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Sempteber 12, 2022

TRUE Fitness: Remaining TRUE to Integrity and Innovation

© TRUE Fitness

TRUE Fitness has become the oldest family-owned and operated company in the industry thanks to its focus on designing, building, and servicing excellent products.

Founded in 1979, TRUE Fitness has become a commercial and residential fitness industry leader. You may know their name and products, but we would also like to introduce you to the 'face' of the company – Frank Trulaske, Founder and CEO of TRUE Fitness since 1981.

Frank grew up in a family manufacturing business, primarily focused on commercial refrigeration and food service. Frank and his brother were both avid runners and athletes, dreaming of an opportunity in sports. 

The idea for TRUE Fitness started when Frank's father returned from a restaurant trade show with a residential treadmill in 1979. Over time, the duo had issues with quality and learned to repair the machine themselves. From there, they planned to create a better treadmill they could sell.

The brothers worked hard to make the American dream come true by spending long nights and weekends working on their premium treadmill design. "We were looking for a business concept to start our own company," Trulaske explains, "Over the next few years, we created prototypes of an improved treadmill design while working at our current full-time jobs."

Since its founding in 1981, TRUE's two core guiding principles are building the highest quality products and supporting them with superior service. Over the years, the fitness industry and the needs of its customers have evolved, but those principles remain the same. "I decided, if we are going to get in this business, we are going to be the best, number one treadmill. That was the product we made for many years, and that same philosophy is true today," said Mr. Trulaske.  

In keeping with their values, TRUE has always strived to equip its machines with the latest technology and safety features since the beginning, giving customers the best exercise experience possible while providing peace of mind. In 1987, TRUE introduced the first removable safety key on a treadmill. The following year, TRUE entered the commercial space by introducing the 900 Premium Commercial Cardio Line.

TRUE Fitness continues innovating and integrating many revolutionary advancements over its 40+ years. In TRUE fashion, TRUE added to its lineup of premium features with the addition of the Soft System®, orthopedic treadmill belt, HRC Heart Rate Control®, patented Soft Select®, and the addition of ellipticals, bikes, the TRUE Stretch®, Alpine Runner Incline Trainer, and climbers.

While the company was rapidly innovating, one principle remained TRUE – the commitment to putting their customers first. "I'm proud to look back on the product and legacy we've created," says Trulaske. TRUE Fitness has become the oldest family-owned and operated company in the industry thanks to its focus on designing, building, and servicing excellent products.