Interactively configure Hammer Strength rack and rig systems in 3D, then explore training facility designs in virtual reality.

Minneapolis, MN- April 10, 2018 Axonom, a global provider of visual and virtual product configurator software, today announces Life Fitness, the global leader in commercial fitness equipment manufacturing, unveiled its virtual reality training space solutions exhibit at the IHRSA International Convention & Trade Show in San Diego, CA.

In partnership with Axonom, the VR exhibit provided attendees with an immersive experience to visualize and explore Hammer Strength brand equipment in a preconfigured workout environment.

"The VR exhibit generated a lot of buzz in our booth," said Anthony Morelli, Sr. Marketing Manager at Life Fitness. "The attendees enjoyed how we used this technology to present Hammer Strength products in a fun, but realistic fashion. It gave them a first-person point of view how Hammer Strength HD Athletic system of rigs, racks and accessory storage solutions are configured and arranged in a training facility."

Life Fitness is leveraging visual and virtual technology to not only present, educate, and sell its fitness equipment to gym owners, but to help customers visualize a performance training space in their facility before ordering.

"Powertrak VR Product Configurator brings gym owners on an unprecedented buying journey," said Mike Belongie, COO at Axonom. "They can participate in the configuration process, visualize and virtually explore the layout, validate the design, and order with confidence."

Morelli adds, "Life Fitness is becoming the platform that connects the world to fitness. As we continue to evolve, Life Fitness plans to further integrate technology based solutions."



Life Fitness
Life Fitness is the global leader in commercial fitness equipment and game tables and furnishings. The company manufactures and sells its strength and cardiovascular equipment, billiards tables and accessories, and game room furniture under the brand names Life Fitness, Hammer Strength, Cybex, Indoor Cycling Group, SCIFIT and Brunswick Billiards. Its equipment is distributed to 166 countries. Headquartered outside Chicago, in Rosemont, Illinois, Life Fitness is a division of Brunswick Corporation (NYSE: BC). For more information, visit

About Axonom
Axonom is a worldwide leader in marrying Visual Configure, Price, Quote (CPQ) software with Virtual Reality (VR) experiences. Established in 2002, the developer of Powertrak 3D Product Configurator and VRoom enables sales, channel partners, and customers around the world to visually build products and design environments, then experience them in virtual reality.

Enriched with mobile extendibility, the Powertrak solution suite includes: Configure-Price-Quote, 2D/3D Visual Product Configurator, Virtual Reality Product Configurator, Guided Selling, and Web Portals. By delivering more transactions more efficiently through channels at a lower cost, Powertrak helps customers achieve greater profit potential. For more information, please visit