In this episode of the Supplier Voice podcast, Forrest Cory, the national segment manager for Life Fitness and Hammer Strength, discusses his career, the company’s approach to serving campus rec facilities and how technology is shaping the industry.
Cory began his career as a minor league baseball player with the Arizona Diamondbacks, where he first encountered Hammer Strength equipment. After baseball, he moved into sales and joined Life Fitness in 2011 as a direct sales representative in Raleigh, North Carolina. He later moved into regional and national segment roles. Today, his work includes partnerships with YMCAs, JCCs, campus recreation programs and medical fitness organizations. While these groups have different needs and populations, he said there’s common ground in their goal of helping people build healthier lives.
He describes Life Fitness’s focus on combining equipment design, biomechanics and technology. AI and connected solutions are beginning to support both facility operations and the exerciser experience. He also points to the company’s open-platform approach, including its Evolt integration, which can use body-composition information to inform workout recommendations.
Looking ahead, Cory expects fitness technology to become more connected. Rather than having equipment, apps, and wearables operate in separate systems, he anticipates broader platforms that bring data together for both exercisers and facility operators. He also notes that fitness trends tend to move in cycles: activities such as group cycling may rise or fall in popularity, but strong programming and a compelling experience can help them remain relevant.
Episode Highlights:
- Cory’s path from minor league baseball to Life Fitness.
- How campus recreation, community recreation and medical fitness share goals while having distinct needs.
- Life Fitness’s evolution of equipment design, biomechanics and changing exerciser expectations.
- The ways Life Fitness is using AI and connected fitness through LF Connect, Augie and personalized workout recommendations
- How Life Fitness is breaking down data silos and connecting equipment, wearables and facility operations.
- Shifting trends in fitness and why group cycling and other modalities move in and out of the spotlight.
- Life Fitness Academy and how it’s continuing education and professional development for trainers and facility staff.
