Gold company profile
Life Fitness/Hammer Strength
Life Fitness, Hammer Strength, and ICG are global leaders in premium fitness solutions, trusted by hospitality operators worldwide to deliver consistent, high-quality guest experiences.
Find out more about Life Fitness/Hammer Strength here...
Find out more about Life Fitness/Hammer Strength here...
Life Fitness/Hammer Strength: News and press releases
PRESS RELEASE: Atmos: a new cardio series built for hospitality
14 Apr 2026
Life Fitness / Hammer Strength have announced the global launch of their new Atmos cardio
series, purpose-built for select-service hotels and residential fitness spaces.
07 Apr 2026
Health club operators across Europe are under pressure to do more with less - retain members
longer, maximize floor space, and deliver experiences that justify every square meter.
05 Feb 2026
Life Fitness / Hammer Strength has officially unveiled the Nieto-Jones
Innovation Center in
Illinois, which will be a centre of excellence for product development and
performance.
PRESS RELEASE: Life Fitness / Hammer Strength opens Nieto-Jones Innovation Center, honouring industry icons Augie Nieto and Gary Jones
28 Jan 2026
Life Fitness / Hammer Strength officially unveiled the Nieto-Jones Innovation Center, a
centre of excellence for product development and performance.
PRESS RELEASE: Hyatt Regency Chicago first hotel in the US to offer Life Fitness' Symbio cardio line
22 Oct 2024
Life Fitness/Hammer Strength has been a long-time partner of choice for Hyatt Regency Chicago,
supporting its fitness facility for more than 15 years.
PRESS RELEASE: EGYM and Life Fitness expand existing global partnership
25 Jan 2024
EGYM, the global fitness technology and corporate health innovation leader, and Life
Fitness, the global leader in commercial fitness equipment, are thrilled to announce the
expansion of their strategic partnership, further elevating the cardio workout experience.
PRESS RELEASE: Crunch Fitness selects Life Fitness as preferred supplier
25 Jan 2024
Crunch Fitness, a leading high-value, low-price gym known for its no judgments, inclusive
experience, has selected Life Fitness as a preferred supplier for its U.S. locations.
PRESS RELEASE: Life Fitness announces Symbio, a first-of-its-kind premium cardio line, reimagining the fitness experience
25 Jan 2024
Life Fitness, the global leader in commercial fitness equipment has launched its cardio
line, Symbio, an immersive, four-machine collection.
HCM NEWS: Life Fitness names Jim Pisani as new CEO
26 Jul 2023
Life Fitness has appointed Jim Pisani as its new chief executive officer.
PROMOTION: Feet on the ground, fitness in the clouds
22 Nov 2021
Life Fitness has launched a new mobile app named Life Fitness Connect to provide the
ultimate
workout experience.
17 Nov 2021
Life Fitness has appointed Paul Stoneham as its new CEO, replacing Chris
Clawson and effective
immediately.
10 Nov 2021
Life Fitness, the global leader in commercial fitness equipment, has announced the extension
of its partnership with Williams Racing.
Life Fitness/Hammer Strength: featured in our publications
Strength: Strong moves
Health Club Management 2025 issue 11
The world of strength training is evolving at a rapid
pace, driven by robust consumer demand. Juile Cramer
speaks to suppliers about their latest launches
Specifier: Show of strength
Health Club Management 2025 issue 5
With the popularity of strength and resistance training
driving change on the gym floor, Julie Cramer asks
suppliers what innovations they’re bringing to market
Strength training: Access all areas
Health Club Management 2024 issue 11
We talk to strength suppliers about making
the gym floor accessible and enjoyable for all
Innovation: Powering ahead
Health Club Management 2024 issue 6
Indoor bikes may remain stationary, but the discipline is in constant motion.
Innovators tell Steph Eaves how they’re keeping pace with the latest trends
Sponsored: Life Fitness: Ultra premium cardio
Health Club Management 2024 issue 5
Life Fitness has reimagined cardio with the launch of its Symbio line which has been
designed with advanced biomechanics and offers deep levels of customisation
Promotion: Perfect Cardio
Health Club Management 2023 issue 11
Using research that revealed three key pillars for cardio exercisers,
Life Fitness has created its greatest-ever console: the Discover SE4
Promotion: Life Fitness: Ultimate HIIT solution
Health Club Management 2023 issue 10
Mars Athletic in Turkey turned to
Life Fitness and Myzone to create a
compelling new HIIT zone for its clubs
Sponsored: Life Fitness: infinite variety
Health Club Management 2023 issue 9
LFX customisable experiences are the next step in the
evolution of the Life Fitness functional training offering
Sponsored: Life Fitness: Partners in performance
Health Club Management 2023 issue 6
The Formula 1 World Championship team Williams Racing has
partnered with Life Fitness to create a world-class training
facility, designed to drive performance on and off the track
Digital: Connected gym floor
Health Club Management 2023 issue 5
The growth of digital options and integrations is opening up new
functionality for health clubs, as Frances Marcellin discovers
Show preview: Elevate 2023
Health Club Management 2023 issue 4
As the industry in the UK
gears up for this annual trade
event, HCM gives the lowdown
on what you can expect
About Life Fitness/Hammer Strength
Background
Life Fitness / Hammer Strength works with some of the world’s most recognised hospitality brands, supporting premium fitness experiences. Our global hospitality partners include Hyatt, Hilton, Marriott, and Pan Pacific, alongside independent boutique hotels and regional operators. We understand that in hospitality, the fitness space is not just an amenity—it’s an extension of the guest experience and your brand promise.
About us
Life Fitness, Hammer Strength, and ICG are global leaders in premium fitness solutions, trusted by hospitality operators worldwide to deliver consistent, high-quality guest experiences.
We don’t view hotel fitness facilities as a box ticking exercise, but as an important extension of the overall guest experience and one that can drive revenue. When designed thoughtfully, they can become spaces that reflect the same level of care and brand identity as a hotel’s lobby, restaurant or guest rooms.
A well-designed fitness space doesn’t just function better; it reinforces the hotel’s brand story. Equipment such as the Life Fitness Symbio cardio series and Hammer Strength products signal quality, innovation, and a genuine investment in guest wellbeing.
The ability to customise our equipment, from paint finish to upholstery, allows it to blend seamlessly into the hotel’s overall aesthetic. It’s these details that shape how guests perceive the experience and contribute to lasting impressions long after checkout.
Product range
Life Fitness delivers state-of-the-art cardio, selectorised strength, and functional training systems with fully connected digital consoles and monitoring on all cardio equipment.
Hammer Strength brings elite-level plate-loaded, rack, and accessory strength training solutions backed by performance engineering and rugged durability.
ICG offers premium indoor cycling solutions with an immersive digital experience designed to inspire and engage riders worldwide.
Gym Design is a key to providing a premium guest experience. Our team work alongside you to select the right equipment, create training zones that flow, and maximise your space.
Digital & Connected Experiences
Our digital ecosystem supports both guests and operators:
• Life Fitness On Demand+ offers immersive, trainer-led workouts.
• Facility Connect allows for real-time equipment monitoring and analytics, and
• the Connect Kit for seamless integration with strength equipment.
Service Contracts allow you to keep your equipment in optimal condition and minimise downtime and prolong the life of your equipment.
Events Attending in 2026:
• FIBO
• Hotel Industry Forum UK
• Hotel Summit UK
• Hotel Designs – Meet Up North
• Hotel designs – Meet Up London
View our Hospitality brochure - HERE.
Book a meeting - HERE.
Life Fitness Symbio™ is a trademark
Life Fitness / Hammer Strength works with some of the world’s most recognised hospitality brands, supporting premium fitness experiences. Our global hospitality partners include Hyatt, Hilton, Marriott, and Pan Pacific, alongside independent boutique hotels and regional operators. We understand that in hospitality, the fitness space is not just an amenity—it’s an extension of the guest experience and your brand promise.
About us
Life Fitness, Hammer Strength, and ICG are global leaders in premium fitness solutions, trusted by hospitality operators worldwide to deliver consistent, high-quality guest experiences.
We don’t view hotel fitness facilities as a box ticking exercise, but as an important extension of the overall guest experience and one that can drive revenue. When designed thoughtfully, they can become spaces that reflect the same level of care and brand identity as a hotel’s lobby, restaurant or guest rooms.
A well-designed fitness space doesn’t just function better; it reinforces the hotel’s brand story. Equipment such as the Life Fitness Symbio cardio series and Hammer Strength products signal quality, innovation, and a genuine investment in guest wellbeing.
The ability to customise our equipment, from paint finish to upholstery, allows it to blend seamlessly into the hotel’s overall aesthetic. It’s these details that shape how guests perceive the experience and contribute to lasting impressions long after checkout.
Product range
Life Fitness delivers state-of-the-art cardio, selectorised strength, and functional training systems with fully connected digital consoles and monitoring on all cardio equipment.
Hammer Strength brings elite-level plate-loaded, rack, and accessory strength training solutions backed by performance engineering and rugged durability.
ICG offers premium indoor cycling solutions with an immersive digital experience designed to inspire and engage riders worldwide.
Gym Design is a key to providing a premium guest experience. Our team work alongside you to select the right equipment, create training zones that flow, and maximise your space.
Digital & Connected Experiences
Our digital ecosystem supports both guests and operators:
• Life Fitness On Demand+ offers immersive, trainer-led workouts.
• Facility Connect allows for real-time equipment monitoring and analytics, and
• the Connect Kit for seamless integration with strength equipment.
Service Contracts allow you to keep your equipment in optimal condition and minimise downtime and prolong the life of your equipment.
Events Attending in 2026:
• FIBO
• Hotel Industry Forum UK
• Hotel Summit UK
• Hotel Designs – Meet Up North
• Hotel designs – Meet Up London
View our Hospitality brochure - HERE.
Book a meeting - HERE.
Life Fitness Symbio™ is a trademark
Life Fitness/Hammer Strength
Tel: +44 (0)1353 666017
Email: [email protected]
Address:
109A Lancaster Way Business Park,
Ely,
CB6 3NX,
United Kingdom
Craig Cocking, UK managing director / global digital experience director
Life Fitness/Hammer Strength video gallery:
Key personnel
Craig Cocking, UK managing director / global digital experience director
Adam Upton, UK sales director, regional accounts
Fiona Bibby, UK business development manager, hospitality
Adam Upton, UK sales director, regional accounts
Fiona Bibby, UK business development manager, hospitality
Key customers
Our partners span across many different sectors including Hospitality, Multi-Unit Housing, Health Clubs, Independent Gyms, and Education. We also help individuals create premium home gyms.
We work alongside global partners such as Gold’s Gym, Snap Fitness, Anytime Fitness, Hyatt, Hilton and Mariott, to name a few. We pride ourselves in partnering with global brands as well as local independent gyms.
We work alongside global partners such as Gold’s Gym, Snap Fitness, Anytime Fitness, Hyatt, Hilton and Mariott, to name a few. We pride ourselves in partnering with global brands as well as local independent gyms.
Plans for the next 12 months
We will continue to put our customers at the forefront of our business, evolving and adapting to support a fitness market that is returning to growth.
We will do this through innovative digital technologies, inspiring workout spaces and thoughtful co-creation to continuously improve the exerciser experience. Engaging exerciser experiences can lead to increased acquisition, enhanced retention and ongoing satisfaction, a winning combination for our customers.
We will do this through innovative digital technologies, inspiring workout spaces and thoughtful co-creation to continuously improve the exerciser experience. Engaging exerciser experiences can lead to increased acquisition, enhanced retention and ongoing satisfaction, a winning combination for our customers.
Testimonial
“For the past 5 years we have been working with Life Fitness, and the relationship and the trust we’ve built is second to none. For us, building a partnership and a collaboration is building a friendship. We don’t see having a supplier as a transaction but a long-lasting relationship for the future to come.”
– Robbie Leung, director of wellbeing, Pan Pacific London
– Robbie Leung, director of wellbeing, Pan Pacific London
Testimonial
“We wanted to work with a company that was going to take our needs and our goals really seriously, and we really felt like Life Fitness / Hammer Strength were the right people to do that.”
– Georgina Tyson, director of leisure & spa, Foxhills Country Club
– Georgina Tyson, director of leisure & spa, Foxhills Country Club
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