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Life Fitness UK announces new strategic partnership with Thirty Six to support growth of Cybex brand

Monday 07 January, 2019 – Global fitness equipment supplier Life Fitness has partnered with health and fitness consultancy Thirty Six to support the sales of Cybex equipment in the UK. 

The partnership will see Thirty Six sell equipment through its procurement and reseller operation, Fitness Bricks, across Cybex’s full range of strength and cardio products. Fitness Bricks will also sell indoor cycles from fellow Life Fitness equipment brand, Indoor Cycling Group (ICG®).

Thirty Six will also offer servicing packages to customers with full access to genuine Cybex and ICG parts, assuring the quality of service associated with the two brands. 

Specialists in the health and fitness industry, Thirty Six is a multi-disciplinary business that aims to support its clients achieve commercial growth and business goals through its network of highly experienced and qualified specialists. The company was founded by Alan Ellis, experienced sales professional with more than 19 years’ working in the health and fitness industry, seven of which at Cybex UK in senior sales roles. 

“Cybex is an integral part of the Life Fitness brand portfolio and Alan and his team know the brand inside out, which was key to our decision to formalise the partnership with Thirty Six,” says Danny Oliver, Life Fitness UK Country Manager. 

Chris Webb, Life Fitness UK Consumer & Dealer Sales Manager, added: “Aligning ourselves with the right organisations across all areas of our business is key, and Thirty Six’s understanding of Cybex’s values, the products and its customer base, alongside their extensive experience in the fitness industry, makes them the ideal strategic partner to further the growth and expansion of Cybex in the UK.”

With its heritage in exercise science, Cybex equipment is designed and built to deliver unparalleled results for exercisers, from first time users to professional athletes. With more than 170 individual pieces, Cybex’s extensive equipment range includes the revolutionary Arc Trainer, self-powered resistance cardio machine SPARC and Bravo Functional Training system. 

The organisation was acquired by Life Fitness’ parent company, Brunswick Corporation, in January 2016, joining Life Fitness, Hammer Strength, Indoor Cycling Group and SCIFIT to create the world’s largest supplier of commercial fitness equipment. 

“We are really excited about the opportunity that our new partnership with Life Fitness presents,” says Alan Ellis, founder of Thirty Six.

“Cybex has an incredibly loyal following thanks to the quality in its design and manufacturing, and it’s our job to grow this awareness even further and be that all-in-one solutions provider for any facility looking to expand its premium fitness equipment offering.”