HISTORY
May 1995 - October 1999.
- May, 1995 DC business group purchases small, struggling company that had been an early pioneer in the fitness industry.
- Management embarks on new business strategy focusing on upgrading the firm’s product lines, licensing non-core products to other companies, installing a new computer and accounting network, and rightsizing payroll and staffing.
November 1999 - October 2002.
- With Heartline’s turnaround complete, the company begins building a foundation for growth.
- The next three years are seen as Heartline’s “product innovation and market segment expansion period.”
- In 1999, Heartline introduces the first combination “Dual CoreRack ™” training system to the industry at the National Strength & Conditioning Association’s annual conference in Atlanta, GA, fueling the firm’s corporate growth over the next several years, as high school coaches begin adopting Heartline’s multi-functional training methods and layouts.
- Later that year, Heartline introduces the first multi-functional “ham-glute” system with knee pad stabilizer to the industry, providing student/athletes a full 90 degree range of motion for hamstring movements.
- In 2002, Heartline invents the PowerRusher ™, an innovative, ground-based training system that allows student/athletes to perform three key ballistic training movements, as well as a variety of supplementary exercises.
- Heartline agrees to start selling cardio equipment for a sleepy, west coast cardio brand, Star Trac Fitness. With a health club brand under its wing, Heartline begins marketing to a wider variety of fitness segments, most importantly the multi-housing market.
- Heartline’s growing technical services division is instrumental in forging these new multi-housing relationships.
November 2002 – Present.
- Inc. Magazine names Heartline one of the fast growing private companies in the United States from 2002 to 2008, growing 221%.
- New corporate muscle is added over the next six years including:
- New territory sales and key account managers.
- New office and service division staff and technicians.
- Increased logistics support with new warehousing and logistics partners.
- A new web-based business platform to satisfy accelerating customer requirements more efficiently and effectively.
- New manufacturing and brand partnerships.
- New corporate website that will serve as a community platform to help existing and new clients with key fitness-related decision-making information.
- As Heartline continues its geographic expansion in the northeast and southeast regions, we would like our customers to use our web resources as their portal for fitness industry information and education.
- As always, thanks for thinking of Heartline!
