Life Fitness has secured the services of former D2F Fitness managing director Danny Oliver, who joins the equipment giant as UK country manager.

Oliver will be responsible for all aspects of the UK business and will report to Frank van de Ven, Life Fitness vice president international.

Oliver arrives from D2F, having spent more than half of his 20-year fitness industry career at the equipment supplier, rising from sales director to the helm of the company. Prior to this, he held sales roles with Escape Fitness and Nautilus Fitness UK.

“The Life Fitness commercial fitness business has grown exponentially in the past year with the additions of Cybex, SCIFIT and InMovement to the existing Life Fitness and Hammer Strength brands so this role presents a fantastic opportunity to build our business across all sectors in the UK,” said Oliver.

“I’m looking forward to developing our innovative product and service offering further and ensuring Life Fitness maintains its leading position in the UK marketplace.”

Oliver succeeds Jason Worthy, who is taking the new role of managing director Cybex International and Focused Growth, to support the integration of fitness supplier Cybex International within the Brunswick Corporation’s family of brands, following the US$195m (€179m, £138m) acquisition at the start of this year.

Worthy, who at the start of 2016 was promoted to the role of managing director EMEA Direct Markets, continues his ascent through the company. In his new role he will also oversee SCIFIT International and Technology support across the International Sales Business Unit (ISBU) and will continue to report to Frank van de Ven. Under the new structure, Steve Wright, ISBU sales director SCIFIT, will now report to Jason.

Commenting on the new Life Fitness line-up, van de Ven said: “Danny has a sound understanding of the sector so he is fully equipped to face the business challenges ahead and grow the strong partnerships we have made with our UK customers.

“This latest organisational change ensures we continue to build upon the strong performance of the Life Fitness UK team and our international structure supports more effectively our Focussed Growth strategy and acquisition integration, both current and future.”