Assault Fitness
Mike Melby is a co-founder and co-CEO of FitLab Inc., a performance lifestyle company, and managing partner of FitLab VC, a venture studio and fund focused on fitness and sport lifestyle. As a co-owner of Cesena Football Club and co-executive chairman of Assault Fitness, Electric, Ragnar Events LLC, XPT Life, and RPM Training Co., Melby plays a significant role in several key organizations within the fitness and adventure sectors. Additionally, Melby serves as an investor and board member at Freeletics, a leading digital fitness platform in Europe, and was a former board member at Momentous, which specializes in nutritional performance products. Melby holds an MBA in Entrepreneurial Management from The Wharton School and a BA in Political Economy from the University of California, Berkeley.
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Assault Fitness
LifeCORE Fitness is a leading fitness equipment designer and manufacturer located in Carlsbad, California comprised of the brands LifeCORE, Diamondback, and Assault Fitness Products. Each specialty brand serves a different sector of the fitness industry; LifeCORE and Diamondback offer outstanding selections of ellipticals, upright and recumbent bikes, and rowing machines while Assault Fitness Products specializes in air bikes. Our state-of-the-art equipment is available for purchase at a variety of outlets including dealerships and authorized online distributors. Our company settles for nothing less than the highest quality equipment that is effective, easy to use, and an excellent value. We also recognize just how important the next step, customer service, is. Our outstanding service department has built an unprecedented rapport with our customers by making each one our highest priority. Each LifeCORE Fitness product was crafted with insight from our development team’s extensive experience interacting with fitness enthusiasts and professionals in the industry. We understand the needs and wants of our customers, and each of our products is an illustration of that.