Eleiko, located in Halstad, Sweden, started as a kitchen appliance company in 1956 and made its first barbell three years later. Certified by the World Powerlifting Federation since 1969, Eleika supplies most Olympic centres and has been a supplier to three Olympic Games, most notably London 2012. The CEO is 32-year-old Erik Blomberg, who recently took over the reins from his father. Supplying the uniform market (police, firefighters and military) is an important part of Eleiko´s business, as is supplying professional soccer, football and hockey teams. Eleiko calls itself “the choice of champions,“ and is proud of its exacting quality control standards and attention to detail. Each year, the company produces 6,000 barbells and sells 16,000 weight plates. A separate subsidiary, Exceede Performance, is responsible for the company‘s education programs. It trains 2,000 people each year.
Mats Thulin, founder and president of X-Force, is a fitness club operator veteran with over 30 years experience. Formerly a distributor for Nautilus, he sold his chain of 63 clubs to Actic (which now has 135 locations) in 2008 giving him the freedom to focus on the X-Force line of equipment. The unique and patented X-Force concept features a tilting weightstack that is controlled electronically and allows increased resistance in the eccentric phase of the exercise. Switzerland’s Customers Exersuisse, the nine-club U.K. chain EZE Fitness, and Joe Cirulli´s Gainsville Health and Fitness in Florida swear by the results that their clients get using X-Force. The Swiss-based chain Migros will feature X-Force in its new Munich club Elements which is scheduled to open in September.
Factory Fitness, in Norrkoping , opened in October 2012. With 1,700 members, it is an impressive success story featuring 118 pieces of X-Force equipment to satisfy the now nearly 4,000 clients. Base membership is 350 Swedish crowns ($60 CDN), and X-Force personal training for an additional 220 Swedish crowns ($34 CDN) per month is growing rapidly. The club anticipates that 40% of the membership will choose this option.
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