The Amenity Collective, North America’s leader in full-service facilities management across the fitness, aquatics, and recreation industries, is pleased to announce the strategic acquisition of Advantage Sport & Fitness, a premier tness equipment distributor and facility design provider in the United States. As part of the acquisition, Advantage Sport & Fitness Inc. will be partnered with LIVunLtd, creating North America’s largest distributor and servicer of tness equipment, expanding its reach in new and existing markets.
“We’re dedicated to building lasting relationships with successful brands, and our partnership with Advantage Sport & Fitness aligns seamlessly with our organization’s growth vision,” said Brian Sheehan, CEO of The Amenity Collective. “We’re thrilled to partner with such a talented, high-performance team of great people and business professionals. Now, as North America’s largest fitness distributor, we’re eager to combine our resources and decades of experience to create added value for stakeholders, additional opportunities for our team members, and continue delivering the exceptional service our clients rely on.”
Advantage Sport & Fitness, based in Ithaca, NY, and established in 1987, is renowned for its exclusive distribution of Precor Fitness Equipment on the U.S. East Coast and partnerships with leading fitness brands, including Peloton, Escape Fitness, and Power Lift. Recent expansions into the Mid-Atlantic and New England regions and the establishment of a new 51,000-square-foot warehouse in Greenville, South Carolina reflects the company’s commitment to scalability and service innovation.
“Our vision has always been to build an enduring, great company, and this partnership with The Amenity Collective and LIVunLtd ensures that vision continues to be our reality,” said John Murray, President, Founder, and Co-Owner of Advantage Sport & Fitness Inc. “After nearly 40 years of hard work and dedication, this milestone represents not just our growth, but the remarkable contributions of those who have been part of our journey. Alongside my partners, John Pfuntner and John Marcotte, we are proud to remain actively engaged, guiding our clients and team members through this exciting new chapter while upholding the service excellence that has always denied Advantage Sport & Fitness.”
With Advantage Sport & Fitness Inc. joining The Amenity Collective through LIVunLtd, the organization will gain access to expanded resources and enhanced premium fitness equipment distribution and services. “This acquisition strengthens LIVunLtd’s ability to scale operations, improve distribution efficiencies, and drive continued innovation in fitness and wellness facility management,” explained Lisa Kendall, CEO of LIVunLtd. “We’re excited to pool our resources and welcome this exceptional company to the LIVunLtd family.”
About The Amenity Collective
The Amenity Collective, a wholly owned subsidiary of FirstService Corporation (NASDAQ: FSV), is North America’s leading provider of full-service facilities management across the aquatics, fitness, and recreation industries. With over 40 years of expertise and a hospitality-centric approach, the company generates $400M+ in annual revenue and operates 16 brands across the United States and Canada. Backed by a dedicated team of 1,200+ full-time and 10,000+ seasonal team members, The Amenity Collective delivers customized services—design, staffing, construction, consulting, and operations—to supercharge long-term success for clients and their aquatics, recreational, and hospitality spaces. Discover more at amenitycollective.com.
About Advantage Sport & Fitness Inc.
Advantage Sport & Fitness is one of the largest and most respected fitness equipment distributors and facility design experts in the United States. From its inception in 1987, Advantage has grown to become the nation’s top distributor of Precor equipment. Serving a wide array of clients from corporate and multifamily fitness centers to high school and university athletic facilities, Advantage has built a reputation for quality products, outstanding service, and trusted partnerships.
