Flaman Fitness grows strong presence in marketplace
Acompany that was established in1959 as a small-town agricultural retailer has done some cultivating of its own. Flaman Sales expanded into the home gym market and has grown to become the largest fitness equipment retailer in Western Canada. The business began selling home gym equipment in the early ‘90s when company founder Frank Flaman recognized the growing demand for health and fitness products. He started offering a few treadmills in the Flaman Sales agriculture store in Southey and, just a decade later, the company dominated the fitness-equipment market— and it continues to grow. In Saskatchewan, there are now Flaman Fitness locations in Regina, Saskatoon, Prince Albert, Yorkton and Moosomin, with dealers in North Battleford and Maidstone. The company also has stores in British Columbia, Alberta, Manitoba and Ontario. Regina store manager Scott Thomson said Flaman’s customer service has led to the company’s success by helping to create a loyal customer base. “We have high quality equipment from entry-level to commercial use, and, if you have issues or problems down the road, all you have to do is call us and our guys come out to look after it,” he said. “You don’t have to deal with the manufacturer — you can deal directly with us. That’s what people value the most.” Flaman Fitness outlets are easily recognizable by the iconic animated treadmill walker on the roof. In Regina, the character works out atop the store on Albert Street just south of Dewdney Avenue. Flaman Man, as he is known, can be seen wearing a variety of team uniforms and other clothing tomark the changing seasons as he draws attention to the business. Two decades ago, Flaman Fitness began operations in Regina in the basement of extreme hockey, andwas open just during the winter months. It has been in its present location for 13 years, offering items such as treadmills, ellipticals, bikes, home gyms, weight equipment and the popular Bowflex Tread climber. Manufacturers include Freemotion, Spirit, Nautilus, Progression and Schwinn. To help the younger members of the family stay fit, Flaman Fitness offers playground equipment to schools, communities and families. The company began selling playground equipment just two years ago, but already municipalities and organizations, such as Cupar, Colesdale Park, Rosthern, Collingwood Estates and the Friends of Batoche historical site, now provide Flaman playground equipment for their youngest citizens. Offering this product was part of a natural evolution for Flaman. “We started with trampolines, and people started asking about playgrounds, so we made the decision — it’s a good fit,” said Thomson. He said the company can provide full installation of the playground facilities, including safety surfacing. Flaman has not abandoned its agricultural roots, however. It has amultitude of farmequipment and trailer dealerships across the Prairie provinces. Company owner Frank Flaman shares the benefits of his success through charity and has established a foundation dedicated to helping children and families in need. One of the philosophies of the foundation is: “Someone in need is someone inneed, whether they live just down the street or thousands of miles away,” and Flaman has demonstrated his commitment to that belief. His generosity has included donating $1million a year to organizations, such as helping those affected by the 2012 Haiti earthquake and contributing to many charities in Western Canada. Several Regina organizations, including the Early Learning Centre, Visitation House and Hope’s Home, have benefitted from Flaman’s generosity.