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More Changes Made at Star Trac

Larry Domingo, executive vice president of global sales for Star Trac, has left the company.

Domingo, who joined Star Trac in 2009 after spending 12 years as vice president of sales at Precor, says he will focus his attention on his consulting company, Sherpa Sales Consulting, which he founded in 2009.

Domingo primarily served as Star Trac’s national sales manager. He says he proposed a move from the Irvine, CA-based company a few months ago.

“I like (Star Trac CEO) Michael Bruno a lot, and I look forward to continuing to work with Star Trac from the outside,” Domingo says. “I really enjoy the products. There’s a lot of people I’ve gotten close to over time and actually hired some great friends that are still with the company and made some great friends. I think as you’re trying to turn a company around, you’ve got to right-size it and downsize it. I think it’s a better match [for me] on the outside of Star Trac.”

Domingo was instrumental in Star Trac forming a partnership with Advantage Fitness Products, which had been a commercial distribution partner for Precor.

“This is what [Domingo] has decided is best for him, and I think it is a great win for him and a great win for us,” Bruno says of the move. “He’s still part of the Star Trac family.”

Domingo has been replaced by John Sweeney, a regional sales manager who has been with Star Trac since 1995.

“John is a rock,” Domingo says. “Loads of experience. Very coachable. Very capable. I expect great things from John.”

Bruno says there have been other personnel changes in the company, although he did not get into specifics.

“There’s been other people let go,” Bruno says. “We’re downsizing. We’re trimming the fat.”

One industry insider says the personnel moves relate to Star Trac’s moving more of its production to its Land America plant in Xiamen, China, which Bruno owns. Star Trac currently operates 60 percent of its production at the plant. That production is expected to grow to 75 percent by June and 90 percent by the end of the summer.

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