Boyles take York as US parent pulls out
Boyles Fitness has taken on the York Fitness brand following the withdrawal of York Barbell from the Australian market.
The March 1 appointment means York Fitness Australia is added to a licensed brand portfolio which includes Nike, Spirit Fitness, Sole Fitness, Kettler, Xterra Fitness and Spirit's commercial and medical divisions.
"Our goal is to provide you with the same level of service and professionalism that you have had from York over the years," says a spokesman. "Boyles Fitness looks forward to working with the historic York brand in Australia and is excited to leverage the brand from the already established roots that the company has created since its inception in 1932."
Taking the name of its Pennsylvania home town, weightlifter Bob Hoffman founded York Barbell to focus on design and excellence. The brand became synonymous with the essence of weightlifting, with a legendary Olympic weightlifting team, The York Barbell Club. Hoffman pioneered exercise philosophies and promoted the benefits of exercise to the military and the general public. He introduced a line of nutritional supplements in the early 1950s and developed the first energy bar in 1966.
Boyles national accounts manager Daniel Keshan says "we don't have any plans to take on any staff or agencies from York Australia, and we wish them all the best with any future endeavours.
"Boyles already have a complete infrastructure nationally with sales managers, sales staff, service and agencies.
"York fits in extremely well with our current offering. We don't currently stock weights, kettle bells, bars, strength and commercial strength lines. While the cardio fills the low to medium price point gap in our range that we were looking to fill this year during our trip to Taispo, now we will just be sourcing some new York lines to fill gaps (such as treadmills for instance).
"So while we have a few fantastic international brands in our range, the York brand fits in surprisingly well."
Boyles has taken the stock, spare parts and range into its current line up "with a minimal of fuss and interruption to the market," he says.
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