Association of Fitness Industry Retailers & Manufacturers

News Release

AFIRM Unveils “AFIRM Means Business!” Tagline

Industry Growth Central to New Association’s Mission

          SILVER SPRING, MD – February 25, 2010 – AFIRM, the Association of Fitness Industry Retailers & Manufacturers, today officially announced its corporate tagline, AFIRM Means Business!  The moniker will appear on AFIRM’s website and all communications to the fitness industry.

The current recession has created a downsizing of the fitness industry and neither equipment manufacturers nor retailers have been immune.  Business stimulation is central to the mission and vision of AFIRM.

“AFIRM Means Business! is exactly what it says,” said AFIRM Executive Director Chuck Leve.  “Industry growth is first and foremost on the minds of our members.  All segments of our customer bases can use stimulation: institutional, retail, commercial, and the non-profit sector.”

Not too subtle is the underlining connotation of AFIRM Means Business! -- the seriousness with which AFIRM enters the fitness industry.  While AFIRM may be brand new as an organization, its members have long histories of supporting and funding the industry, as does its parent, the Sporting Goods Manufacturers Association (SGMA).

“Fitness has always been a supplier-driven industry,” said Leve.  “It was manufacturer innovation that sparked fitness facility growth in the ‘80s and ‘90s – and it will be manufacturer innovation that will reignite the industry.

“AFIRM Means Business! says that we’re serious about this effort and we expect to be taken seriously,” Leve added.  “The manufacturers deserve the respect that comes from creating the products that have stimulated growth, and for funding almost every fitness show and industry publication for the past 30 years.

“’AFIRM Means Business!’ is also a signal to our customers that we’re ready to work even harder to create value propositions that resonate.  AFIRM members are committed to developing business relationships that are win/win at every level.”

The need for full representation for fitness manufacturers couldn’t be greater.  AFIRM Means Business! also represents a tireless effort to protect and promote the interests of manufacturers and retailers.  If football helmets and metal baseball bat suppliers are governmental targets of today, who’s to say fitness equipment companies won’t be the targets of tomorrow?

In other AFIRM news….

Ivanko Latest Company to Join AFIRM

           SILVER SPRING, MD – February 25, 2010 – AFIRM announced today the membership commitment of another leading industry company:  Ivanko Barbell, the California-based, pioneering free weight company.  AFIRM now counts 27 fitness manufacturers as members.

“AFIRM is bringing the manufacturers together, which is a good thing,” said Chet Groskreutz, vice president sales and marketing at Ivanko.  “We’ve long needed representation and a voice and now we’ll have them.”

Ivanko, with its “Engineered Passion” motto, was founded by Tom Lincir in 1967.  The company’s success mirrors the growth and development of health and strength industry.

“We’re very pleased to welcome Ivanko into the AFIRM family,” said Chuck Leve, AFIRM’s executive director.  “Tom Lincir and Chet Groskreutz have been visionaries and innovators for many years.  Their extensive industry experience and unique perspective will greatly assist our efforts.”

Don’t Miss AFIRM Launch Reception in San Diego!
Pre-Registrations Running Ahead of Expectations

           SILVER SPRING, MD – February 25, 2010 – You won’t want to miss THE event for manufacturers in San Diego next month - AFIRM’s Launch Reception on March 11 from 6:30-8:00 p.m. Nearly 150 manufacturers, retailers, vendors, association and fitness organization personnel will be attending.

At the Reception, AFIRM will introduce its steering committee made up of leaders from the manufacturing side of the industry; outline its vision and long-term strategy for the organization; and encourage attendees to speak out, ask questions, and raise issues.

“AFIRM is about representation, a unified industry voice for manufacturers,” said AFIRM Executive Director Chuck Leve.  “It’s time for those who are paying the bills to have a larger role in industry decisions.  There’s too much pain out there to ignore.”

If you have not received an invitation to the event, visit www.afirmfitness.org to register.

For further information about AFIRM, please contact:

Chuck Leve, Executive Director
AFIRM - Association of Fitness Industry Retailers & Manufacturers
8505 Fenton St., Suite 211
Silver Spring, MD 20910

847-480-1818 x5599 (office)
847-204-7240 (cell)
cleve@afirmfitness.org

www.afirmfitness.org

About AFIRM

The Association of Fitness Industry Retailers & Manufacturers (AFIRM) is dedicated to developing benefits, products, and services specifically for fitness industry manufacturers and retailers. AFIRM will address fitness industry issues, help raise revenue and reduce expenses on behalf of its members, lobby Congress for pro-fitness legislation, and develop appropriate research.  AFIRM will disseminate information through educational events, publish a bi-weekly newsletter for its constituents, and develop money-saving programs for its members.  For more information, please visit www.afirmfitness.org.

About SGMA

The Sporting Goods Manufacturers Association (SGMA), the #1 source for sport and fitness research, is the leading global trade association of manufacturers, retailers, and marketers in the sports products industry.  SGMA helps lead the sports and fitness industries by fostering participation through research, thought leadership, product promotion, and public policy.  More information about SGMA membership and SGMA's National Health Through Fitness Day can be found at www.SGMA.com.