press release: D2F Fitness
Gold company profile | D2F Fitness
PRESS RELEASE
Dedication to quality, relationship building and innovation: How D2F has worked with Everyone Active for over a decade
26 Aug 2025
Altrafit installation at Everyone Active / D2F Fitness
As Matt Hague, Regional Fitness Business Manager at Everyone Active, puts it, “We need a partner that can deliver on time and to budget, and D2F can always be relied upon. D2F definitely delivers on both quality and price.” This level of collaboration doesn't happen overnight. It’s built over years of consistently delivering what matters most – dependable service, competitive pricing, and equipment that performs.
In 2012, D2F was a small, growing business entering the tender process for Everyone Active, and fortunately D2F’s pricing and service focus won out and they supplied a range of functional kit, free weights and studio equipment to Plymouth Life Centre.
Fast forward to today, and the company has done over 300 installs for Everyone Active centres across the UK, providing everything from flooring to rigs and racks and have just signed an agreement to continue supplying Everyone Active until 2032. That will mark 20 years of collaboration, innovation, and shared goals.
A major inflection point in the partnership was the introduction of Altrafit – D2F’s in-house brand, which allows them to offer even more value to clients, offering high quality products without the price tag. With Altrafit, they have been able to reduce costs and increase flexibility, enabling more refurbishments and broader equipment rollouts across sites.
When Everyone Active needs something specific, D2F has got the ability to tweak, adapt or even create products from scratch. They control their full supply chain – which means if a supplier stops making a piece of kit Everyone Active loves, they can recreate it to their spec.
Like the entire industry, the pandemic was a massive challenge. Everyone Active had to close sites and saw a drop in revenue – but they didn’t want to lose touch with their members. D2F stepped in quickly to help launch an online Shopify store, giving Everyone Active members access to fairly priced home fitness equipment. What started as a quick fix turned into a meaningful way for Everyone Active to support their community.
The D2F team are currently working on new concepts for gym-floor and studio-based group exercise, with a focus on power training. Everyone Active have always valued the quality and price of equipment and the feedback from their team over the years has been consistently positive. But more than that, there’s a sense of loyalty and shared journey. By the time 2032 rolls around, D2F will have been working with Everyone Active for two wonderful, dumbbell-filled decades.
More press releases and updates from D2F Fitness:
D2F Fitness has officially launched its latest in-house product range, Altrafit Elements, a
new range of gym equipment designed specifically for independent gyms.
D2F takes pride in its ability to adapt and respond to even the most unusual requests,
demonstrating a commitment to excellence that extends well beyond conventional
expectations.
D2F is proud to be the official merchandise partner for The Boat Race – the iconic sporting
event between the University of Oxford and the University of Cambridge.
D2F Fitness’ has officially launched its latest in-house product range, Altrafit Elements,
a new range of gym equipment designed specifically for independent gyms and the newest
addition to its expanding portfolio.
In a sector where training trends, consumer behaviours and member expectations shift
rapidly, future-proofing your facility is critical. D2F Fitness specialises in creating
fitness environments that are designed to evolve with the industry’s tomorrow.
D2F Fitness: featured in HCM and Fit Tech magazines
Strength: Strong moves
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
Concepts : Design for success
Julie Cramer looks at
gym projects where
the combination of
expert-led design
and functionality
have elevated the
space to a new level
Sponsored: D2F – Brand elevation
From England cricket to the Boat Race,
D2F’s Matt Aynsley explains how the company’s bespoke division is excelling
in the clothing and accessories market
Gym design: Futureproof
Julie Cramer asks
suppliers about their
approach to design and
the best ways to future-
proof the gym floor
Sponsored: D2F – take a fresh look
D2F had updated its brand styling to keep pace with
business growth. MD, John Lofting and operations
director, Matt Aynsley, explain the rationale
Specifier: Strong growth
Industry suppliers are responding to the exponential increase in
consumer demand for strength training with a raft of new and
innovative launches and concepts, as Steph Eaves reports
D2F Fitness
Tel: +44 (0)330 124 3155
Email: [email protected]
Address:
Unit 32 Wornal Park,
Worminghal,
Buckinghamshire,
HP18 9PH,
UK
John Lofting, managing director
D2F Fitness video gallery:
Key personnel
John Lofting, managing director
Matthew Aynsley, operations director
Stuart Braun, head of key accounts Fitness
Emma Sumner, head of key accounts Bespoke
Adam Young, Equipped business lead
Matthew Aynsley, operations director
Stuart Braun, head of key accounts Fitness
Emma Sumner, head of key accounts Bespoke
Adam Young, Equipped business lead
Key customers
Each division supports high‑profile, long‑standing clients with quality and reputation.
• D2F Fitness supply key industry names like Everyone Active, Places Leisure, Serco, Energie & UBX and boutique gyms such as Fitness Factory, Nirvana, Kings Gym.
• D2F Bespoke have delivered premium apparel to elite sporting bodies, including the Olympics, the Commonwealth Games, the Boat Race, the FA, the English Cricket Board, the Universities of Oxford and Cambridge, and top Premiership Rugby Clubs.
• D2F Fitness supply key industry names like Everyone Active, Places Leisure, Serco, Energie & UBX and boutique gyms such as Fitness Factory, Nirvana, Kings Gym.
• D2F Bespoke have delivered premium apparel to elite sporting bodies, including the Olympics, the Commonwealth Games, the Boat Race, the FA, the English Cricket Board, the Universities of Oxford and Cambridge, and top Premiership Rugby Clubs.
Plans for the next 12 months
D2F plan to continue to provide iconic events with bespoke solutions, and expanding D2F’s in-house brands, delivering high-quality fitness equipment, maintaining strong relationships with clients while introducing exciting new customised offerings.
Clients and partners can expect fresh, dynamic products that align with D2F’s reputation for excellence, adaptability, and pushing boundaries in activewear design. D2F will also be adding some exciting services to Equipped over the next 12 months.
Clients and partners can expect fresh, dynamic products that align with D2F’s reputation for excellence, adaptability, and pushing boundaries in activewear design. D2F will also be adding some exciting services to Equipped over the next 12 months.
Testimonial
“D2F have been our fitness partner for functional and studio equipment, as well as flooring, for over a decade. With more than 200 sites in our portfolio, we need a partner that can deliver on time and to budget and D2F can always be relied upon.
We’re not a typical leisure centre gym, we pride ourselves on having best in-class equipment. D2F definitely delivers on both quality and price.”
– Duncan Jefford, regional director, Everyone Active.
We’re not a typical leisure centre gym, we pride ourselves on having best in-class equipment. D2F definitely delivers on both quality and price.”
– Duncan Jefford, regional director, Everyone Active.
Testimonial
“D2F have always supplied exactly what we need, from bespoke flooring solutions, to branded free weights, studio and functional kit, we can rely on them to deliver every time. It’s so great working with a supplier who listens and works with you to find solutions. We’re excited to continue working with the D2F team as they kit out more of our facilities.”
– Jamie Townsend, national health and fitness manager, Serco Leisure
– Jamie Townsend, national health and fitness manager, Serco Leisure
Testimonial
“We’ve been working with D2F for over a decade and during our long-standing relationship they have delivered across the board. From delivering high-quality equipment, to installation and servicing, we can always trust D2F to help make sure we’re getting the most out of any space we’re kitting out.
"D2F have supplied us with everything for the gym floor from rigs and racks, platforms and plate loaded machines, to free-weights and functional equipment, and we’re excited to start taking the new Altrafit line, including flooring, which we’re having installed soon.”
– Steve Bradley, Fitness4Less / Welcome Gym
"D2F have supplied us with everything for the gym floor from rigs and racks, platforms and plate loaded machines, to free-weights and functional equipment, and we’re excited to start taking the new Altrafit line, including flooring, which we’re having installed soon.”
– Steve Bradley, Fitness4Less / Welcome Gym
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