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Total Gym may have solved its identity crisis. Created in 1974, Total Gym changed its name to efi Sports Medicine in 1987 and entered the commercial fitness market with its Gravity System line in 2003.
Now, in 2011, the San Diego-based manufacturer of functional and resistance training equipment reaches another milestone while coming full circle by rebranding as-Total Gym.
Tom Campanaro, president and CEO of Total Gym, admits to some brand confusion over the years for the company, which found its initial success in the rehabilitation market with its incline trainer. That success spawned the first name change to efi (Engineering Fitness International) Sports Medicine. Sports Medicine was added to the name because the company's core businesses are rehab, sports medicine and athletic training, Campanaro says.
Campanaro, a former trainer...