F1: Williams team renews with minor sponsor

Williams Racing today announced the extension of its partnership with Life Fitness, the global leader in commercial fitness equipment.

Now in its sixth year, the partnership will see the continuation of Life Fitness as Official Fitness Equipment Supplier to the British-based Formula One team for the next five years.

As part of the extended agreement, the gym onsite at the Williams headquarters will be refurbished with the latest equipment from the Life Fitness Family of Brands, which includes Life Fitness, Hammer Strength, Cybex and ICG®. The training facility will be used by Williams’ staff, including the team’s drivers, when onsite at the team’s base in Grove.

This upgraded facility is the fourth Life Fitness Experience Hub, joining sites in Chicago, Barcelona, and Hong Kong as part of the equipment manufacturer’s dedication to creating a benchmark in innovation in the world of fitness. Each Experience Hub is uniquely designed to showcase the future of equipment, digital connectivity, and fitness experiences, with visitors invited to learn more about industry trends and solutions onsite at Williams HQ.

James Bower, Commercial Director for Williams Racing, said: “As a Formula One team, performance and innovation are at the core of what we do, so we are pleased to be extending our partnership with Life Fitness and to continue providing state of the art fitness equipment to all our staff in our gym and training facilities here at the factory.”

Frank van de Ven, Vice President International for Life Fitness, said: “Our partnership with Williams Racing is one with many shared values. Innovation, excellence, world class engineering and performance are principles that are at the core of both organizations, and we are very proud to continue our relationship with a team with such a strong heritage in Formula One.”

Van de Ven added, “The partnership provides us with the opportunity to not only showcase our work in elite sport but also in corporate fitness, as we work with the Williams team to deliver an upgraded facility to support the health and wellbeing of all its staff.”