Value proposition

Inspiring the world to work out.

For over five decades, Life Fitness/Hammer Strength has crafted state-of-the art cardio and strength equipment that moves in sync with the human body, helping athletes and exercisers globally, become faster, stronger, and healthier.

We created fitness. Now we’re making it better.

In 1968 Dr. Keene Dimick invented the first piece of electronic fitness equipment – the exercise bike. His creative spirit is in our DNA and continues to inspire us every day.

Today, the way people live, work and play is ever-changing. A phenomenon that is putting new challenges on our collective wellbeing. As creators in fitness, we notice and act on this by innovating, engineering and manufacturing the best workout experiences that move every partner, customer, athlete and exerciser, forward together.

We believe that everybody gains from working out.

That is why, at Life Fitness/Hammer Strength, we partner with our customers to create intuitive, high-performance, cardio and strength solutions, that move with the body’s natural biomechanics to make every goal feel possible.
Driven by the standards demanded by elite athletes, we share a passion to engineer our products to be accessible to all – young and old, athlete and improver, well and in-recovery.

As experts in fitness equipment innovation, we set the bar for our industry. By never compromising on performance, quality, or reliability, we continue to raise that bar.

Our purpose is to empower the world to work out, creating healthier lives together.