Heartline Fitness Adds Sales Leader To Florida Team


Rockville, MD, February 27, 2019 – Heartline Fitness Systems continues its committed investment to the Florida market by hiring Michelle Pierce.   Michelle’s hiring supports and provides valuable sales leadership to the company’s acquisition of Studio Equipment Services (SES) in 2018.

“Michelle has an extensive background in both fitness and real estate, making her a natural fit for Heartline.  We believe Michelle will be a key player in Heartline’s growth in Florida and the entire Southeast over the next several years,” says Heartline’s Chief Revenue Officer (CRO), Kevin Farley.

“As a result, we’re better positioned to ensure project quality for our clients throughout the entire order fulfillment process,” he adds.“We believe Heartline is one of the few dealerships in the fitness industry that is able to provide clients a complete turn-key solution,” states Jeff Shipman, Heartline’s COO and president of Heartline Technical Services (HTS). “In addition to the company’s stable of product brands, Heartline handles all aspects of the order fulfillment process – from site assessment to facility design, working with clients to determine optimal brands and equipment mix, delivering, installing and testing the products, to post-installation preventive maintenance and repair services.   All of these services are performed and managed by Heartline personnel,” says Mr. Shipman.

Michelle started in fitness while attending Florida Atlantic University (Exercise Physiology), mainly as a Group X fitness coordinator and instructor. She also worked in corporate wellness for Florida Power & Light (FPL) and Miami Dade Community College. During that time, she ventured into real estate and in turn, that became her second love and full-time career. She comes to Heartline ready to roll up her sleeves and get back to her first love.

“Fitness is in my heart and my true passion, it’s what drives me, which is why I am so excited to join Heartline Fitness where both of my worlds will become one passion,” says Michelle.

“After boosting our Georgia and New England resources in 2017 and 2018, we’re off to a great start in Florida and positions us nicely for the long term,” says Bob Burgess, Heartine’s president & CEO.  “Our strategy of creating a national fitness sales and service solutions provider is coming together. We look forward to our continued progress in the Southeast and beyond!”