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Livestrong Fitness Equipment Now at Dick's

Published October 28, 2009

COTTAGE GROVE, WI (BRAIN)—Livestrong fitness equipment is now showing up at Dick’s Sporting Goods locations throughout the U.S.

Livestrong’s fitness equipment introductory lineup includes four treadmills, three ellipticals and one indoor cycle—all manufactured by Wisconsin-based Johnson Health Tech North America. Johnson signed an exclusive multi-year licensing agreement with Livestrong in late April to manufacturer Livestrong branded fitness equipment, according to Johnson’s vice president of sporting goods and mass merchandisers Mike Olson.

“We see the value and power of the Livestrong brand,” Olson said. “It’s associated with inspiration.”

Olson said that he and another Johnson employee were put in touch with Armstrong’s agent, Bill Stapleton, and things got rolling from there.

“I think fitness equipment made sense to their brand,” Olson said. “They were looking at opportunities to grow the brand and make more money for the foundation.”

As part of the agreement a minimum of $4 million will go to the Lance Armstrong Foundation (LAF) in the fight against cancer, Olson said.

“Our goal with this equipment is to inspire people to stay fit and active, which helps reduce the risk of cancer,” Armstrong said. “Proceeds from the sale of each product go directly to the Lance Armstrong Foundation, so people can get fit and healthy while raising money to fight cancer on behalf of the 28 million people worldwide living with the disease.”

Livestrong fitness equipment will be sold exclusively at Dick’s Sporting Goods, according to Olson, largely because Johnson was already its largest retail partner. Moreover, Livestrong apparel is also sold at Dick’s. Olson said that Johnson will launch Livestrong fitness equipment into the commercial market—gyms and hotels—next spring.

Livestrong’s indoor cycle (pictured) retails for $999 and features a 40-pound flywheel and Kevlar, multi-ribbon belt drive.

“We kept Lance in the loop, getting feedback throughout the [product development] process,” Olson said. “He actually used the indoor cycle to train on after he broke his collarbone.”

Olson admits that the fitness equipment market is a challenging one currently, but hopes the Livestrong name resonates with the consumer.

“It definitely is going to allow us to take market share,” Olson said. “But the product has to be competitive. That’s what puts it over the top.”

Johnson’s other fitness equipment brands include Matrix, Vision, AFG and Horizon. Johnson’s manufacturing facilities are located in Taichung, Taiwan and Shanghai, China.

—Jason Norman

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