Notts fitness firm flying high with ICAROS deal

Ray Needham on ICAROS

A Nottinghamshire fitness equipment business has celebrated its 30th anniversary by announcing a major distribution partnership with a virtual reality fitness machine – ICAROS.

Fitness Options, based Kirkby-in-Ashfield, supplies home and commercial fitness equipment alongside the design and installation of bespoke home gym solutions.

Now, as the UK explores a new relationship with the EU, Fitness Options is working closely with the German manufacturer as it seeks to bring a new experience to the UK fitness market.

The ICAROS is a virtual reality experience to make exercise not only effective but fun, according to Ray Needham, who co-owns Fitness Options with Wendy Howe and Karl Viner: “We are celebrating our 30th anniversary of business this year and whilst we fondly look back on the last decade, the future is far more exciting, especially as fitness equipment evolves to become more immersive, as we have seen with the success of virtual reality spin classes.

“Securing ICAROS is however quite a coup for us, as nothing like this has even been seen in the UK before. It is an incredible piece of fitness equipment that challenges the body and the mind and is a very immersive experience.

“We look forward to showcasing ICAROS at our showroom here in Nottinghamshire but also on the road as it really is a very eye-catching piece of technology that captures the imagination.”