The New Fitness Facility at 23XI Racing: A Game-Changing Collaboration with Advantage Fitness

The New Fitness Facility at 23XI Racing: A Game-Changing Collaboration with Advantage Fitness

23XI Racing, a NASCAR Cup Series team co-owned by Denny Hamlin and Michael Jordan, has been making waves both on and off the track since its inception. Founded in 2021, 23XI Racing quickly expanded from a small team of 17 to over 100 employees in just a few short years.




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Advantage Sport & Fitness Expands to New England

Advantage Sport & Fitness Expands to New England

High-Quality Commercial Fitness Design and Equipment Now Available Across Six New States

Expanding Access to Leading Fitness Facility Solutions Across New England

We’re thrilled to announce that Advantage Sport & Fitness (ASF), North America’s largest distributor of commercial fitness equipment, is expanding its operations to serve the New England region. With a history of 37+ years in the fitness industry and partnerships with leading fitness brands like Precor, Peloton, Power Lift, and Escape Fitness, ASF is bringing our end-to-end fitness solutions to Massachusetts, Connecticut, Rhode Island, New Hampshire, Vermont, and Maine.

Whether you’re a developer, fitness facility owner, or institution leader, our new expansion means you have direct access to ASF’s full suite of fitness services, from planning and design to equipment installation and ongoing support, right here in New England.

Why ASF Chose to Expand into New England

ASF’s mission is to transform fitness visions into extraordinary fitness destinations that empower individuals, teams, and communities to thrive. The New England region’s growing demand for modern, functional, and expertly designed fitness facilities inspired ASF to bring its high-quality services here. By working alongside developers, corporate wellness centers, colleges, schools, multifamily complexes, and private fitness clubs, ASF aims to raise the standard for fitness experiences across New England.

“Expanding into New England aligns with our vision to offer best-in-class fitness solutions from Maine to Miami,” said John Murray, ASF’s Founder and President. “Our team is excited to bring a holistic approach to fitness facility design and equipment distribution to the communities across New England.”

A Complete Fitness Facility Solution for New England’s Markets

ASF’s expansion introduces a comprehensive approach to fitness facility design across New England. Our services include:

  • Customized facility planning and design to create spaces that balance functionality and aesthetics.

  • 2D and 3D renderings to bring your fitness vision to life and streamline the design process.

  • Access to top fitness brands, including Precor, Peloton, Power Lift, and Escape Fitness, ensuring premium quality in every installation.

  • Flexible financing and leasing options to meet your facility’s budget needs.

  • Delivery and installation services to keep your facility running smoothly.

This combination of services allows ASF to deliver not just equipment but a holistic fitness experience that caters to a wide range of markets, including:

Your Trusted Partner in New England for Fitness Equipment and Facility Design

ASF’s team of fitness equipment experts, designers, and installation technicians are ready to help New England’s fitness facilities reach new levels of quality and performance. From the initial concept to long-term maintenance, ASF is here to partner with you, ensuring your fitness facility meets the needs of your community.

Contact ASF to Elevate Your New England Fitness Facility

With a new team on the ground in New England, Advantage Sport & Fitness is ready to bring its expertise to fitness centers across the region. Whether you're planning a corporate gym in Hartford, a multifamily fitness center in Boston, or a college recreation facility in Providence, ASF is prepared to seamlessly build your project into an environment that inspires health, fitness, and community.

Interested in transforming your fitness space? Reach out today to discover how ASF can bring your vision to life and deliver a best-in-class fitness facility for your members, employees, or residents. Together, let’s build fitness spaces that empower New England communities to thrive.





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Rebuilding Excellence: The Transformation of Newnan High School’s Max Bass Sports Performance Facility

Rebuilding Excellence: The Transformation of Newnan High School’s Max Bass Sports Performance Facility

In the heart of Newnan, Georgia, Newnan High School faced an unexpected challenge in 2021 when a devastating tornado swept through, leaving significant damage in its wake. The aftermath forced their athletic training program to operate out of a temporary tent, which was far from ideal for a robust sports performance program




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Make Your Fitness Center Stand Out: Equipment Branding & Customization

Make Your Fitness Center Stand Out: Equipment Branding & Customization

In today’s competitive fitness landscape, making your gym stand out is crucial. Whether you’re outfitting a school, hotel, college, or corporate fitness center, custom gym equipment can elevate your space, creating a unique and inspiring environment for exercisers. At Advantage Sport & Fitness (ASF), we specialize in planning, installing, and providing custom branded gym equipment tailored to your specific needs. Here’s how our customization options can transform your fitness center.




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Top 5 Considerations When Choosing a Gym Equipment Provider

Top 5 Considerations When Choosing a Gym Equipment Provider

When it comes to setting up a gym or fitness center, one of the most critical decisions you'll make is choosing the right equipment provider. From design and installation to maintenance, the right provider can make or break your project. Here are five key factors to consider when selecting a gym equipment provider.




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Getting Started: The Basics You Need in a Gym or Fitness Center

Getting Started: The Basics You Need in a Gym or Fitness Center

Are you a contractor, architect, or developer gearing up to build a gym or fitness center? Whether it's for a university, a corporate office, or a community center, creating a space dedicated to health and wellness is a rewarding endeavor.  A well-designed gym not only attracts more exercisers but also enhances their fitness experience, leading to better retention and satisfaction.




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7 Things to Consider When Designing a New Gym Interior

7 Things to Consider When Designing a New Gym Interior

Gym design can make or break your fitness center. It is the foundation of your fitness space — affecting your long-term success. However, unless you are a professional, chances are that you have never designed a gym before. Our gym design experts are here to help! Let’s unpack 7 vital considerations for designing a new gym interior. 




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High Point University: Powerhouse at Panther Commons

High Point University: Powerhouse at Panther Commons

For an upcoming project in the residential Panther Commons building, Austen Coats Smith, the Associate Director of Campus Fitness at High Point University, was well aware of the positive and ongoing relationship between the university and Advantage. In the past, High Point has trusted our team to support their fitness facility projects including layout and design strategy, professional equipment suggestions, customization options and overall quality of customer service from beginning to end (and beyond).




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A New Fitness Amenity at Burlingame Country Club

A New Fitness Amenity at Burlingame Country Club

The Burlingame Country Club has created its own special sense of community. They are always striving to improve the center of that community—their clubhouse! They have been working through a 10-year plan to make improvements to spaces within the club.




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Interactive Fitness Equipment: The Latest Trend for Gyms and Fitness Centers

Interactive Fitness Equipment: The Latest Trend for Gyms and Fitness Centers

Gone are the days of monotonous gym routines. Fitness centers are embracing the latest technology, transforming workouts into engaging, personalized, and effective experiences. This surge in interactive fitness equipment is revolutionizing the way people approach their workouts, leading to increased engagement and improved results.




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