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TRUE Fitness Announces New Sales Organizational Structure

August 22, 2023

TRUE Fitness, a leading provider of commercial cardio and strength equipment since 1981, is pleased to announce significant changes to sales leadership structure for both the Dealer/Distribution and Direct Sales teams.

In response to changing customer needs and to better streamline sales operations, TRUE Fitness has undertaken a comprehensive review of its sales operations. To foster a more customer-centric approach and optimize the sales process for both our dealer partners and customers, the following leadership changes have been made:

Dave Whitman, Retail Sales Manager

Welcomed back after 26 years previously with TRUE and 36 total years in the industry, Whitman will be the contact for all dealer retail stores, managers, and sales representatives for both TRUE and Octane brands. His knowledge of TRUE Fitness products is extensive, immediately benefiting the retail dealers and education of dealer retail staff.

Marshall Hansen, Distribution Director – North America

A newly formed role and responsible for the overall management and operations of commercial and retail distribution for both TRUE and Octane brands in North America. Hansen has been in the industry for over 35 years and with TRUE Fitness for over 27 years.

 Dean Bowrosen, Senior Distribution Director – Eastern Territory

John Talley, Senior Distribution Manager – Western Territory

Both industry veterans, they will be responsible for effective management of their respective territory for commercial dealers. They will direct and facilitate commercial dealer needs through their teams.

Kurt Parker, Director of Direct Sales

Responsible for the overall management of the Direct Sales Team, overseeing the execution of their strategic sales plan and operations for both the TRUE and Octane brands. A fitness industry veteran of over 30 years, Parker served as the National Sales Manager with Octane Fitness before the acquisition by TRUE Fitness.

“At TRUE Fitness, our customers are at the heart of everything we do”, said Matt Hacker, TRUE Fitness COO. “These changes reflect our commitment to continuously improve our offerings and elevate the level of service we provide. By empowering our sales team with specialized expertise and agility, we are confident that we’ll strengthen our relationships with our partners, drive growth, and achieve even greater success together.”

“Our team is already hard at work to ensure a smooth transition. We’re excited about the positive impact these changes will have on our customers and look forward to serving them even better in the future,” said David Trulaske, CMSO.

The sales team structure changes are effective immediately. TRUE Fitness dealers and customers can contact their sales representative for more information.


About TRUE Fitness

TRUE Fitness has been manufacturing premium fitness equipment since 1981. Providing innovative product via both the TRUE and Octane brands, we offer a customer-first approach while designing, building, and servicing excellent cardio, strength, and functional training equipment. Learn how TRUE’s responsive service, superior quality, and product design expertise make TRUE Fitness your trusted partner in fitness before, during, and after the sale. To learn more visit truefitness.com.