LifeCore Fitness and Raleigh America announced that they have executed
an exclusive global licensing agreement transferring to LifeCore Fitness
operation of theDiamondback Fitness (DBF) division. Effective Jan. 23,
2012, all operations of Diamondback Fitness will transfer to LifeCore's
Vista, CA, headquarters.
LifeCore Fitness will continue to operate the Diamondback Fitness division with independent distribution, product development and present marketing strategies, much like they operate today. Dealers can be assured that there will be no material changes to either brands dealer network, product offering, pricing or programs as currently offered.
“LifeCore was our partner of choice,” said Steve Meineke, President of Raleigh America. “Under the direction of Roger and Traci Bates, Lifecore Fitness has a strong management team and solid reputation in the industry for providing a broad range of products, programs and customer support services. This new partnership positions well the Diamondback Fitness brand for an exciting new era by providing dealers with new & unique products that will build market share and expand customer offerings.”
Roger Bates, the President of LifeCore Fitness stated, “The agreement allows LifeCore to leverage the strengths of both companies to strategically position the Diamondback Fitness and the LifeCore Fitness brands in retail and light institutional fitness, and to combine efforts in a focused way that delivers unique global product designs, heightened quality and creative marketing initiatives, while at the same time supporting both brands by providing improved sourcing and operational efficiencies. We believe in the Diamondback brand and its complementary product range and price offerings. The licensing agreement will help us be a better supplier to our customers and provide greater opportunities for dealers to increase profitability.”
Brian Davidson will continue with LifeCore as its Director of Global Sales and Marketing. As DBF's general manager, Davidson led DBF marketing, product development, sales and sourcing since 2008, resulting in new product innovation and consistent growth in a challenging fitness retail market. His responsibilities with LifeCore Fitness will remain the same.
