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

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 Diamondback, fitness division. Davidson will lead the company's Independent Fitness Dealers (IFD) sales channel, focusing his efforts on North American IFD's, the international marketplace and light institutional dealer network. He will support the efforts of Greg Ford, national sales manager for Diamondback fitness, and will also help build the IFD operations and support groups in the newly relocated corporate offices at Raleigh America's headquarters in Kent, Washington.
“Brian really understands what it takes to build success at the independent dealer level and will serve as a great partner for Diamondback fitness dealers nationwide and internationally,” said Steve Meineke, president of Raleigh America, Inc. “We are very excited to welcome him to the Diamondback fitness team at an exciting time for the brand and the division.”
Davidson brings a 25-year track record in the fitness industry to Diamondback. His career includes 14 years at Life Fitness where he is credited with helping create Life Fitness' dealer partnership programs in the early 1990's which greatly accelerated dealer growth and success. Davidson also worked in the commercial direct health club sales group, as well as the retail and commercial dealer sales channel, at Life Fitness. Fully rounding out his IFD expertise with a first-hand understanding, Davidson served as senior vice president at Exercise Equipment Centers, a 16-store retail chain in the Pacific Northwest. Davidson also spent 3 years at SportsArt Fitness where he lead the development of the commercial sales strategy and helped with the redevelopment of their commercial product line.
“I'm very excited about the opportunity to work with Raleigh America and the IFD network as the Diamondback fitness division starts a fresh chapter in the company's growth,” said Davidson. “Diamondback fitness is made up of a talented group of people that wants to be ‘best in class' in their product categories and understands what it takes to build a strong brand with high quality products and dealer support. With the tremendous success of the Diamondback bicycle brand, there is a real opportunity to continue to grow the fitness division into a brand that consumers will recognize and value when they enter a dealer's store,” added Davidson.
Davidson will be on hand at Diamondback's booth (#815) at the Health and Fitness Business Expo ( in Denver, July 17-18. Diamondback will launch its new fitness product and marketing program, “Meet your new Diamondback,” at the industry-leading show. The program includes a refreshed product line with new colors, product consoles and brand logos that are in sync with the legendary 30-year Diamondback bicycle brand, and will give dealers new products to present to consumers for the fall season.
About Diamondback
A leader in quality, value and technology, Diamondback is a dominant force in home use and light institutional cardio equipment. Its reputation for innovation, integrity, performance and service is unmatched and the reason that a Diamondback product is widely considered the best value in the industry. The legendary 30-year Diamondback brand, acquired by Raleigh America in 1999, includes full lines of cardio equipment, road and mountain bicycles, and BMX bicycles.

Susan Roush
20-80 PR