At the heart of the new StairMaster StepMill® 5 are three new console options. The top of the line TSE-1 console option has an intuitive and attractive 10” touch screen display, integrated TV tuner, iPod videoplayback, charging and audio controls, as well as the Landmark Challenge that allows users to climbfamous landmarks from around the world. The new unit also boasts numerous ergonomic upgradesincluding improved handrails, step-up assist, and the Ergo-bar hand grip to provide alternative, morecomfortable hand positions. Unchanged are StairMaster’s 30 years of proven performance with toughand reliable core mechanics, telemetry HR, and CPAT/WFI StepMill Fitness Tests.
For more information on the new StepMill® 5, visit www.StairMaster.com.

Core Fitness LLC, dba StairMaster is a leader in developing and marketing advanced cardio equipmentfor the fitness Industry. Core Fitness LLC is owned by Michael Bruno who acquired the StairMasterbrand and the commercial license rights to Schwinn Fitness from Nautilus Inc. in December 2009.Headquartered in Vancouver, Washington, the company markets and distributes the legendaryStairMaster StepMill®and StairMaster StairClimber® along with Schwinn® indoor cycling bikes worldwide.The legendary Stairmaster® continues to be known as the “toughest workout in the gym.”  For moreinformation about StairMaster call 1-888-678-2476 or visit our website at www.stairmaster.com.

Top executives of Star Trac, including the new (Owner, Chairman and CEO), fitness manufacturing legend “Michael Bruno” along with his team, Rose Bravin (Managing Director Asia & Middle East) and Andy Richter (Vice President Key Accounts), were all in attendance to meet and greet Mr. Khammas and to celebrate the largest internal commercial territory agreement in the industry. AAHG has established a partnership with one of the worlds leading fitness manufacturers. Star Trac has always been known for their cutting edge innovation and use of technology in the commercial product line. In negotiations for nearly a year, the concluded agreement is in clear support of Star Trac’s endorsement of the Al Ahli Holding Groups growth in the industry and the aggressive nature of filling the need in the Global market space. Star Trac’s groundbreaking agreement expands with Al Ahli’s growing market presence in the fitness space via Gold’s Gym as it relates to their growth. The agreement is bound to direct sales within AAHG fitness properties in an expansive potential 106 countries. A ringing endorsement of the strength of Al Ahli as it pushes into new markets.

Al Ahli Holding Group, a multi-national company and a leader in the lifestyle and fitness arena in Pan Arabia, is on the move with the opening of three Gold’s Gym facilities in the next three to eleven months with many more to follow. With last years signing of Gold’s Gym’s largest master franchise deal slated for 26 gyms in major Arabian Peninsula markets and with further expansion to include the potential for an additional 62 gyms totaling 92 facilities over the next ten years, AAHG has risen to become the most serious player on the Pan Arabian and regional scene in fitness. This aggressive strategy makes them the largest single buyer of the world’s best fitness equipment brands. The strategy for the affiliations and relationships with the world’s best manufacturers was spawned by the quest for providing the best fitness experience with the best technology at the best price to both the AAHG/Gold’s Gym user client and the sub franchisee development partner.

AAHG continuously listens to the market and to their customer base; Mr. Khammas stated, “Our strive in providing excellence in the fitness space is driven by complete satisfaction and results for our clients. We allow our client base to continuously rate the products of the big five manufacturers and they decide the ranking and the direction of our purchases. What better place to announce this exciting set of partnerships then the world’s greatest fitness forum; IHRSA’s 30th anniversary show.”

About Al Ahli holding Group:From its ground breaking to the present day, the Al Ahli Group (http://alahliholdinggroup.com), expanded rapidly throughout its 43 years of operation to be one of the region’s most dynamic, innovative and multi-disciplined business entities. The Al Ahli Group has been instrumental in steering the cement industry throughout the region to unprecedented levels of production and sales. Other industries and services that the Al Ahli Group is involved in range from the largest plastic film manufacturing factory in the region, to printing and publishing, to an extensive transportation division, turn key construction, engineering products, factories, real estate and mix-used development in their US $1 Billion Dubai Outlet City Project (http://www.dubaioutletmall.com). Al Ahli was the first Pan Arabian company to attract and sign major intellectual property brands such as Marvel Entertainment and Nickelodeon. Al Ahli played important roles behind the scenes in securing other global brands as well for important strategic allies in the region.

Although Al Ahli Group is based in the U.A.E., representative offices are also operating throughout the Pan Arabian world, with a strong presence in Africa, China, Taiwan, Hong Kong, India, Pakistan, Europe, Latin & South America, South Korea and the USA. The Al Ahli Group remains a family owned business that values, quality, integrity and business ethics. With eight thousand employee partners strong, all the divisions of these diverse business entities are managed by the group directly and are controlled by its Chairman Mr. Nasser Ali Khammas and the Chief Executive Officer, Mr. Mohamed Khammas.
About IHRSAThe International Health, Racquet & Sportsclub Association is the fitness industry’s only global trade association. IHRSA represents over 9,000 for profit health and fitness facilities and over 650 supplier companies in 75 countries.About Star TracSince 1979, Star Trac has been a leader in developing advanced equipment for the fitness industry, focused on providing products to mold lifelong habits for health and fitness. Its user-focused product innovations are reflected in the complete line of cardiovascular and strength equipment, including the revolutionary Star Trac Coach™, a personalized treadmill workout led by a professional coach, the groundbreaking eSpinner®, the newest Spinning® innovation resulting from the long running relationship between Star Trac and Mad Dogg Athletics, and the Inspiration Strength™ line that takes aesthetics, biomechanics, and features to the next level. More than four million people in over 75 countries use Star Trac exercise equipment daily, enjoying its unparalleled functionality and style.

Star Trac: For more information about Star Trac, which is headquartered in Irvine, Calif., call 1-800-228-6635 or visit www.startrac.com.

AAHG: Stephen R. DeMilta, President AAHG International, Stephen@alahligroup.com, 1+386-383-3104

Eight years after vibration training came to the U.S. fitness world, the genre has matured, toned down its hype about all-things-to-all-people, and begun to penetrate the home retail market.

At the Health & Fitness Business show, for example, there were six different companies with equipment compared to none five years ago by SNEWS’ count. At the IHRSA show in March 2010 there were, by several counts, six companies offering trainers, all very high-end.

As the market grows and matures, different brands are still trying to find the best way to approach potential users and sell the training modality, while finding their own niche within the category.

“It’s a technology that can be of extreme benefit to tons of people,” said Christian Reichardt, founder and president of PowerVibe USA (www.powervibeusa.com), which recently partnered with the former Teutonic Sales.

“Yes, whole body vibration can give you all the physiological benefits of exercise, but in a very short time frame,” he said. “Yes, it does that, but that’s what all exercise does. The message has to be rescripted.”

For example, as Power Plate (www.powerplateusa.com), the company that first introduced whole body vibration (WBV) to clubs in late 2002, continues to focus on the club and athlete’s market, companies like PowerVibe are eyeing the medical fitness segment and special populations, and DKN (www.dkn-usa.com) sees a lot of promise not only in the rehab area but also in the overall fitness and personal training market.

“Personal training studios love it,” said Chip Zielke, president and partner, who joined DKN earlier this year after a stint at Power Plate. He said it partners well in that situation in warm-ups and to complement stretches or other routines.

“Clubs just aren’t comfortable putting it on the floor unattended,” Zielke told SNEWS®. “There’s nothing intuitive about it. You have to understand how to use the product.”

Despite all the players trying to find the best direction, ideal market and fine-tuned marketing, one thing that has continued to push the category is its relative newness.

“Everybody always is looking for something new,” said Mark De Gorter, president of Power Plate North America, which calls the training mode “acceleration training.”

He said he agreed that the biggest challenge is communication and education.

“It was a different category to pin down,” De Gorter said. “Is it rehab? Is it individual? Is it group exercise? Is it strength? The industry struggled to find out where it fit.”

And then there’s, yes, price. Even Power Plate’s lowest-priced consumer piece is about $2,500 (going up to about $4,500). DKN drops down to about $1,250 (and up to about $4,000), while PowerVibe has pieces that go all the way down to $900 from a high of $2,500. Most equipment is simply a platform with various configurations of consoles and programming, although Power Plate introduced a piece this year with cables incorporated for additional functional training options.

Health & fitness benefits
Nobody really argues that WBV offers benefits to health and fitness. However, the debate continues — including in peer-reviewed, scientific journals — to what extent and for whom.

“Whole body vibration can be an asset in your quest for health and well-being,” Reichardt said. “We never say this is the only thing you need.”

Reichardt noted he believes that the populations that are best-suited for WBV are inactive people who need to get started exercising, but may find other forms too difficult. WBV can be a step into other forms of exercise.

“It’s not a panacea,” he added. “But it can be a tremendous asset if used correctly.”

Over the last few years, SNEWS has reviewed various medical and fitness studies and summarized them in articles.

>> In a Health Notes article from Aug. 22, 2008, we found one study that noted it may benefit older adults and unfit people but less so the younger or more fit.

>> In our then-annual summer magazine in 2006, we analyzed the benefits and pieces and also reviewed some of the recent literature. We found there are – or were at that time – a lot of holes in the studies. Click here to see that “web extra” that accompanied our July 2006 GearTrends article.

>> In a study that we summarized in a March 2006 Health Notes column, researchers found the training modality may actually be too strong for many people although it did offer stimulation.

To learn more, PowerVibe has a large library of research studies open to consumershttp://www.powervibeusa.com/learning-center/research-studies, as does Power Plate on its websitehttp://www.powerplate.com/us/benefits/research.