AFP Acquired by Fitness Ventures International


Fitness Ventures International LLC (FVI) recently acquired certain assets and rights held by Advantage Fitness Products (AFP), a commercial fitness equipment distributor.

Those assets will now be part of FVI’s portfolio that includes Fitness Design Group, and Wellness by Design, according to an announcement released earlier this month.

Bryan Green, AFP’s founder and CEO, has joined FVI as its managing member and CEO, and certain AFP management personnel have also been retained. FVI will integrate AFP into its corporate headquarters in Santa Monica, CA.

“AFP has always provided exceptional support, expert consultation and the best fitness products available to its valued clients,” Green said in a statement. “The faith and investment provided by FVI establishes for us a significant base of resource. We certainly intend to utilize these strengths as we further develop our strategic partnerships and focus on the growth opportunities for our overall business.”

FVI will continue AFP’s partnership with Star Trac, which was announced last fall, as well as AFP’s partnerships with Netpulse, Total Gym, The Green Revolution and SKLZ, according to the statement.

“[AFP] continues to pioneer the level of customer care and comprehensive support that clients tasked with managing a fitness amenity must have,” Star Trac CEO Michael Bruno said in a statement. “We are proud to have their expert representation of our products and congratulate them on their continuing success and leadership in our industry.”

Green confirmed to Club Industry that AFP’s relationship with Precor has officially ended. In 2005, AFP was named Precor’s largest commercial distributor for the fourth consecutive year. Earlier this year, Green told Club Industry that in the past two years, AFP received less support from Precor to expand its model.

“This support primarily included funding for key sponsorships and event participation critical to AFP’s business,” Green said. “Simply put, AFP’s business model was no longer working in tandem with Precor as a result of these changes.”

Green added that Precor has attracted retailers such as, Sports Chalet and Dick’s Sporting Goods, which Green says is a departure from the specialty fitness channel.

“Now the very same equipment we have promoted to commercial clients can simply be found and purchased on,” Green said. “This brand positioning no longer aligns with what AFP wishes to promote as proprietary and tailored toward the needs of our clients.”

Suggested Articles:

​​​​​​​In several states in which health clubs are still closed, health club operators have taken various steps to move for reopening of their busines

The California Fitness Alliance sent a letter and gym reopening guidelines to the state's governor as well as city and county officials.

April revenue for a majority of suppliers declined by at least 25 percent compared to April 2019 due to the COVID-19 pandemic, per an SFIA survey.