Fitness: Movin' & Shakin' — Lifecore, Diamondback, Superior, Charlotte Fitness, Landice and more…

Get the latest news and moves happening in the fitness industry.

For March 3 to April 3, 2008

Lifecore owners Roger and Traci Bates have as of April 1 closed their Southern California retail store, Boditekk Fitness & Spa, to focus on the growing Lifecore equipment brand they launched about three years ago. The company is also moving into a new facility that will be more than double its current size at 18,000 square feet. Opening as of April 8, the office and warehouse will be at 2575 Pioneer Way, Ste. 101, Vista, CA 92081. The new number is 760-599-4555…. Diamondback update: Product developer and Asia liaison Anita Liu Miller is also parting ways with the company as of the end of April after 11 years. Departures prior to the March 28 announcement of widespread changes and a move to Washington included salespersons Jay White and Corey Atkinson…. Jay White joined Accell Fitness in early March as vice president of Tunturi North America after leaving Diamondback. He had been commercial sales manager at Vision prior to Diamondback….

Joe Alter is no longer president/CEO of Smooth Fitness as of March when the board made some management changes. He will continue as chairman…. Superior Fitness is on the cutting edge in creating a companion mobile website for PDA users. Its site,, launched a number of months ago and can only be accessed from a mobile device such as an iPhone or Blackberry. From a mobile device, it gives store locations and navigation and will call the stores, supplying a company snapshot for those on-the-go….

Charlotte Fitness has officially changed its name to Beuerlein’s Pro Fitness Equipment & Training as of mid-March. Former NFL pro Steve Beuerlein purchased the retailer a year ago and the company felt taking advantage of his name was important. The new website will be, although the website, signage and other materials are still being developed…. Precor debuted its first new logo in 26 years, adding a sleeker, faster, more high-tech touch…. Kettlebell queen and GoFit educator Sarah Lurie announced mid-March she is pregnant and is due in late summer or early fall….

Chuck Alchermes, longtime director of sales and technical service, is no longer at Landice. He and the company parted ways in late March after seven years. He can be reached by email at or phone at 862-219-5824. Previously, Alchermes owned his own chain of fitness retail stores and a service business…. Everlast Worldwide has named Adam Geisler as acting president of the company to replace Seth Horowitz, former Everlast CEO and president, who joined Modell’s Sporting Goods.

Got any news or tips about somebody, some product, or some company doing some moving or shaking? Let us know so we can slip it into our occasional Movin’ & Shakin’ updates. Just email

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