Heartline Fitness


Heartline Fitness Expands Market Position and Capabilities into Florida

heartlane expands to florida

Rockville, MD, August 3, 2018 Heartline Fitness Systems, a subsidiary of American Amenities, LLC, has acquired Ft. Lauderdale-based, Studio Equipment Services LLC (“Studio”) owned by Chuck Day. Chuck has been building service businesses in Florida for twenty-five years, including Fitness Source.
Bob Burgess, CEO of Heartline Fitness, commented on the recent acquisition, “We couldn’t be happier with our partnership with Chuck as he’s always been known for his relentless pursuit for service excellence.”  “It was Chuck’s adherence to this quality standard and team culture that made us want to partner with him.  At the end of the day, Chuck Day and Studio Equipment Services align perfectly with Heartline’s core values and brand promise of improving client performance,” added Burgess.
“Once we were able to partner with ABR and Jackson Repair in Atlanta in 2017, our focus turned to Florida,” says Jeff Shipman, president of Heartline Technical Services.   “Chuck Day provides the business leadership we need to launch our go-to-market strategy in the sunshine state.”  Jeff adds, “With Chuck on board, Heartline is now able to provide sales and service support to our sister company in Florida, FirstService Residential – South, a leader in HOA, Lifestyle and High-Rise residential community management services.”
“I was looking to build my third service company but given the resources and future business potential in Florida the opportunity with Heartline was too good to pass up,” says Chuck Day.  “It was a no-brainer to push all my chips in with Heartline!”
“Studio Equipment Services LLC makes the seventh service company we’ve partnered with since 2010, and a critical one, as it forms the foundation for Heartline’s strategy in Florida,” says Bob Burgess. 
New Sales VP to Spark National Sales Effort
VP of SalesThe acquisition comes at a pivotal time for Heartline as Kevin Farley steps in to assume the role of Vice President of Sales & Marketing.  He’ll become Heartline’s chief architect in building the company’s national sales organization and oversee key account strategy.
A 25-year fitness industry sales management veteran, Kevin’s career path has transitioned from territory sales to regional management stints at Star Trac, Freemotion and ultimately as Director Vertical Market and Dealer Sales / North America for Core Health & Fitness.   Kevin will consult alongside Heartline CEO Bob Burgess, allowing Bob to focus on the company’s overall growth strategy. “As a public company with significant resources, Heartline Fitness is poised for tremendous future growth and I believe my experience can help accelerate this process,” says Farley.
“For 15 years I helped build a strong manufacturer-dealer relationship with Heartline, and I envision a seamless transition in joining the company’s leadership team I look forward to it,” Farley adds.
“After covering off Georgia and New England in 2017, we’re off to a great start in Florida which positions us nicely for 2019,” says Bob Burgess.  “Our strategy of creating a national fitness sales and service solutions provider is coming together.”
About Studio Equipment Services LLC. 
Based in Ft. Lauderdale, Florida, Studio Equipment LLC provides high-quality exercise equipment repair and maintenance services for the commercial fitness market in Florida.   Studio Equipment Services handles service for such brands as:  Cybex, FreeMotion, Life Fitness, Nautilus, Schwinn, Spirit Fitness, Stairmaster, Star Trac, and True Fitness.  Studio Equipment LLC, 5819A N Andrews Way, Ft. Lauderdale, FL  33309.
About Heartline. 
Since 1983, Heartline has taken great pride in creating a total solution management approach to the amenity fitness center space. Heartline employees are with you every step of the project and fulfillment process from site assessment to space design and layout to post-installation maintenance and ultimately to amenity space activation through the company’s ACTIVE AMENITY platform. Heartline’s promise is to design, distribute and service the highest quality of strength and cardiovascular training equipment and systems available. Through Heartline’s direct sales network, the company distributes Ecore®, Escape Fitness®, Hammer Strength®, HydroMessage®, Life Fitness®, Nautilus®, Schwinn®, Spirit®, Stairmaster®, TouchAmerica, and Star Trac® brands on the East Coast of the United States. Heartline’s clients include such high-profile organizations as: Avalon Bay Communities, The Bozzuto Group, Colliers International, Cushman & Wakefield, FirstService Residential, IHG Hotels, Lincoln Properties, Paradigm Companies, The JBG Companies, UDR, Van Metre Properties and Fairfax County, VA and Montgomery County, MD Governments.
Heartline Fitness Systems, 7520 Standish Place., Suite 250, Rockville, Maryland, 20855, Phone: 301-921-0661, heartlinefitness.com
-Heartline® is a trademark of Heartline Fitness Products, Inc., t.a. Heartline Fitness Systems
For more information contact:
Judi Scott, Sales Enablement Specialist
[email protected]

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