Life Fitness / Hammer Strength Announces Business Transition in Belgium and Luxembourg

Life Fitness / Hammer Strength Announces Business Transition 
in Belgium and Luxembourg

ROTTERDAM, Netherlands – Sept. 8, 2025 - Life Fitness / Hammer Strength, a global leader in commercial fitness equipment, today announced a strategic change to its sales and service model in Belgium and Luxembourg. Effective January 1, 2026, customers in these countries will be served by the company’s longtime, trusted distribution partner, Valcke Group. To date, this distributor has served as the exclusive Life Fitness / Hammer Strength partner in France. 

This strategic move aims to enhance service efficiency and customer satisfaction by leveraging Valcke Group's extensive regional expertise and resources.

“Life Fitness/Hammer Strength has the unique benefit of having a large and powerful partner within Belgium, with operational excellence exceeding our customer’s expectations,” said Thomas Hoeven, General Manager, EMEA Distributor Business & Benelux, Life Fitness / Hammer Strength. “As such, this is a natural and logical next step in our journey to bring our products and solutions even closer to our customers in Belgium and Luxembourg. With Valcke Group’s strong local presence and our shared commitment to excellence, we’re confident this move will elevate the customer experience.”

Customers in Belgium and Luxembourg can expect a seamless transition with no disruption to their current service and support. Valcke Group’s office is located in Wevelgem, Belgium, which will provide enhanced proximity and responsiveness to area facilities. 

“As the trusted partner and exclusive French distributor for Life Fitness / Hammer Strength, we’re proud to extend our sales, support and service responsibilities to customers in Belgium and Luxembourg, said Henri Valcke, CEO, Valcke Group. “Our goal is to ensure a seamless transition and continue delivering the high standards Life Fitness / Hammer Strength customers expect.”

Life Fitness / Hammer Strength and Valcke Group remain committed to ensuring that all customer needs are met during the transition period. This strategic move underscores both organizations’ ongoing dedication to delivering unparalleled value and innovation to the European fitness market.


Caption: At the 2025 Distributors Award event, Life Fitness / Hammer Strength awarded Valcke Group with the 2024 Spirit of Life Fitness Award.

Pictured (from left to right): Andrew Mahadevan, Chief Commercial Officer, LF / HS; Natalie Prescott, Business Development Officer, LF / HS; Philippe Faber, Country Manager – France, Valcke Group; Henri Valcke, CEO, Valcke Group; Jim Pisani, CEO, LF / HS; Thomas Hoeven, General Manager, EMEA Distributor Business & Benelux, LF / HS. 
 
About Life Fitness / Hammer Strength
Life Fitness/Hammer Strength has been inspiring the world to work out for more than 55 years. The company manufactures and sells strength and cardiovascular equipment through its iconic Life Fitness and Hammer Strength brands. For more information, please visit www.lifefitness.com. 

About Valcke Group
Founded in 1983, Valcke Group is a family-owned company and leading European distributor of world-class leisure brands, including Brunswick Bowling, Life Fitness and Hammer Strength. Guided by the vision “Inspired by Excellence”, Valcke Group combines global innovation with local expertise to support its customers. With a strong focus on quality, service and long-term partnerships, Valcke Group has become a trusted player across Europe.  


For media inquiries, please contact:
Rekha S. Rao
Senior Manager, Internal & External Communications
rekha.rao@lifefitness.com