Life Fitness Takes Personal Approach to Shopping

New In-Store Design Concept Launches Nationally Providing Home Gym Customers with Interactive Experience

SCHILLER PARK, Ill., Nov. 20, 2008 – Step into an Apple store or a neighborhood Whole Foods and consumers are greeted with texture, color and movement that’s highly sensory. This approach to merchandising appeals to target shoppers’ imaginations, while providing an interactive, tactile presentation in the retail environment.

Leading fitness equipment manufacturer Life Fitness is addressing this trend by designing a more sensory shopping space for its retail partners that empowers customers to make an informed decision.

“Today’s consumers are looking for an interactive purchasing environment where it’s convenient for them to see, understand and experience a product’s features and benefits,” said Tim Wild, vice president of the consumer business for Life Fitness. “We want it to be easy and exciting for customers to discover what fitness equipment they need to make their home gym a place they’ll use for years to come.”

The Life Fitness “store within a store” concept is centered on a three-pod format that presents multiple room scenes and lifestyle graphics to put the equipment, and its benefits, into everyday context. Life Fitness treadmills, elliptical cross-trainers, Lifecycle® Exercise Bikes and strength-training systems are positioned comfortably around the pod to encourage customer trial. The accessible design also includes product information stands that feature key benefits and make product comparisons for empowered shopping.

Through market research, Life Fitness determined there was an opportunity to create a more relatable fitness shopping experience – especially one that connected with women. The new concept enables the consumer to self-educate in a welcoming environment, as well as envision what the equipment might look like in their home. It also provides customers with a better understanding of how exercise can benefit them, and allows them to select products that best suit their needs.

The design also features an interactive kiosk with educational videos, attractive lighting and flooring that highlights key products in the retail environment.

About Life Fitness

Life Fitness, a division of Brunswick Corporation (NYSE: BC), 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,