Life Fitness has named Steve de Alcala as director of sales for its consumer business. In his new role, de Alcala will be responsible for the success and continued growth of the company’s consumer retail channels.

De Alcala brings more than 22 years of experience in retail sales to his new role, and has been with Brunswick Corporation for six years. In his most recent position, Steve was director of retail sales for Brunswick Billiards, where he focused on building and maintaining relationships with customers, as well as redefining the retail environment.

“Steve’s past experiences in sales will be extremely valuable for us in helping to maintain and develop new relationships with our dealer and distributor partners moving forward,” said Tim Wild, vice president of the consumer business for Life Fitness.

Prior to joining Brunswick Corporation, de Alcala was the regional sales director for Select Comfort Corporation, where he was an instrumental part in growing the company’s business from 32 retail locations to over 300, in eight years.