Who We Are

Fitness EM, founded in 2001, designs, engineers, markets and distributes personal training & wellness products exclusively for women under multiple brands. Our company is committed to being the leader and innovator of fitness and wellness products and services for women.

Our Mission

To Empower Women with Solutions That Educate, Motivate and Inspire Them To Lead an Active, Healthy Lifestyle.

Our Commitment

• Product Innovation

  When developing products our goal is to create products that are simple and elegant while simultaneously making exercise fun and accessible to women. Since Fitness EM began we have created hundreds of products and programs exclusively for women. The current product line includes offerings in several key fitness categories including Strength Training, Toning, Core Training, Walking, Cardio, Yoga, Pilates, and Stress Relief. Every product comes with a complete exercise program to help you get started right away and deliver maximum results in a short amount of time.

  Along with creating innovative and functional products for women, we also take pride in developing compelling female friendly packaging to catch a women’s eye at point of sale. We hold several patents for our products and packaging for our design and innovation.





• Quality

  Before placing a product on the retail shelf we conduct research and get consumer feedback to make sure the product has all the elements it needs to produce results. We incorporate this consumer feedback to enhance our products both aesthetically and functionally. Beyond consumer-based research we conduct lab testing in collaboration with The Auburn University Exercise Lab to ensure our products meet the performance standards and results we promise our consumers.




• Leadership

  As a company we strive to be the leading innovator in the women’s fitness and wellness category. We continue to reach beyond what is currently in the market today and develop new and exciting products to introduce to the consumer. We are also innovators in packaging as well because we understand the importance of engaging the female consumer at point of sale. Our products have consumer shelf appeal with the ability to touch and feel the products at point of sale.

  Operational excellence is a key focus for our logistics team. Our infrastructure successfully supports top mass merchants accounts. Our operational staff is trained to nurture and support smaller, specialty accounts and direct consumers. We have senior level expertise in managing international logistics and have received many awards, including “Import Vendor of the Year”.

Brand Portfolio

Our Brand

Empower - We developed our own brand, Empower, to personify what we stand for as a company. We chose the word empower to represent our commitment to educate, motivate and inspire women to lead an active, healthy lifestyle. Empower is not just about selling great fitness products, it is about providing fitness and wellness solutions to women and families in order to help them achieve their personal best.

For more information on Empower, click here.

Licensed Brands

Danskin - Fitness EM has licensed the Danskin brand since 2000. DANSKIN, a name synonymous with innovation, quality, comfort and fit for millions of active women and girls, has been the world’s leading manufacturer of active wear, leg wear, and dance wear since 1882. For Danskin fitness products go to www.danskin.com.

Shape - Fitness EM has licensed the SHAPE brand since 2009. SHAPE is the world’s largest active lifestyle magazine for women. For SHAPE home equipment go to www.theSHAPEstore.com.

Private Label Brand

Danskin Now - Exclusive brand for Wal-Mart. Fitness EM has been creating products for Wal-Mart under the Danskin Now brand since 2004.

Our Customer

Our commitment is to provide women with the tools and information needed to make informed decisions regarding their fitness choices. We are exclusively devoted to helping women reach their lifestyle goals and firmly believe that an educated, well informed woman Is an Empowered Woman!

Company Location

Our home office is located in Uxbridge Massachusetts, with regional offices in New Jersey, Texas, China and Taiwan. We currently have 30 full time employees.

Senior Management Team

Michael Savage, CEO & Co-Founder

Mike Savage has 24 years experience in business management, finance, logistics, manufacturing, operations, and engineering. He has successfully launched and developed several companies throughout his career and, prior to founding Fitness EM, was founder and CEO of Savage Fitness, Inc., a fitness accessory manufacturing company. He has held management positions at two Fortune 500 technology companies (Quantum Corp. and Digital Equipment Corp.) and was responsible for the implementation of several global manufacturing business models. He holds a master’s degree in mechanical engineering from Worcester Polytechnic Institute, Worcester, MA. He is an active member of several industry organizations and associations.

Donna Savage, President & Co-Founder

Donna Savage has over 20 years experience in sales, product marketing, graphic design and retail package development at consumer product companies. Previously, Donna was President of Savage Fitness, Inc., a fitness equipment manufacturing company. She aggressively managed all sales & marketing efforts for the company, transforming them from a 1992 start-up into the industry leader in their product category. Over the past 11 years, she has pioneered Fitness EM’s effort to develop a line of strength training products exclusively for women. Her vision has transitioned into a line of fitness products custom-designed and engineered for women.

Robert Bostwick, EVP Sales & Co-Founder

Bob Bostwick has over 33 years experience in product development, marketing, merchandising & selling sporting goods products at the national account level. The vast majority of his time in the industry was spent with Spalding as the National Account Manager. In 1998, he was personally responsible for over $100 million in wholesale sales for Spalding. Bob is the only person in the history of Spalding to be named Salesman of the Year on six different occasions. As a result of his successes, Spalding implemented his sales model with all of their National Account sales force. He is widely recognized among the top echelon of sales & marketing people in the sporting goods industry.

Jack Lacey, General Manager

Jack Lacey has over 29 years of general management experience leading recognized, worldwide, branded companies in the sports and leisure products fields. As GM or CEO, his vast experiences in the fields of marketing, operations, finance and business law have led to significant divisional or corporate turnaround performances in companies such as Spalding Sports WW, International EZ-Up and Zodiac S.A.. He has served on many corporate, association and community-affiliated boards. He was elected as Vice Chairman of the Sporting Goods Mfrs Assoc., has been appointed to a US Department of Commerce ISAC, the Economic Re-development Council for the Commonwealth of Massachusetts, the Holyoke Community College Foundation and the President’s Council on Physical Fitness and Sports Strategic Planning Summit.

Kathy O’Connell Johnson, Vice President, Marketing & Branding

Kathy Johnson has 29 years of experience in the fitness and athletic industry. She has had experience in buying, merchandising, product marketing, brand marketing, strategic planning, grass roots marketing and partnership marketing. Prior to joining Fitness EM, Kathy spent 14 years at Reebok International where she focused on product development, program development and all facets of marketing to the women’s sports, fitness and children’s market. At Reebok she launched several new innovative products and workout programs and developed and managed several strategic partnerships including the American Heart Association, Westin Hotels, 24 Hour Fitness and Brigham & Women’s Hospital. She has been with Fitness EM for 5 years and has held several sales and marketing positions.

John Jaszek, Vice President Product Development & Sourcing

John Jaszek has over 24 years of Operations and Sales experience in the Sporting Goods industry having worked primarily for Spalding Sports Worldwide. John was instrumental in leading Spalding’s outsourcing and product development efforts in 1980—1990. In this role he managed worldwide purchases in excess of $100 million and inventory of $60 million. In addition he has extensive experience in International Marketing and Sales for the General Sporting Goods business with business dealings in over 40 countries. In his work at Fitness EM for the past 5 years, he has been responsible for heading up the Company’s product development and sourcing efforts.

Victor Bonneville, Vice President, Operations & Logistics

Victor Bonneville has over 24 years of experience in global purchasing, logistics and operations. Victor came to Fitness EM after spending five years as a Logistics Manager and International Analyst at Staples, where he was responsible for the warehouse activities supplying over 1,200 retail stores. Prior to Staples, he spent five years with New England Pottery as a Purchasing and Inventory Control Manager, and eight years with Metalor USA Refining Corporation as a Production and Inventory Control Manager. He is a graduate of Northeastern University and Rhode Island Community College.

Michael Carota, CFO

Mike Carota has 30 years of financial and operational experience focusing on start-up, turnaround and growth stage private businesses. Prior to joining Fitness EM, Mike founded and built Performance Polymers, Inc. from a business plan to $170M in revenue. He developed strong management teams including CFO, VP Sales and COO, and successfully sold the business providing founders and venture partners a respective 60% and 21% compounded return on investment. He has been instrumental in raising venture financing, negotiating and managing bank credit lines from in excess of $35M and turning around failing companies. Mike has also participated in setting policies as a North American Board member (publicly traded UK Company) in acquiring, divesting and restructuring the groups’ fourteen U.S. companies.

Career Opportunities

We are looking for talented, enthusiastic and skilled people who are entrepreneurs and ready to chart their career with a leading organization. If you are ready for a rewarding and diverse experience and want to work for an industry leader consider joining Fitness EM. You will enjoy a full range of opportunities in a variety of disciplines which will offer numerous career paths in a fast pace and growing company.

For more information on careers at Fitness EM click here