news & events
Fitness EM: Best in Show!
snewsnet.com
September 06, 2005
HFBiz show '05: Strength equipment has, yes, strong showing
Category(s): Fitness
Any fear about a lack of innovation or new products in the strength category was shown to be totally unfounded once the 2005 Health & Fitness Business Show got underway in Denver in August. From the littlest tweak that still made a difference to some of the biggest products on the floor, new strength products and innovations were to be seen down manyaisles. While not an all−inclusive list (hey, we only have so much bandwidth), here are some of the products and companies that created a buzz on the floor and to our eyes:
Fitness EM −− With the launch of its new Empower fitness equipment line, Fitness EM continues its concentration on the women’s segment started with its Danskin license several years ago (You may know it as Danskin Fitness or even as Savage Fitness). The "empower" line consists of four benches/home gyms and two dumbbell sets. The line is led by the em40, which utilizes a patented cradle holding the empower dumbbells to provide up to 100 pounds of resistance. Designed specifically with women and the specialty market in mind, the em40 also has a functional cable component and comes with a DVD featuring exercises. The company does pretty cool stuff that again doesn't try to cater to the over−catered−to enthusiast, but rather to the women who wants light toning and strengthening and may be intimidated by hugo−mondo pieces.