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LTA enhance commercial programme with Life Fitness deal

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•    Governing body signs three-year deal with gym equipment provider
•    Deal part of long-term commercial strategy

The LTA has secured a three-year partnership with Life Fitness, who will become the tennis governing body’s Official Gym Partner with immediate effect.

As part of the agreement the fitness brand, which provides exercise equipment for commercial gyms and use at home, will make a competitive rate card available for all LTA Registered Venues in the UK as well as provide the National Tennis Centre (NTC) gyms with new equipment.

The gym equipment rate card will allow venues to purchase cardio, strength and group training products and accessories at discounted prices. Exclusive rates will be available on equipment from across the supplier’s family of brands, which includes Life Fitness, Hammer Strength, Cybex and Indoor Cycling Group (ICG).

The provision of a range of Life Fitness’ equipment for the NTC gyms forms part of a wide-ranging transformation of the centre as an elite training base for Britain’s leading players, a community tennis centre and a hub for innovation and development to benefit the sport throughout the country.  

Developments have included the installation of new world class court surfaces indoor and outdoor, creation of a growing community programme and the staging of competition with the NTC acting as a home for the recent series of behind-closed-doors events.

The new deal with Life Fitness forms part of the LTA’s commercial strategy to create value across every aspect of tennis, through development of strategic partnerships aligned with the LTA brand vision to help take the game to new audiences.

As the world’s leading supplier of fitness equipment, Life Fitness’ mission is to inspire healthier lives by working in close collaboration with its customers and partners to deliver tailored solutions for them and their members. Its broad product portfolio, underpinned by innovation and digital technology, helps facilities to create tailored fitness experiences around the specific needs of their exercisers, whatever their goals and motivations may be. 

Richard Daish, LTA Marketing & Commercial Director, said: “We are very pleased to announce this new partnership and we’re excited to be working with Life Fitness – a trusted global brand in the health and wellbeing sector. As part of the deal, Life Fitness are offering very competitive rates to all tennis venues across the UK. While we recognise and appreciate the financial constraints facing a lot of venues in the current climate, we hope these reductions will be useful to those looking to upgrade to new, top quality equipment. This partnership demonstrates how attractive British tennis is to the most reputable and forward-thinking brands, and forms part of our long-term commercial strategy.”

Danny Oliver, UK Country Manager for Life Fitness, said: “We are really excited to partner with the LTA; not only as a supplier of fitness equipment, but to work with clubs and venues to deliver the best solutions for their facilities and their members. Health and wellbeing has never been more prevalent; we are seeing customers exploring opportunities to expand their offering and better connect with their members and we believe we can support the LTA and its clubs in doing the same.”

Keep up to date with all the latest from tennis in Britain by following @the_LTA on Twitter, @LTA on Instagram and LTA – Tennis for Britain on Facebook.

The LTA is the National Governing Body of tennis in Great Britain. We are here to govern and grow tennis, from grassroots participation through to the professional game.  Our vision is “Tennis Opened Up” and we’re on a mission to grow tennis by making it relevant, accessible, welcoming and enjoyable.  We work with schools, with volunteers, with coaches and with venues across the whole country. We also represent the interests of over 685,000 Members, men and women, girls and boys, playing on more than 23,000 courts.  The LTA runs and supports a network of 11,500 approved tournaments for players of all ages, the four corner-stones of which are the premier grass-court events leading up to The Championships, Wimbledon: the Nature Valley Open (at Nottingham), the Nature Valley Classic (at Birmingham), the Fever-Tree Championships (at The Queen’s Club, London) and the Nature Valley International (at Eastbourne).  For further information about the LTA and tennis in Britain, visit www.lta.org.uk or follow us on Twitter @the_LTA