Creative Fitness Marketing (CFM), the distributor of MYZONE products has appointed two fitness industry veterans to help and distribute MYZONE globally.

Mike Leveque, previously president and COO at Star Trac, has joined CFM as chief operating officer, while Phil Williams, formerly head of commercial and NGO partnerships for the Department of Health's Change4Life programme, is the company's new head of marketing and communications.

Dave Wright chief executive of CFM, said: "Their track records speak volumes. I am confident that they're the best people to join me in this new venture and work towards revolutionising how exercise is monitored and reported in a range of different environments."

MYZONE software makes movement measurable by using a heart rate belt to accurately monitor calorie burn, effort and heart rate.

Centred on a community-based concept, MYZONE records essential information and has been designed to reward effort.