SCHILLER PARK, Ill., Nov. 3 -- Dick's Sporting Goods (NYSE: DKS) will test an offering of Life Fitness cardio and strength equipment in 20 stores located in the Northeast. Dick's Sporting Goods is adding an expanded product line-up to include health-club quality products for the home. A selection of Life Fitness equipment will be represented by a unique "store within a store" shopping experience branded by Life Fitness, which is recognized as the global leader in the fitness equipment industry.
"We are always looking for ways to reach a new customer-base," said Tim Wild, vice president of the consumer business for Life Fitness. "This opportunity with Dick's Sporting Goods allows us to do that, while also assisting Dick's in expanding upon their existing fitness offering."
Dick's will offer an experiential, interactive shopping environment through the Life Fitness "store within a store" concept. This store design features room scenes and lifestyle graphics that put the equipment into everyday living settings. Life Fitness products will be available at Dick's Sporting Goods before Thanksgiving.
Dick's Sporting Goods, Inc. is an authentic full-line sporting goods retailer offering a broad assortment of brand name sporting goods equipment, apparel, and footwear in a specialty store environment. As of Aug. 2, 2008, the Company operated 357 Dick's Sporting Goods stores in 38 states, primarily throughout the eastern half of the U.S. The Company also owns Golf Galaxy, Inc., a multi-channel golf specialty retailer, with 84 stores in 30 states, e-commerce Web sites and catalog operations, and Chick's Sporting Goods, Inc., which operates 15 specialty sporting goods stores in Southern California.
About Life Fitness
Life Fitness, a division of Brunswick Corporation (NYSE: BC - News), is the global leader in designing and manufacturing a full line of high-quality fitness equipment for commercial and consumer use. It is the largest commercial fitness equipment provider in the world and the only fitness equipment manufacturer that has been providing premium equipment for 30 years. Life Fitness' cardiovascular and strength-training products, including the renowned Lifecycle exercise bike, are used worldwide in health clubs, fitness centers and wellness facilities, as well as in homes. The company is headquartered near Chicago, in Schiller Park, Ill., and distributes its equipment in more than 120 countries.
Life Fitness and Lifecycle are trademarks and/or registered trademarks of Brunswick Corporation
Life Fitness, 5100 River Road, Schiller Park, IL 60176. Phone: 847.288.3300, http://www.lifefitness.com