Acquisition significantly bolsters The Amenity Collective’s fitness and recreation division, enhancing capabilities and market reach

OWINGS MILLS, Md., December 17, 2024–(BUSINESS WIRE)–The Amenity Collective, North America’s leader in full-service facilities management across the fitness, aquatics, and recreation industries, is pleased to announce the strategic acquisition of Advantage Sport & Fitness Inc., a premier fitness equipment distributor and facility design provider in the United States. As part of the acquisition, Advantage Sport & Fitness Inc. will be partnered with LIVunLtd, creating North America’s largest distributor and servicer of fitness equipment, expanding its reach in new and existing markets.

“We’re dedicated to building lasting relationships with successful brands, and our partnership with Advantage Sport & Fitness aligns seamlessly with our organization’s growth vision,” said Brian Sheehan, CEO of The Amenity Collective. “We’re thrilled to partner with such a talented, high-performance team of great people and business professionals. Now, as North America’s largest fitness distributor, we’re eager to combine our resources and decades of experience to create added value for stakeholders, additional opportunities for our team members, and continue delivering the exceptional service our clients rely on.”

Advantage Sport & Fitness, based in Ithaca, NY, and established in 1987, is renowned for its exclusive distribution of Precor Fitness Equipment on the U.S. East Coast and partnerships with leading fitness brands, including Peloton, Escape Fitness, and Power Lift. Recent expansions into the Mid-Atlantic and New England regions and the establishment of a new 51,000-square-foot warehouse in Greenville, South Carolina, reflect the company’s commitment to scalability and service innovation.

“Our vision has always been to build an enduring, great company, and this partnership with The Amenity Collective and LIVunLtd ensures that vision continues to be our reality,” said John Murray, President, Founder, and Co-Owner of Advantage Sport & Fitness Inc. “After nearly 40 years of hard work and dedication, this milestone represents not just our growth, but the remarkable contributions of those who have been part of our journey. Alongside my partners, John Pfuntner and John Marcotte, we are proud to remain actively engaged, guiding our clients and team members through this exciting new chapter while upholding the service excellence that has always defined Advantage Sport & Fitness.”

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