Life Fitness’s new fitness range takes working out to a whole new level. But navigating complex B2B buyer journeys has been keeping marketing boss Harry Damen on his toes.

Life Fitness noted that gym members cancel memberships at a rate of 30 percent a year. That churn is brutal and the bet is better fitness management tools can improve retention.

Life Fitness was spun out in May 2019 when Chicago-area boat company Brunswick Corp. sold the fitness division to KPS Capital Partners of New York for $490 million in cash.