SNEWS Qs: BILT by Agassi & Reyes' Steve Miller talks history, future

Andre Agassi was remarkable young tennis player, and he staged an even more remarkable comeback in the late 1990s.

Now the fitness industry is privy to a key factor in his success — the equipment longtime coach Gil Reyes built with Agassi to help him train with high intensity and resistance, while decreasing the risk of injury.

Reyes and Agassi established BILT by Agassi & Reyes following Agassi’s retirement from professional tennis. Last March, they stormed onto the scene with prototypes of the products, including the Change of Direction (COD) Machine, which recently won a FIBO Innovation Award.

SNEWS chatted with Steve Miller, CEO of BILT by Agassi & Reyes to learn how the company’s grown since its inception, and its plans for the future.

How has the company grown since its launch last year?
Since receiving our initial shipment of product in July of last year, we have continued to see increased customer demand and acceptance. We have focused on optimizing our infrastructure to ensure we are 100 percent focused on servicing our customers, while continuing to invest in educating the market about the value propositions our products exhibit. It has been an extremely busy year, and we are confident we are in a great place to continue to build upon the momentum.

What are your most popular products?
Unquestionably, the COD is the dominant product that has stimulated a tremendous amount of interest. The combination of resistance, dynamic motion and — most importantly — safety has provided the marketplace with the innovation and functionality demanded for years. Another piece that has attracted much attention is our bench (flat, incline and decline). Much like the COD, the main element of the bench is safety. For years the bench press has been the staple of strength building, but the standard design of the bench did not allow the user to maximize results without placing undue stress on the shoulders. Our bench allows the user to feel comfort while achieving a personal best without injury.

What are the feelings from the staff about winning a FIBO Innovation Award?
The BILT team is extremely honored to have won such a prestigious award on a global platform. The award provides validation to the team’s commitment to uncompromising focus on providing tools aimed at maximizing personal gains through innovation without sacrificing safety.

What did the company enjoy most about IHRSA — held in BILT’s hometown of Las Vegas?
It was an incredible opportunity to have direct contact with the individuals that comprise the fitness marketplace. In addition, it provided us a platform to demonstrate the extreme benefits of our products. It is also a valuable opportunity to gain deeper insights into the demands of the consumer so that we can focus our future development efforts on products/features that are deemed vital for the continued evolution of the fitness industry.

What makes the products from BILT different from others on the market?
Each and every piece in our current line contains key elements that provide the user with a method of maximizing the effectiveness of their workout without compromising safety. We believe that these two elements are not mutually exclusive, and we will continue to utilize them as the pillars of our future development efforts.

Who is the target end-user for your products?
We have a strong belief that our products are well suited for any individual who wants to be quicker, faster and more powerful than they are today. From the elite athlete to the weekend warrior to the fitness beginner, our products provide the functionality and safety element to allow the individual to achieve their fitness goals.