Keys Fitness Products will rebrand its line of 120 personal health and fitness accessories under the company’s Ironman Fitness umbrella of products. In the summer of 2005, those products currently marketed under the Keys Fitness name will be re-introduced as part of the company’s Ironman Fitness product family. This initiative is designed to take full advantage of the line’s enormous growth in popularity since Keys Fitness obtained exclusive licensing rights for the Ironman name from the World Triathlon Corporation in 2002. Since 2003, sales of the Ironman Fitness line of exercise products – which include treadmills, elliptical trainers, weight benches, stationary and spin bikes – have seen a multi-thousand percent increase.

Price points for Ironman Fitness accessories range from $2.99 spring collars to 40lb weight vests with an MSRP of $79.99. In the process, many accessories have been redesigned and modernized. A number of new products – such as reasonably priced assorted weight sets with storage racks – have also been added.

Included in the Ironman Fitness family of light exercise accessories are 35 high-end products that will be simultaneously marketed to consumers under the Ironman Fitness Pro Series brand name. Specifically designed for those individuals who are firmly committed to the health and fitness lifestyle, these premium accessories include weight gloves, yoga mats, straps and weight sets.

Keys Fitness has received extremely positive feedback from both current and potential customers since putting out feelers about the Ironman Fitness accessories line at the 2005 Super Show in Orlando. Product delivery will take place through the company’s national and international distribution channels. As with its existing line of health and fitness equipment, primary retail outlets will include sporting goods, specialty, mass merchant, and leading independent retailers. Keys Fitness will also distribute the new accessory line through non-sports-related mass market retailers, such as national and regional food and drug store chains.

“The Ironman Fitness brand has been very well received by both retailers and consumers alike due to its mix of contemporary styling, durability, and value,” said Dave Williams, COO of Keys Fitness. “Enhancing and reintroducing our existing line of accessories under the Ironman Fitness name not only allows Keys Fitness to more fully round out our product offerings, but it also lets us to continue meeting the needs of our customers with new and imaginative products.”