---
title: "Precor Distributor Advantage Sport & Fitness Gets Acquired"
url: https://burnaze.com/article/5afd07c6-8a96-4ff6-a482-e3c46ac7e77b
source: "Athletech News"
original_url: https://athletechnews.com/precor-distributor-advantage-sport-fitness-acquired/
author: "Josh Liberatore"
category: "Gym & HVLP"
industry: "Fitness"
segment: "Gym & HVLP"
topics: ["Finance & M&A"]
published: 2024-12-17T14:00:06.000Z
modified: 2026-10-31T17:32:43.365Z
image: https://athletechnews.com/wp-content/uploads/2024/12/BW6I2320.webp
---

# Precor Distributor Advantage Sport & Fitness Gets Acquired

**TL;DR:** The Amenity Collective has acquired Advantage Sport & Fitness, a top distributor of fitness equipment for brands including Precor and Peloton. The acquisition makes LIVunLtd, an Amenity Collective entity, North America's largest distributor and servicer of fitness equipment.

*By Josh Liberatore, originally published in Athletech News on 2024-12-17. [Read the original](https://athletechnews.com/precor-distributor-advantage-sport-fitness-acquired/).*

## Key facts

- Amenity Collective acquires Advantage Sport & Fitness
- LIVunLtd becomes North America's largest distributor
- ASF serves clients in multi-family housing and hospitality

## Story

The Amenity Collective, a provider of facilities management services across the aquatics, fitness and recreation industries, has acquired Advantage Sport & Fitness (ASF), a top distributor of fitness equipment for brands including Precor, Peloton, Escape Fitness and Power Lift, the sides announced.

With the deal, Advantage Sport & Fitness will become part of LIVunLtd, an Amenity Collective entity that provides facility management, fitness equipment, programming and consulting services. LIVunLtd now becomes North America’s largest distributor and servicer of fitness equipment, according to the Amenity Collective.

“We’re thrilled to partner with such a talented, high-performance team of great people and business professionals,” Amenity Collective CEO Brian Sheehan said of the acquisition. “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.”

## Company background

Founded in 1987, the Ithaca, New York-based Advantage Sport & Fitness serves as the exclusive distributor of Precor equipment on the East Coast of the United States, and also represents brands including Peloton, Escape Fitness and Power Lift. ASF also provides facility design and equipment selection services.

Last month, ASF expanded into the New England region, giving it a presence in states stretching from Maine to Florida. The brand serves clients in sectors including multi-family housing, high school and college athletic facilities, hospitality fitness centers, country clubs, and personal training/boutique fitness studios.

## Future plans

“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,” ASF president, founder and co-owner John Murray said of the deal. “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 defined Advantage Sport & Fitness,” Murray added.

## Entities

- Fitness (sector)
- Athletech News (publication)
- acquisition (topic)
- Josh Liberatore (person)
- Peloton (company)
- fitness equipment (topic)
- facility management (topic)
- Precor (company)
- distribution (topic)

---
Originally reported by Josh Liberatore, Athletech News (https://athletechnews.com/precor-distributor-advantage-sport-fitness-acquired/). Summarized by Burnaze (https://burnaze.com/article/5afd07c6-8a96-4ff6-a482-e3c46ac7e77b).