Hammer Strength Adds Team, Facility Customization Offering for HD Elite Racks

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Customization Enables Team Logos for Further Branding

To collegiate teams, elite athletes and facility managers, today’s leading training facilities are more than just spaces for equipment – they’re also a source of pride. With this in mind, Hammer Strength, a Life Fitness performance brand of strength equipment, now offers the ability to personalize its HD Elite racks through a unique water jet customization process. With this highly sought-after option, facilities and sports teams can add their own logos to the most-used high-performance strength equipment in the industry to inspire their athletes to push further – while impressing potential recruits.

“Our new customization offering will help top professional, collegiate and high school athletic organizations further brand their elite programs while continuing to offer athletes and coaches the durability and superiority of Hammer Strength equipment,” said Lon Record, National Athletics Manager for Life Fitness. “This new feature enhances these already impressive Training Stations while providing the edge to help them stand out, motivate team members and impress recruits.”

The water jet customization process, available on the HD Elite modular line of racks, uses a pressurized stream of water to cut designs onto steel plates that can be affixed to the top of the rack. This customization process offers more flexibility and depth of detail than traditional laser cutting, and can create more intricate team logos and designs.

“Hammer Strength equipment is found in many of the best athletic facilities across the nation, and we’re known for our high-quality, dependable products designed for the performance-driven athlete,” Record added. “With this new customization option, we’ve enhanced our spectrum of versatile Hammer Strength offerings, helping programs reinforce their branding while creating an environment that’s sure to impress and inspire.”

Hammer Strength will debut sample customized logos on HD Elite at the Collegiate Strength and Conditioning Coaches Association (CSCCA) conference in Nashville, Tenn., May 6-8, 2015. In addition, it will also debut several other new features for the HD Elite line, including a non-Dock N’ Lock bench option, enhanced rack connectors and top storage for stability and medicine balls. As HD Elite is a custom configurable system, all options can be retrofitted on existing racks.

Water jet customization is expected to be available on HD Elite equipment in Fall 2015. For more information on Hammer Strength and its personalization options, visit http://www.lifefitness.com.

About Hammer Strength
Hammer Strength, a Life Fitness brand, is a performance line of strength equipment. Hammer Strength equipment is found in elite collegiate and professional athletic training facilities across the nation and is renowned for helping hard-working athletes out-train and out-perform the competition. Other Life Fitness brands include a Life Fitness line of fitness equipment and a Brunswick Billiards line of game tables and furnishings. Headquartered outside Chicago, in Rosemont, Ill., Life Fitness is a division of Brunswick Corporation that distributes products to more than 120 countries. For more information, visit http://www.lifefitness.com.

About Life Fitness
Life Fitness is the global leader in commercial fitness equipment, as well as game tables and furnishings. The company manufactures and sells its well-known strength and cardiovascular equipment under its Life Fitness and Hammer Strength brands. It also offers billiards tables, accessories and game room furniture under the iconic Brunswick Billiards brand. Life Fitness, Hammer Strength and Brunswick Billiards equipment is distributed to more than 120 countries. Headquartered outside Chicago, in Rosemont, Ill., the company is a division of Brunswick Corporation. For more information, visit http://www.lifefitness.com.


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Jackie Zureich
L.C. Williams and Associates
+1 (312) 565-4639
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