press release: Shua Fitness
Gold company profile | Shua Fitness
PRESS RELEASE
Shua Fitness appoints Kyle Millroy as senior director of strategic development, EMEA
06 Jul 2026
Kyle Millroy, senior director of strategic development, EMEA / Shua Fitness
Shua Fitness is pleased to announce the appointment of Kyle Millroy as senior director of strategic development, EMEA, effective from 1 August.
Kyle brings more than two decades of international commercial leadership experience within the fitness industry. Having held senior roles across EMEA and global markets, he has established a strong track record in developing strategic partnerships, leading high-performing teams and delivering sustainable business growth. His experience includes leadership positions with Life Fitness, Johnson Health Tech and, most recently, Myzone, where he served as senior vice president of Global Sales.
In his new role, Kyle will work alongside Adam Edmunds to support Shua's strategic commercial growth across the EMEA region. Together, they will focus on strengthening strategic partnerships, expanding key accounts and supporting the company's continued growth with operators and distributors. Working closely with Patrick Li and the wider EMEA leadership team, Kyle will play a key role in advancing Shua's long-term growth ambitions across the region.
Kyle's appointment further reflects Shua's continued investment in experienced industry leaders and reinforces the company's commitment to building strong partnerships and delivering sustainable growth throughout Europe, the Middle East and Africa.
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Shua Fitness
Email: [email protected]
Web:
www.shuafitness.com
Address:
Global Operation Center,
Building 20, Lane 1588, Shenchang Road,
Minhang District,
Shanghai,
China
Jon Johnston, UK country manager
Shua Fitness video gallery:
Key personnel
Jon Johnston, UK country manager
Senior leadership teams across R&D, intelligent fitness technology, commercial operations, and international business development support Shua’s continued global growth and innovation strategy.
Senior leadership teams across R&D, intelligent fitness technology, commercial operations, and international business development support Shua’s continued global growth and innovation strategy.
Key customers
Shua serves commercial gyms, fitness chains, hotels, rehabilitation centres,
sports institutions, universities, government wellness projects, and
professional sports teams worldwide.
The company also works with international distributors and large-scale fitness facility operators across more than 110 countries and regions.
The company also works with international distributors and large-scale fitness facility operators across more than 110 countries and regions.
Plans for the next 12 months
Over the next 12 months, Shua will continue accelerating its global expansion
strategy through international exhibitions, strategic partnerships, and localised
market development.
The company plans to strengthen its presence in Europe and other key international markets while expanding its intelligent commercial fitness portfolio and digital ecosystem solutions.
Shua will also continue investing in AI-driven fitness technologies, product innovation, and global brand visibility through international industry collaborations and major fitness events.
As part of its long-term vision, Shua aims to further position itself as a leading global provider of scientific fitness solutions.
The company plans to strengthen its presence in Europe and other key international markets while expanding its intelligent commercial fitness portfolio and digital ecosystem solutions.
Shua will also continue investing in AI-driven fitness technologies, product innovation, and global brand visibility through international industry collaborations and major fitness events.
As part of its long-term vision, Shua aims to further position itself as a leading global provider of scientific fitness solutions.
Testimonial
“Shua combines intelligent technology, modern design, and reliable
performance in a way that aligns perfectly with today’s commercial fitness
environment. The equipment quality and digital integration capabilities have
exceeded our expectations.”
– European fitness partner
– European fitness partner
Testimonial
“From cardio to strength solutions, SHUA delivers a complete commercial
fitness ecosystem with strong attention to user experience, durability, and
innovation.”
– International distributor partner
– International distributor partner
Testimonial
“Shua’s intelligent fitness technologies and professional support have helped
us create a more modern and engaging training environment for our
members.”
– Commercial gym operator
– Commercial gym operator
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