NOTTINGHAM based marketing agency collective The Boda Group has completed a deal to acquire a significant share of fitness equipment brand, Stourbridge based Versaclimber UK.
The Boda Group, which comprises digital marketing and PR agency Tank and brand communications agency Warbox, has initially acquired 24 per cent of the fitness business, and plans to double this over the next two years. The deal will see The Boda Group take responsibility for Versaclimber UK’s marketing and CX activity, and expand the brand across Europe.
Boda Group managing director Trevor Palmer has worked for Versaclimber UK as a PR consultant for more than 20 years, and was approached by its owner, Neil Kelford, to take a share of the business.
“I’ve worked with Neil since 2003 and have obviously come to know the cadence of the business through the sometimes turbulent waters of the fitness industry and I’m confident that the introduction of our team into Versaclimber, will help realise its ambitious European vision,” said Trevor.
Described by American podcaster Joe Rogan as “an awesome tool for conditioning” and famously used by ‘Rocky’ in the film of the same name, the Versaclimber was developed in the early 1980s to help NASA astronauts combat the effects of muscle loss in space. A gym, military and celebrity favourite due its calorie burning, total body workout prowess, the Versaclimber remains a staple in gyms across the globe.
The deal was handled by Boda Group commercial and strategic director Phil Kelsey, with legal support from corporate partner Michael Squirrell of Shakespeare Martineau.
Neil, owner and MD of Versaclimber UK for more than 30 years, added: “I am looking forward to working with the team as fellow directors. Trevor, Phil and their team know the product range well and have the energy, talent and a unique vision for taking the Versaclimber into thousands more homes and gyms across Europe.”