Creating an ecosystem

As the commercial fitness industry doubles down on strength and innovation, Michael Bruno has taken back the helm of Core Health & Fitness, bringing with him more than three decades of leadership, innovation and vision

Often described as one of the principal architects of the modern commercial fi tness industry, Michael Bruno built his reputation not simply by growing businesses, but by reshaping how the industry operates. He was a pioneer of the offshore manufacturing model for commercial fi tness equipment, a strategic shift that elevated production quality, consistency and scalability across global markets.

At a time when operational precision was not yet the norm, Michael introduced systems and standards that helped professionalise the sector and raise expectations worldwide. However, his influenceextends far beyond manufacturing. Michael has demonstrated a rare ability to steward iconic brands without compromising their heritage. Under his leadership, Core Health & Fitness became one of the largest privately held commercial fitness companies in the world, uniting category-defining names including Nautilus, StairMaster, Star Trac, Schwinn, Throwdown, Wexer, and Gym Rax under a single strategic vision.

My passion for this industry is only superseded by my passion for new products. As we navigate 2026 and beyond, we have a lot of exciting new products for our current and future customers. Michael Bruno, Founder & CEO, Core Health & Fitness

This was never about building a simple portfolio. Instead, Michael shaped an ecosystem, one where each brand leads its modality while reinforcing the collective strength of the whole. His philosophy centres on innovation, resilience and an unwavering belief in product excellence. It’s this mindset that earned him industry-wide recognition, including a Lifetime Achievement Award from canfitpro for his lasting contribution to fitness.

Now, as Founder and CEO, Michael returns with renewed energy at a time when strength training, performance spaces and connected fitness are redefining commercial gyms globally. For the UK market, his leadership signals continuity, confidence and an ambitious product roadmap for 2026 and beyond. Michael remains, above all, product-driven and industry-passionate, a builder who never stopped innovating.

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