Company profile
Life Fitness/Hammer Strength
Background
Life Fitness / Hammer Strength works with some of the world’s most recognised hospitality brands, supporting premium fitness experiences. Our global hospitality partners include Hyatt, Hilton, Marriott, and Pan Pacific, alongside independent boutique hotels and regional operators. We understand that in hospitality, the fitness space is not just an amenity—it’s an extension of the guest experience and your brand promise.
About us
Life Fitness, Hammer Strength, and ICG are global leaders in premium fitness solutions, trusted by hospitality operators worldwide to deliver consistent, high-quality guest experiences.
We don’t view hotel fitness facilities as a box ticking exercise, but as an important extension of the overall guest experience and one that can drive revenue. When designed thoughtfully, they can become spaces that reflect the same level of care and brand identity as a hotel’s lobby, restaurant or guest rooms.
A well-designed fitness space doesn’t just function better; it reinforces the hotel’s brand story. Equipment such as the Life Fitness Symbio cardio series and Hammer Strength products signal quality, innovation, and a genuine investment in guest wellbeing.
The ability to customise our equipment, from paint finish to upholstery, allows it to blend seamlessly into the hotel’s overall aesthetic. It’s these details that shape how guests perceive the experience and contribute to lasting impressions long after checkout.
Product range
Life Fitness delivers state-of-the-art cardio, selectorised strength, and functional training systems with fully connected digital consoles and monitoring on all cardio equipment.
Hammer Strength brings elite-level plate-loaded, rack, and accessory strength training solutions backed by performance engineering and rugged durability.
ICG offers premium indoor cycling solutions with an immersive digital experience designed to inspire and engage riders worldwide.
Gym Design is a key to providing a premium guest experience. Our team work alongside you to select the right equipment, create training zones that flow, and maximise your space.
Digital & Connected Experiences
Our digital ecosystem supports both guests and operators:
• Life Fitness On Demand+ offers immersive, trainer-led workouts.
• Facility Connect allows for real-time equipment monitoring and analytics, and
• the Connect Kit for seamless integration with strength equipment.
Service Contracts allow you to keep your equipment in optimal condition and minimise downtime and prolong the life of your equipment.
Events Attending in 2026:
• FIBO
• Hotel Industry Forum UK
• Hotel Summit UK
• Hotel Designs – Meet Up North
• Hotel designs – Meet Up London
View our Hospitality brochure - HERE.
Book a meeting - HERE.
Life Fitness Symbio™ is a trademark
Plans for the next 12 months
We will continue to put our customers at the forefront of our business, evolving and adapting to support a fitness market that is returning to growth.
We will do this through innovative digital technologies, inspiring workout spaces and thoughtful co-creation to continuously improve the exerciser experience. Engaging exerciser experiences can lead to increased acquisition, enhanced retention and ongoing satisfaction, a winning combination for our customers.
Testimonial
“For the past 5 years we have been working with Life Fitness, and the relationship and the trust we’ve built is second to none. For us, building a partnership and a collaboration is building a friendship. We don’t see having a supplier as a transaction but a long-lasting relationship for the future to come.”
– Robbie Leung, director of wellbeing, Pan Pacific London
Life Fitness / Hammer Strength works with some of the world’s most recognised hospitality brands, supporting premium fitness experiences. Our global hospitality partners include Hyatt, Hilton, Marriott, and Pan Pacific, alongside independent boutique hotels and regional operators. We understand that in hospitality, the fitness space is not just an amenity—it’s an extension of the guest experience and your brand promise.
About us
Life Fitness, Hammer Strength, and ICG are global leaders in premium fitness solutions, trusted by hospitality operators worldwide to deliver consistent, high-quality guest experiences.
We don’t view hotel fitness facilities as a box ticking exercise, but as an important extension of the overall guest experience and one that can drive revenue. When designed thoughtfully, they can become spaces that reflect the same level of care and brand identity as a hotel’s lobby, restaurant or guest rooms.
A well-designed fitness space doesn’t just function better; it reinforces the hotel’s brand story. Equipment such as the Life Fitness Symbio cardio series and Hammer Strength products signal quality, innovation, and a genuine investment in guest wellbeing.
The ability to customise our equipment, from paint finish to upholstery, allows it to blend seamlessly into the hotel’s overall aesthetic. It’s these details that shape how guests perceive the experience and contribute to lasting impressions long after checkout.
Product range
Life Fitness delivers state-of-the-art cardio, selectorised strength, and functional training systems with fully connected digital consoles and monitoring on all cardio equipment.
Hammer Strength brings elite-level plate-loaded, rack, and accessory strength training solutions backed by performance engineering and rugged durability.
ICG offers premium indoor cycling solutions with an immersive digital experience designed to inspire and engage riders worldwide.
Gym Design is a key to providing a premium guest experience. Our team work alongside you to select the right equipment, create training zones that flow, and maximise your space.
Digital & Connected Experiences
Our digital ecosystem supports both guests and operators:
• Life Fitness On Demand+ offers immersive, trainer-led workouts.
• Facility Connect allows for real-time equipment monitoring and analytics, and
• the Connect Kit for seamless integration with strength equipment.
Service Contracts allow you to keep your equipment in optimal condition and minimise downtime and prolong the life of your equipment.
Events Attending in 2026:
• FIBO
• Hotel Industry Forum UK
• Hotel Summit UK
• Hotel Designs – Meet Up North
• Hotel designs – Meet Up London
View our Hospitality brochure - HERE.
Book a meeting - HERE.
Life Fitness Symbio™ is a trademark
Plans for the next 12 months
We will continue to put our customers at the forefront of our business, evolving and adapting to support a fitness market that is returning to growth.
We will do this through innovative digital technologies, inspiring workout spaces and thoughtful co-creation to continuously improve the exerciser experience. Engaging exerciser experiences can lead to increased acquisition, enhanced retention and ongoing satisfaction, a winning combination for our customers.
Testimonial
“For the past 5 years we have been working with Life Fitness, and the relationship and the trust we’ve built is second to none. For us, building a partnership and a collaboration is building a friendship. We don’t see having a supplier as a transaction but a long-lasting relationship for the future to come.”
– Robbie Leung, director of wellbeing, Pan Pacific London
Key personnel
Craig Cocking, UK managing director / global digital experience directorAdam Upton, UK sales director, regional accounts
Fiona Bibby, UK business development manager, hospitality
Key customers
Our partners span across many different sectors including Hospitality, Multi-Unit Housing, Health Clubs, Independent Gyms, and Education. We also help individuals create premium home gyms. We work alongside global partners such as Gold’s Gym, Snap Fitness, Anytime Fitness, Hyatt, Hilton and Mariott, to name a few. We pride ourselves in partnering with global brands as well as local independent gyms.
Contact Life Fitness/Hammer Strength
109A Lancaster Way Business Park,
Ely
CB6 3NX
United Kingdom
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