Diamondback Fitness Joins Forces with LifeCore Fitness

LifeCore Fitness and Raleigh America today announced that they have executed an exclusive global licensing agreement transferring to LifeCore Fitness operation of the Diamondback Fitness (DBF) division.
Author:
Updated:
Original:

Vista, CA. (January 23, 2012) – LifeCore Fitness and Raleigh America today announced that they have executed an exclusive global licensing agreement transferring to LifeCore Fitness operation of theDiamondback Fitness (DBF) division. Effective January 23, 2012, all operations of Diamondback Fitness will transfer to LifeCore's Vista, Calif., 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.

All current Diamondback Fitness and LifeCore Fitness dealers should feel free to contact: Brian Davidson at bdavidson@diamondbackfitness.com or your LifeCore Fitness sales rep Garrett@lifecorefitness.com or Todd@lifecorefitness.com with any questions (760)599-4555.

Related

diamondback-logo.gif

Diamondback Fitness, LifeCore Fitness join forces

Raleigh America's Diamondback brand has licensed off its fitness division operations to LifeCore Fitness to focus more on its bicycle business. The deal gives LifeCore Fitness an exclusive global licensing agreement to operate the Diamondback Fitness brand, although ownership ...read more

Fitness Industry Pro Brian Davidson Joins Diamondback Fitness

Fitness Industry Pro Brian Davidson Joins Raleigh America's Diamondback Team as Director of Global Sales, Fitness Division Kent, WA – July 17, 2008 – Raleigh America, Inc. announces the appointment of fitness industry veteran Brian Davidson as Director of Global Sales for ...read more

Jordan Benshea Joins Diamondback Fitness As New Marketing Manager

DIAMONDBACK FITNESS FOR IMMEDIATE RELEASE JORDAN BENSHEA JOINS DIAMONDBACK FITNESS AS NEW MARKETING MANAGER. CAMARILLO, CA, Dec. 19, 2006 – Diamondback Fitness is pleased to announce the addition of Jordan Benshea as their new Marketing Manager. Jordan comes to them from a ...read more

Diamondback Bicycles Announces New 2012 Website

The newly redesigned Diamondback Bicycles website is now officially live on the World Wide Web. Diamondback.com aims to expand its reach by offering a pleasant and intuitive user experience though bold, clean graphics, enticing colors and completely redesigned navigational ...read more

Lifecore Fitness Signs endorsement deal with Clark Bartram

Lifecore Fitness Inc. a San Marcos, CA based fitness equipment manufacturer teams up with fitness personality, Clark Bartram. “With the company's growth we felt the need to align ourselves with a recognizable face in the industry. More importantly, we wanted someone whose ...read more

Diamondback Fitness forecasts strong holiday buying

DIAMONDBACK FITNESS FORECASTS STRONG HOLIDAY BUYING; ANNOUNCES NEW PRODUCT DEVELOPMENT MANAGER Kent, WA – October 2, 2008 –.Diamondback Fitness (www.diamondbackfitness) recently launched its 2009 product line to the Independent Fitness Dealers (IFD) sales channel with ...read more

Lifecore Fitness gets 6 best buys in consumer magaizines in Feb issue

FOR IMMEDIATE RELEASE: CONTACT: HEIDI HAGEMANH2 PUBLIC RELATIONS858-232-1874, heidi@h2publicrelations.comLIFECORE FITNESS RECEIVES FOUR “BEST BUY” AWARDS IN CONSUMERS DIGEST MAGAZINEIN LIGHT OF RECENT RECOGNITION, LIFECORE FITNESS POISED TO SERVE AS LEADING INDUSTRY RESOURCE ...read more

Diamondback Fitness continues to receive product recognition

Kent, WA – JULY 8, 2009 – The Diamondback Fitness 900Sr recumbent bike was recognized for its outstanding design, features and value by Health Magazine, receiving America's Healthiest Fitness Buys Award in the July issue. “We continue to attract attention for our value, ...read more

Lifecore Fitness Virtual Reality Products

Lifecore Fitness Inc. will unveil several new innovative products, such as Virtual Reality Trainers and Cyber Bikes, at the Health and Fitness Business trade show in Las Vegas Sept 22-23. "I believe our industry is looking for products like Virtual Reality" Says Roger Bates ...read more