Horizon Enters the Strength Training Market


COTTAGE GROVE, Wis. (July 27, 2007) – Horizon Fitness – one of the fastest growing fitness equipment manufacturers in the world – is stepping into the strength training market with a fresh approach to home gym design. As more first-timers, seniors and women add strength training to their daily workout, Horizon Fitness looks to tap an unfilled need in the marketplace.

Participation in strength training is at an all-time high according to the SGMA International, a trade association serving the sporting goods industry. Despite the surge in participation, sales of traditional home gyms in the market have been flat.

Through its consumer research, Horizon Fitness believes it knows the reason for the disconnect. First, the face of today's “weight lifter” is changing. The biggest growth in the category is coming from non-traditional strength users including women, seniors and those new to fitness. These users are looking to lose weight or better their quality of life. Whether it's keeping up with the grandkids or lifting heavy groceries, they're looking for functional, rather than traditional, strength training solutions.

Despite this shift in consumer demand, manufacturers have continued to offer contraptions that appeal to the traditional weight lifter while alienating beginners. As a result, Horizon Fitness is creating functional strength home gyms that deliver the perfect strength training solution for the beginner, but are also versatile and robust enough to appeal to advanced users.

“We've seen a flood of new consumers to the strength training category,” said Mike Olson, vice president of marketing for Horizon Fitness. “Unfortunately, today's equipment hasn't kept up with the changing demands. Our research has shown that most home gyms are complicated, intimidating or designed for people like Arnold Schwarzenegger, while those shopping for equipment are looking for functional strength to better their everyday lives. Our approach to home gym design is simple – we want to make strength training easy and inviting for people at all fitness levels.”

Horizon Fitness' simple approach to home gym design can be seen in several new models that will roll out this fall. All models, with MSRPs ranging from $699 to $799, offer a wide variety of features that are appealing to first-timers, as well as those who are more experienced with strength training.

First, users can complete a total body workout in as little as 20 minutes. The equipment allows an individual to shift from one exercise to the next without having to reroute cables, which is common on competitive models.

Users can select from 60 to 75 unique lifts using integrated components as well as various attachments (lat bar, bicep curl bar and leg cuffs). High-quality cables and commercial-grade pulleys equipped with bearings make lifts extremely smooth, minimizing stress on the body while prolonging the life of the equipment. Weight resistance is quickly and easily modified through the use of an incremental weight system.

For those just getting started in strength training, or individuals looking to spice up a dull workout routine, Horizon Fitness includes an illustrated, step-by-step workout guide with each home gym. The workout guide includes time-based, total-body workout routines, as well as exercises that allow users to focus on specific areas of the body. The guide also has 12 sport-specific workouts for those who want to strengthen their golf game or get ready for the upcoming softball league.

For more information about Horizon Fitness' approach to functional strength training, visit HorizonFitness.com or call 1-800-244-4192.

Horizon Fitness is a subsidiary of Johnson Health Tech Co., Ltd., the fourth-largest fitness equipment manufacturer in the world with roughly $348 million in annual sales revenue (2006). Horizon offers a wide assortment of fitness equipment designed for in-home use, including treadmills, elliptical trainers, exercise bikes and functional strength training equipment. Products are sold through a variety of retail channels including sporting goods retailers and department stores.

Horizon Fitness differentiates itself in the marketplace by designing and manufacturing fitness equipment that is durable, easy-to-use and provides peak performance for maximum value. Every key component that goes into a piece of equipment is manufactured at a Johnson Health Tech facility (vertically integrated manufacturing). As a result, all parts work seamlessly together to create an exercise experience like no other.

# # #
Editor's Note: For product samples, photography or other requests, please contact
Brian Meehan at (262) 789-7630, ext. 133, or e-mail brianm@celticinc.com.


Horizon Fitness Adds Marketing Assistant

DEFOREST, Wis. (June 1, 2006) – Horizon Fitness announces the hiring of Kristin Gritt to the marketing team. Gritt joins as the new marketing assistant and is the latest addition dedicated to the continued growth of Horizon Fitness.Prior to joining the Horizon team, Gritt ...read more

Horizon Introduces New Treadmill Featuring iPod Integration

COTTAGE GROVE, Wis. (July 27, 2007) – Talk to most people who exercise and they'll tell you there's nothing more invigorating than working out while listening to a favorite play list. This is now easier than ever with Horizon Fitness' introduction of an in-home treadmill and ...read more

Horizon Fitness Sponsors Girls on the Run® International

COTTAGE GROVE, Wis. (February 1, 2008) – Horizon Fitness is proud to announce its national sponsorship of Girls on the Run® International (GOTRI), an organization dedicated to educating and preparing girls for a lifetime of self-respect and healthy living. “We are thrilled ...read more

Horizon Fitness Sponsors Girls on the Run® SoleMates Program

COTTAGE GROVE, Wis. (September 16, 2009) – Horizon Fitness continues its dedication to helping families live better, healthier lives by sponsoring the Girls on the Run® SoleMates program, the adult charity running leg of Girls on the Run(GOTR). Male and female athletes alike, ...read more

Horizon Featured in Runner's World Magazine

COTTAGE GROVE, Wis. (February 2, 2007) – For the second consecutive year, Horizon Fitness was featured in Runner's World's annual treadmill review. The company's Elite Series T6 AFG treadmill was one of only eight products recommended by the magazine in the January 2007 ...read more

Horizon Gets Back Into Bikes with the Launch of Two New Products

COTTAGE GROVE, Wis. (July 27, 2007) – Horizon Fitness is re-entering the exercise bike category with the introduction of two new recumbent bikes. The RC-30 (MSRP: $599) and RC-40 (MSRP: $699) will be targeted to first-time fitness equipment users who desire quality, ...read more

Horizon Fitness Names Sales Rep for Independent Bike Dealer Channel

COTTAGE GROVE, Wis. (November 27, 2007) – Horizon Fitness, a leading manufacturer of fitness equipment for in-home use, announces the hiring of Melissa Atocha as a sales representative. In her position, Atocha will develop new relationships within the Independent Bike Dealer ...read more

Horizon Voted “Fitness Vendor of the Year” by Play It Again Sports

COTTAGE GROVE, Wis. (Feb. 24, 2009) – For the fifth straight year, Horizon Fitness has been named “Fitness Vendor of the Year” by Play It Again Sports franchisees. Horizon scored the highest among all fitness vendors when being evaluated on dealer support, product sell ...read more

Girls On The Run and Horizon Announce 2009 National Coach of the Year

Cottage Grove, Wis. (July 21, 2009) – Girls On The Run International (GOTRI) is excited to announce that Laurie Halley of Girls on the Run® of Union County, N.C., is the winner of its second annual National Coach of the Year contest sponsored by Horizon Fitness. This honor is ...read more