Life Fitness/Hammer Strength
Life Fitness / Hammer Strength works with some of the world’s most recognised hospitality brands, supporting premium fitness experiences. Our global hospitality partners include Hyatt, Hilton, Marriott, and Pan Pacific, alongside independent boutique hotels and regional operators. We understand that in hospitality, the fitness space is not just an amenity—it’s an extension of the guest experience and your brand promise.
About us
Life Fitness, Hammer Strength, and ICG are global leaders in premium fitness solutions, trusted by hospitality operators worldwide to deliver consistent, high-quality guest experiences.
We don’t view hotel fitness facilities as a box ticking exercise, but as an important extension of the overall guest experience and one that can drive revenue. When designed thoughtfully, they can become spaces that reflect the same level of care and brand identity as a hotel’s lobby, restaurant or guest rooms.
A well-designed fitness space doesn’t just function better; it reinforces the hotel’s brand story. Equipment such as the Life Fitness Symbio cardio series and Hammer Strength products signal quality, innovation, and a genuine investment in guest wellbeing.
The ability to customise our equipment, from paint finish to upholstery, allows it to blend seamlessly into the hotel’s overall aesthetic. It’s these details that shape how guests perceive the experience and contribute to lasting impressions long after checkout.
Product range
Life Fitness delivers state-of-the-art cardio, selectorised strength, and functional training systems with fully connected digital consoles and monitoring on all cardio equipment.
Hammer Strength brings elite-level plate-loaded, rack, and accessory strength training solutions backed by performance engineering and rugged durability.
ICG offers premium indoor cycling solutions with an immersive digital experience designed to inspire and engage riders worldwide.
Gym Design is a key to providing a premium guest experience. Our team work alongside you to select the right equipment, create training zones that flow, and maximise your space.
Digital & Connected Experiences
Our digital ecosystem supports both guests and operators:
• Life Fitness On Demand+ offers immersive, trainer-led workouts.
• Facility Connect allows for real-time equipment monitoring and analytics, and
• the Connect Kit for seamless integration with strength equipment.
Service Contracts allow you to keep your equipment in optimal condition and minimise downtime and prolong the life of your equipment.
Events Attending in 2026:
• FIBO
• Hotel Industry Forum UK
• Hotel Summit UK
• Hotel Designs – Meet Up North
• Hotel designs – Meet Up London
View our Hospitality brochure - HERE.
Book a meeting - HERE.
Life Fitness Symbio™ is a trademark
We will do this through innovative digital technologies, inspiring workout spaces and thoughtful co-creation to continuously improve the exerciser experience. Engaging exerciser experiences can lead to increased acquisition, enhanced retention and ongoing satisfaction, a winning combination for our customers.
Adam Upton, UK sales director, regional accounts
Fiona Bibby, UK business development manager, hospitality
We work alongside global partners such as Gold’s Gym, Snap Fitness, Anytime Fitness, Hyatt, Hilton and Mariott, to name a few. We pride ourselves in partnering with global brands as well as local independent gyms.
Atmos: a new cardio series built for hospitality
Life Fitness / Hammer Strength have announced the global launch of their new Atmos cardio series, purpose-built for select-service hotels and residential fitness spaces. Designed for properties where space is limited and equipment needs to perform day after day, Atmos delivers trusted cardio performance that fits naturally into the guest and resident experience—backed by the brand reliability owners count on.
The Atmos series includes a treadmill, elliptical, upright bike, and recumbent bike. Each piece is engineered for a consistent, intuitive experience and a right-sized footprint for hotel gyms, apartment communities, condominium complexes and other residential developments. The series helps property teams maximize usable space while giving guests and residents the familiar feel they expect from Life Fitness.
Built to Life Fitness standards for quality and reliability, Atmos delivers long-term value in specialized fitness centers. A clean, contemporary design helps the equipment blend into a space, supporting brand standards and creating a more inviting atmosphere for guests and residents. Properties can tailor the experience with two console options: the SL LED for simple, get-on-and-go workouts, or the SE4 16-inch touchscreen for connected, immersive experiences.
“Whether guests are staying for one night or residents are moving in for years, they expect fitness to be easy to access and easy to use,” said Jim Pisani, CEO, Life Fitness / Hammer Strength. “Atmos brings our legacy of commercial performance into the hospitality and residential spaces where people live, stay, and work. Operators can deliver an experience guests and residents recognize, and owners can invest with confidence in a brand that’s earned trust for decades.”
“Hospitality and residential environments have specific constraints and requirements — from space and budget to straightforward operation, maintenance expectations and brand guidelines,” said Dan Wille, Chief Product Officer, Life Fitness / Hammer Strength. “With Atmos, we focused on what matters most in these settings: essential cardio performance that fits the space, holds up over time, and is designed for easier ownership — so properties can maximize uptime and keep guests and residents moving.”
To learn more about Atmos and request information, click HERE.
Atmos™ is a trademark
Life Fitness / Hammer Strength brings the future of club performance to FIBO 2026
Health club operators across Europe are under pressure to do more with less - retain members longer, maximize floor space, and deliver experiences that justify every square meter. At FIBO 2026, Life Fitness / Hammer Strength arrives with a direct answer: one connected portfolio of premium cardio, performance strength, and AI-powered member experiences, purpose-built to help clubs compete and grow.
Life Fitness / Hammer Strength will be located in Hall 6, Booths 6A53 and 6C54 at FIBO 2026, 16–19 April, Koelnmesse, Cologne, Germany, where attendees will experience solutions in person.
“Health clubs are evolving fast, and operators need solutions that support engagement, retention, and meaningful member experiences,” said Jim Pisani, CEO, Life Fitness/ Hammer Strength. “At FIBO, we’re showing how our strength, cardio, group training, and connected fitness solutions come together to help clubs perform, differentiate, and grow. These solutions can help workout spaces deliver consistent experiences for their members, while delivering on our mission to inspire the world to work out.”
In the booth, visitors will be able to:
• Experience performance-driven strength training built on instinctive movement and uncompromising biomechanics. The dedicated Glute Zone is anchored by the Hammer Strength Hack Squat and Hammer Strength Super Squat Press, alongside eight additional machines, to deliver powerful, athlete-inspired lower body training. Complete the offering with upper-body strength driven by the new Hammer Strength Iso-Lateral T-Bar Row, built for balanced, independent pulling power.
• Design space-efficient training zones with versatile strength solutions — including Insignia selectorized units, Life Fitness Universal Cable and Life Fitness SYNRGY — to build high-value training spaces for every body.
• Complete the training floor with premium accessories, including 4-Sided Dumbbells and Olympic Plates—built for durability and performance and designed to integrate across plate loaded and free weight environments.
• Explore cardio innovation, including the Symbio, Integrity+ and Aspire cardio series.
New console enhancements include native Google Cast® for wire-free secure casting on SE4 and Symbio consoles; tap-and-go sign-in via native NFC digital wallet for contactless personalization; and redesigned UX and UI that helps members get started quickly with key options visible without scrolling, quicker Bluetooth access, and upgraded interactive courses.
• Learn more about the new partnership with Les Mills. Together, the two brands are bringing group training and equipment together to help clubs deliver engaging, motivating workout experiences.
• Discover an expanded connected fitness ecosystem, built on an open platform that integrates with third-party providers. It features the new Workout Intelligence powered by AugieAITM in the Life Fitness Connect app, with personalized guidance that adapts to each member’s goals and fitness level and is co-developed with the American Council on Exercise using its Integrated Training Model for safe, effective, evidence-based programming; plus Evolt Health integration to bring body composition data into the experience for more personalized workout recommendations, supplement recommendations, and progress tracking.
“Operators are asking for training spaces that do more with less—maximize space, perform day after day, and deliver experiences that help keep members coming back,” said Dan Wille, Chief Product Officer, Life Fitness / Hammer Strength. “At FIBO, we’re showing how our portfolio comes together in a practical way. From premium cardio and performance strength to flexible, connected solutions, everything is designed to work together and help make it easier for clubs to create great training spaces for more members.”
Preview: Atmos Cardio Series for Hospitality and Residential Properties
The company will also preview AtmosTM, a new specialized cardio series. Purpose-built forthe distinct concerns of hospitality and multi-unit residential properties, Atmos balancesspace and operational efficiency, brand requirements, and guest and resident expectations in an essential cardio experience.
More in-booth features and events:
• ICG In-Booth Demos: Catch live ICG demo shows in the booth, led by ICG master trainers and showcasing immersive group cycling experiences. Demos run Thursday–Saturday at 10.00, 11.30, 14.00, and 16.00 (approx. 8–10 minutes each).
• The rare original Hammer Strength H-Squat: Gary Jones, Hammer Strength founder, will be at the booth Thursday and Friday. He’s bringing with him the legendary H-Squat AKA “Legasaurus.” Attendees who test their squat skills will receive a special giveaway (limited quantity). On both days, at 14.30, Jones shares how and why he invented the H-Squat, followed by signing the giveaways.
• Hammer Strength Cage Photo Opportunity: Visitors can step into our Hammer
Strength Cage and capture their strongest moment. With the iconic Hammer Strength Rack as the backdrop, this photo spot invites guests to strike a powerful pose and take home a unique memory from the booth.
About Life Fitness / Hammer Strength
Life Fitness/Hammer Strength has been inspiring the world to work out for more than 55 years. The company manufactures and sells strength and cardiovascular equipment through its iconic Life Fitness and Hammer Strength brands. For more information, visit www.lifefitness.com.
*Google Cast is a trademark of Google LLC.
Life Fitness / Hammer Strength opens Nieto-Jones Innovation Center, honouring industry icons Augie Nieto and Gary Jones
Life Fitness / Hammer Strength officially unveiled the Nieto-Jones Innovation Center, a centre of excellence for product development and performance. Based in Schaumburg, Illinois, this facility unites mechanical, electrical, software, quality assurance and reliability teams in a loop of concepting, prototyping and rigorous lab validation. The grand opening marks a significant milestone for the company, establishing a unified hub where biomechanics, engineering and design converge to create the next generation of fitness equipment.
The facility is named in honour of two titans who shaped the modern fitness industry: Life Fitness founder Augie Nieto, who transformed the company into a global enterprise, and Hammer Strength founder Gary Jones, whose pioneering work in biomechanics revolutionised strength training.
"This centre not only carries the names of Augie Nieto and Gary Jones; it carries their legacy. It exists because of the belief they shared — that innovation matters, and that we should always push the industry forward,” said Jim Pisani, CEO, Life Fitness / Hammer Strength. "As we look toward the future, our commitment to relentless innovation and cutting-edge product development remains our primary driver. We aren’t just responding to industry trends; we are creating the tools and technologies that inspire people all around the world to move and meet their fitness goals.”
The Nieto-Jones Innovation Center allows for extensive testing, from sound and environmental chambers to fatigue and software validation. This infrastructure ensures that the company continues to lead the market in equipment reliability and performance.
"The opening of the Nieto-Jones Innovation Center is more than just an expansion of our footprint; it is a bold investment in the science of human performance," said Daniel Wille, Chief Product Officer, Life Fitness / Hammer Strength. “We are ensuring that the spirit of innovation defined by Augie and Gary continues to drive our product development. This center of excellence will allow us to push fitness further while engineering equipment that outlasts real-world demands."
The grand opening also served to announce a strengthened partnership between Life Fitness / Hammer Strength and Harper College. At the college's Performance Insights Lab, Life Fitness / Hammer Strength will partner with faculty and students to conduct hands-on research and real-world product testing. This model links the disciplined engineering of the Nieto-Jones Innovation Center — spanning mechanical, electrical, software, quality assurance and reliability teams — with real-world testing at the lab.
The ribbon-cutting ceremony was attended by members of the executive leadership team, including Pisani Wille, as well as Chief Commercial Officer Andrew Mahadevan. Special guests included Lindsay Williams and Austin Nieto, children of the late Augie Nieto; Gary Jones, founder of Hammer Strength; Harper College Provost Dr. Ruth Williams and other representatives from the college.
Hyatt Regency Chicago first hotel in the US to offer Life Fitness' Symbio cardio line
Following a $150 million renovation, the Hyatt Regency Chicago aimed to create a fitness facility that 1) aligned with their mission of “caring for people to be their best” and 2) recognized the growing trend, reinforced by Life Fitness data, that guests choose hotels based on amenities like the gym. Life Fitness approached the project as a trusted advisor, collaborating with the Hyatt team to design a facility that truly elevates the guest workout experience.
The Hyatt Regency Chicago is the first hotel in the world to offer its guests the ultimate cardio sensory experience with the new Symbio™ cardio line from Fitness. Symbio fuses body and machine in seamless motion through engaging personalization, advanced biomechanics and meticulous, purposeful design.
The new facility includes the full Symbio line up: Symbio Runner™, with its groundbreaking Adaptive Flex Deck®; Symbio SwitchCycle™ , which allows out-of-the-saddle riding; Symbio Incline Elliptical, which introduces a biomechanically advanced ellipse motion; and the Symbio Recumbent Cycle, built with optimal ergonomic comfort in mind. Additionally, the Hyatt complemented the Symbio cardio collection with new strength training equipment from the Life
Fitness Insignia Selectorized Series.
“Life Fitness has done a phenomenal job in staying up to date with what we’re looking for, but more importantly what our guests are looking for,” said Christopher Carter, Director of Guest Operations, Hyatt Regency Chicago.
The new facility has been very well received by guests, who note its sleek look and enhanced functionalities. By prioritizing guest well-being and staying true to their core values, Hyatt successfully created a state-of-the-art fitness facility that continues to attract and delight guests.
Watch a video and read up on our process here.
EGYM and Life Fitness expand existing global partnership
As part of this partnership expansion, EGYM and Life Fitness are working diligently on a new Smart Cardio integration project. This project, inspired by EGYM's Smart Cardio system, is designed to revolutionize cardio workouts for gym members and is expected to be launched in the first half of 2024.
The Smart Cardio integration merges EGYM's advanced fitness software with Life Fitness' state-of-the-art cardio equipment featuring the digitally immersive Discover SE4 console, creating a seamless and data-rich workout environment. Members will benefit from real-time workout data, performance tracking, and personalized exercise recommendations, all tailored to individual fitness goals.
Dedicated to redefining innovation and excellence within the fitness industry, this partnership reflects both companies' shared commitment to developing software and hardware technology for fitness facilities to achieve outstanding results.
"Our partnership with Life Fitness exemplifies the benefits of our digital ecosystem," said Philipp Roesch-Schlanderer, CEO, EGYM. "Thanks to our open platform, studio operators have full compatibility and members enjoy a seamless top cardio experience."
"Life Fitness is committed to offering our customers the ability to personalize their equipment experience according to their unique needs," said Dan Wille, Chief Product Officer, Life Fitness. "We're excited about advancing our partnership with EGYM and, through our open ecosystem, giving operators the flexibility to integrate EGYM software with our premium cardio equipment."
Crunch Fitness selects Life Fitness as preferred supplier
Life Fitness, the global leader in commercial fitness equipment, will provide both strength and cardio solutions to Crunch clubs across the country. Crunch opened its doors in 1989 and has been a Life Fitness customer for over 30 years. This agreement marks an important new milestone, with a mutual goal of long-term success for each company.
"The decision to select Life Fitness as a preferred supplier was based on the company's industry-leading biomechanical approach and its exceptional equipment, which is well known for its durability. Like us, Life Fitness believes in inspiring everyone to lead a healthy life, and their equipment is truly accessible to exercisers at every level of fitness," said Michael J Blouin, SVP Corporate Development, Crunch Fitness. "This new agreement will help our franchisees to further build community and create exciting in-house fitness experiences for their members."
"We are thrilled to extend our relationship with Crunch, and we are proud to serve as a preferred supplier with a consultative approach," said Frank van de Ven, Chief Commercial Officer, Life Fitness. "We will provide fitness solutions under our Life Fitness and Hammer Strength brands that help Crunch in its mission to make exercising fun and enjoyable for its diverse membership. We look forward to supporting Crunch in achieving its business objectives, as well as helping Crunch exercisers on their fitness journeys."
For more than 55 years, Life Fitness has been the pioneer in premium fitness solutions, designed with a performance-first philosophy to benefit fitness facilities and exercisers and a commitment to elevating and co-creating fitness experiences that align with its partners' business goals. The company's best-in-class products are designed with an attention to superior biomechanics, resulting in memorable exerciser experiences. The company also provides exceptional, collaborative support focused on listening to and understanding partner needs. By delivering unique member experiences, Life Fitness brings value and increased performance to its partners' staff, business, and, most importantly, members.
Adam Upton, UK sales director, regional accounts
Fiona Bibby, UK business development manager, hospitality
We work alongside global partners such as Gold’s Gym, Snap Fitness, Anytime Fitness, Hyatt, Hilton and Mariott, to name a few. We pride ourselves in partnering with global brands as well as local independent gyms.