Deacons diversifies its lifestyle product


October 15, 2010 – Leading lifestyle retailer Deacons Kenya Limited has diversified its product offering with a Ksh60 Million investment in the Life Fitness brand which is gym equipment targeted at individual and commercial consumers.

The fast-growing retailer has unveiled a new, state of the art gym equipment store at the Sarit Centre offering high quality equipment under the brand name Life Fitness. The new brand complements the Deacons stable of leading lifestyle brands including Woolworths, Truworths, Mr Price, Mr Price Home, Identity, Angelo, Adidas and 4U2.

“We are very excited about the new addition to the Deacons family. Exercise is one of the most powerful things you can do to improve your health and wellness and the Life Fitness brand is all about better fitness for a better life” said Mr. Muchiri Wahome, the Chief Executive Officer, Deacons Kenya Limited, adding that, “helping people live healthier lives is more than just our business, it’s our passion.”

Muchiri also said that the company’s expanding range of brands has enabled it to cater to the lifestyle needs of a wide spectrum of consumers in the region. Life Fitness products are targeted to both home and commercial customers.

Deacons, through Life Fitness is committed to offering customers dependable, high quality equipment for use in their homes, at the office or the gym.

“Exercise is now becoming vital especially because of our sedentary lifestyle. At Life Fitness, we recommend our customers to adopt an exercise regimen that best fits into their daily program and also advise individuals on how to work out correctly and burn calories the right way,” said Mr Moses Olilo, General Manager – Deacons Sports.

Mr Paul Tergat, a legendary Kenyan athlete graced the launch event and lauded Deacons for their involvement in a world class brand that is used by athletes across the world. “For athletes, taking care of physical health is paramount to the profession. In addition to conditioning the body for the stress and strain and enabling it cope easily with any physical challenges, physical fitness also helps to maintain healthy weight that is ideal for sports’: he said.

“Physical fitness also increases endurance and the key to making this possible is to find the right exercise routine and equipment” added Mr Tergat.

Since 2007, Deacons Kenya Limited has been on a growth path to achieve its vision of being “the most trusted provider of desired lifestyle in Africa.” This vision is supported by the Deacons slogan which speaks of Deacons creating a lifestyle choice in the market. Through this brand, Deacons can express their passion for seeing people live and feel well.

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