Notts fitness firm limbers up with major US deal

A Nottinghamshire fitness equipment business which has seen record sales over the summer following the pandemic has agreed a major partnership with US gym equipment giant ForceUSA.

Fitness Options, based in Kirkby-in-Ashfield, is celebrating 30 years of trading, supplying home and commercial fitness equipment alongside the design and installation of bespoke home gym solutions from its 4,000 sq ft showroom.

Earlier this year it agreed a UK retailer agreement with the virtual reality fitness simulator ICAROS, as the German manufacturer sought to bring a new experience to the UK fitness market. The firm now has the Icaros home unit on display in their showroom, the only one in the UK.

Fitness Options has now tied up a deal with the renowned US gym equipment giant to be their premium authorised showroom displaying the largest range of ForceUSA equipment in the UK.

Karl Viner, who co-owns Fitness Options with Wendy Howe and Ray Needham, said:
“For many retailers, this year has of course been hugely challenging but our market has been incredibly buoyant as more and more people are working out at home with their own kit or are building their own home gyms.

“Many of our customers are converting garages and basements or even adding gyms to their gardens. They are investing in their health but also in their properties as homes with personal gyms are gaining in popularity as people make the switch from the gym membership to their own space.

“Having said that, this is not an either/or situation, for most of our customers, they want the flexibility of the home workout and the gym together but simply don’t want to compromise on the quality of the kit. That is why this deal with ForceUSA is such good news for us and them.

“Securing Icaros earlier this year was quite a coup for us, as nothing like this had even been seen in the UK before and we’ve now brought on another major name that will be familiar to fitness fans across the globe.”