Core Health Posts 19 Percent Sales Increase in 2014, Realigns Executive Team

Core Health & Fitness LLC, parent company of Star Trac and StairMaster, exceeded its sales targets in 2014 with a 19 percent year over year growth in sales revenue and is realigning its management team.

Core Health & Fitness LLC, the Vancouver, WA-based parent company of Star Trac and StairMaster, exceeded its sales targets in 2014 with a 19 percent year-over-year growth in sales revenue, the company announced. In addition, it is realigning its management team.

“With the help of our worldwide network of distributors and service partners, 2014 was another great year," Dustin Grosz, president and COO of Core Health & Fitness, said in the company announcement. "The confidence in our products and company has never been higher."

Core Health is a private company and does not release actual revenue figures. 

In addition to the growth, Core Health is consolidating its sales and marketing organizations under a centralized leadership team.  Star Trac, Spinning, StairMaster, Schwinn and Nautilus will share one leadership team. No departures will occur with the consolidation; people are being moved into different roles, according to a company spokesperson.

“I believe we will be stronger under this new unified approach and look forward to continued growth in the years ahead,” Grosz said.

The unified sales and marketing structure will be led by three executives, all part of the existing Core Health & Fitness leadership team. Jeff Dilts, who previously led Star Trac’s marketing and product management organizations, now will lead the product planning, product technology and new product introduction processes as vice president of product management and innovation for Core Health. Dilts is charged with providing a faster and more complete product and solutions experience for customers.

Merrill Richmond will lead the Core Health and Fitness marketing organization as vice president of marketing. He will direct the Star Trac, Spinning, StairMaster, Nautilus and Schwinn brand portfolio globally. Most recently, Richmond managed the sales and marketing teams for the StairMaster, Schwinn and Nautilus brands. His prior experience includes leading marketing organizations within Town Sports International and The Walt Disney Company.

Terry Woods will lead the Core Health and Fitness sales organization as vice president of global sales. He will direct the selling organization for the Star Trac, Spinning, StairMaster, Nautilus and Schwinn product portfolio globally. Most recently, Woods managed the Star Trac worldwide sales organization. Previously, he led customer service, sales operations, and the product management departments for Star Trac.

Promotions at Core Health

In addition to these executive team moves, Core Health has promoted Frank O’Rourke to vice president of sales for Asia Pacific and Latin America, a newly created role. O’Rourke will direct the selling organization for the Star Trac, Spinning, StairMaster, Nautilus and Schwinn product portfolio throughout Asia Pacific and Latin America. Most recently, he managed the StairMaster, Schwinn and Nautilus brands as international sales director for StairMaster. His previous sales experiences include time with Nautilus, Cybex International and FreeMotion. O'Rourke also is author of "Legends of Fitness: The Forces, Influencers, and Innovations that Helped Shape the Fitness Industry."

“The demand for innovative fitness products, programming and customer service in these markets is very high,” said O’Rourke. “With our growing portfolio of cardio, strength and indoor cycling solutions and our local partners, we’re well positioned to exceed club operators’ expectations and lead throughout the region.”

O’Rourke has worked in the fitness industry for 22 years and has spent the last nine years working with distributors and direct offices outside the United States

“The Latin America and Asia Pacific regions are growing fitness markets, and each year we see a stronger embrace of our products and brands there,” said Terry Woods, vice president of global sales. “Frank’s familiarity and understanding of the opportunities and unique challenges make him a great fit for us in this role.”

O’Rourke joins John Gamble and Mike Kelly as the senior leadership of Core’s global sales and distribution organization. Gamble directs sales for Core Health & Fitness’s Star Trac, Spinning, StairMaster, Nautilus and Schwinn product portfolio throughout Europe, the Middle East and Africa. Kelly directs the North American sales.

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