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Inside Outdoor | FALL 2020 38 By Gerald Baldino Fitterfirst: Leading the World to Better Balance P eople everywhere are struggling right now from a general lack of movement and physical activity due to the ongoing pandemic. Ac- cording to a scientific study that was recently posted in Cambridge Open Engage, people who were meeting ex- ercise guidelines before the pandemic have reduced physical activity by 32 percent, while people who were already sedentary have largely remained so. As such, there is strong demand right now for exercise equipment that can al- low people to stay active in their living rooms and home offices and avoid be- coming overly sedentary. Enter Fitterfirst, a Calgary-based manufacturer of func- tional exercise, conditioning and rehabili- tation solutions that are helping promote the idea of movement and balance as core elements of a healthy lifestyle. Now in its 36th year of business, Fitterfirst has emerged as a global mar- ket leader in this space, offering a full portfolio of high quality, Canadian-made exercise products such as balance boards, exercise balls and mats and ac- tive sitting and standing solutions. Fitterfirst is the brainchild of president and founder Louis Stack. As the story goes, Fitterfirst was launched shortly after Stack — a competitive speed skier — sustained an injury at the age of 23 that required multiple surgeries to his left knee and both his feet. As a result, his balance was severely impacted. “The proprioception in my body was so bad I didn’t have much confidence in mobility,” Stack explained. To restore his balance, Stack de- signed a device called the Pro Fitter, a cross training ski machine that moves laterally, helping to improve coordina- tion and stability. The prototype worked and helped Stack to restore his bal- ance and resume skiing activities. According to Stack, the device im- pressed Canadian Olympians Todd Brooker and Nancy Greene (Canada’s Female Athlete of the 20th Century), who were both recovering from injuries at the time. Stack realized he was onto some- thing, as he had a product that could help users with knee, ankle and hip problems to recover and regain their skillsets. So, he went back to Calgary, built more de- vices under the Fitterfirst name and be- gan selling them door-to-door. With the help of the Pro Fitter, Stack recovered to the point where he made Canada’s national and World Cup speed skiing teams. He spent five years racing professionally for Canada, and during that time he brought his product with him on his world travels — expos- ing the Pro Fitter through three Olympic Games and to international audiences. Since then, Fitterfirst has been con- tinuously growing and innovating. The company has expanded into several different markets including active of- fice, daily living, clinics, gyms and even classrooms. Fitterfirst also has a grow- ing corporate sales line, with bulk dis- counts available for large orders. “We kept bootstrapping and show- ing our product to people,” Stack con- tinued. “Most importantly, I listened to my physical therapist who told me about other products that were in demand. This helped us expand into products like balance boards, where we are now the world leader.” Today, most outdoor specialty re- tailers selling Fitterfirst’s products offer them alongside other products that en- courage healthy living. Some retailers are also buying Fitterfirst’s products for employees, to improve their health and happiness and help spark conversa- tions with customers. “We’ve seen some really good suc- cess stories with retailers that have adapted the philosophy of encouraging prevention and maintenance, and help- ing customers make better decisions with their hard-earned work dollars. Because the reality is that most people are not out hiking every day. A lot of them are in the office and at home and need to stay ac- tive to stay in shape and maximize their outdoor experiences,” said Stack. Selling active lifestyle solutions and encouraging more physical activity can help customers take better care of themselves — and come back to buy more outdoor recreation products. “If you practice stability every day, you will age more gracefully, have less injuries and stay healthier and have a higher qual- ity of life,” Stack said. “It’s that simple.” Stack concluded by explaining that while time and gravity may have their way with us, there are things you can do to stave them off. “We encourage a daily routine that incorporates frequent movement,” Stack explained. “We like to promote our friend SAM (practice stability in daily living, to improve agility at play, and enhance mobility for life). With a stronger core, better balance and an enhanced relationship with gravity, you will be better equipped to enjoy the opportunities that come your way.” m Fitterfirst Extreme Balance Board Pro  Brand Watch