Life Fitness Names Steve de Alcala as Director of Consumer Sales


SCHILLER PARK, Ill., March 31, 2009 - Life Fitness has named Steve de Alcala as director of sales for its consumer business. In his new role, de Alcala will be responsible for the success and continued growth of the company’s consumer retail channels.

De Alcala brings more than 22 years of experience in retail sales to his new role, and has been with Brunswick Corporation for six years. In his most recent position, Steve was director of retail sales for Brunswick Billiards, where he focused on building and maintaining relationships with customers, as well as redefining the retail environment.

“Steve’s past experiences in sales will be extremely valuable for us in helping to maintain and develop new relationships with our dealer and distributor partners moving forward,” said Tim Wild, vice president of the consumer business for Life Fitness.

Prior to joining Brunswick Corporation, de Alcala was the regional sales director for Select Comfort Corporation, where he was an instrumental part in growing the company’s business from 32 retail locations to over 300, in eight years.

De Alcala graduated from Del Mar College in Corpus Christi, Texas, with a bachelor’s degree in liberal arts. He currently lives in Northbrook, Ill. with his family.

About Life Fitness

Life Fitness is a global leader in providing fitness equipment. The company manufactures and sells strength and cardiovascular equipment under the brand names Life Fitness and Hammer Strength and distributes its equipment in more than 120 countries. Headquartered outside Chicago, in Schiller Park, Ill., Life Fitness is a division of Brunswick Corporation (NYSE: BC).

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Life Fitness and Lifecycle are registered trademarks of Brunswick Corporation

Life Fitness, 5100 River Road, Schiller Park, IL 60176. Phone: 847.288.3300,


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