We’re Life Fitness For A Reason

Helping people live healthier lives is what we do, and the devotion to that goal starts with our employees.

Life Fitness is the global leader of the fitness industry. Our commercial, professional and home fitness products have a reputation for being durable, reliable and on the cutting edge of both technology and design. We’re proud of our nearly five decades of experience and our history as a fitness industry pioneer, but there’s more to it than that.

The culture at Life Fitness revolves around what our products stand for—active and healthy living. Gym bags are just as common as coffee mugs at our global headquarters outside of Chicago, and at our nine other offices worldwide. Our product showrooms double as employee gyms. Group workouts are a staple of the lunch hour.

The best way to know everything we can about our fitness products is to use them. Promoting a healthy lifestyle is easier if we practice what we preach.

 Life Fitness New Zealand

Advance Fitness Distribution, trading as Life Fitness, have been leading the New Zealand fitness equipment market for six years. Our managing directors, Shane and Amanda Verhoeven, purchased Life Fitness in 2010, and have been dominating ever since.

Life Fitness has grown from a 2-man team working out a third bedroom in a family home, to having 20 full-time staff members in a brand new purpose-built distribution and production facility with office and showroom spaces.

The world renowned equipment brand, Life Fitness, is the mother brand for Advance Fitness with increasing demand for this product in New Zealand.

Thanks to a global network of support and resources at our fingertips we are able to deliver unparalleled service to you.

Other key brands include Hammer Strength, SCIFIT, Keiser, ZIVA, and Pavigym.

 Our Mission

Our mission is to be the first choice for fitness equipment in the commercial and consumer markets in New Zealand and the Pacific Islands by delivering outstanding customer service and high-quality product.

Other key brands include Hammer Strength, SCIFIT, Keiser, ZIVA, and Pavigym.



Shane Verhoeven

Managing Director


Amanda Verhoeven

Managing Director


Lucy Lloyd-Barker

General Manager


Nick Cheesman

Sales Manager – Northern Territory


TK Te Kata

Refurb Technician


Shaun Beamsley

Install Technician


Rob Downie

Service Technician – Central North Island


Rory Chesham

Operations Manager


Nathan Clarke

Sales Manager – Southern Territory


Chris Field

Electronics Technician


Shayne Jordaan

Install Technician


Wayne Eaton

Refurb Technician


Mike Holcroft

Service Technician – South Island


Steve Grant

Service Coordinator


John Nichols

Service_Technician – Lower North Island


Ross Allen

Service Technician – Upper North Island


Jack Hunter

Parts Coordinator


Ben Sat

Inventory Control


Lili Jiang

Administration Support