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Press Release

Director of Sales for Canada Appointed

October 18, 2019

Freemotion Fitness, the global manufacturer of premier fitness equipment, has appointed Sheldon Guy as Director of Sales - Canada, as it continues to actively enhance its operations in North America and worldwide.


Freemotion Fitness, the global manufacturer of premier fitness equipment, has appointed Sheldon Guy as Director of Sales – Canada, as it continues to actively enhance its operations in North America and worldwide.

With over 12 years’ experience in the fitness industry and over 20 years in sales, account management and new business development – which has included managing a customer base and portfolio of over $12 million dollars covering territories such as North America and Western Canada – Sheldon joins Freemotion from Matrix Canada, where he was the Director of Business Development for Western Canada.
In his previous role, Sheldon built a successful track record working with facility directors and program managers to install new equipment from a range of notable brands and demonstrate the return on investment (ROI).

Having also developed strategies for new brands coming into Canada during his career, Sheldon will add a wealth of experience to Freemotion’s Global Sales Team, as it continues to implement major growth plans and strengthen the brand’s presence on the world stage.

Marcy Spaulding, Director of Sales, said: “Sheldon is a highly skilled salesman whose strength is being able to develop strong relationships with customers. He is steadfast in his approach to delivering excellent customer service and brings with him a diverse range of experience, from project management and team building to market research and even coaching, which we can tap into – not only to develop the Freemotion brand in Canada, but also further afield.”

Commenting on his appointment, Sheldon said: “One belief I have in the sales process is that my job starts once the product has been installed. That’s where the real magic happens. We have to create a “concept” that allows business owners and directors to see the value in their investments. With so many great products and concepts being developed by Freemotion – from functional fitness to incline training – I’m looking forward to working with as many facilities as possible within Canada to ensure an enjoyable purchasing experience for all our customers and to help them realize the benefits and ROI from their new equipment.”

Sheldon continued: “This is an exciting new chapter for me at a time when Freemotion is really ramping up the gears in North America and beyond, so I’m delighted to join this amazing Sales Team and help drive forward my part of the global growth strategy.”

Although Freemotion is focused on propelling the brand to the next level, it recognizes the importance of hiring the right people to bolster its reputation of delivering outstanding customer service, upholding the company’s values. Outside of work, Sheldon’s infectious, upbeat personality, love for people, and dedication to helping others succeed are clear for all to see. Since 2009, he’s been coaching the Senior Girls basketball team at North Surrey Secondary in British Columbia (having played at a high collegiate level himself) and he’s also a basketball referee for the province.

With the view that education is the foundation to all success – making sure that a facility’s staff and members all know what’s going on, why and how they can get involved in every installation process – Sheldon possesses the attributes, energy and enthusiasm that Freemotion believes will make him an asset to the company moving forward.

Sheldon’s appointment follows the promotions of Chris McGill to Vice President of Global Sales and Marcy Spaulding to Director of Sales for North America, as well as the appointment of Leopoldo Torres as Sales Director for Latin America. By attracting and retaining some of the best talent in the fitness industry, it provides further evidence of Freemotion’s desire to make an even greater impact globally.




For more information, please contact Tom or Becca at AIM Content Marketing and PR at +44 (0)7940 722109 or via or


About ICON

ICON Health & Fitness is a global health and fitness leader and owner of iFit, NordicTrack, ProForm, Freemotion, and other fitness brands. Based in Logan, Utah, the 43-year old company has a multi-decade heritage of innovation, quality, and profitability. ICON and iFit currently hold more than 330 technology patents, with 80 pending, and its products are present in 116 countries. iFit workouts are streamed in English, French, German, Italian, Mandarin Chinese, Russian, Spanish, and Portuguese, with more languages planned for 2021.



For more than 20 years, Freemotion Fitness has been the global pioneer in fitness equipment and technology, introducing the world to cable-based strength training, the Incline Trainer, the first road simulating indoor bike, and is now leading the way in connected fitness. With science and innovation at its core, Freemotion questions how we work out in commercial fitness facilities, and then redefines it – creating products that deliver an unbeatable user experience and ultimately drive revenue for its partners.