Advantage Sport & Fitness acquired by FirstService, Joining The Amenity Collective
We are excited to announce that Advantage Sport & Fitness has been acquired by The Amenity Collective, a wholly owned subsidiary of FirstService Corporation (NASDAQ:FSV), effective January 1, 2025. This partnership marks a new era for ASF, allowing us to access unparalleled resources and expertise while staying true to our values and mission. The acquisition by The Amenity Collective will also establish a partnership between ASF and LIVunLtd, a premier division of The Amenity Collective specializing in fitness and wellness facility management.
What This Means for ASF
This acquisition provides us with the tools and opportunities to strengthen our position as a leader in commercial fitness solutions. With the backing of FirstService and The Amenity Collective, we can expand our reach, refine our services, and continue delivering exceptional value to our clients. Importantly, we will retain our unique culture, values, and commitment to innovation, ensuring that ASF remains the trusted partner for fitness facility design and equipment solutions.
The Benefits of This Partnership
The Amenity Collective brings decades of experience and a proven track record of supporting businesses like ASF. Through this partnership, we gain access to additional resources, advanced technology, and industry-leading best practices. This will enable us to:
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Strengthen client relationships through enhanced service capabilities.
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Expand into new markets while deepening our presence in existing ones.
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Invest in our team with new training, tools, and opportunities for growth.
Frequently Asked Questions
- What does this acquisition mean for ASF?
Advantage Sport & Fitness is joining The Amenity Collective to leverage their resources and market reach, which will allow us to grow our business, expand our capabilities, and better serve our customers.
- Will the ASF brand name remain the same?
Yes, the Advantage name and brand will remain intact. The Amenity Collective values Advantage’s reputation and relationships with customers and will support Advantage in maintaining brand identity.
- Does this change the way customers work with Advantage?
There will be no disruption to the day-to-day experience customers expect from Advantage. The original Advantage ownership team, including John Murray, John Pfuntner, and John Marcotte, will remain actively involved in the business, ensuring consistency and continued dedication to serving the company’s clients and employees. By joining forces with The Amenity Collective, we’re poised to elevate our services and deliver unparalleled value to our clients, team members, and vendor partners.
The Next Chapter of ASF
This acquisition is more than a business decision; it’s a partnership that reflects our shared vision of excellence and growth. Together with The Amenity Collective, we will build on our success and create new opportunities for our clients, partners, and team. We’re excited about the future and look forward to continuing this journey with you.
Together, we are building an enduring, great company that transforms visions into fitness destinations.
