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Peloton Commercial Partnership

Eleiko ·3 min read·News

Eleiko partners with Peloton Commercial for exclusive dealership of Precor in the Nordics.

Eleiko and Peloton Commercial have agreed to an exclusive partnership in Sweden, Denmark, Norway, and Finland. Eleiko assumes responsibility for sales, installation, service, and warehousing of Precor's products, giving Peloton Commercial direct representation in the region.

Eleiko is a global leader in designing and manufacturing premium free weight and strength training equipment. Together with partner brands, Eleiko also provides full-service commercial, corporate, and residential training solutions in the Nordics.

Peloton (PTON), renowned for using technology and design to create connected training experiences, acquired Precor in early 2021, with Precor's extensive equipment catalogue becoming part of the Peloton Commercial portfolio.

"This strategic partnership brings together strong companies with an aligned focus on product design, quality and excellent user training experiences," said Erik Blomberg, CEO, Eleiko.

"We are all hugely motivated by this new approach in the Nordic Region," says Tracy McCurtin, Peloton Commercial Partner Account Manager, EMEA. "Eleiko is well placed to grow with our business and help us improve efficiencies and scale – we're putting strong foundations in place for the future."

Eleiko and Precor have over 100 years of combined history in strength and conditioning. Eleiko has set the standard for precision crafted strength, equipping the world's leading competitions and training facilities for more than 60 years. Precor has pioneered fitness experiences for commercial customers and exercisers for more than 40 years. Eleiko becomes the preeminent total supplier to Nordic gyms and training facilities with this partnership.

This strategic partnership brings together strong companies with an aligned focus on product design, quality and excellent user training experiences.

— Erik BlombergCEO Eleiko

The refreshed portfolio combines the Eleiko strength range with Precor's cardiovascular equipment and Resolute strength machines. Customers benefit from a full suite of premium products to create well-rounded training environments and experiences and from working with a local partner known for its high levels of service and expertise. Eleiko has a well-established network throughout the Nordics, comprising fifty people, including sales, services, and education staff.

"We are very pleased to represent Precor in the Nordic market," said Daniel Eriksen, Norwegian Country Manager for Eleiko. "We can support customers with a complete premium offer and continue to build strong, long-term relationships."

Eleiko and Precor have each built reputations for producing high-quality equipment that delivers a great training experience for the user.

"As an avid runner, I can attest to the great feeling you get running on the Precor treadmill," adds Johan Arnerlind, Country Manager for Sweden, Denmark, and Finland. "Eleiko also designs for the user experience. Bringing our brands together in a consolidated portfolio helps our customers create winning experiences for their members and clients."

Eleiko is constructing a new 18,300 sq m distribution hub in Halmstad, Sweden, to support its continued growth and goals to bring more manufacturing in-house. The new building will consolidate our warehouses in Sweden and free up space to expand production operations. We aim to achieve a high level of environmental certification (silver) in the new facility and power operations with renewable energy bolstering our ambitions toward carbon neutrality.

About Eleiko

At Eleiko, we work to make people stronger, so they can perform better – in sports and in life. For over 60 years, Eleiko has been a worldwide leader in international weightlifting, powerlifting and strength & conditioning communities. Eleiko is uniquely certified by the IWF, IPF and Para-Powerlifting federations. Our products have been delivered to more than 180 countries and are often seen at the world’s largest championships and in the most respected strength training facilities. More than 1,000 world records have been set with an Eleiko barbell. With quality, innovation and customer service as guiding principles, Eleiko is the leading equipment provider and educator in strength.

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