Audio visual and entertainment solutions provider, Atmospheric, has appointed Peter L Davies as its new sales director.

Formerly sales director at PowerSport, founder and managing director of Life Fitness operations in Europe and international vice president of Tectrix, Davies has recently been working as a management consultant with fitness equipment suppliers such Star Trac UK and Gym 80 and brings with him more than 25 years of health and fitness industry experience.

Commenting on his attraction to Atmospheric, Davies says: "This is a new challenge for me. Despite my many years of fitness sector experience, I have previously only worked with equipment suppliers but this role gives me the opportunity to work in the entertainment field. I was particularly attracted to Atmospheric because of their innovative, high-quality range of products and the high standard of business ethics within the company.

According to Atmospheric managing director Simon Spragg, Davies' initial brief will be to spearhead the company's growth into the international market place.