
EXCLUSIVE: Life Fitness / Hammer Strength — Merrithew is their EXCLUSIVE US Pilates equipment partner (Merrithew as licensor/brand, not as distributor of others) (United States)
Owner & key people
Owner: Co-founded 1988 by Lindsay G. Merrithew and Moira Merrithew (Toronto). Since February 2022 backed by private equity: ONCAP (Onex Corporation's mid-market PE arm) invested via ONCAP IV; stake size not disclosed. Professional management now runs the company — CEO is Jim Heidenreich (founders no longer in the executive leadership list). [src]
Steve Humphreys — Account Director, Central & Western USA — the booth visitor (Beyond Activ 2025; interaction was minimal, dropped card and left); confirmed current in
Jim Heidenreich — Chief Executive Officer
Beth Gibbs-Bartel — Chief Revenue Officer (owns all sales channels — right executive for a distribution/partnership conversation)
Randy Auld — Chief Operating Officer
Lindsay Merrithew / Moira Merrithew — Co-founders (founders' message still on site; no longer listed in executive team)
Size & segments
Revenue: USD ~31.3M revenue / 279 employees — RocketReach estimate, labeled estimate; private, PE-backed, no public filings · Staff: ~279 (RocketReach/LinkedIn estimate) · Locations: HQ + manufacturing + distribution: 1271 Tapscott Rd, Scarborough (Toronto), ON; earlier facility 2071 McCowan Rd, Scarborough (Panjiva import records); new STOTT PILATES flagship studio & global academy at Yonge/Bloor, Toronto (2026); products sold in 100+ countries via distributors
Segments: Pilates & boutique studios, commercial fitness clubs, hospitality/hotels, medical/rehab, corporate wellness, instructor education (75,000+ trained)
Brand portfolio
STOTT PILATES, Merrithew (own equipment: reformers, Cadillacs, Spring Wall/Wall Units, Stability Chair, Ladder Barrel, Stability Barre), ZEN•GA, CORE Athletic Conditioning, Halo Training, Total Barre, Gyrotonic (acquired 2025)
Steve Humphreys — Account Director, Central & Western USA ✓ confirmed in role
Still at Merrithew per LinkedIn (ca.linkedin.com/in/stevehumphreys1) and ZoomInfo/RocketReach; territory now listed as Central & Western USA (slightly broader than card). Note: booth interaction was minimal (dropped card and left).
✉ steve.humphreys@merrithew.com  ☏ main. 647-725-0975 cell. 437-230-2387
Booth notes: It was 2 minutes conversation, acually he just gave business card and he left
What changed / current projects
2026-03 Exclusive US partnership announced: Merrithew becomes Life Fitness / Hammer Strength's US Pilates equipment partner — big commercial-channel expansion [src]
2026-01 STOTT PILATES flagship studio & global academy opened at Yonge/Bloor, Toronto [src]
2025 Acquired the Gyrotonic organization — shows appetite for adding complementary movement brands to the portfolio [src]
2022-02 ONCAP IV (Onex) private-equity investment in Merrithew; subsequently professionalized management (CEO Jim Heidenreich) [src]
🇨🇦 Canada distribution assessment: CAPABILITY: Strong on paper. HQ, manufacturing and warehouse/distribution in Scarborough (Toronto) with decades of import/export logistics (Panjiva shipping records); national direct e-commerce and phone sales covering all provinces; a commercial B2B sales organization under a dedicated CRO with territory account directors (e.g., booth contact Steve Humphreys covers Central & Western USA — Canadian territory counterparts sell direct); full studio fit-out/installation experience for reformers, Cadillacs and wall units into studios, clubs, hotels and rehab facilities; 75,000+ trained instructors create built-in pull-through demand in exactly BenchK's studio segment. STRUCTURE: In Canada Merrithew sells DIRECT — their North American dealer locator lists 31 US dealers and ZERO Canadian dealers, so there is no third-party Canadian dealer network to plug BenchK into; distribution would ride on their direct sales force and webshop. STRATEGIC FIT / REALISM: Merrithew is a manufacturer that has never distributed third-party equipment brands (shop is 100% own-brand; no TRX or other outside lines), and their partnership pattern (Life Fitness deal, Gyrotonic acquisition) is licensing-out or acquiring — not distributing-in. VERDICT: NOT a drop-in Treadmill Factory replacement for broad Canadian retail distribution, but a credible CO-SELL/CATALOG PARTNER for the studio/hospitality/rehab niche: pitch BenchK as the complementary 'classic wall bar' line alongside their Spring Wall/Stability Barre in Canadian (and global) studio installs, or an OEM/co-branded wall unit. Decision path: Steve Humphreys (warm card) as door-opener, target CRO Beth Gibbs-Bartel; PE owner ONCAP means the case must be framed as incremental revenue per install. Pair Merrithew with a true Canadian retail distributor (e.g., MDmaxx or a Treadmill Factory successor) rather than relying on them for national coverage.
Why interesting for BenchK
The Pilates/boutique-studio world is a core space-is-gold BenchK segment, and Merrithew already manufactures and sells wall-mounted studio equipment (Spring Wall/Wall Units) — BenchK wall bars slot naturally into their studio fit-out bundles and hospitality channel. PE ownership plus the Gyrotonic acquisition and Life Fitness deal show they actively add complementary brands/partnerships. Note: proof that this model works exists in-market — Mad Dogg's Peak Pilates (their direct US Pilates competitor) already retails BenchK ladders.
Re-engagement: Reference meeting Steve at Beyond Activ 2025 (Sept 17-18) and congratulate Merrithew on the Life Fitness US partnership and Toronto flagship. Pitch BenchK wall bars as a zero-footprint complement for STOTT/Gyrotonic studio installs and their hospitality/commercial channel.
Huge, expanding player in a perfect-fit segment, but they are an equipment manufacturer with their own catalog and the booth contact was superficial — partnership play, not a straightforward buyer.
Sources: [1] [2] [3] [4] [5] [6] [7] [8] [9] [10] [11]
B
Calmaquip Dominicana Dominican Republic
● active https://www.calmaquipdom.com/ (calmaquipdom.net 301-redirects here)
Found: MEDICA 2021 (Düsseldorf) — visited our booth: Jorge Rafael Perello Fernandez
Long-standing (founded 1962) Santo Domingo equipment house selling and servicing specialized medical equipment, institutional kitchens and laundry for hospitals, clinics, hotels and restaurants across the Dominican Republic — planning, purchase, installation and post-sale service.
wall bars: unknown Site fetches successfully but is still only a maintenance placeholder ('Estamos trabajando para ofrecerte una mejor experiencia') listing three divisions — cocina, lavanderia institucional, equipos medicos especializados — with NO product catalog to browse. Spanish-synonym searches (espaldera, escalera sueca, wall bars, rehabilitacion) return zero Calmaquip results. No catalog available and search engines show nothing either way, so 'unknown (no browsable catalog)' is the only defensible verdict. [QA methods: WebFetch homepage (succeeded — maintenance page, no catalog), general WebSearch with Spanish synonyms (espaldera / escalera sueca)] →
Owner & key people
Owner: Unknown/unverified. Registered as Calmaquip Dominicana S.A.S. (earlier S.A. / S.R.L. registrations also on record), Santo Domingo; founded 1962. No public record of shareholders found; likely private family-held, unconfirmed. [src]
Cesar Taveras — Listed in Calmaquip Dominicana management (exact title not public)
Jorge Rafael Perello Fernandez (booth visitor, MEDICA 2021) — No current trace at Calmaquip. Note: a 'Jorge Perello' appears on ZoomInfo as Manager, Corporate Development at Serviamed Dominicana (another DR medical-equipment firm) — possibly the same person having moved; UNVERIFIED. Email jperello@calmaquipdom.com matches the live company domain and may still work.
Size & segments
Revenue: Not public — unverified. · Staff: Not public — unverified · Locations: Single HQ: Calle Max Henriquez Urena 15, Ensanche Naco, Santo Domingo, Dominican Republic; coverage nationwide DR
Segments: hospitals & clinics (specialized medical equipment, ICU), hotels & tourism centers, restaurants/institutional kitchens, institutional laundry
Jorge Rafael Perello Fernandez — unverified ? unverified
No LinkedIn or web trace found for Jorge Rafael Perello Fernandez at Calmaquip. Email domain calmaquipdom.com matches current company domain, so address may still work — unverified. Fallback: company phones (809) 682-4307 / (809) 535-4105 and WhatsApp on site.
✉ jperello@calmaquipdom.com  ☏ 8094812143.0
What changed / current projects
2026-08 (observed) Website migration/rebuild in progress: old calmaquipdom.net (with medical-supplies content pages) now 301-redirects to calmaquipdom.com maintenance page ('over 60 years integrating reliable technical solutions'); contact email ventas@calmaquipdom.com, tel 809-535-4105, WhatsApp active. [src]
Why interesting for BenchK
A 60+ year turnkey equipment house for exactly the two DR channels BenchK Medical fits — hospitals/clinics and hotels — with planning, installation and after-sales service in-house, and no visible physio/rehab line to compete internally. Warm MEDICA 2021 booth contact exists, but the person must be re-verified (may have moved to Serviamed Dominicana, itself a potential second door into the DR market).
Re-engagement: Email jperello@ + WhatsApp: reference meeting at MEDICA 2021 in Düsseldorf and pitch BenchK's EN 957 / medical-grade wall bars as a rehab add-on line for the clinics and hotel projects they already equip turnkey in the DR.
Relevant institutional channel (clinics + hotels) in an uncovered market, but degraded web presence and unverified contact lower confidence.
Sources: [1] [2] [3] [4] [5] [6] [7]
B
Equipo Deportivo Mexico
● active https://ehd.com.mx/
Found: IHRSA 2023 (San Diego) — visited our booth: Eleazar Hernandez Diaz (General Director)
Mexican manufacturer and seller of gym equipment: weight machines, cardiovascular equipment, fitness accessories and school sports materials. Also runs functional gyms and a sports training/certification center. Sells via own site and Mercado Libre.
wall bars: unknown Homepage fetched successfully (not blocked): category text lists weight machines, free weights, cardio, fitness accessories and school sports material ('material deportivo escolar' — a category that COULD include espalderas) but names no wall-mounted items. The only product listing is the catalogo2019 PDF, previously confirmed 404; no browsable catalog exists to positively confirm absence. site:ehd.com.mx espaldera search: zero indexed pages. Verdict must stay unknown — catalog unverifiable, and they are a manufacturer whose school-sports line could plausibly include espalderas. Recommend asking directly in outreach. [QA methods: WebSearch site:ehd.com.mx espaldera synonyms, WebFetch ehd.com.mx homepage (successful, catalog PDF link dead)]
Owner & key people
Owner: Founder/family-scale business; Eleazar Hernández Díaz — the company name 'EHD' matches his initials and his personal email is ehd@ehd.com.mx, indicating founder-owner (inference, ownership registry not public). LinkedIn lists him as Gerente (Manager) at EHD Equipo Deportivo. [src]
Eleazar Hernández Díaz (booth visitor) — Gerente per LinkedIn / General Director per his IHRSA card — top decision maker either way; no evidence of departure in
Size & segments
Revenue: unknown (no public figures found) · Staff: unknown · Locations: Álvaro Obregón No. 3, Col. La Esperanza, Iztapalapa, Mexico City 09910 (manufacturing + sales); also sells via Mercado Libre
Segments: commercial gyms (own-manufactured strength/cardio), schools (material deportivo escolar line), training/certification (runs a sports training and professional education center), functional gyms (operates own)
Brand portfolio
EHD (own manufacture: integrated weight machines, free weights, articulated machines, cardio, accessories, school sports material), imported cardio equipment (brands unverified)
Eleazar Hernandez Diaz — Gerente (Manager) per LinkedIn; card said General Director ~ likely in role
Eleazar Hernandez appears on LinkedIn as Gerente at EHD Equipo Deportivo (Netzahualcoyotl, Mexico) — consistent with owner/director of a family-scale manufacturer. No evidence of departure.
✉ ehd@ehd.com.mx  ☏ 55 5845 6443 55 5845 2071
Booth notes: Possible cooperation in Mexico
Outcome then: TBD
What changed / current projects
2026-08 (observed) Web presence degrading: catalog PDF and gallery links now dead (404), catalog itself dates to 2019; phone/WhatsApp/social channels remain the live contact routes. Company still promoted as ~38-40 years in market with 2008 restructure into three divisions (manufacturing, training services, professional courses). [src]
Why interesting for BenchK
The school/institutional sports-material line is the direct opening: EHD supplies Mexican schools but manufactures no wall-mounted category, and Mexican school gyms traditionally use espalderas. Eleazar (owner-level) personally discussed 'possible cooperation in Mexico' at IHRSA 2023 and the meeting was never scheduled — an unclosed loop. Caveat: dated/broken web presence means expect a WhatsApp/phone-driven, slow-moving relationship, not an e-commerce partner.
Re-engagement: Reopen the 'possible cooperation in Mexico' thread from IHRSA 2023 San Diego: the meeting was never scheduled (action was left at 'meeting to be scheduled'). Offer a concrete distribution proposal for espalderas/wall bars for their school and institutional customers — a category they don't manufacture.
Active, established Mexico channel with school/institutional reach and a warm 2023 conversation about cooperation, but dated web presence and own-manufacturing bias temper the fit.
Sources: [1] [2] [3]
B
Provectus Medical Mexico
● active https://provectusmedical.com/
Found: MEDICA 2022 (Düsseldorf) — visited our booth: Abdiel Sarinana Mondragon (Commercial Director)
Distributor of medical equipment and supplies in Mexico, with current homepage emphasis on infusion therapy equipment; sells to major healthcare institutions and via Mercado Libre/WhatsApp-based quoting. ZoomInfo also associates the company with non-invasive orthotics/braces/taping.
NO wall bars in catalog — GAP Positively browsed homepage: store self-describes as 'Lo mejor en terapia de infusión' — infusion therapy equipment only; sales via WhatsApp/bank transfer. site:provectusmedical.com search for espaldera/stall bars returns only respiratory exercisers (Threshold IMT, incentive spirometer) — no physical rehab exercise equipment. /search?q= and /listado/ endpoints 404 (Mercado Shops platform, noted — not used as evidence). No Provectus official Mercado Libre store listing espalderas found in search. Catalog category absence positively confirmed. [QA methods: WebFetch homepage (browsed), WebSearch site:provectusmedical.com + ES synonyms, WebFetch shop search endpoints (404, noted), WebSearch Mercado Libre storefront] →
Owner & key people
Owner: 100% Mexican private company (Provectus Medical SA de CV), founded 2019, Mexico City. Founders/shareholders not named publicly — unknown. [src]
Abdiel Sariñana Mondragón — Director Comercial (Commercial Director)
Size & segments
Revenue: Not published; no estimate found — small operation · Staff: Unknown (single listed location; actively hiring per Computrabajo, July 2026) · Locations: Nicolás San Juan 1657, Del Valle Sur, Benito Juárez, CDMX, Mexico (single site) + official Mercado Libre store
Segments: public hospitals & major healthcare institutions, private clinics/health professionals, B2C/small-buyer via Mercado Libre + WhatsApp quoting
Brand portfolio
unverified — site does not name distributed brands; homepage emphasis on infusion-therapy equipment; ZoomInfo also associates them with non-invasive orthotics/braces/taping
Abdiel Sarinana Mondragon — Director Comercial (per ZoomInfo) ~ likely in role
Abdiel Sariñana listed as Director Comercial at Provectus Medical on ZoomInfo; no dated 2026 LinkedIn confirmation found, so currency is probable but unverified.
✉ abdiel@medicalprovectus.com  ☏ M: 55 3104 3946 T: 55 8848 1808 T: 55 7160 7105
Booth notes: Intersted in distribution in Mexico
What changed / current projects
2026-07 Actively hiring (Computrabajo listing July 2026) — modest growth signal [src]
current Runs official Mercado Libre storefront alongside institutional sales [src]
Why interesting for BenchK
Warm MEDICA 2022 lead who explicitly asked about Mexican distribution, with a real (if small) channel into Mexican hospitals and institutions plus Mercado Libre e-commerce. Catalog fit is weak today (infusion therapy, not rehab), so the play is a line-extension pitch: BenchK medical-grade rehab wall bars for the rehabilitation departments of the institutions they already serve. Low priority vs. bigger channels; keep warm via Abdiel.
Re-engagement: Write to Abdiel recalling the MEDICA 2022 Dusseldorf meeting and the email/call thread from Nov 2022 about Mexican distribution. Angle: BenchK's medical-grade rehab wall bars as a line extension for their hospital/clinic accounts - rehabilitation departments buy alongside the equipment they already distribute.
Warm MEDICA lead with explicit Mexico distribution interest and institutional healthcare channel, but weak current catalog fit and small scale.
Sources: [1] [2] [3] [4] [5]
B
HM Medical Peru
● active https://hmmedical.pe
Found: MEDICA 2022 (Düsseldorf) — visited our booth: Roy Morales
Peruvian importer/distributor of physiotherapy, rehabilitation and sports-medicine equipment (100+ catalog pages), expanded into aesthetic medicine and veterinary rehab; also runs a technical service department for equipment repair.
HAS wall bars / stall bars ORTOTECSA (imported) + unbranded/house model — S/950.00 (in stock); ORTOTECSA imported S/2,000.00 (out of stock); ORTOTECSA cabecera accessory S/1,150.00 (out of stock) — FALSE 'no' corrected. Original check searched only 'espaldera' (zero results), but in Peruvian Spanish the product is listed as 'escalera sueca'. Their live shop carries: Escalera Sueca S/950 in stock (category Mecanoterapia, /tienda/escalera-sueca/), Escalera Sueca (Importado) ORTOTECSA S/2,000 out of stock (/tienda/escalera-sueca-importado-ortotecsa/), plus a Cabecera para Escalera Sueca accessory. They already sell the category — pitch angle should be premium/upgrade line, not gap-fill. Two of three SKUs out of stock = possible supply problem BenchK could solve. [QA methods: WebFetch on-site search ?s=espaldera (zero — misleading term), WebFetch on-site search ?s=escalera / ?s=escalera+sueca (3 products with URLs and prices)] →
Owner & key people
Owner: Unverified. Roy Morales is Gerente General (General Manager) per ZoomInfo and holds the gerencia@ mailbox — likely owner-manager of this small 2014-founded importer, but ownership is not publicly documented. [src]
Roy Morales — Gerente General (General Manager) — the booth visitor (MEDICA 2022); role matches lead email gerencia@hmmedical.pe. No dated 2026 confirmation.
Size & segments
Revenue: unknown (no sourced figure) · Staff: ~10 (RocketReach estimate) · Locations: 3 locations: San Borja, Lima (Av. Javier Prado Este 3469); Miraflores, Lima (Av. El Ejército 250 Of. 506); Arequipa (Av. Estados Unidos 206, Piso 3). Founded 2014.
Segments: medical/rehab & physiotherapy clinics, sports medicine, professional & amateur athletes, aesthetic medicine, veterinary rehabilitation, health-professional training (runs courses)
Brand portfolio
Theraband, Kineo, Sveltia, Sveltus, OXD, Globus, Agupunt, Blackroll, Bellabambi, Chison, Cryopush, Galius, TotalRecovery, VetkinTape, Sanctband, Dynamic Tape, FL Tape, Richmar, BSN Medical, Longest, Kinvent, RehabMedic, Mecmedix, Promedical, Dermotherap, FL Coplast, HM Medical (own label), Vive Health, Zamar, Globus Vet, E-Vet, Bobo, Ortotecsa, Nubis, Thuli Tables, Vofonn
Roy Morales — Gerente General (General Manager) ~ likely in role
Roy Morales listed as Gerente General of HM Medical on RocketReach; lead email gerencia@hmmedical.pe matches the role. No dated 2026 confirmation.
✉ gerencia@hmmedical.pe  ☏ 51 941 963 600
Booth notes: Online shop with rehabilitation and fitness equipment
What changed / current projects
undated (last ~2 years) Expanded from physio/sports-medicine into aesthetic medicine and veterinary rehabilitation lines (Globus Vet, E-Vet, VetkinTape now in brand roster). [src]
undated Operates 3 branches (2 in Lima + Arequipa) plus a technical service department and a training academy (courses like instrumented manual therapy) — positions itself as Peru's leading physio/sports-medicine equipment store. [src]
Why interesting for BenchK
36-brand Peruvian physio/rehab importer (3 branches: Lima x2 + Arequipa, own training academy) that ALREADY sells escaleras suecas (local unit S/950 in stock + ORTOTECSA import at S/2,000) — the category is proven in their catalog; BenchK enters as the certified premium European line above both, with rehab/medical positioning that matches their clinic clientele and the MEDICA 2022 booth conversation with Roy Morales.
Re-engagement: Write to Roy (gerencia@) referencing the MEDICA 2022 Düsseldorf conversation; pitch BenchK medical/rehab wall bars as an espaldera line for their physiotherapy catalog with a container-share or small-MOQ first order to de-risk Peru logistics.
Genuine physio-rehab channel fit and GM-level contact, but a ~10-person importer in a distant market — niche, not hot.
Sources: [1] [2] [3] [4] [5] [6] [7]
B
Athlete Fitness Equipment USA · 7969 N Blackstone Ave. Freston, CA 93720
● active https://athletefe.com/
Found: IHRSA 2022 (Miami) — visited our booth: Slavic Tsytsyn
Specialty residential and commercial fitness equipment retailer with a try-before-you-buy showroom in Fresno, CA. Sells cardio and strength equipment and provides delivery, assembly, installation and service via sister company Califitness, Inc.
NO wall bars in catalog — GAP Live fetch of site search ?s=stall+bars (HTTP 200, positive browse): only match is HOIST LeMond Pilot II indoor cycle — no stall bars/wall bars/Swedish ladders. (/search?q= returned 404 — WooCommerce ?s= used instead.) site:athletefe.com synonym search: zero hits. Gap confirmed with positive evidence. [QA methods: WebFetch site search endpoint (?s=, HTTP 200), WebSearch site:athletefe.com synonyms] →
Owner & key people
Owner: Family-owned (Tsytsyn family, Fresno CA). Slavic Tsytsyn is CEO & Founder of sister install/service company Califitness Inc.; Yelena Tsytsyn is Sales Manager at Athlete Fitness Equipment. Formal ownership registry not public. [src]
Slavic Tsytsyn — CEO & Founder, Califitness Inc. (exclusive delivery/install/service arm of Athlete FE) — booth visitor; family operation, still the decision maker in
Yelena Tsytsyn — Sales Manager, Athlete Fitness Equipment
Size & segments
Revenue: Under $5M annual revenue, fewer than 25 employees (ZoomInfo estimate — labeled estimate) · Staff: <25 (ZoomInfo estimate) · Locations: One showroom: 7622 N Maroa Ave, Fresno, CA 93711 (moved from the Blackstone Ave address on the 2022 lead card)
Segments: premium residential/home fitness, light-commercial (hotels, apartment/multi-family gyms, offices), commercial gyms (regional)
Brand portfolio
Precor, Hoist, Vision Fitness, Life Fitness, Matrix Fitness, Spirit Fitness, Inspire, Octane Fitness, Technogym, BH Fitness, Cap Strength, The Abs Company, Aviron, Powertec, CENTR (incl. official HYROX competition line)
Slavic Tsytsyn — CEO & Founder, Califitness Inc. (sister install/service company of Athlete Fitness Equipment) ~ likely in role
Slavic Tsytsyn's LinkedIn shows him as CEO & Founder of Califitness Inc (Fresno), the exclusive delivery/install arm of Athlete FE; Yelena Tsytsyn is Sales Manager at Athlete Fitness Equipment — a family operation, so the 2022 contact almost certainly still decides.
✉ info@athletefe.com  ☏ Store: 559-369-2800 Direct: 559-307-8467
What changed / current projects
2025-2026 Added CENTR HYROX official competition equipment line; showroom operating at new 7622 N Maroa Ave location (Yelp listing updated April 2026) [src]
Why interesting for BenchK
Textbook BenchK dealer profile at small scale: try-before-you-buy showroom, premium brand mix (Technogym, Precor, Matrix), an in-house licensed install crew (Califitness) that de-risks wall-mounted product sales, and owner-as-buyer decision access. No wall-mounted category today and no BenchK competitors — a demo wall in the Maroa Ave showroom costs them zero floor space.
Re-engagement: Reference meeting Slavic at IHRSA 2022 in Miami and pitch a showroom wall display: one BenchK wall bar demo unit takes zero floor space in their Maroa Ave showroom, and their Califitness install team makes them a natural dealer for wall-mounted equipment no other Central Valley retailer offers.
Right channel profile (showroom + in-house install, catalog gap, owner-buyer) but single-location retailer with limited reach.
Sources: [1] [2] [3] [4] [5] [6]
B
CaliFitness equipment expert USA · 3017 W.Dakota Fresno, CA 93722
● active https://www.califitness.com/
Found: IHRSA 2022 (Miami) — visited our booth: Slavic Tsytsyn
CaliFitness, Inc. (Fresno, CA, since 2004) sells, installs, rents, maintains and repairs fitness equipment for residential and commercial customers across California's Central Valley.
NO wall bars in catalog — GAP Positively fetched califitness.com: business is gym equipment repair/maintenance, installation, rental, refurbished/new equipment sales, flooring, custom home-gym build-outs — no webshop or online product catalog, and no stall bars / wall bars / Swedish ladder anywhere on site. Open-web search for CaliFitness + stall bars terms returns nothing on their domain. Confirms prior verdict. [QA methods: WebFetch site (positive browse), WebSearch company + product terms] →
Owner & key people
Owner: Founder-owned: Slavic Tsytsyn, CEO & Founder of CaliFitness, Inc. (Fresno, CA, founded 2004) [src]
Slavic Tsytsyn — CEO & Founder (booth visitor IHRSA 2022 — confirmed current; owner IS the buyer) in
Size & segments
Revenue: ~$2.17M annual sales, ~12 employees (Dun & Bradstreet estimate — labeled estimate) · Staff: ~12 (D&B estimate) · Locations: Single location: 3017 W. Dakota Ave, Fresno, CA. Stated service coverage is California-only but WIDER than just Fresno: Central Valley (Fresno, Visalia, Bakersfield, Merced, Modesto), NorCal edge (Gilroy, Los Banos, Santa Clara), Central Coast (Monterey, SLO, Santa Maria, Santa Barbara, Ventura), and SoCal desert (Palmdale, Victorville). No e-commerce shop, no out-of-state shipping found — they do NOT serve beyond California.
Segments: residential home gyms, commercial gyms (service/install), equipment rental, gym flooring + custom home-gym build-outs
Brand portfolio
Precor, Life Fitness, Matrix, Technogym, Horizon, Vision, Freemotion, Spirit, SportsArt, Woodway, Star Trac, StairMaster, Nautilus, Hoist, Octane, True, Peloton, Assault Fitness (mostly SERVICED brands; retail sales are secondary to repair/maintenance)
Slavic Tsytsyn — CEO & Founder, CaliFitness Inc. ✓ confirmed in role
Slavic Tsytsyn confirmed on LinkedIn as CEO & Founder of CaliFitness Inc. Owner IS the buyer — easy decision access.
✉ slavic@califitness.com  ☏ Office: 559-439-1509 ext.1005 Direct: 559-307-8467
What changed / current projects
2025-2026 Repositioned primarily as repair/maintenance + custom home-gym build-out company ('Fresno's #1 Gym Equipment Repair & Maintenance', same-day response); service footprint now spans Central Valley to Central Coast and Palmdale/Victorville [src]
Why interesting for BenchK
Small but frictionless: the founder-owner is the warm booth contact and the sole decision maker, and his crews already install equipment in home gyms and PT studios across half of California — a wall-mounted BenchK line slots straight into his custom build-out business where none of his ~18 serviced brands offers wall bars. Volume ceiling is low (~$2M company), so treat as an install-partner/regional dealer, not a distributor.
Re-engagement: Email Slavic recalling the IHRSA 2022 Miami booth conversation; pitch BenchK as a zero-floor-space add-on line his install crews can mount in Central Valley home gyms and PT studios — a product none of his current 18 brands covers.
Active regional dealer with installation capability and owner-level access, but small ($2M revenue) and increasingly service-focused rather than retail-focused.
Sources: [1] [2] [3] [4]
B
Foundation Fitness / Stages USA
● unknown foundationfitness.net
Found: IHRSA 2023 (San Diego) — visited our booth: Sarah Sager | Michelle Mills (Commercial Fitness Consultant, IHRSA 2022): mmills@foundationfitness.net (Social Media & Marketing)
Historically a full-service commercial gym design, equipment sales and installation dealer (and former parent of Stages Cycling). Current operating scope post-Chapter 11 is unverified.
wall bars: unknown Re-verified 2026-08-03: dig returns no A record for foundationfitness.net or www.foundationfitness.net (DNS dead, ENOTFOUND) — no live catalog exists to check. Open search '"Foundation Fitness" Portland stall bars/swedish ladder' returns nothing on their domain or cached. Per burden-of-proof rule this must stay 'unknown (site dead, no catalog to verify)' — company is in Chapter 11 with dealer business status unclear, so 'unknown' is also the commercially accurate answer. [QA methods: DNS lookup (dig) + HTTPS probe, open WebSearch company + product terms, site-scoped search not possible (domain not indexed/resolving)]
sells TRX
Owner & key people
Owner: Founded 2009 by brothers Jim and Scott Liggett (Jim Liggett founder & CEO), Portland, OR. Company filed Chapter 11 on 2024-06-23 (District of Nebraska); subsidiary Stages Cycling's assets sold to Giant Group for $20.1M in Sept 2024 bankruptcy sale. Post-bankruptcy ownership/status of the remaining dealer business: unverified. [src]
Sarah Sager — MOVED — now Sales Operations at Intenza Fitness USA (was booth contact IHRSA 2023); @foundationfitness.net email dead in
Michelle Mills — MOVED — now Commercial Fitness Consultant at FitLogistix (Chandler, AZ + Denver-area operations; 20+ yrs, ~1,000 fitness-center projects; ex-Foundation Fitness). Was IHRSA 2022 contact. in
Jim Liggett — Founder & CEO (pre-bankruptcy; current involvement unverified)
Size & segments
Revenue: Pre-bankruptcy directory claims ~$22.5M / 14-51 employees (LeadIQ, unreliable post-Chapter 11). Current: unknown. · Staff: unknown post-bankruptcy (Stages workforce fully laid off Apr 2024; dealer-side headcount unverified). · Locations: Historically Portland, OR HQ with west-coast commercial dealer operations. Website foundationfitness.net AND www.foundationfitness.net both fail DNS resolution (checked 2026-08-03) — no operating web presence found.
Segments: commercial gyms (historic: design/build, equipment sales, install), indoor cycling (Stages — now owned by Giant)
Brand portfolio
TRUE Fitness (historic), Concept2 (historic), Torque Fitness (historic), TRX (historic), Mirror (historic), Stages (sold to Giant 2024)
Sarah Sager | Michelle Mills (Commercial Fitness Consultant, IHRSA 2022): mmills@foundationfitness.net — Sarah Sager: Sales Operations, Intenza Fitness USA. Michelle Mills: Commercial Fitness Consultant, FitLogistix. ✗ left the company
Both fair contacts have left. Sarah Sager (IHRSA 2023) is now at Intenza Fitness USA (premium cardio brand). Michelle Mills (IHRSA 2022) is now at FitLogistix, a fitness-center design/equipment firm covering the US west coast — she remains a relevant industry contact at her NEW company. Both @foundationfitness.net emails likely dead.
✉ ssager@foundationfitness.net  ☏ +1 303 882 8812
Booth notes: Stefan spoke with them
Outcome then: TBD
What changed / current projects
2024-04 Stages Cycling laid off entire workforce [src]
2024-06-23 Foundation Fitness, LLC filed Chapter 11, District of Nebraska [src]
2024-09 Court approved Giant's $20.1M purchase of Stages Cycling assets [src]
2025-06 Stages Cycling restarted trading under Giant ownership (separate from Foundation Fitness) [src]
Why interesting for BenchK
The company itself is effectively gone as a target: Chapter 11 (June 2024), Stages sold to Giant, website dead (DNS fails as of Aug 2026), both booth contacts departed. The value is the people: Michelle Mills now does the identical job (commercial fitness design/equipment consulting for multifamily, parks & rec, senior living, PT/medical, corporate wellness) at solvent FitLogistix — those FitLogistix segments are BenchK sweet spots. Sarah Sager at Intenza is a secondary industry contact. Redirect this lead to Michelle Mills @ FitLogistix; do not chase @foundationfitness.net emails.
Re-engagement: Do not chase the old Foundation Fitness emails. Instead contact Michelle Mills at FitLogistix on LinkedIn, referencing the IHRSA 2022 conversation with BenchK (and Stefan's IHRSA 2023 talk with the Foundation team): 'now that you're designing fitness spaces at FitLogistix, wall-mounted strength walls solve the square-footage problem in your multifamily/corporate projects.' Optionally verify whether any Foundation Fitness dealer business still operates before separate outreach.
Company in/after Chapter 11 with dead-looking website and departed contacts — but the relationship transfers: Michelle Mills at FitLogistix is a warm route into an active gym-design dealer.
Sources: [1] [2] [3] [4] [5] [6] [7] [8] [9] [10] [11] [12]
B
Lazzoni USA · US
● active https://lazzoni.com
Found: IMM Cologne 2023 — visited our booth: Efe Kakabulut
Turkish family-owned (4th generation, since 1950s) premium modern furniture brand; manufactures in Turkey and retails through 9+ US showrooms. Explicitly positioned around space-saving furniture: sofa beds, storage beds, convertible tables, custom modular pieces. Family also built Hotel Lazzoni in Istanbul.
NO wall bars in catalog — GAP Positively browsed lazzoni.com on-site search for 'wall bars': 13 results, all furniture (Bahu beverage bar, mirrors, nightstands, dressers) — zero fitness products. Catalog is closets, bedroom, living, dining, vanities, outdoor furniture only. site:lazzoni.com fitness/gym search returns nothing. Confirms furniture-only; showroom-collab whitespace intact. [QA methods: shop_search_fetch (lazzoni.com/search?q=wall+bars), site_search (site:lazzoni.com fitness OR wall bars OR gym)] →
Owner & key people
Owner: 4th-generation Turkish family business (Kababulut family), roots to 1897 (founder Laz Hasan, Black Sea carpenter); grandfather Osman created Turkey's first modular kitchen cabinetry (Bulut Kolektif, 1960s). US operations owned/led within the family: Os Berke Kababulut cited as owner of US operations; brand under leadership of Efe Kababulut. [src]
Efe Kababulut — Board Member / brand & design leadership, Lazzoni (the booth visitor, IMM Cologne 2023 — note correct spelling Kababulut, not 'Kakabulut'; Northeastern grad who built the US business) in
Os Berke Kababulut — Owner, Lazzoni US operations (4th generation)
Size & segments
Revenue: unknown (private family company; no sourced figures found — do not estimate) · Staff: unknown; vertically integrated manufacturer (factory in Turkey) + ~35 showrooms globally · Locations: 10 US showrooms (3 in Manhattan: Chelsea, Flatiron, Madison Ave; plus Miami opened 2025, Boston Newbury St with Newton MA coming, Atlanta buildout recently delivered) and ~35 showrooms globally; first UK showroom 2023; expansion plans include Canada
Segments: premium urban residential consumers (space-saving furniture: sofa beds, storage beds, convertible tables, modular closets), interior design trade, hospitality (family built Hotel Lazzoni, Istanbul)
Brand portfolio
Lazzoni (own brand only — vertically integrated manufacturer-retailer)
Efe Kakabulut — Board Member / Head of Design, Lazzoni (correct spelling: Efe Kababulut) ✓ confirmed in role
Contact's real name is Efe Kababulut (lead has 'Kakabulut'). Confirmed on LinkedIn as Board Member at Lazzoni Furniture; led LazzoniUSA and the brand's design direction; based between Istanbul and NY.
✉ efe@lazzoni.us  ☏ (+212) 242 0606
What changed / current projects
2025-04 Opened new Miami showroom [src]
2025-2026 Newton, MA showroom announced ('coming soon') complementing Newbury St Boston; Atlanta showroom buildout completed (Dakota Contractors project) [src]
2026-04 Exhibiting at High Point Market Spring 2026 (Apr 25-29, High Point NC); active US retail expansion, with UK and Canada on the roadmap [src]
🇨🇦 Canada distribution assessment: None today — but Lazzoni's stated expansion plans include Canada, worth noting only as a future retail-collab market, not a distribution solution.
Why interesting for BenchK
A 4th-generation woodcraft family actively opening US showrooms (Miami 2025, Newton MA, Atlanta) whose entire pitch is premium space-saving living for city apartments — the same customer and same philosophy as BenchK Home, and the same material language (crafted wood). Warm contact Efe Kababulut leads design for the brand: a 'home wellness corner' featuring a BenchK wooden wall bar styled into their showroom roomsets is a low-friction, high-visibility collab, with their trade/interior-designer channel as upside.
Re-engagement: Email/LinkedIn to Efe Kababulut recalling meeting at IMM Cologne 2023: propose displaying a BenchK wooden wall bar in one Manhattan showroom as a design piece for small-apartment wellness — same space-saving philosophy as their sofa beds — with option for a co-styled 'home wellness corner' collab.
Active premium retailer with perfect space-saving brand alignment, but outside the fitness channel — niche showroom/collab opportunity.
Sources: [1] [2] [3] [4] [5] [6] [7] [8] [9] [10] [11] [12]
B
Pilates Big Rapids USA
● active https://pilatesbigrapids.com/
Found: IHRSA 2023 (San Diego) — visited our booth: Ava Grace Jarzabkowski (Owner / Instructor)
Boutique Pilates studio at 205 Maple St, Big Rapids, Michigan — personal training, small group classes, athletic conditioning, pre/post-natal training led by certified instructor-owner.
NO wall bars in catalog — GAP Positive browse: site fetched successfully Aug 2026 — pure service studio (Personal Training, Small Group Classes, Athletic Conditioning, Pre/Post Natal). No webshop, no equipment retail, no mention of wall bars/stall bars/Swedish ladder anywhere. 'No' verdict grounded in a full successful site browse. [QA methods: WebFetch homepage (succeeded — service-only site, no shop)] →
Owner & key people
Owner: Owner-operated micro business: Ava (Grace) Jarzabkowski, owner and certified Pilates instructor (confirmed via LinkedIn/ZoomInfo in first pass; site uses ava@pilatesbigrapids.com). [src]
Ava Jarzabkowski — Owner / Pilates Instructor — the booth visitor (IHRSA 2023); confirmed current in
Size & segments
Revenue: unknown (single-studio micro business; no published figures) · Staff: Owner plus certified instructor(s) — micro business · Locations: Single studio: 205 Maple Street Suite A, Big Rapids, MI 49307; also offers training at client locations
Segments: boutique Pilates studio, personal training, small group classes, athletic conditioning, pre/post-natal
Ava Grace Jarzabkowski — Owner / Pilates Instructor ✓ confirmed in role
Ava Jarzabkowski confirmed as Business Owner at Pilates Big Rapids (LinkedIn + ZoomInfo). Note in lead mentions a second visitor who is an architect — identity unverified.
✉ ava@pilatesbigrapids.com  ☏ +1 262 352 5451
Booth notes: Pilates studio and architect. Two women came to visit our booth
Outcome then: TBD
What changed / current projects
2026 (site current) Studio active; scheduling switched to the Glofox app; no expansion or second location announced [src]
Why interesting for BenchK
Perfect segment fit (boutique Pilates, owner is the buyer) but tiny purchasing power — realistic play is a 1-2 unit studio package plus the affiliate program discussed after IHRSA 2023, and the unidentified architect companion from the booth visit as a possible micro design-spec channel.
Re-engagement: Warm email to Ava recalling her IHRSA 2023 San Diego booth visit (she came with an architect friend): offer a studio package (1-2 wall bars + accessories) and the affiliate program mentioned in the original follow-up plan, positioning wall bars as zero-footprint complement to reformers.
Perfect segment fit (boutique Pilates, owner is the buyer) but tiny purchasing power — studio order + affiliate play, not a distribution account.
Sources: [1] [2] [3] [4]
B
The Athletic Clubs USA · 4610 Sam Peck Road Little Rock, AR 72223
● active lrac.com (The Athletic Clubs / Little Rock Athletic Centers LLC)
Found: IHRSA 2022 (Miami) — visited our booth: Frank Lawrence (Chief Executive Officer)
Multi-club fitness operator in Little Rock, AR: Little Rock Athletic Club, Little Rock Racquet Club, Downtown Athletic Club plus several CrossFit boxes. An end-customer club operator, not a distributor.
NO wall bars in catalog — GAP Positively verified: lrac.com fetched successfully (not blocked). It is a club operator, not a retailer — amenities/programs (fitness, tennis, pickleball, aquatics, recovery room, youth, pro shop) show no wall bars; pro shop is member retail, not an equipment catalog. site:lrac.com search for wall/stall bars: zero indexed pages. 'No' here means 'no existing wall-bar assortment/installation found' — any BenchK deal would be net-new facility equipment, as record states. [QA methods: WebSearch site:lrac.com stall/wall bars synonyms, WebFetch lrac.com (successful, full amenity review)]
Owner & key people
Owner: Little Rock Athletic Centers LLC — owned since April 2013 by a local Arkansas investor group led by Brad Eichler (group includes Stephens Inc. members), which bought the four clubs from founder Pat Riley Jr. (Riley family had built the clubs since 1973/1985). Frank Lawrence was installed as CEO at the 2013 sale. [src]
Frank Lawrence (booth visitor, IHRSA 2022) — CEO, Little Rock Athletic Centers (since April 2013; LinkedIn and industry press still list him in role — likely current) in
Brad Eichler — Lead owner / head of the 2013 investor group (Stephens Inc. executive)
Size & segments
Revenue: Not public (private LLC) — unverified. · Staff: Not public; multi-club staff across ~4-7 facilities · Locations: Little Rock, AR: Little Rock Athletic Club (HQ, 4610 Sam Peck Rd), Little Rock Racquet Club, Downtown Athletic Club, plus CrossFit boxes; North Little Rock Athletic Club sold off Sept 2025
Segments: end-customer club operator: commercial fitness clubs, tennis/pickleball/racquet sports, aquatics, youth & junior programs, group fitness incl. yoga & Pilates, recovery ('CHILL' recovery room)
Frank Lawrence — CEO, Little Rock Athletic Centers ~ likely in role
Frank Lawrence has been CEO since April 2013; LinkedIn, podcasts and industry press still list him in role. No evidence of departure as of 2026.
✉ franklawrence@lrac.com  ☏ 501-225-3600 ext.304 cell 501-626-2265
What changed / current projects
2025-09 Sold North Little Rock Athletic Club to Genesis Health Clubs (became Genesis' 79th location) — portfolio slimmed to core Little Rock clubs, freeing capital. [src]
2024-2025 (exact date unverified) Opened dedicated pickleball facility at Little Rock Athletic Club; junior pickleball instruction and 'CHILL' recovery room now promoted on site — active reinvestment cycle in the remaining clubs. [src]
Why interesting for BenchK
Direct end-buyer, not a channel: CEO-level warm contact (Frank Lawrence, IHRSA 2022 Miami) at Arkansas' largest locally owned club group, currently in a visible reinvestment cycle (pickleball build-out, recovery room, post-divestiture capital). Wall bars fit their Pilates/yoga studios, stretching/recovery zones and junior programs across 4+ facilities — a moderate one-time multi-club order with reference-site value in a new US region.
Re-engagement: Email Frank recalling the IHRSA 2022 Miami booth visit; hook onto the visible reinvestment cycle (new pickleball facility, post-NLRAC-sale upgrades) and propose wall bars for stretching/functional and junior-program zones across the remaining clubs.
Solid operator with CEO-level warm contact, but a single-market end customer — moderate one-off volume, no distribution leverage.
Sources: [1] [2] [3] [4] [5] [6] [7] [8]
B
West Prime USA
● active https://westprime.com/
Found: IHRSA 2023 (San Diego) — visited our booth: Elmer David Wurts (CEO)
Healthcare, science and technology solutions distributor: healthcare product distribution, specialty technology implementation, and device service/management. Minority-owned small business in Southern California.
NO wall bars in catalog — GAP Positively re-browsed westprime.com/collections/all: live fetch confirms '0 products — No products found' — the Shopify storefront is an empty shell exactly as originally recorded. No products of any kind, therefore no wall bars. Related westprimehealthcare.com is B2B medical equipment (Chino, CA). [QA methods: WebFetch full catalog page (browsed, 0 products)] →
Owner & key people
Owner: WestPrime Systems, Inc. (est. ~1999-2000, 'technologies in health and science since 2000'), privately held minority-owned small business in Southern California; Elmer David Wurts is the top executive (CEO per Buzzfile/company profiles; his own LinkedIn headline says COO). [src]
Elmer David Wurts (booth visitor) — CEO per company profiles / COO per own LinkedIn headline — top decision maker; still publicly associated with WestPrime in 2026 profiles, no departure evidence in
Size & segments
Revenue: ~$5.7M annual (third-party estimate via Buzzfile/Datanyze, labeled estimate — from first-pass verification) · Staff: ~10 (third-party estimate) · Locations: 5751 Chino Ave, Chino, CA 91710 (WestPrime Healthcare); historic Brea CA phone 714-529-2027 still in use; single-location operation
Segments: medical/hospital (ICU ventilators, biomedical services, equipment rental), clinics/healthcare professionals, B2C via 'WestPrime Direct' division
Brand portfolio
Flight-60 ICU ventilators (Flight Medical) — only named product line found; no fitness/rehab brands visible anywhere
Elmer David Wurts — CEO per Buzzfile/company profiles; his LinkedIn headline says COO at Westprime — either way a top decision maker at the company. ~ likely in role
Elmer Wurts still publicly associated with WestPrime in 2026 company profiles; no departure evidence found.
✉ edw@westprime.com skype: westprimesystems  ☏ +1 714 529 2027 ext. 1551
Booth notes: Interested indistribution in US. Posture correction, rehabilitation. I gvave him wholesale pricelist.
Outcome then: TBD
What changed / current projects
2026-08 (observed) westprime.com relaunched as a two-division corporate hub — 'WestPrime Direct' (B2C) and 'WestPrime Healthcare' (B2B) — but the consumer shop catalog is completely empty (0 products), i.e., the BenchK-relevant retail channel never materialized. [src]
current WestPrime Healthcare actively operates: equipment sales and rentals, Ventilation Management Program (VMP), biomedical repair services from Chino CA. [src]
Why interesting for BenchK
The only lead in this batch with a signed intent: Elmer took the wholesale pricelist at IHRSA 2023 and agreed to add BenchK to his healthcare offer — it simply never launched, and his empty B2C storefront shows why (no retail execution muscle). Decision maker unchanged and reachable; a small rehab/posture pilot into his clinical accounts is the realistic reboot, but expectations should be capped at a ~10-person, ventilator-centric distributor.
Re-engagement: Revive the IHRSA 2023 San Diego agreement directly: 'You planned to add BenchK to your healthcare offer after IHRSA — we now have US-focused rehab/posture-correction materials and updated wholesale pricing.' Ask what blocked the launch and propose a small pilot order for his clinical accounts.
Prior explicit intent to distribute BenchK in US healthcare/rehab, decision maker still in place — but a ~10-person distributor with a dormant-looking site caps the upside.
Sources: [1] [2] [3] [4] [5] [6] [7]
B
WoodWay USA
● active https://www.woodway.com/
Found: MEDICA 2022 (Düsseldorf) — visited our booth: Jon Bayerlein
Premium manufacturer of slat-belt treadmills (Curve, ProSmart/Treadwell lines) for sports performance, medical/rehab, and commercial fitness markets, sold worldwide.
NO wall bars in catalog — GAP Positively verified: fetched woodway.com/products/ directly (not blocked). Full catalog is motorized treadmills, manual treadmills (Curve etc.), and 'Beyond Treadmills' (CLMBR climbers, Wattbike, Cortex metabolic analyzers, altitude chambers). No stall bars / wall bars / Swedish ladders and no third-party strength equipment. 'No' verdict stands with direct catalog evidence. [QA methods: WebFetch woodway.com/products/ (full category list reviewed), WebSearch site:woodway.com synonyms (empty)]
Owner & key people
Owner: Family-owned: the Bayerlein family (Douglas 'Doug' Bayerlein, President/owner, manufactures with several family members). Woodway GmbH founded 1975 in Weil am Rhein, Germany; US license granted 1988 to the Waukesha, WI operation; Woodway USA formed ~1990. Facilities in USA, Germany and Japan — largest specialized treadmill manufacturer in the world. [src]
Doug Bayerlein — President, Woodway USA in
Jon Bayerlein — International Sales (ZoomInfo also lists him as Executive Vice President; family member of the owners)
Size & segments
Revenue: RocketReach ESTIMATE: US$7.7M / 84 employees — almost certainly understated for the world's largest slat-belt treadmill maker; PPP loan records show $1-2M loan retaining 93-103 jobs. Treat all figures as estimates; no public filings. · Staff: ~84-103 (RocketReach estimate + PPP job-retention range) · Locations: HQ + factory Waukesha, WI; Woodway GmbH (Germany); Japan facility; own retail store near Waukesha factory
Segments: commercial gyms & fitness facilities, pro/college sports performance, medical & rehabilitation, military/government, home & office (retail store, Treadwell line)
Brand portfolio
Woodway (own brand only — Curve, ProSmart, Treadwell lines); not a multi-brand distributor
Jon Bayerlein — International Sales, Woodway USA (per ZoomInfo) ~ likely in role
Jon Bayerlein listed as International Sales at Woodway USA, Waukesha (ZoomInfo); family name matches ownership (Doug Bayerlein, owner). Not independently re-verified on LinkedIn.
✉ jonb@woodway.com  ☏ 2623913258.0
Booth notes: They produce treadmills, Vadim talked to them. Send more info. Big company based in the U.S. They have different brands in their offer sp they can add BenchK online as well. We visited their booth - most people there are from GmbH (Germany). Jon is international - from the U.S.
What changed / current projects
2024-03 Strategic alliance with Greenlite Ventures (simulated-altitude chambers, JV opportunities) — shows willingness to partner beyond own product line [src]
2025-11 Active marketing push of ProSmart: Treadwell consumer/office line [src]
prior Opened first own retail store near Waukesha factory (direct-to-consumer move because premium retailers under-supported the $10k product) [src]
Why interesting for BenchK
Not a distributor, but a premium family-owned manufacturer whose medical/rehab and performance channels (MEDICA presence, PT clinics, sports facilities) exactly overlap BenchK's physio segment — and the 2022 booth notes recorded openness to adding other brands to their online offer. The Greenlite alliance proves they do partnerships. Angle: BenchK wall bars as the zero-floor-space companion to Woodway rehab treadmills for US medical accounts and via Woodway GmbH in DACH; contact Jon Bayerlein (family, international sales).
Re-engagement: Email Jon Bayerlein recalling the MEDICA 2022 Düsseldorf booth visit and Vadim's conversation about adding brands to their online offer: propose BenchK wall bars as a zero-floor-space rehab companion product to Woodway rehab treadmills for their medical/PT accounts in the US and via Woodway GmbH.
Active premium manufacturer with rehab channel overlap and stated openness to adding brands — partnership possible but not their core model.
Sources: [1] [2] [3] [4] [5] [6] [7] [8] [9]
B
send me a trainer USA
● active https://sendmeaprofranchise.com/ (brand expanded from Send Me a Trainer to Send Me a Pro; sendmeatrainer.com still active for the training vertical)
Found: IHRSA 2022 (Miami) — visited our booth: Bary El-Yacoubi (CEO & Master Personal Trainer)
First on-demand in-home personal training franchise, now the 'Send Me a Pro' home-services platform: franchisees run app-based businesses sending trainers (and other pros) to clients' homes — no physical locations. 100+ franchise locations globally, ~54 franchised US units; Entrepreneur fastest-growing-brand rankings 2023-2024.
NO wall bars in catalog — GAP Live fetch of sendmeaprofranchise.com (HTTP 200, positive browse): pure services franchise platform ('Uber-like' marketplace for fitness pros, handyman, cleaning, tutoring). No shop, no product catalog, no equipment of any brand — the wall-bars category cannot exist here. Confirmed. [QA methods: WebFetch homepage/catalog check (HTTP 200)] →
Owner & key people
Owner: Co-founder owned: brothers Bary El-Yacoubi (Co-Founder & CEO) and Muhssin El-Yacoubi (Co-Founder & CFO, ex private equity/investment banking, Kellogg MBA). Evolved from Bounce Fitness (2007) → Send Me a Trainer → Send Me a Pro; franchising since 2019. [src]
Bary El-Yacoubi — Co-Founder & CEO, Send Me a Pro (the booth visitor, IHRSA 2022 — confirmed current; note his email domain has likely moved to sendmeapro.com/sendmeaprofranchise.com)
Muhssin El-Yacoubi — Co-Founder & CFO, Send Me a Pro
Size & segments
Revenue: unknown (private; no sourced estimate found). Franchise economics: initial investment $49,099-$94,799, franchise fee $34,999 (Entrepreneur directory). · Staff: Asset-light platform: company site claims 200 locations across 5 countries; Entrepreneur directory records 160 total units, +180.7% growth. No physical facilities. · Locations: No physical facilities (home-based/mobile franchise model); 160-200 franchise territories across 5 countries.
Segments: in-home consumers (personal training), multi-vertical home services (handyman, cleaning, lawn care, tutoring, dog walking, music)
Bary El-Yacoubi — Co-Founder & CEO, Send Me a Pro ✓ confirmed in role
Bary El-Yacoubi remains co-founder/CEO (ZoomInfo lists newer email pattern b***@sendmeapro.com; also bary@sendmeaprofranchise.com per directory listings). Old sendmeatrainer.com address may still route — unverified.
✉ bary@sendmeatrainer.com  ☏ O: 1 888 286 9819 M: +1 703 901 8087
What changed / current projects
2023-2024 Ranked Fastest Growing Brand by Entrepreneur (2023 & 2024) and Top Global Brand 2024; founders featured on Entrepreneur cover; expanded from fitness-only into the multi-vertical Send Me a Pro platform. [src]
2026 Entrepreneur Franchise 500 #417 (2026), #74 Fastest-Growing Franchises 2026, #26 Top Franchises Under $50K 2026; 160 units recorded, +180.7% unit growth. [src]
current Scale claim on franchise site: 200 locations across 5 countries. [src]
Why interesting for BenchK
Not a distributor — they buy zero equipment. But their fitness vertical puts certified trainers inside clients' homes across 160-200 territories in 5 countries: a ready-made affiliate/referral army for BenchK home wall bars (trainer recommends, client buys, trainer earns commission). CEO-level warm contact from IHRSA 2022 makes a corporate-level affiliate program a one-conversation pitch. Zero channel conflict with BenchK's US distributors since they hold no inventory.
Re-engagement: Reconnect with Bary referencing IHRSA 2022 Miami: congratulate on the Send Me a Pro expansion and 100+ territories, propose a trainer-affiliate program where their in-home trainers earn commission recommending BenchK wall bars to clients building home training corners.
No direct equipment purchasing, but a scalable affiliate/referral channel into exactly BenchK's home-fitness end customer, with CEO-level warm contact.
Sources: [1] [2] [3] [4]
B
Dynamics Venezuela
● active https://www.redvital.com/portal/
Found: FIBO 2024 (Cologne) — visited our booth: Juan Ledezma (Purchase Specialist)
Redvital is a Venezuelan 'health hyperstore' chain: pharmacies, 24-hour urban markets, hypermarket format (Redvital Makro, with Makro Venezuela partnership), medical equipment, labs, fresh food and personal care, across Caracas, Valencia, Maracaibo, Barquisimeto, Aragua and more states. Dynamics appears to be a related purchasing/operating group; lead met BenchK at FIBO 2024 buying for a gym project.
wall bars: unknown unknown (site blocks verification). Re-attempted 2026-08-03: redvital.com/portal returns HTTP 403 (fetch blocked — NOT evidence of absence); dynamics.life loads but is empty/blank with no content; site:redvital.com searches for espaldera / escalera sueca / fitness return zero indexed product pages; open-web ES-synonym search ('escalera sueca', 'espaldera' + Dynamics/Redvital Venezuela) returns nothing on their domains. Redvital confirmed as a health hyperstore chain (Maracaibo, Caracas, Aragua, Barquisimeto, Valencia) via Facebook, but no searchable catalog. Cannot confirm or exclude wall bars — correct verdict per burden-of-proof rule is unknown, not no. [QA methods: WebFetch (403 blocked — noted, not used as evidence), WebFetch dynamics.life (blank page), WebSearch site: operator, WebSearch ES synonyms (espaldera, escalera sueca)]
Owner & key people
Owner: Redvital (the retail group behind the lead, per lead data) is reported by investigative outlets to be owned by the Hussein Abdalla brothers (Samy, Khaled, Yihad, Amin) — a Palestinian-origin business family based in Carabobo state; owners deliberately keep a low public profile. The exact corporate link between purchasing entity 'Dynamics' (dynamics.life) and Redvital remains UNVERIFIED — no public registry or site connects them; treat per lead/Livespace history. [src]
Juan Ledezma — Purchase Specialist (booth visitor, purchase9@dynamics.life) — not findable publicly; generic procurement mailbox suggests a purchasing-team role; was actively corresponding through Aug 2024 (Livespace)
Hussein Abdalla brothers (Samy, Khaled, Yihad, Amin) — Reported owners of Redvital group (investigative press; unofficial)
Size & segments
Revenue: Not public; no credible estimate found. Scale indicators: multi-state chain, took over all Makro Venezuela big-box stores under long-term rental (SHV Annual Report 2024), self-proclaimed 'largest pharmacy in Latin America' at 2021 launch (marketing claim, unverified). · Staff: unknown · Locations: Venezuela multi-state: Caracas, Valencia, Maracaibo, Barquisimeto, Aragua, Turmero and more; formats: Redvital Makro hypermarkets, Urban Market, Redvital 24 Horas, Redvital Labs, pharmacies, medical equipment
Segments: health/pharmacy retail, hypermarket retail (Makro partnership), medical equipment retail, labs/diagnostics, own gym/wellness project (stated purpose of FIBO 2024 visit — internal, unverified publicly)
Brand portfolio
Redvital own-label (food, cleaning, medical, personal care), Makro brands (sold in co-branded stores)
Juan Ledezma — unverified (was Purchase Specialist, purchase9@dynamics.life) ? unverified
Juan Ledezma not findable publicly; generic purchasing mailbox suggests a procurement team role. Was actively in touch through Aug 2024 (Livespace history exists).
✉ purchase9@dynamics.life  ☏ 0058 424 4971322
Booth notes: He received wholesale price list at fair. Asked to email him. Gym.
Outcome then: in touch, info in Livespace
What changed / current projects
2021 onward Rolled out co-branded Redvital Makro concept after taking over Makro Venezuela stores (Valencia Jul 2021, Caracas La Yaguara Dec 2021, then Barquisimeto/Turmero, extending nationally) [src]
2024 SHV (Makro's Dutch parent) 2024 annual report confirms Makro Venezuela stores remain under long-term rental contract with Redvital — arrangement stable and ongoing [src]
Why interesting for BenchK
A large, cash-generating Venezuelan retail/health group whose buyer took BenchK's wholesale price list at FIBO 2024 and corresponded through Aug 2024 — a live procurement thread, not a cold lead. Upside: equipping their own gym/wellness build-out plus retailing rehab-grade wall bars through their medical-equipment and pharmacy formats. Risks: Venezuela payment/import complexity, opaque ownership (investigative press flags the group), and the unverified Dynamics-Redvital link — recommend prepayment terms and direct re-engagement via purchase9@dynamics.life / WhatsApp.
Re-engagement: Email purchase9@dynamics.life (and WhatsApp +58 424 4971322) referencing the FIBO 2024 Cologne meeting where Juan received the wholesale price list and the Aug 2024 correspondence in Livespace: ask about the status of the gym project and offer an updated 2026 price list plus the rehab wall-bar range for Redvital's medical-equipment stores.
Real, large, active retail group with prior engaged contact and price list in hand, but Venezuela market risk and unverified corporate structure.
Sources: [1] [2] [3] [4] [5] [6] [7] [8] [9] [10] [11]
C
Tevecsi Chile
● active https://teveuci.com/
Found: MEDICA 2022 (Düsseldorf) — visited our booth: Rafael Madariaga
TEVEUCI provides home hospitalization and respiratory therapy services in Chile: invasive/non-invasive mechanical ventilation, sleep apnea, respiratory training, plus related medical supplies (nebulizers, cannulas). 25+ years in respiratory patient care.
NO wall bars in catalog — GAP
Size & segments
Size unverified; established 1995, appears to be a mid-size specialized homecare service company. No public revenue data found.
Rafael Madariaga — Business Development, TEVEUCI ✓ confirmed in role
Rafael Madariaga González confirmed on LinkedIn as Business Development at TEVEUCI; he is a kinesiologist (physiotherapist) and commercial engineer — relevant profile for rehab equipment.
✉ rafael.madariaga@teveuci.com  ☏ 56977156038.0
Booth notes: Interested in distribution, speaks Spanish
Why interesting for BenchK
Marginal-to-niche: their core business is respiratory homecare services, not equipment retail. However, home rehabilitation context plus a kinesiologist BD contact who explicitly expressed distribution interest gives a possible Chile home-rehab distribution angle.
Re-engagement: Reopen in Spanish with Rafael referencing the MEDICA 2022 Düsseldorf meeting and his distribution interest: BenchK wall bars as a home-rehab add-on for their home hospitalization patients (fall prevention, respiratory-patient mobility training), zero floor space in patients' homes.
Active company and confirmed contact, but respiratory-services core business is off-center from wall bars; distribution interest never converted since 2022.
Sources: [1] [2] [3] [4]
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Pharmaco Industries Ltd. Trinidad & Tobago · Spain
● active https://pharmaco-trinidad.com/
Found: MEDICA 2022 (Düsseldorf) — visited our booth: Stephen J. Aboud
Trinidad & Tobago medical distributor: pharmacy/retail distribution, hospital distribution, government tenders, ambulance conversions, and medical/surgical furniture. Runs three retail home-healthcare shops and exports across the Caribbean.
NO wall bars in catalog — GAP
Size & segments
Regional Caribbean distributor: 3 retail outlets plus distribution, technical, export and contracts departments. Revenue not public.
Stephen J. Aboud — Founder & Managing Director ~ likely in role
Stephen Aboud confirmed as founder and Managing Director of Pharmaco Industries Ltd (LinkedIn, ZoomInfo, company Facebook). No indication of departure.
✉ steve@pharmaco-trinidad.com  ☏ 18686256967.0
Booth notes: Low priority. He said that they can't cooperate with countries of increased risk (war)
Why interesting for BenchK
Moderate on paper — they supply hospital furniture and rehab-adjacent medical equipment where physio wall bars could slot into government tenders. But small Caribbean market and, per 2022 booth notes, they refused to work with suppliers from 'countries at increased risk (war)', which they applied to the region around Poland/Ukraine.
Re-engagement: Reopen by addressing the 2022 objection head-on: since meeting at MEDICA 2022, BenchK has years of uninterrupted EU production and export (Poland is EU/NATO, supply chain unaffected) — offer references and CIF terms to Port of Spain, positioned for their government tender/contracts department (physio and hospital rehab rooms).
Real distributor with the right category (hospital/rehab furniture) but small market and an explicit prior objection to sourcing from the region.
Sources: [1] [2] [3]
C
2B Fitness USA
● unknown No Website
Found: IHRSA 2023 (San Diego) — visited our booth: Steven Zhong (Unknown)
Per 2023 lead notes: a gym, possibly interested in reselling products later. Nothing verifiable today.
wall bars: unknown
Size & segments
unknown
Steven Zhong — unknown ? unverified
Steven Zhong not findable via targeted search; only contact is a personal Gmail and mobile number.
✉ zihuisteven@gmail.com  ☏ +1 310 993 5249
Booth notes: Gym - possibly will sell some products in the future
Outcome then: TBD
Why interesting for BenchK
At best a single-location gym buyer of a few units; no distribution potential evidenced. Was already 'Low' priority in 2023.
Re-engagement: One short personal email to zihuisteven@gmail.com recalling the chat at IHRSA 2023 San Diego and his interest in possibly selling BenchK products: ask if the gym is open and whether he'd like the current US dealer price list. No response = close.
Unverifiable micro-lead; warm only because of the booth visit — one cheap email, then drop.
Sources: [1]
C
Bedgear USA
● active https://www.bedgear.com/
Found: IMM Cologne 2023 — visited our booth: Eugene Alletto (CEO)
US performance bedding brand (mattresses, pillows, sheets, protectors) sold through furniture retail, e-commerce and hospitality channels. Not a fitness or equipment company.
NO wall bars in catalog — GAP
Size & segments
Substantial national brand: Long Island global HQ, nationwide retail partnerships (Jordan's Furniture across New England), international expansion into UK/Ireland; revenue not public.
Eugene Alletto — Founder & CEO ✓ confirmed in role
Eugene Alletto confirmed still Founder & CEO in 2026 (PR Newswire releases, The Org). Note lead email is dtekbilek@bedgear.com - an assistant/other employee, not Alletto himself.
✉ dtekbilek@bedgear.com  ☏ 1 516 426 9654
Booth notes: hotels, restaurants, retail. Send more info
What changed / current projects
2026-05 BEDGEAR expands global headquarters on Long Island [src]
2025-05 BEDGEAR enters UK and Ireland via partnership with The Fine Bedding Company [src]
2025-06 BEDGEAR expands partnership with Jordan's Furniture (New England) [src]
Why interesting for BenchK
Marginal: Bedgear sells sleep products, not fitness equipment - they neither spec, install nor resell training gear. Only speculative overlap is a shared hospitality-wellness audience (hotel wellness rooms) or retail-channel introductions, neither a direct sales path.
Re-engagement: Low priority. If pursued at all: reference the IMM Cologne 2023 meeting and the 'send more info' request, and pitch a hospitality-wellness co-marketing conversation (hotels outfitting sleep + in-room fitness). Realistically better used for hotel-channel introductions than direct sales.
Healthy, growing company and confirmed CEO, but wrong category - no equipment purchasing or reselling role for wall bars.
Sources: [1] [2] [3] [4]
C
BodiiPro USA
● unknown bodiipro.com
Found: IHRSA 2023 (San Diego) — visited our booth: Eric Landis (CEO)
Per cached pages: sold turnkey home-gym packages (squat rack cage, dual adjustable pulley, bench, Olympic weights, dumbbells). Lead notes say the founder works with a network of 1,000+ personal trainers.
wall bars: unknown
Size & segments
Appears to be a small operation; no locations/headcount/revenue data found.
Brand portfolio
unverified
Eric Landis — unverified (was CEO) ? unverified
No LinkedIn profile clearly matching Eric Landis at BodiiPro found among many same-name profiles; cannot confirm he is still active there. His email domain may bounce given dead website.
✉ eric@bodiipro.com  ☏ +1 303 870 5352
Booth notes: He contacted us. He works with personal over a 1000 personal trainers
Outcome then: TBD
Why interesting for BenchK
Was a plausible fit (equipment packages for trainers/studios where BenchK could be an add-on), but the company cannot be verified as operating in 2026 - website is unreachable.
Re-engagement: One low-cost probe: LinkedIn message or phone call (+1 303 870 5352) to Eric referencing his inbound approach at IHRSA 2023 San Diego and the meeting that never got scheduled. If email bounces and phone is dead, mark X and close.
Inbound warm lead with trainer network, but website dead and company status unverifiable; downgrade until a live signal appears.
Sources: [1]
C
Cooley USA · NYC
● active https://www.cooley.com
Found: Beyond Activ 2025 — visited our booth: Pat O'Connell
Global law firm known for representing high-growth companies, venture capital funds and investors in M&A, financings and IPOs.
NO wall bars in catalog — GAP
Size & segments
Global firm, thousands of lawyers across US/EU/Asia offices.
Pat O'Connell — Associate, Cooley LLP (New York) ✓ confirmed in role
Pat O'Connell confirmed on cooley.com and LinkedIn as a NY-based associate advising high-growth companies on M&A and venture capital financings (JD/LLM Duke 2020). Matches lead note 'works for investors'.
✉ poconnell@cooley.com  ☏ 603-809-1670
Booth notes: I spoke with him, as i understand he works for investors
Why interesting for BenchK
Not a buyer. Value is relational: Cooley advises fitness/wellness investors and operators (hence his presence at Beyond Activ 2025). Could become an introducer to PE/VC-backed gym chains or a US market-entry legal contact, not a customer.
Re-engagement: Light-touch LinkedIn/email note referencing the conversation at Beyond Activ 2025 in NYC: share BenchK's US expansion progress and ask if any of his investor clients in boutique fitness or wellness real estate would find a space-saving equipment story interesting.
Service firm, no equipment purchasing; keep as network/advisory contact only.
Sources: [1] [2]
C
Eliserosato USA
● active unknown (active presence via Facebook @eliserosatointeriors; eliserosato.com not confirmed live)
Found: IHRSA 2022 (Miami) — visited our booth: Elise Rosato (interior decorator)
Boutique architectural/interior design studio in Baton Rouge doing residential and commercial interiors with an eclectic antiques-influenced style.
NO wall bars in catalog — GAP
Size & segments
Solo/boutique practice; no employee or revenue data.
Elise Rosato — Founder/Owner, Elise Rosato Interiors ~ likely in role
She owns the firm, so contact is inherently current if the firm is active. A ZoomInfo entry lists a different 'Elise Rosato' as BD Manager at Excel — likely a namesake, unverified.
✉ elise@eliserosato.com  ☏ 225-341-9881
Why interesting for BenchK
Niche: an interior designer can spec BenchK wall bars into high-end residential home gyms and commercial projects (BenchK's design-forward wood products suit this channel), but a solo Baton Rouge decorator means low, sporadic volume.
Re-engagement: Short designer-oriented note recalling IHRSA 2022 Miami: position BenchK as a sculptural wood wall-bar piece for clients' home gyms, offer trade/designer pricing and CAD/spec sheets for drywall and stud mounting.
Legitimate and active but a one-person design studio — occasional single-unit spec potential only.
Sources: [1] [2]
C
Fitness Studio USA
● active https://www.flahertyfitness.com/
Found: IHRSA 2023 (San Diego) — visited our booth: Dan Flaherty (Unknown)
Independent personal trainer / small studio operator (Flaherty Fitness, Solana Beach; affiliated with The Fitness Studio, San Diego). NASM-certified, 20 years experience, specializes in functional/corrective exercise and post-injury/surgical rehabilitation.
NO wall bars in catalog — GAP
Size & segments
Solo trainer / single micro-studio.
Dan Flaherty — Owner/coach, Flaherty Fitness ~ likely in role
Runs his own training business; gmail contact plausibly still valid.
✉ dflahertyjr@gmail.com  ☏ +1 858 395 7247
Booth notes: No notes
Outcome then: TBD
Why interesting for BenchK
End-user fit, not a channel: corrective-exercise and rehab focus in a space-constrained micro-studio is exactly BenchK's use case, but this is a 1-2 unit sale, not a distribution opportunity.
Re-engagement: One short email: reference meeting at IHRSA 2023 in his home town San Diego, and pitch a single BenchK PRO wall bar + accessories package for corrective/rehab work in a small studio footprint, with a direct-buy link.
Single-studio end customer — good product fit but minimal revenue; one-touch offer at most.
Sources: [1] [2]
C
GXG ENERGY CORPORATION USA · California, USA
● active https://gxgenergy.com/
Found: IHRSA 2024 (Los Angeles) — visited our booth: K. E. Maani (Director)
Solar power generation and centralized energy storage for qualifying single-family residential communities in California (SF Bay Area, SoCal, Coachella Valley). No hotel operations found on their site — the 'products in their hotels' claim from the fair is unsupported by their public profile.
NO wall bars in catalog — GAP
Size & segments
unknown; appears to be a small regional energy developer.
K. E. Maani — unverified ? unverified
K. E. Maani not independently verified; email domain matches live company site.
✉ maani@gxgenergy.com  ☏ 1-833-225-5494
Booth notes: Interested in cooperation... our products in their hotels
Why interesting for BenchK
Marginal: business is residential solar energy, not hospitality or fitness; the hotel-cooperation interest voiced at IHRSA 2024 is unverified and doesn't match their public business.
Re-engagement: One low-effort email to Maani referencing IHRSA 2024 LA and his stated interest in placing BenchK products in hotels — ask directly which hotel projects he had in mind; drop the lead if no concrete answer.
Irrelevant core business (residential solar); only kept above X because the contact personally expressed hotel-placement interest at the fair.
Sources: [1] [2] [3]
C
Gravity and Oxygen USA
● active https://gravityandoxygen.com/
Found: IHRSA 2022 (Miami) — visited our booth: Paul Christopher (Founder/Owner)
Single-location 5,000 sq ft boutique functional fitness gym in Boca Raton, FL offering personal training and interval group classes (strength 'Gravity' + cardio 'Oxygen' formats), metabolic testing and nutrition coaching.
NO wall bars in catalog — GAP
Size & segments
One location, ~5,000 sq ft indoor plus 2,000 sq ft outdoor turf added in 2025; ~35 classes/week. Small independent operator.
Brand portfolio
Myzone (heart-rate tracking partner)
Paul Christopher — Owner and Founder, Gravity + Oxygen Fitness ✓ confirmed in role
Paul Christopher confirmed as current owner/founder via LinkedIn and ZoomInfo.
✉ PC@gravityandoxygen.com  ☏ O: 561-756-8637 C: 561-445-8750
What changed / current projects
2025 Added 2,000 sq ft of outdoor turf, roughly doubling training space
Why interesting for BenchK
End-user, not a channel: a space-conscious boutique gym where 2-4 wall bars with accessories would fit the functional/mobility programming. Small one-off sale at best; no distribution potential.
Re-engagement: Reference meeting Paul at IHRSA 2022 in Miami and congratulate him on the 2025 outdoor turf expansion — pitch BenchK wall bars as the way to add strength/mobility stations indoors without giving up any of his 5,000 sq ft of floor space.
Active and space-constrained (good product fit) but a single-site end customer — small ticket, no channel value.
Sources: [1] [2] [3]
C
Muddy Princess / Mammoth March USA
● active https://www.muddyprincess.com/ ; https://www.mammothmarch.com/
Found: IHRSA 2022 (Miami) — visited our booth: Candice Ciccarelli (Senior Sponsorship Manager)
Mass-participation event organizer running Muddy Princess obstacle mud runs and MammothMarch endurance hikes across the US. They sell sponsorship packages, not fitness equipment.
NO wall bars in catalog — GAP
Size & segments
Dozens of US events scheduled through 2026; company size unverified.
Candice Ciccarelli — unverified ? unverified
No current public confirmation that Candice Ciccarelli is still Senior Sponsorship Manager; role was sponsorship sales (they were selling TO BenchK).
✉ candice@muddyprincess.com  ☏ 561-542-8945
Why interesting for BenchK
Not a buyer: event organizer approaching exhibitors for sponsorship money. Only value would be paid brand exposure to fitness-minded consumers, which is a marketing spend decision, not a B2B sales lead.
Re-engagement: Only re-engage if BenchK's US marketing plan wants event visibility: reply to Candice's IHRSA 2022 Miami contact and ask about product-demo booth pricing at 2026 Muddy Princess events. Otherwise deprioritize.
Active company but a sponsorship vendor, not an equipment purchaser or reseller; keep only if BenchK wants US consumer-brand exposure.
Sources: [1] [2]
C
PEAC solutions USA · New Jersey, USA
● active https://peacsolutions.com/
Found: IHRSA 2024 (Los Angeles) — visited our booth: Jim Wall (Sr. inside sales manager)
Commercial equipment financing and leasing company (US + Europe) providing point-of-sale financing programs for equipment manufacturers, dealers and their business customers.
NO wall bars in catalog — GAP
Size & segments
Large multinational lender; 2025 US securitization alone was $687M. Light verification only per service-company rule.
Jim Wall — unverified ? unverified
Jim Wall's current employment not verified (light check for service vendor). Was Sr. Inside Sales Manager at IHRSA 2024; notes say 'nice guy' (miły pan).
✉ jwall@PEACsolutions.com  ☏ 8563808140 6097814321
Booth notes: miły pan
What changed / current projects
2025-06 Acquired ePlus's US financing business
2025-02 Closed largest-ever PEAC ABS issuance: $687.3M
Why interesting for BenchK
Not a buyer — a financing vendor. Only value: a US vendor-financing program letting BenchK's American dealers and commercial customers (gyms, clinics, universities) lease BenchK equipment instead of paying cash, which addresses the CEO's cashflow pain point on larger US deals.
Re-engagement: Only when US commercial deals need leasing: reference meeting Jim at IHRSA 2024 in Los Angeles and ask about a vendor financing program for BenchK's US dealer network and institutional buyers.
Service vendor (financing), not a prospect — keep only as a potential dealer/end-customer financing partner once US volume justifies it.
Sources: [1] [2] [3]
C
PSW Plainville STRENGTH & WELLNESS USA · Connecticut, USA
● active https://www.plainvillestrengthandwellness.com/
Found: IHRSA 2024 (Los Angeles) — visited our booth: Michael Harland (Owner)
Independent strength-and-wellness gym in Plainville, Connecticut offering cardio, strength, powerlifting/strongman equipment, classes and personal training.
NO wall bars in catalog — GAP
Size & segments
Single location, owner-operated; no employee/revenue data.
Michael Harland — Owner ✓ confirmed in role
Mike Harland publicly identified as owner in 2025-2026 listings and on Facebook.
✉ mike@plainvillestrengthandwellness.com  ☏ 8603515028.0
Booth notes: wholesale price list to send
Why interesting for BenchK
Modest: an end-user gym whose owner likes distinctive equipment ('machines no other gyms have') — a functional/stretching wall with BenchK bars fits that positioning, but it is a one-club, low-volume buyer, not a channel.
Re-engagement: Reference IHRSA 2024 LA and the wholesale price list he asked for (verify it was ever sent — action field is empty): pitch a compact BenchK functional wall as another 'equipment nobody else in Hartford County has' differentiator, gym-grade series, small direct order.
Active and genuine but single-location gym — a few units at most.
Sources: [1] [2] [3]
C
PeakeMedia / Club Solutions Magazine USA
● active https://peakemedia.com / https://clubsolutionsmagazine.com
Found: IHRSA 2024 (Los Angeles) — visited our booth: Liz Greenlee (National Media Consultant)
B2B media company publishing Club Solutions Magazine, Campus Rec, Community Rec and Pickleball Innovators — print/digital media, newsletters and live events for US health club, campus and community rec operators.
NO wall bars in catalog — GAP
Size & segments
Small national B2B publisher; exact headcount unverified.
Liz Greenlee — unverified (not found on current staff listings in search results) ~ likely in role
Liz Greenlee verified as National Media Consultant at Peake Media; liz@peakemedia.com per Club Solutions media kit.
✉ liz@peakemedia.com  ☏ 630-732-9435
Booth notes: Saw the stand, got the card. Might be interested in cooperation.
Why interesting for BenchK
Not a buyer, but a potentially useful US market warm-up channel: Club Solutions (club operators) and Campus Rec (university rec centers — aligns with BenchK's Florida university education-lighthouse strategy) reach exactly the audiences BenchK is targeting.
Re-engagement: If US warm-up content spend is approved, contact Peake Media referencing that Liz Greenlee visited the BenchK stand at IHRSA 2024 LA: pitch an editorial/advertorial on space-saving strength walls for campus rec and boutique clubs (Campus Rec + Club Solutions bundle).
Media vendor, not a prospect — but relevant as a paid/earned content channel for US market entry, especially Campus Rec.
Sources: [1] [2]
C
Sheryl O'Toole and Associates USA
● active https://sotaincentives.com
Found: IHRSA 2023 (San Diego) — visited our booth: Barbi Sapot (Director of Sales at Sheryl O'Toole & Associates)
SOTA distributes and represents premium branded products for the corporate incentive/rewards industry: branded merchandise, program fulfillment and inventory management — not a fitness equipment dealer despite the lead's 'Fitness Equipment' tag.
NO wall bars in catalog — GAP
Size & segments
~11 employees (May 2025 data).
Brand portfolio
premium consumer brands for incentive programs (unspecified)
Barbi Sapot — Director of Sales and Marketing (listed as 'B. S.' in 2025 employee data) ~ likely in role
2025 company data lists a Director of Sales and Marketing with initials B.S., consistent with Barbi Sapot still being in role; full-name confirmation not found.
✉ barbi@otoole-assoc.com
Booth notes: No notes - Stefan emailed them and added Wojtek T. as a copy
Outcome then: TBD
Why interesting for BenchK
Niche channel: they place premium branded goods into corporate incentive/reward catalogs. A BenchK home wall bar could theoretically be a high-end wellness incentive item, but it is far from their typical merchandise and logistics profile. No equipment distribution capability.
Re-engagement: If pursued at all: short email to Barbi referencing the IHRSA 2023 San Diego meeting and Stefan's follow-up that never converted, positioning BenchK Home wall bars as a premium corporate-wellness incentive item for executive reward programs.
Active but wrong channel (corporate incentives, not fitness equipment); marginal fit.
Sources: [1] [2] [3]
C
TCA Logistics USA · Boston-Miami, East Coast, USA
● active https://trucktca.com/
Found: IHRSA 2024 (Los Angeles) — visited our booth: Emanuel Sanchez (Director of Business Development)
Logistics company (freight carrier/forwarder/broker, Tampa FL base, East Coast lanes) specializing in fitness equipment transport, white-glove delivery and installation.
NO wall bars in catalog — GAP
Size & segments
Small-to-mid logistics operator; size unverified.
Emanuel Sanchez — unverified ? unverified
Emanuel Sanchez (Director of Business Development per lead) not found in public sources; not re-verified — light check only per vendor policy.
✉ emanuel@trucktca.com  ☏ 5622392216 office 3235096514 cell
Why interesting for BenchK
Not a buyer — a potential US fulfillment vendor. Fitness-equipment white-glove delivery + installation on the East Coast could serve BenchK's US commercial installs (wall bars need wall mounting), but they generate no demand.
Re-engagement: Only when US commercial orders need East-Coast installation: email Emanuel referencing IHRSA 2024 Los Angeles and ask for white-glove delivery + wall-mount installation rates for BenchK commercial projects Boston-Miami.
Service vendor (logistics/installation), not a purchaser — keep on file as a possible US install partner.
Sources: [1] [2] [3]
C
The Fit Expo USA · California, USA
● active https://www.thefitexpo.com/
Found: IHRSA 2024 (Los Angeles) — visited our booth: Marc Missioreck (Vice President, Sales & Sponsorships)
Trade show organizer running West Coast consumer fitness expos (LA, Anaheim) with hundreds of exhibitors, competitions and workshops. They sell booth space and sponsorships — a vendor, not an equipment buyer.
NO wall bars in catalog — GAP
Size & segments
Runs multiple large annual expos; company size not public (unverified).
Marc Missioreck — VP, Business Development, Sales & Sponsorships at National Fitness Productions (per ZoomInfo) ~ likely in role
Marc Missioreck still listed as event/exhibitor sales contact for The Fit Expo (dedicated exhibitor-sales page on thefitexpo.com).
✉ Marc@TheFitExpo.com  ☏ 3107666761.0
What changed / current projects
2026-01 The Fit Expo LA 2026 held at Los Angeles Convention Center
2026-08 Fit Expo Anaheim scheduled Aug 29-30, 2026
Why interesting for BenchK
Not a buyer — he wants to sell BenchK a booth. Only relevant if BenchK decides a US consumer-expo presence (D2C home fitness awareness) is worth testing.
Re-engagement: Only if BenchK wants US consumer visibility: reply to Marc referencing IHRSA 2024 LA and ask for Fit Expo Anaheim/LA exhibitor pricing for a compact wall-bar demo booth. Otherwise no action.
Service vendor (event organizer), not an equipment channel; keep only as an option for future US expo presence.
Sources: [1] [2] [3]
C
Vacuactivus USA
● active https://vacuactivus.com
Found: IHRSA 2023 (San Diego) — visited our booth: Nick LAKHOMOFF (Unknown)
Manufacturer/wholesaler of cryotherapy chambers, vacuum infrared treadmills/bikes and weight-loss/recovery equipment for wellness studios, rehab and sport recovery. HQ Los Angeles, European branches in Poland and Ukraine; distributes to ~50 countries.
NO wall bars in catalog — GAP
Size & segments
Claims to be one of the three largest cryotherapy-chamber manufacturers globally; founded 2000; exact headcount/revenue unverified.
Brand portfolio
Own brands: CryoStar, InfraStar, VacuStar, Rollstar (Cryonick)
Nick LAKHOMOFF — CEO, Cryonick Wellness Technology Factory (former VACUACTIVUS/MEDSTARCOM) ✓ confirmed in role
Nick Lakhomoff confirmed as CEO via LinkedIn and Beyond Activ speaker page — he IS the decision maker.
✉ vacuactivus@gmail.com  ☏ +48 884 191 520 +1 310 467 9723
Booth notes: No notes
Outcome then: TBD
What changed / current projects
2025 Rebranded from VACUACTIVUS/MEDSTARCOM to Cryonick Wellness Technology Factory [src]
Why interesting for BenchK
Marginal-to-niche: they are a peer equipment manufacturer, not a distributor, so they won't buy BenchK for resale as a core business. Possible complementary angle: their wellness/rehab studio customers (cryo + recovery rooms) are small-footprint spaces where wall bars fit, and they have a Polish operations base — a cross-referral or bundle partnership is conceivable but speculative.
Re-engagement: Reference the IHRSA 2023 San Diego meeting and the follow-up email that never converted to a meeting. Angle for Nick (CEO): a Poland-to-Poland conversation about bundling BenchK wall bars into their rehab/recovery-room projects as the strength/mobility complement to cryo equipment.
Active company and reachable CEO, but a manufacturer peer rather than a buyer/distributor — only a speculative partnership angle.
Sources: [1] [2] [3] [4]
C
admiredhome USA
● active https://admiredhome.com/
Found: IHRSA 2022 (Miami) — visited our booth: Michael Lupez
Small family-owned online retailer of general home goods/upgrades ('Admired Home'), shipping across the USA. No fitness specialization visible.
wall bars: unknown
Size & segments
Appears to be a micro e-commerce operation; no locations, employee or revenue data found.
Michael Lupez ? unverified
No public record found connecting 'Michael Lupez' to Admired Home; person unverified.
✉ info@admiredhome.com  ☏ 516-424-7888
Why interesting for BenchK
Weak: generic home-goods dropshipper with no fitness or rehab focus, unverified contact, and trust-signal concerns. Not a credible premium distribution channel.
Re-engagement: Only if capacity allows: a short note referencing the IHRSA 2022 Miami meeting asking if they still retail home-fitness products; qualify hard (resale volume, marketing channels) before sending any pricing.
Live but tiny generic e-commerce with unverified contact and questionable trust signals — marginal at best.
Sources: [1] [2] [3]
C
kimberly Sharp Design House USA
● active https://www.kimberlysharpdesignhouse.com/
Found: Maison&Objet 2021 (Paris) — visited our booth: Kim Sharp
Home decor and gift product design/licensing studio (20+ years) designing for factories, wholesalers, importers and retailers; owner also a licensed artist with Transpac Brands and runs ventures like Paris Loft Decor.
NO wall bars in catalog — GAP
Size & segments
Boutique owner-led studio; no employee or revenue data.
Kim Sharp — Owner and Designer, Kimberly Sharp Design House (Kim Sharp-Anderson) ~ likely in role
Kim Sharp-Anderson still publicly listed as owner/designer; LinkedIn also shows a Home Decor Design Director role. Her 2021 container interest never converted (result empty).
✉ kimberlysharpdesigns@gmail.com  ☏ 1801 6330323
Booth notes: interested in purchasing container to sell in the USA. need to find out import charges, mounting possibilities for drywall.
Why interesting for BenchK
Marginal: she showed real container-level import interest at Maison&Objet 2021 (with practical questions on import duty and drywall mounting), and BenchK's wood aesthetic fits home-decor retail — but her business is decor design/licensing, not equipment distribution, and the lead is 5 years cold.
Re-engagement: Light-touch revival referencing Maison&Objet 2021 Paris and her container-import questions: BenchK now has answers she asked for (US import costs, drywall/stud mounting solutions) plus a design-led home line suited to decor retail — ask if a US import play is still on her radar or if she can introduce retail partners.
Active contact and past container interest, but wrong core business and a 5-year-old thread.
Sources: [1] [2] [3] [4]
C
z e com. web site USA
● active https://elitefitnessessentials.com/
Found: IHRSA 2022 (Miami) — visited our booth: Awn Abbas
Small Shopify e-commerce store selling discount fitness equipment and accessories (~70 products / 350 SKUs claimed), plus Amazon presence.
NO wall bars in catalog — GAP
Size & segments
Claimed $2M lifetime sales (self-reported on LinkedIn); micro-business, likely 1-2 people.
Awn Abbas — Founder, Elite Fitness Essentials / e-commerce & demand planner ~ likely in role
Awn Abbas (linkedin.com/in/awn-abbas-2a12a815), NYC metro area. Gmail contact from lead is plausibly still valid.
✉ awn.abbas@gmail.com  ☏ 732-735-2640
Why interesting for BenchK
Marginal. Discount-accessory e-commerce positioning is a poor match for premium BenchK wall bars; no evidence of wall-mounted category or installation capability. Could at most dropship a couple of SKUs.
Re-engagement: Low-effort email only: reference meeting at IHRSA 2022 Miami and offer BenchK's US dropship/e-commerce reseller terms as a premium category addition to Elite Fitness Essentials. Do not invest beyond one touch.
Real but tiny discount-fitness e-shop; low revenue potential and off-brand positioning for premium wall bars.
Sources: [1] [2] [3]
C
Weinert Industries AG USA (US office) · USA
● active https://weinert-industries.com/en/
Found: MEDICA 2022 (Düsseldorf) — visited our booth: Shawn Morran (Director of sales and business development)
German manufacturer of optical fibers, fiber-optic cables and assemblies for medical devices (laser surgery), industrial and telecom applications. NOT a fitness/rehab equipment distributor — the MEDICA overlap was medical-technology, components side.
NO wall bars in catalog — GAP
Size & segments
Mid-size industrial group, German HQ (Roth/Neuhaus-Schierschnitz) + Americas division; headcount/revenue not gathered — unverified.
Shawn Morran — Director, Sales & Business Development, Medical Devices (Americas) ~ likely in role
Correct spelling is Shawn MORAN (not Morran). Still listed at Weinert Industries AG / WEINERT Fiber Optics, based Cleveland OH, in role since 2014 (RocketReach, ZoomInfo, ContactOut, active LinkedIn posts for Weinert). Best channels: LinkedIn (linkedin profile 'Shawn Moran' Weinert), Americas division sales email sales-americas@weinert-industries.com, tel +1 757-258-4805; personal email pattern likely s.moran@weinert-industries.com — unverified. Correct spelling: Shawn Moran (one r).
 ☏ 17578494000.0
Booth notes: distributor opportunities in USA
What changed / current projects
2022 LEONI Fiber Optics rebranded as Weinert Industries AG following carve-out [src]
Why interesting for BenchK
Weak on paper: fiber-optics component manufacturer with no fitness/rehab distribution business. The 'distributor opportunities in USA' note from MEDICA 2022 doesn't match their core activity — possibly a personal side interest of the contact or a misrecorded conversation. Worth one clarifying touch given the prior 'High' rating, no more.
Re-engagement: Single LinkedIn message to Shawn Moran (invite was already sent per notes) referencing MEDICA 2022 Düsseldorf and his interest in US distributor opportunities — ask whether that interest was personal/side-business, since Weinert itself is fiber optics; CC sales-americas@weinert-industries.com if no reply.
Business mismatch (fiber optics, not equipment distribution); contact reachable but the distributor angle is unsubstantiated — one clarification attempt, then close.
Sources: [1] [2] [3] [4]
C
Yuca Fitness USA/Mexico
● unknown no website found
Found: FIBO 2022 (Cologne) — visited our booth: Adrian Martinez
Apparently a small Mexican fitness education/equipment company (per social profiles); claimed to be a US/Mexico retailer-distributor at FIBO 2022. Cannot verify current operations in 2026.
wall bars: unknown
Size & segments
unverified — social-media-only footprint suggests micro business.
Adrian Martinez — unverified ? unverified
No LinkedIn or company page confirming Adrian Martinez's role at Yuca Fitness was found.
✉ yucafitness@hotmail.com  ☏ 15103265750.0
Booth notes: Interested in retail in US/Mexico. Not enough details. They were at MEDICA, they will come to IHRSA. We need to find more about the company
Why interesting for BenchK
Was flagged 'high' in 2022 (interested in US/Mexico retail, attended MEDICA and FIBO — the MEDICA attendance hints at a rehab angle), but four years later there is no verifiable business to assess. Any fit is speculative.
Re-engagement: One low-cost probe only: message @yucafitness on Instagram or the hotmail address referencing the FIBO 2022 Cologne conversation with Adrian about US/Mexico retail, and ask if they are still distributing. If no response or no business substance, close the lead. (If a Mexico distributor is wanted, FitnessCorp in this same batch is the stronger route.)
Unverifiable micro-company: no website, no confirmable contact, social-only footprint — old 'high' rating cannot be substantiated.
Sources: [1] [2] [3]
X
LEDC - London economic development corporation Canada · Canada: London, Ontario
● active https://www.ledc.com/
Found: MEDICA 2021 (Düsseldorf) — visited our booth: Larry MacKinnon
Lead economic development agency for London, Ontario — attracts business investment, supports expansion and workforce development across sectors including health/medtech. It is a government-adjacent promotion agency, not a commercial buyer or distributor.
NO wall bars in catalog — GAP
Size & segments
Municipal-scale nonprofit agency; headquarters at 380 Wellington St, London, ON. Size/revenue not applicable (public-interest body).
Larry MacKinnon — unverified ? unverified
Larry MacKinnon not confirmed as current staff in light verification (service organization — 1 search per rules). Agency leadership confirmed as Kapil Lakhotia (President & CEO).
✉ lmackinnon@ledc.com  ☏ 15196615011.0
Why interesting for BenchK
None as a customer — they promote inward investment into London, Ontario. Only conceivable use: free soft-landing support if BenchK ever considered a Canadian subsidiary or warehouse. They do not buy, spec, or resell equipment.
Re-engagement: Only re-engage if BenchK plans a North American entity: reference meeting Larry MacKinnon at MEDICA 2021 in Düsseldorf and ask about soft-landing/expansion support for a Canadian distribution base. Otherwise archive.
Economic development agency, not a buyer or distributor — irrelevant to the sales pipeline.
Sources: [1] [2]
X
Gusal Peru/Chile · Chile/Peru/US
● unknown https://gusal.pe/
Found: MEDICA 2021 (Düsseldorf) — visited our booth: Eduardo Lulli
Diversified Chilean/Peruvian conglomerate (Grupo Gusal, HQ Iquique, Chile) serving mining, construction, food/beverage and finance; medical equipment (COVID-19 test equipment supply) was a pandemic-era initiative, not a core medical distribution business.
wall bars: unknown
Size & segments
Group claims 21,000+ workers and ~USD 930M annual billing across 14 countries (self-reported on gusal.info; unverified independently).
Eduardo Lulli — Socio-Fundador / Gerente General at GLUS Perú (per LinkedIn) ✗ left the company
Eduardo Lulli was CEO of Grupo Gusal 2018-2022; he left and now runs GLUS Perú (pe.linkedin.com/in/eduardolulli). The @gusal.pe email is likely dead. No clear replacement contact identified for medical/equipment lines.
✉ eduardo.lulli@gusal.pe  ☏ 51 993 305 495
Booth notes: Eduardo just came by and took our business card. The company is big and they offer many different services. We need to find out what is they strategy for potentiall cooperation
Why interesting for BenchK
Weak. Conglomerate focused on mining/industrial services; medical equipment was opportunistic COVID-era activity. Contact left in 2022, website unmaintained. No rehab/fitness distribution channel evident.
Re-engagement: Only if pursuing LATAM medical anyway: contact Eduardo Lulli at his new venture GLUS Perú via LinkedIn referencing the MEDICA 2021 Düsseldorf conversation — he took the business card personally and may broker intros; do not invest beyond one LinkedIn message.
Contact gone since 2022, medical line was a COVID one-off, web presence dead — no viable re-entry path.
Sources: [1] [2] [3] [4]
X
GSE America LLC (Global Signature Exhibition) USA · 3120 Venture Dr. Las Vegas, NV 89101, USA
● unknown www.gsewide.com
Found: IHRSA 2024 (Los Angeles) — visited our booth: Jay Kim (Sales manager)
Exhibition/trade-show booth services vendor (Las Vegas) — they approached BenchK at IHRSA 2024 as a service seller, not an equipment buyer. Details unverified.
NO wall bars in catalog — GAP
Size & segments
unknown
Jay Kim — unverified ? unverified
No public trace of Jay Kim at GSE America found.
✉ jay@gsewide.com  ☏ 7029577251.0
Why interesting for BenchK
None as a sales prospect — exhibition services vendor; at most a supplier option for future US booth builds.
Re-engagement: None for sales. Only contact if BenchK needs a Las Vegas booth contractor for a future US show and their status can be verified first.
Service vendor (booth builder), not a buyer; near-zero web presence and unverifiable status.
Sources: [1]
X
Involve USA · 130E Chestnut, Suite 401 Columbus, OH 43215
● active https://getinvolve.com/
Found: IHRSA 2022 (Miami) — visited our booth: Stacey Elicker (VP Brand Engagement)
Marketing and advertising agency: branding, research, PR, digital marketing, social media, experiential marketing and licensing. They are a services vendor, not an equipment distributor or buyer.
NO wall bars in catalog — GAP
Size & segments
Small/mid-size agency; exact headcount unverified.
Stacey Elicker — VP of Brand Engagement & Director of Digital Strategy ~ likely in role
Stacey Elicker still listed as Involve's VP Brand Engagement / Director of Digital Strategy (ZoomInfo, company site). She was almost certainly at IHRSA 2022 prospecting BenchK as a marketing CLIENT, not to buy equipment.
✉ stacey@getinvolve.com  ☏ O: 614-543-3464 C: 614-446-1015
Why interesting for BenchK
None as a sales channel: they don't sell, spec or install equipment. Only conceivable value is as a paid US marketing agency if BenchK ever wants one — that is a vendor relationship, not a pipeline lead.
Re-engagement: No sales re-engagement recommended. Only contact if BenchK decides to hire a US marketing/brand-engagement agency; then reference the IHRSA 2022 Miami meeting.
Irrelevant business for the sales pipeline — marketing agency, not an equipment buyer/reseller.
Sources: [1] [2] [3]
X
LECANGS A Loctek' Company USA · 728 W Rider St Perris, California 92571, USA
● active https://us.lecangs.com/
Found: IHRSA 2024 (Los Angeles) — visited our booth: Khoa Dai (Business Development Manager)
End-to-end e-commerce 3PL: warehousing, fulfillment (incl. big-and-bulky items like standing desks/furniture), reverse logistics, with FedEx/UPS and Walmart/Home Depot/Wayfair integrations.
NO wall bars in catalog — GAP
Size & segments
21 warehouses worldwide, 7 in the US, ~7.1M sq ft storage; subsidiary of publicly listed Loctek Ergonomic.
Khoa Dai — Business Development Manager ? unverified
Khoa Dai's current employment at Lecangs unverified; they pitched BenchK their shipping services at IHRSA 2024, not a purchase.
✉ khoa@lecangs.com  ☏ 310-467-6871
Booth notes: Business proposal for shipment
What changed / current projects
2024-2025 Lecangs expanding US warehouse network and technology-driven fulfillment services
Why interesting for BenchK
Not a buyer — a logistics vendor. However, genuinely relevant as a potential US 3PL partner: they specialize in heavy/bulky home products (Loctek/FlexiSpot heritage) and marketplace fulfillment, which fits BenchK's US e-commerce and container-import model.
Re-engagement: Only when BenchK scales US fulfillment: revisit their IHRSA 2024 shipment proposal and request a fresh quote for container receiving + big-and-bulky D2C/marketplace fulfillment from their Perris, CA and Georgia warehouses.
Service provider (3PL), not a sales prospect — exclude from pipeline but keep in vendor file for US fulfillment.
Sources: [1] [2] [3]
X
Lukmar Insurance Services USA · California, USA
● active https://lukmar.com
Found: IHRSA 2024 (Los Angeles) — visited our booth: Steven Lukasiewicz (CISC/CRIS)
Independent insurance brokerage specializing in contractors and commercial lines: product liability, workers' comp, general liability. Was likely prospecting exhibitors (product liability cover) at IHRSA 2024, not buying equipment.
NO wall bars in catalog — GAP
Size & segments
1-10 employees.
Steven Lukasiewicz — Owner, Lukmar Insurance Services ✓ confirmed in role
Steven Lukasiewicz confirmed as owner (ZoomInfo/LinkedIn).
✉ steve@lukmar.com  ☏ 8189514393.0
Why interesting for BenchK
None as a buyer. Only conceivable use: quoting US product-liability insurance if BenchK ever needs a US policy — a vendor, not a prospect.
Re-engagement: None recommended. Keep on file only if BenchK later needs US product liability insurance quotes for its own operations.
Irrelevant business — insurance broker who visited the booth to sell, not buy.
Sources: [1] [2]
X
Medenvoy USA
● active https://medenvoyglobal.com/
Found: MEDICA 2022 (Düsseldorf) — visited our booth: Thomas Dettmer
Provides in-country authorized-representative and regulatory importer services in the EU, UK and Switzerland for medical device and IVD manufacturers. A compliance service vendor, not an equipment buyer or distributor.
NO wall bars in catalog — GAP
Size & segments
Fast-growing niche regulatory services firm; exact headcount unverified. Light verification per service-company rule.
Thomas Dettmer — Vice President of Business Development, ELIQUENT Life Sciences (Austin, TX) ✗ left the company
Thomas Dettmer has left MedEnvoy — RocketReach lists him as VP Business Development at ELIQUENT Life Sciences, with MedEnvoy Global BV as a past role. His 2022 interest was personal (wanted a unit for his home gym), and he never responded to email or LinkedIn.
✉ tdettmer@medenvoyglobal.com  ☏ 12144359745.0
Booth notes: Has a treadmill in the garage, Wanted to buy for himself
Why interesting for BenchK
None. Compliance services vendor; the only warm element was the contact's personal home-gym interest, and he no longer works there and never responded to follow-ups.
Re-engagement: Do not re-engage the company. At most, a one-off personal note to Thomas Dettmer at ELIQUENT recalling the MEDICA 2022 chat about the treadmill in his garage and offering a home wall bar — B2C-level effort, only if capacity allows.
Service vendor with no buying relevance and the sole contact has left the company after ignoring outreach.
Sources: [1] [2] [3]
X
Porex USA
● active https://www.porex.com
Found: MEDICA 2021 (Düsseldorf) — visited our booth: Roy Andersen
Global manufacturer of custom porous polymer components (filtration, venting, wicking) for medical devices, diagnostics and industrial products — 1,000-5,000 employees, ~20 locations, customers in 65 countries.
NO wall bars in catalog — GAP
Size & segments
Large industrial manufacturer (1,000-5,000 employees per ZoomInfo).
Roy Andersen ? unverified
Roy Andersen's current employment at Porex/Filtration Group could not be verified (light check per vendor rule).
✉ roy.andersen@filtrationgroup.com  ☏ 404 902 463
Booth notes: Even though the Porex company operates in field not related to wall bars, Roy was interested in the BenchK product range. It is worth writing him to ask what concept does he have in mind for a possible cooperation
What changed / current projects
unverified (recent) Porex added Essentra Porous Technologies to its portfolio
Why interesting for BenchK
None as a channel: a B2B raw-materials manufacturer, not a fitness/rehab equipment buyer or reseller. The only conceivable angle (a corporate-wellness gym purchase or a personal interest from Roy) is speculative per the 2021 note.
Re-engagement: Skip for pipeline. At most, a one-line personal email to Roy recalling the MEDICA 2021 Düsseldorf booth chat asking if his cooperation idea (per the old note) was corporate-gym equipment for Porex sites — close the loop and archive.
Irrelevant business for BenchK's channel — porous plastics manufacturer; the 2021 booth interest never defined a cooperation concept.
Sources: [1] [2] [3]
X
Pulse Pemf USA
● active https://pulsepemf.com/
Found: Beyond Activ 2025 — visited our booth: Michele Durante (Director of sales)
Manufacturer of pulsed electromagnetic field (PEMF) wellness machines and accessories for humans and animals, made in Cartersville, Georgia. Sells devices to wellness centers, chiropractors, spas and equine market.
NO wall bars in catalog — GAP
Size & segments
~85 employees, ~$15M annual revenue (as of Sept 2025, per LeadIQ), founded 2007.
Brand portfolio
Pulse PEMF own devices only
Michele Durante — Sales Director, Pulse PEMF ~ likely in role
LinkedIn lists Michele Durante as Sales Director at Pulse PEMF; ZoomInfo shows Director, Sales Operations (Pulse Centers, the related/former entity name). No evidence of departure, current status not fully confirmed.
✉ mdurante@pulsepemf.com  ☏ main 770-334-2226 ext 205
Booth notes: They had booth opposit to us, they have like magnetick matress etc.
What changed / current projects
2026-07 Pulse PEMF marks America's 250th with celebration of US manufacturing
Why interesting for BenchK
None as a buyer: they are a fellow exhibitor selling their own PEMF wellness devices, not a distributor/installer of training equipment. At most a loose co-marketing idea in recovery/wellness spaces — not a sales target.
Re-engagement: Not recommended as a sales target. If ever useful: friendly note referencing being booth neighbors at Beyond Activ 2025 to swap wellness-market intros (recovery studios buying both PEMF and space-saving training walls).
Irrelevant business for BenchK pipeline — neighboring-booth device manufacturer, not an equipment buyer or reseller.
Sources: [1] [2] [3]
X
TRX Freestyle USA · 1 Glenwood Avenue Raleigh, NC 27603
● unknown trxfreestyle.com
Found: IHRSA 2022 (Miami) — visited our booth: Paul Baron | Elizabeth Gaddy — elizabeth@trxfreestyle.com (Partner)
Was a small outdoor group-fitness business in Raleigh, NC run by Paul Baron and Elizabeth Gaddy — TRX suspension-strap, sandbag and kettlebell classes outdoors; a training service, not an equipment reseller.
NO wall bars in catalog — GAP
Size & segments
Micro business (two founders); no locations or facility of record.
Paul Baron | Elizabeth Gaddy — elizabeth@trxfreestyle.com — Partner ? unverified
Paul Baron / Elizabeth Gaddy status unverified; the @trxfreestyle.com email addresses are likely dead along with the domain.
✉ paul@trxfreestyle.com  ☏ 919-244-4540
Why interesting for BenchK
Very poor: outdoor bootcamp format has no walls to mount bars on; not a distributor; company website is dead.
Re-engagement: Do not invest effort. If ever revisited, a personal LinkedIn note to Paul Baron recalling the IHRSA 2022 Miami booth chat is the only viable channel — the company emails should be assumed dead.
Website dead and business likely defunct; even if active, a micro outdoor-training service is not a buyer for wall-mounted equipment.
Sources: [1] [2] [3]
X
VIDEO & PHOTO MESSY BUN PRODUCTION USA
● unknown messy-bun.com
Found: IHRSA 2024 (Los Angeles) — visited our booth: (Video Photographer)
Per lead card: freelance video/photo production in Los Angeles that wanted to photograph BenchK product. No independent verification found.
NO wall bars in catalog — GAP
Size & segments
unknown - likely a solo freelancer/micro studio.
— unknown ? unverified
No contact name, email or phone on lead card; nothing findable online.
Booth notes: zainteresowany fotografowaniem produktu w Los Angeles, szukał ciekawego produktu
Why interesting for BenchK
None as a buyer - a service vendor offering product photography, and now unverifiable/likely defunct with no way to reach them.
Re-engagement: None recommended. If BenchK ever needs LA product photography, source a current vendor instead.
Service vendor, not a buyer; website dead, no contact details, company untraceable.
Sources: first-pass verification only
X
ZTOZZ USA · US
● unknown https://ztozz.com/
Found: IMM Cologne 2023 — visited our booth: Alex Nikitin (CEO)
(As of last verifiable data) Cross-border D2C e-commerce furniture brand founded 2015 by Alex Nikitin — LED bed frames, murphy beds, sofas, modular furniture — sold via Wayfair, Amazon and own site. Not a fitness company.
NO wall bars in catalog — GAP
Size & segments
Small e-commerce brand; own storefront now offline — scale today unknown.
Brand portfolio
ZTOZZ own furniture line
Alex Nikitin — CEO, ztozz.com (per LinkedIn — currency unverified; company email may bounce given dead site) ? unverified
Alex Nikitin's LinkedIn still shows CEO at ztozz.com, but with the storefront dead, treat @ztozz.com email as at-risk; verify via LinkedIn before outreach.
✉ anikitin@ztozz.com  ☏ (+1) 754 209 8765
Booth notes: seller at Wayfair
Why interesting for BenchK
Marginal even when alive: furniture marketplace seller, could theoretically have listed BenchK on Wayfair (marketplace-seller ICP round), but with the DTC store dead and no fitness focus, no realistic channel today.
Re-engagement: None recommended. If de-prioritization is contested: LinkedIn message to Alex Nikitin referencing IMM Cologne 2023 asking if ZTOZZ is still selling on Wayfair and whether he'd add a space-saving fitness category — only if he confirms active operations.
Dead website (Shopify store unavailable), company status unverified, furniture-only assortment — exclude unless Wayfair activity is proven.
Sources: [1] [2] [3] [4]
X
db group D.B. Group America, Ltd. USA · 200E Alondra Blvd, Carson, CA 90248, USA
● active https://www.dbgroup.net
Found: IHRSA 2024 (Los Angeles) — visited our booth: Giacomo Bisa (Regional Sales Manager-West Coast)
Global freight forwarding, customs and logistics provider (air/ocean/overland), with US warehousing incl. bonded/FTZ solutions.
NO wall bars in catalog — GAP
Size & segments
79 branch offices worldwide; 8 US offices.
Giacomo Bisa — unverified ? unverified
Giacomo Bisa's current employment not verified; not critical for a vendor lead.
✉ giacomo.bisa@dbgroup.net  ☏ 1(310)9129417
Booth notes: Shipment company searching new clients / offering own services
Why interesting for BenchK
Not a prospect — they approached BenchK at IHRSA 2024 to sell freight services. Potential VENDOR for EU-to-US container shipping if BenchK scales US fulfillment, but zero sales-pipeline value.
Re-engagement: Only if/when BenchK needs a US freight/customs partner for container volumes: reply to Giacomo referencing his IHRSA 2024 LA approach and request a Poland-to-US lane quote. Keep in vendor file, not sales pipeline.
Logistics vendor prospecting BenchK, not a buyer/distributor of fitness equipment.
Sources: [1] [2]
X
illumin USA
● active https://illumin.com
Found: IHRSA 2022 (Miami) — visited our booth: Jason Holzberg (director of sales)
Programmatic advertising (journey advertising) platform — adtech vendor, not a fitness industry buyer or distributor.
NO wall bars in catalog — GAP
Size & segments
Publicly listed adtech company (TSX: ILLM); size not further verified.
Jason Holzberg — SVP of Sales, IQM Corporation ✗ left the company
Jason Holzberg left AcuityAds/illumin; LinkedIn and RocketReach list him as SVP of Sales at IQM Corporation. The acuityads.com email is likely dead.
✉ jason.holzberg@acuityads.com  ☏ 516-526-9882
Why interesting for BenchK
None. Adtech vendor who was prospecting BenchK for ad services at IHRSA 2022, not a potential buyer or distributor of fitness equipment.
Re-engagement: None recommended. If BenchK ever wants paid programmatic advertising in North America, this category could be revisited — but not via this stale contact.
Irrelevant business (programmatic advertising vendor) and contact has left the company.
Sources: [1] [2]