Star Trac announced Dustin Grosz, former CEO of Core Fitness, LLC, which does business as StairMaster, has been named its president and chief operating officer. He will succeed Mike Leveque.
Prior to his appointment to CEO at Core Fitness, Grosz helped grow Bowflex from a small company to a globally recognized brand and enormously successful product, according to Star Trac. He was part of the top management team that acquired Nautilus, Schwinn, and StairMaster, and then transitioned into the role of Vice President of Operations at Nautilus, in charge of overseeing the global supply chain. Once appointed CEO, Grosz leveraged the StairMaster brand, increased sales, refocused the manufacturing strategy, and most importantly of all, vastly improved parts delivery and service.
Michael Bruno, Chairman and CEO of Star Trac commented on Grosz's experience, saying, “Dustin fills our current needs at Star Trac with his back-end of the business experience from his years at Nautilus. He has generated outstanding results as CEO of StairMaster and we're excited for him to take Star Trac to the next level and create a foundation for the company to grow and profit. Dustin and I believe the route to success in this industry is servicing the customer first.”
Grosz has known Michael Bruno since his time at Nautilus, before Bruno acquired Star Trac in July 2010. The company is successfully repositioning itself by way of a comprehensive strategic plan to properly monetize the assets for the benefit of creditors and to improve Star Trac's balance sheet to create a healthy company going forward.
“We have emerged from the ABC process as a stable company, one that is better positioned to take care of our customers,” said Bruno. “With Grosz leading the way, we will strengthen the company's ability to provide the product innovation, quality reliability, and customer service that have been the Star Trac brand legacy since 1979.”
As the new president and COO, Grosz's primary goals are to ensure that Star Trac is profitable and to reconnect with the customer in order to ensure an outstanding customer service experience. Grosz plans to achieve his first goal by streamlining the business which has grown complex in the last few years due to product portfolio expansion. The streamlining process will include shifting the company from manufacturing products to managing a global supply chain. To do this, Grosz will work to change processes and open lines of communication between the front and back ends of the business, while maintaining Star Trac's commitment to quality and exceptional customer service. The streamlining process will also include a company-wide effort to strengthen the customer service department in order for Star Trac to continue providing exceptional support to its customers.
“Being profitable will allow us to deliver on our brand promises and ultimately help us win back customers by providing better customer service,” said Grosz. “We need to grow revenue in a way that benefits Star Trac as a company, but that also benefits our customers.”
Since 1979, Star Trac has been a leader in developing advanced equipment for the fitness industry, focused on providing products to mold lifelong habits for health and fitness. Its user-focused product innovations are reflected in the complete line of cardiovascular and strength equipment, including the Star Trac Coach, a personalized treadmill workout led by a professional coach, the eSpinner, the newest Spinning innovation resulting from the long running relationship between Star Trac and Mad Dogg Athletics, and the Inspiration Strength line.
