The Human Drive Behind Quality
Every great brand is built on a promise. At Core Health & Fitness, that promise is made and kept by people. From the engineers who refine each weld and circuit to the service teams who know every product by heart, quality and service are more than departments—they’re the heartbeat of everything we do.
“Our respect for superior quality is a passion shared by every Core employee, from the factory floor to our founder,” says Joe Travers, VP of Global Product Development & Quality. “We’ve paused entire business initiatives to ensure we’re meeting higher standards because we know every product and every service interaction reflects who we are.”
That shared ownership—the pride in doing things right—has made Core a benchmark for reliability and trust in commercial fitness. Behind every treadmill, selectorized machine, and service call is a culture of collaboration, care, and continuous improvement.
At Core, quality isn’t inspection; it’s intention. Every decision is guided by a simple question: Would we trust this in our own facility?
Smarter Processes, Better Products
Between 2023 and 2024, Core set out to elevate product quality across every brand line. After years of innovation, the focus turned to refinement—perfecting the fit, feel, and performance that define long-term excellence.
“We enhanced the fit and finish of all our strength lines to ensure they look perfect out of the box and maintain that quality for years,” Joe explains. “We also reduced issue rates on our iconic features like Lock-N-Load® switches and the HexDeck® System on the Star Trac 10TRx—two innovations that define our legacy.”
This evolution built a foundation for longevity. Fewer warranty claims, tighter tolerances, and faster installations are now the norms.
At the same time, Ella Verhees, Director of Product for Star Trac & StairMaster, led a digital transformation that redefined how Core supports operators’ evolving needs.
“A common pain point across our cardio line was being capped by technology limitations,” Ella says. “Starting in 2024, we transitioned our display operating system to Android, opening the door to faster updates and smarter integrations. Whether it’s adding a new app or deploying a fix, we can now evolve at the pace of our customers.”
That shift created a connected cardio ecosystem that delivers data-driven insights, identifies usage patterns, and enables proactive solutions before issues ever reach the floor. It’s design and dependability working hand in hand.
A Quality Process Built on Collaboration
Core’s product development process reflects the voices of those who use, install, and maintain the equipment every day.
- Multi-perspective design: Each new product is developed with input from facility owners, operators, installers, and service professionals.
- Real-world feedback: Customer insights and service data shape every design iteration.
- Mega Testing: Equipment is pushed to its limits in internal “stress tests” that replicate years of usage before entering beta.
“We know success means exceeding expectations for everyone who interacts with our equipment,” Joe says. “If it’s intuitive to service, easy to install, and loved by users, we know it meets our higher standard.”
This collaborative, data-informed approach shaped the Next Generation Star Trac and StairMaster 8 and 10 Series Cardio. Paired with the Apex Console, these systems introduced over-the-air updates and real-time diagnostics, drastically reducing installation time and error codes. The result: less downtime, more uptime, and equipment that performs flawlessly year after year.
Designing for Dependability
Dependability doesn’t happen by accident—it’s engineered into every process. Core’s new Mega Testing initiative exemplifies that commitment.
“After mechanical testing, our products face internal challenges where employees push them to their limits—sometimes 100 hours of nonstop use in five days,” Ella explains. “These trials simulate real-world intensity most facilities will never experience. By the time our products reach beta testing, we already know they’re battle-tested.”
External beta partners then put new models into operation under real facility conditions. Every sound, vibration, and data point informs the final design. The goal isn’t to pass a test—it’s to earn trust.
That same precision extends across Core’s manufacturing network.
“Quality starts with clarity,” Joe says. “We set clear expectations through detailed engineering specs and humanize those relationships through collaboration. It’s not just about contracts—it’s about shared understanding of what best-in-class means.”
Every component is verified through supplier QC reports and Core’s own inbound inspections, creating a supply chain built on accountability and mutual respect.
Dependability also shows up in the smallest details.
“One of my favorite updates is the wrap-around seat adjustment on the Star Trac Recumbent Bike,” Ella shares. “It allows users to adjust from either side—no confusion, no awkward reach. Another is the adjustable elbow rests, added after noticing users’ arms tiring during long rides. These small touches make a big difference.”
That same mindset drove proactive upgrades like the 2023 FreeRunner treadmill HexDeck enhancement, which improved in-field units to near-zero downtime. Core didn’t wait for problems—it led with foresight.
Through testing, supplier collaboration, user-centered design, and proactive upgrades, Core continues to redefine dependability as a living standard, not a label.
Service as a True Partnership
Quality and service are inseparable halves of one promise. As equipment evolves, service must evolve too—with smarter tools, faster response times, and a deeper understanding of customer needs.
“The launch of Next Gen Cardio with Apex Consoles changed everything,” says Jon “JT” Thiel, VP of Global Customer Support & Installs. “We’ve moved from reactive support to proactive problem-solving. Real-time visibility into equipment data allows us to troubleshoot remotely, push updates, and resolve issues before they disrupt operations.”
The impact has been immediate: out-of-box issues are down, error reports have decreased, and many fixes now happen with a few clicks instead of a service visit.
But the real difference is people. Agents like Kimberly Hicalde, praised for “lightning-fast” support; Joey Talley, known for seamless parts ordering; and Angelyca Oao, recognized for her kindness and problem-solving—all embody Core’s belief that service is both personal and professional.
“We built systems like AgentForce and Core Connect to empower our people,” JT explains. “AI helps us triage smarter, but human expertise creates the experience. That’s why we’ve expanded training from biannual to quarterly—and soon, monthly—certifications. We’re scaling globally while keeping the personal touch.”
With a 1.3-minute average hold time and a 90% first-time fix rate, Core’s service operation is now a model of operational excellence. For operators, that means less downtime and more confidence in every piece of equipment.
Predictive Maintenance and the Future of Service
The future of service is predictive—and Core is already there.
Through connected consoles and real-time monitoring, the service team can now spot early signs of wear or software irregularities before they become problems. “We’re not waiting for calls anymore,” JT says. “We’re building systems that alert us and the customer before an issue occurs.”
Preventive maintenance programs with partners like Crunch, JD Gyms, and YMCA facilities across the U.S. and U.K. provide another layer of protection. Weekly Service Bulletins through Core Connect help operators stay ahead of maintenance and protect their investment.
Looking ahead, Core’s 2026 vision is clear: automated workflows that create service cases before a customer even notices an issue. That’s not just responsive service—it’s anticipatory support.
Real Stories, Real Confidence
Proof of quality lives in the field.
Long-time partners like Total Body Experts praised the Star Trac 4TR Treadmill for its “maintenance-free operation,” “exceptional stability,” and “true commercial feel in a compact footprint.”
Installers have highlighted intuitive wiring paths on Apex Console housings, while operators report faster part delivery and lower maintenance costs. These real-world stories echo one truth: better design leads to better trust.
Core’s Earned Advocacy Score (EAS) reinforces that success—averaging a world-class 64 YTD and climbing to 75 in Q3. Escalations and repeat calls are down. Customer confidence is higher than ever.
The data and dialogue point to the same conclusion: quality creates trust, and trust builds loyalty.
Pride in Progress
Core’s transformation isn’t just organizational—it’s personal. Every improvement stems from a shared belief that better systems create better experiences.
Recent milestones include:
- Expanded service training from biannual to quarterly (and soon monthly) certifications.
- Upgraded internal platforms like AgentForce and Core Connect for faster response times.
- Enhanced product platforms like the Apex Console for smarter serviceability.
- Stronger cross-department collaboration to eliminate issues before they reach the field.
JT’s own journey—from Level 1 Field Service Agent to VP of Global Support & Installs—mirrors Core’s evolution. “It’s not about climbing the ladder,” he reflects. “It’s about helping others do the same. Everything we build—from systems to training—is designed to make life better for our people and our customers.”
Joe agrees. “What makes the Apex Console special is how it represents our process,” he says. “When you study market needs and pair them with the right technology, you create a product that performs and inspires. The growth of our Next Gen Cardio Series proves what happens when quality meets vision.”
Together, these leaders—and every team member behind them—are shaping the next chapter of Core Health & Fitness.
The Core Promise
“Quality and service aren’t checkboxes,” Joe concludes. “They’re a continuous promise—one we make to every customer, every day.”
Through innovation, accountability, and collaboration, Core is defining what best-in-class really means for the global fitness industry: equipment built to perform, people dedicated to supporting it, and a partner who delivers confidence through every rep, ride, and climb.
Design. Deliver. Evolve.
That’s the Core of customer confidence.