Life Fitness is merging its UK and Continental European operations with immediate effect in a move designed to promote further international growth.

The newly integrated business will be led by Frank van de Ven, Managing Director for continental Europe, Middle East and Africa since 2004, who now becomes Vice President-Europe, Middle East and Africa (EMEA).

As part of the restructure, Chris O'Connor, Managing Director for Life Fitness, UK Ltd, will be leaving the business to explore other interests.

Director of Key Accounts (UK), Peter Rigg will assume additional responsibilities for multi-region accounts across EMEA as the MRA Director.

Arron Williams, currently Life Fitness Academy (UK) Manager, takes up the new position of Manager, EMEA Customer Solutions, where he will work closely with the sales and marketing teams across the EMEA region to analyse changing competitive factors and industry trends.