Dick’s Sporting Goods will test an offering of Life Fitness cardio and strength equipment in 20 stores located in the Northeast. Dick’s Sporting Goods is adding an expanded product line-up to include health-club quality products for the home. A selection of Life Fitness equipment will be represented by a unique “store within a store” shopping experience branded by Life Fitness, which is recognized as the global leader in the fitness equipment industry.
“We are always looking for ways to reach a new customer-base,” said Tim Wild, vice president of the consumer business for Life Fitness. “This opportunity with Dick’s Sporting Goods allows us to do that, while also assisting Dick’s in expanding upon their existing fitness offering.”
Dick’s will offer an experiential, interactive shopping environment through the Life Fitness “store within a store” concept. This store design features room scenes and lifestyle graphics that put the equipment into everyday living settings. Life Fitness products will be available at Dick’s Sporting Goods before Thanksgiving.
