Dick's to test Life Fitness offering

PITTSBURGH, Pa. Dick's Sporting Goods will test an offering of Life Fitness cardio and strength equipment in 20 of its Northeast stores with a store-within-a-store branded by Life Fitness.

The store design features room scenes and lifestyle graphics that put the equipment into everyday living settings, providing Dick's customers with an experiential, interactive shopping environment.

"We are always looking for ways to reach a new customer-base," said Tim Wild, vp of the consumer business for Life Fitness. "This opportunity with Dick's Sporting Goods allows us to do that, while also assisting Dick's in expanding upon their existing fitness offering."