Core Health & Fitness has appointed Michel Somford, a 25-year industry veteran, as director of European sales.

Somfort was previously owner of an importation and distribution business focused on commercial health and fitness equipment in the Caribbean. He spent 10 years at Precor, where he managed the regional business in Benelux.

“Michel has been hired not only for his strong leadership skills, but also because he fits our company’s core values,” said Kevin Malanga, VP of business development and customer finance.

“He is experienced both at distributor level and across multi-regional direct sales operations, making him the perfect fit to lead the European sales business across all channels; key accounts, direct sales and through a well-established distribution network."

Somford said: “I’m truly excited to be joining Core Health & Fitness, my experience managing customer relationships and my ability to lead and coach sales teams along with my passion for the fitness industry all come together here.

"I look forward to developing sustainable relationships with our customers and want to contribute to continuing Core’s success story.”