ST Fitness Elliptical Review Index
General Information:Star Trac launched the ST Fitness brand to the specialty market two years ago but has quickly morphed this brand, along with Ironman as a catchall for their consumer business with very mixed results. The ST Fitness brand can still be found in specialty stores but you will also find it online, in sporting goods stores and in mass market channels. In our opinion, the financial restructuring of Star Trac in 2010 was, in part, a result of the retail push causing Star Trac to take their eyes off the ball of their core business.
Manufacturing Philosophy:Star Trac is targeting the ST Fitness brand to fill a niche in the light commercial market for specialty dealers and for a higher end product for the online and mass market channels. They are putting good quality components in the machine and trying to make money on reduced margin. This can work if they keep their overhead low enough but apparently, the financial downturn has caused the margins to become too tight.
Company Outlook : Star Trac is big in the club market because they are a value alternative and cheaper products will always sell well. We would expect them to be around for product support for a long time, especially with their new Asian investor.