Cottage Grove-based Johnson Health Tech Retail Inc. is re-branding all 100 of its stores in the United States, including two locations in Madison.
Over the past five years, Johnson Health Tech Retail has acquired several fitness equipment retailers, including 2nd Wind Exercise Equipment, which has locations on Madison's Far East and West sides.
The acquired stores, which sell fitness equipment like treadmills, elliptical trainers, home gyms and accessories, will be renamed and branded as Johnson Fitness and Wellness stores.
"Unifying out retail stores under one brand allows us to reach more people in a new way -- as a wellness partner, rather than just an equipment supplier," said executive vice president Mike Olson.
Other stores to be rebranded along with 2nd Wind include Leisure Fitness, Busy Body Home Fitness and Fitness Resource.
"People who are looking for quality home equipment don't often know where to shop," said retail marketing manager Kelly Colwin, adding that putting the various locations under one name can make shoppers confident in the stores' quality.
Johnson Health Tech Retail is owned by Johnson Health Tech Inc., based in Taiwan, which manufactures fitness equipment and owns more than 300 retail stores around the world. The rebranding in the U.S., which will occur over the next two months, will match with the global brand.