Let Us Sweat the Details!

Rialto Capitol Condominium Association, Jersey City

Don’t discount the importance of the flooring in your fitness rooms. Flooring not only performs a functional use but is an integral part of the facility’s overall aesthetic.

Today, there are enough rubber and vinyl color and pattern choices to match any room design. And they are an excellent value for cardio and multi-purpose areas, while rubber flooring is still the workhorse for free-weight and strength training rooms. When a new or prospective resident walks in, the right floor makes a statement, and enhances the overall WOW factor of the club.

FirstServivce Residential Executive, Andrew Batshaw, introduced Heartline’s Matt Silver to the property, asking him to show them “a little Heartline love.” Right off the bat, new flooring was on the wish list.

Matt talked with the then-Property Manager about new flooring for their Fitness Room and Play Room. He explained that when choosing fitness center floors, most of Heartline’s customers continue to gravitate to durability and value. Both products are easy to maintain. Rolled rubber flooring products are typically less expensive and more durable than either carpet, tile or vinyl products. While these other options have appeal, carpet is the least viable option as it tends to stain, snag and promote bacteria development.

They decided on Everlast 8mm Basic Rubber Flooring for both spaces. Durable; value-priced. Matt carefully measured both spaces and took photos for the install team. Then they looked at color and pattern samples and it was “Rippin’ Red” for the fitness room and a more sedate “Grippin’ Grey” for the play room. After some back and forth, talked with Rialto Capitol’s John Masso sealed the deal and install was scheduled.

In the future, don’t forget to plan and budget your flooring requirements early in the planning process. And keep in mind, there is a different type of flooring designed for different type of uses – for equipment to sit on, for free weights, for functional training spaces, for yoga and aerobic exercising and more. There are even portable floor tiles to give you even more options. Ask your Heartline Fitness contact about what’s right for you new project.

Greenbriar Woodlands, Toms River, NJ

“Working with Heartline Fitness was such a positive experience for the Board and the Community. Not only did the Board see the value in what FirstService can offer their communities it also shed a positive light on the Board in the eyes of the homeowners. They now see their Board as forward thinkers, recognizing the needs of the growing and changing population.

Our fitness room was in desperate need of an upgrade. We called on Heartline Fitness. Matt Silver, their Northeast Sales Manager, provided a very thorough fitness room assessment report with his recommendations. Matt supplemented that with a PowerPoint presentation helping the Board visualize the concept. Matt came very well prepared, listened to their concerns and was always flexible in re-working the project to meet their needs. The Board compared pricing of like equipment from another dealer and direct from a manufacturer; they could not match Heartline’s prices.

So, we worked with Matt and the Heartline team to upgrade our fitness center. For our Grand Opening, Heartline’s crew came in the day before and worked continuously from 9 am to 11:30 pm to prepare. The new flooring and Matt came very well prepared, listened to their concerns and was always flexible. Matt later came in with his fitness trainer and set up a table of healthy refreshments for the residents. They coordinated with our in-house fitness trainer a schedule and plan for bringing the residents through the gym. The entire event lasted four hours and was seamless. Matt and his team warmly received residents, offering them a very relaxed, educational and fun event.

The success of this event has made the Board take an even more serious look at expanding the gym. I expect to continue to work with Matt as we prepare to break down walls and double the size of the room. I highly recommend to any manager that is looking to upgrade their facility to seriously consider Heartline Fitness.”

Maria C., CMCA
Community Manager
Greenbriar Woodlands

Bayville Shores Condominium

After years of Heartline providing preventive maintenance contract services for Bayville Shores, the service technician asked the sales rep, Matt Silver, to reach out to the then-new property manager– Stephan K. to discuss replacing some very old equipment. All those years of visiting the property, the service tech gets to know the facility, how the equipment is used, even some of the residents. He briefed Matt on what was going on with the property’s equipment. Many machines had failing parts that were no longer available from the manufacturer. They really had a need for new equipment.

Matt approached the property manager with a plan to let him upgrade the cardio equipment – and do one thing that always makes any fitness room seem fresh and new – a new flooring surface.

They discussed Stephan’s goals for the fitness center and property overall…and all agreed to an equipment budget.

Matt wrote up a briefing on his assessment of the amenity fitness space and how it could be improved within the stated budget. Stephan was able to gain approval and voila Bayville Shores was all set with new Life Fitness® cardio equipment and Ecore® Athletic flooring.


Heartline has been providing us with quarterly maintenance for years.  They continue to do a great job.  If we run into any issues with the equipment it is very simple to put in a work ticket and they are highly responsive in dispatching their techs and making necessary repairs.  They have been a pleasure to work with and we are currently working with them to upgrade all of the Cardio equipment in our facility.

Stephan K., Regional Director

FirstService Residential

Riviera at East Windsor HOA, Cranbury NJ

Riviera at East Windsor is an upscale active adult community experiencing trouble with their preventive maintenance service provider. Our sales rep, Matt Silver, visited to introduce himself and finding that they did not have a current need for new equipment or flooring, he handed them off to PM Contract Specialist, Mark Henderson who not only got their contract started right away, he bundled in a service call on a treadmill at the same time.

Riviera signed on for our Platinum PM Agreement which guarantees an onsite time of 24 hours, discount on service parts, free service calls  and other exclusive benefits.

The Community Manager there also wanted to explore setting up classes, such as yoga, for their residents. Heartline put her in touch with TFLiving, an industry leader in providing “on-demand” personal training, group fitness classes and more.


Thank you, Mark,

I am letting FS upper management know how efficiently you made the transition from [our previous vendor] to Heartline.

Just signed Agreement today and we already have a visit scheduled for tomorrow and I was put in touch with Transformation Fitness to see if we can set up activities/services for my residents.

Bravo to you and your Team!!

RACHEL R., Community Manager

Grande at Riverview

Last year, Heartline developed a concise two-minute survey for FirstService Residential property managers on their future fitness equipment needs. One respondent, Cheryl M. of The Grande at Riverview, emailed Scott Bresnick, VP of Operations for FirstService Residential, with a desperate need for new equipment, flooring and advice on a renovation of their fitness center. Scott connected Cheryl with Bob, Heartline’s president, who in turn handed the project over to the capable hands of Northeast Sales Manager, Matt Silver and that’s where the story begins.

The Grande’s fitness center was indeed in need of a complete overhaul. They had outdated and failing equipment and damaged carpet. Cheryl asked for Matt’s suggestions on the renovation. Matt assessed the situation and developed a comprehensive solution based on the client community’s situation and needs. The new layout would include a new sports floor and an entire refresh of The Grande’s fitness center equipment. Cheryl shared it with the Board. Time passed, Matt answered questions from the Board, about the equipment, about the pricing structure, about the flooring. Next, he met up with Cheryl at the FirstService L.E.A.D.S. gathering where he gave her a flooring sample book to take back to the Board. More time passed. Cheryl moved on. Tiffany D. came aboard as the new property manager. Then came a conference call with Tiffany, Rich N., assistant property manager, and Cheryl (she came back to help finish what she’d started with Matt), and the Board members. Then the deal happened, and the heavy lifting began. Now, a year later, The Grande at Riverview has a top-tier fitness center – outfitted with Life Fitness cardio and Paramount strength equipment. After the install, Matt returned to lead a grand opening event where he educated owners on the equipment, chatted with residents about fitness trends and how to get the most out of the new amenity space.


“It was great working with Matt. A real pleasure to work with him on this major project. I just wish every vendor was as great to work with as Heartline.”

Cheryl M.
Original Property Manager

Princeton Manor

Princeton Manor is a 55+ active lifestyle community. Matt Silver, Heartline’s Northeast sales manager, reached out to them with a proposal for all new cardio equipment and a preventive maintenance contract. They opted for the PM contract. On that very first tech visit, we discovered that their previous service provider had turned off all the safety alerts on all of the cardio pieces – that’s like your mechanic just turning the check engine light off instead of fixing your transmission. Once they were turned back on, every piece of cardio lit up and needed repair. So, Matt went back out and met with the fitness center committee and the property manager, Katie C., in person to discuss upgrading their cardio equipment and answer the board members’ questions.
Now, Princeton Manor has the most up to date cardio equipment including a Sci Fit Step One recumbent stepper which is extremely popular in active adult communities. Plus, they have regularly-scheduled, reliable service on their entire facility to keep things running and keep them apprised of any safety and liability issues with the equipment.
The installation of the new equipment was just completed in April. Matt will be right out there again in May to help host their Grand Opening party. He’ll demo some of the equipment, answer any resident questions and even offer a few workout tips from his days as a personal trainer! This was a total team effort with Matt collaborating with Katie every step of the way ensuring project success and great value.

We are thrilled with what is in store for our fitness center. Thanks to Matthew, we all win. He can’t help but make you look good to your Board and Homeowners. Matthew Silver is one of those added-value individuals. You’ll be glad you chose to work with Matthew and Heartline Fitness. Thanks Matt.

Warm Regards,
Katie C., Community Manager
Princeton Manor

Somerset Run Condominium

This project is in Somerset, New Jersey and focuses on the challenges and frustrations of pulling together a fitness center renovation project at Somerset Run Condominium. Essentially, the community manager, Monica G., and Lifestyle Director, Judy C., were at their wits end dealing with a vendor that was not only non-responsive, but when the person was responsive, the information was either incomplete or inaccurate. Shortly thereafter, Monica and Judy ran into partner company, Heartline Fitness and Jeff Shipman, at a company function in Atlantic City, NJ. Within four short weeks, not only did Somerset Run’s HOA Board have all their questions answered, it had a beautiful, new state-of-the-art amenity fitness center installed…..saving the community some $10,000 versus the incumbent vendor, and received a more robust approach and solution in record time!

“While at our Annual conference in Atlantic City, Monica met Heartline Fitness and explained the project at Somerset Run. The following Monday Heartline representatives drove to the site, reviewed the scope, and developed a site assessment. Shortly thereafter, they provided a proposal that was $10,000 less than the previous best offer, while also providing an estimated $4,500 in maintenance savings over the next 3 years. This is a big win for Somerset Run and a great effort by Monica G., a true asset to her community!”

Joe M.
Executive Director, Central NJ Region East
FirstService Residential

“I have to say, Jeff has been great to work with.” “From months of frustration with a previous group, Jeff and his team at Heartline, turned on a dime and executed a more formidable and comprehensive solution that fit our community and its budget.”

Monica G.
Community Manager, Somerset Run Condominium

JBG Potomac Yard

Budget – $100K +
Space – 1,500 to 2,000 Sq/Ft +
Brands – CORE Health and Fitness –Nautilus, Schwinn, Stairmaster, and Star Trac.

Solution Details – The JBG Companies is one of the leading real estate developers in the Mid-Atlantic region.  Heartline joined with its long-term client, JBG and its project management team to design another top-notch, state-of-the-art design.   To achieve this, Heartline packaged a variety of Core Health cardio, strength and cycling brands to meet JBG’s vision for the property, while maintaining critical alignment with the health club amenity.  From space design to specifying electrical outlets, CATV, and equipment brands and placement to project managing the delivery, installation, and testing of the cardiovascular and strength training offering, to executing tenant and staff training, and finally tying the project together with Heartline’s signature Gold Level preventive maintenance plan.

Cider Mill Apartments

Budget – $15K to $35K
Space – 500 to 1,200 sq/ft
Brands – Spirit Fitness and Nautilus.

Solution Details – A fast project turnaround was required for The Donaldson Group when an equipment vendor was unable to deliver.   Heartline Fitness was called in to acquire, deliver and install an apartment renovation project in three weeks with a specific budget.  In this case, Heartline recommended Spirit Fitness cardio and Core Health (Nautilus) strength to get the job done…on time and within budget. Mission accomplished and another happy, satisfied customer is born!

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