Vancouver, WA, Sept 1, 2020 – Core Health & Fitness is thrilled to announce the appointment of Michel Somford as Director of European Sales. Michel has over 25 years’ experience in the fitness industry and has been brought in to lead European sales for the business.

Michel’s previous roles include ownership of an importation and distribution business focused on commercial health and fitness equipment in the Caribbean. Prior to that Michel spent 10 years at Precor where he managed the regional business in Benelux leaving it in a strong position operationally and with competitive sales.

“With Michel’s entrepreneurial nature and experience of working across International businesses, he is exactly who Core Health & Fitness needed to drive sales growth across the European region which is one of the most important opportunities for Core Health & Fitness in 2021. Michel has been hired not only for his strong leadership skills but also for the fact that he fits our company Core Values,” said Kevin Malanga, VP of Business Development and Customer Finance for Core Health & Fitness. Michel is experienced both at distributor level and across multi-regional direct sales operations making him the perfect fit to lead the European sales business across all channels; key accounts, direct sales and through a well-established distribution network.

Michel has worked on many projects over his 25 years in the industry from concept development, brand positioning and sales & operations, understanding the fitness industry from an operations perspective and as an equipment supplier. Michel said, “I’m truly excited to be joining Core Health & Fitness, my experience managing customer relationships and my ability to lead and coach sales teams along with my passion for the fitness industry all come together here. I look forward to developing sustainable relationships with our customers and want to contribute to continuing Core’s success story.”

Michel will be based out of Belgium and can be reached at [email protected].

About Core Health & Fitness

Core Health & Fitness is more than gym equipment, we offer innovative solutions for all your facility needs. Whether working with us directly or through our partners and distributors world-wide, we provide the highest quality equipment backed by a service and support team that will always go the extra mile to get you what you need, when you need it. Partner with us and see how our Core Values motivate our every decision.

Visit us at


Unit 4, The Gateway Centre, Coronation Road, High Wycombe, Buckinghamshire HP12 3SU


+44 (0) 7885 554756

For image requests and more information please contact Eve Rodwell-Davies; [email protected] or call 07885 554756.