IRVINE, CA -- Star Trac and Advantage Fitness Products (AFP) have signed a multi-year agreement in which AFP will provide the sales and service of Star Trac products in non-membership based fitness facilities throughout the United States.
AFP, which had been a commercial distribution partner for Precor for the past 10 years, serves the hospitality industry, including hotel and cruise ship sectors, as well as universities and Fortune 500 companies.
“This partnership is a tremendous opportunity for both companies to leverage the strengths of our collective distribution channels,” Mike Leveque, president and COO of Star Trac, said in a statement. “We are proud to gain AFP’s client support and will gladly provide them with Star Trac’s world-class products and customer service.”
The agreement with Culver City, CA-based AFP is in alignment with Star Trac owner Michael Bruno’s reorganization plan, which focuses on expanding the depth of Star Trac’s product line and service to customers, the Irvine, CA-based company said in a statement.
It is likely that Larry Domingo, Star Trac’s senior vice president of global sales, had a major hand in the AFP agreement. Domingo came to Star Trac in November 2009 after serving as vice president of sales at Precor.
Last month, Star Trac entered into an Assignment for the Benefit of Creditors (ABC) in accordance with California law. An ABC is a common law business liquidation mechanism that is an alternative to a formal Chapter 11 or Chapter 7 bankruptcy proceeding. The ABC proceeding is governed by state law rather than federal bankruptcy law.
Neither Star Trac nor AFP alluded to the ABC in Star Trac’s press release. This is the first announcement from Star Trac since it transferred all assets from its former parent company, Unisen Inc., to a new corporate entity, Core Industries Inc.
“We are thrilled to now present the most dynamic and comprehensive brand of products in the fitness industry to our valued clients,” Bryan Green, AFP’s president and founder, said in a statement. “Our customers represent the most diverse and demanding corporate and institutional fitness environments in the United States. The depth, quality and innovation of Star Trac’s product line has been designed exceptionally around the user experience, which naturally appeals to our high-end clientele.”