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21 Mar 2024

Steve Barton, former UK MD at Technogym, joins top team at Egym
BY Liz Terry

Steve Barton will drive growth in the UK market for Egym

Steve Barton will drive growth in the UK market for Egym
photo: Egym

Egym, which raised €207 million last year in new investment, continues to build its top team with the appointment of former Technogym MD, Steve Barton, as country director for the UK.

Barton spent 19 years with Technogym, five as MD, and has recently been working with German fit tech business, Skillcourt. He took up his post at Egym on 18 March.

Before joining Technogym, Barton led sales teams at Precor and Star Trac, as well as working as CEO of Trixter.

He will report directly to Marco Guiducci, Egym’s VP of international sales, who has been in the business for more than seven years.

Guiducci told HCM, “Securing Steve as our UK leader is a turning point for Egym’s presence in the UK, one of Europe's most important fitness markets. I'm certain Steve will elevate our operations in the UK to a completely new level.”

The company recently hired the former CEOs of Life Fitness – Chris Clawson – and Precor – Rob Barker – to power up its top management team in what is an increasingly substantial and competitive market.

Barker, who will work with Barton to develop the UK market, said: “Egym has big plans for the UK and Steve’s leadership is key. Many operators have put COVID behind them and are growing their service offering and digital integrations; it’s a great time to be at Egym”.

Barton said, “By partnering with Egym, health club operators have the opportunity to be leading players in the transformation of the world's largest market of all – healthcare – from repair to prevention.”

Approximately 16,000 clubs worldwide use Egym products and services.

Egym has followed a different path in growing its business, establishing an open platform from the outset, rather than developing proprietary systems and targeting the US market early on from its base in Germany before returning to Europe to commence growth there. It will also benefit from the Carbon Border Adjustment Mechanism (CBAM) which will favour companies that manufacture within the EU and raise costs for those manufacturing beyond its borders.



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