Athletic Vision History

Athletic Vision History

In this year of 2023, we, at Athletic Vision, celebrate 37 years of a history of success and great partnerships established over the last few decades. With the mission of contributing to the promotion of a healthier life in constant movement, we have a wide variety of products for physical exercise at home, from weight training stations to simple accessories that guarantee safety and comfort when exercising.

Our main objective has always been to promote health, well-being and quality of life and, to this end, we invest in technology and products of the highest quality. We are present in all environments related to physical activity, at home, on the street or in gyms and sports centers and, for this reason, we have become one of the most renowned companies in the fitness equipment and accessories segment.

Founded on July 10, 1986, by brothers Jaime and Juarez Grasso, the company/brand Athletic has a history marked by innovation and dedication to physical activity in its most varied formats. Our administrative center, where all decisions are made, is based in the city of Joinville/SC.

Do you want to know more about our history and all the achievements and challenges faced on the journey so far? Then check out this content!

Our story: How Athletic Vision became one of the biggest brands in the fitness segment and a reference in the production of equipment and accessories for physical activities
The name Athletic today is synonymous of innovation and quality when we talk about physical activity products, but a very interesting fact is that this name was defined after the creation of the company, which was initially known as Vigor. Between setbacks, we lost the rights to use this term and, therefore, we had to think of an alternative. This is further proof that, sometimes, challenges make us even stronger.

The Athletic brand gained its space and gained consumer trust and is currently one of the biggest references in the segment.

Faced with the need for change, founder Jaime Grasso decided that the new name should start with the letter “A”, since, at the time, the main way to search for companies was through the telephone directory. Considering the sound and the relationship with the products sold, the name “Athletic” was chosen, conveying the idea of physical activity, sportsmanship and a universally understood concept. Thats how Athletic Vision history has began.

Athletic was founded with the aim of providing people with the opportunity to exercise at home, without the need to join a gym. Which, 37 years ago, was a prediction of consumer behavior today, since the possibility of studying, working and training from home has become a reality for most people.

The Grasso brothers, both engineers, have always been concerned about physical activity and missed having this option available. This led to the idea of developing a line of residential equipment and accessories, aiming to facilitate access and encourage exercise in the comfort of home.

Athletic’s journey and challenges in these 37 years of history
At the beginning of the journey, several challenges required quick responses and innovative ideas from Athletic. From the beginning, the products offered by the company were ahead of their time, as there was not yet a residential line of fitness equipment in Brazil. Introducing these products into people’s homes, through telesales, was the first of the big challenges.

This is because this approach technique also required dissemination and awareness strategies about the benefits of exercising at home. Athletic overcame these obstacles with determination and perseverance, gradually gaining consumer recognition and trust. After all, far beyond just selling equipment, we have been concerned from the beginning with the results of each of our consumers, as well as comfort and safety during training.

Over these 37 years of Athletic Vision History, we have reached several significant achievements. The main one was to become the reference brand in residential products in Brazil, being recognized for the quality, durability and innovation of its fitness equipment and accessories. In addition to offering a wide range of high-quality equipment and accessories, the brand also stands out for its commitment to innovation and customer service. With a team of talented engineers and designers, we continually improve our products to meet consumers’ ever-evolving needs.

It is also worth mentioning that today we also have an international presence in more than 40 countries around the world. These achievements demonstrate our commitment to offering efficient solutions suited to the needs of our customers and partners.

Expectations for the company’s future in the coming decades
Looking to the future, expectations are even more ambitious. The company’s ongoing mission is to provide innovative products and services related to physical activity and, therefore, our goal is to be the largest home fitness company in Brazil, keeping us at the forefront of market trends and needs.

We also remain committed to continuing to invest in research and development, with the aim of improving our product lines and meeting customer demands effectively.

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