About Fitness First

Fitness First, Inc. is located in the beautiful mountains of Salt Lake City, Utah. From here we manage international sales, orders, shipments, and service for our manufacturing partners, and international customers. Our office is 15 minutes from the Salt Lake City international airport which allows easy access to flights around the globe. Home of the 2002 Winter Olympics, also offers customers a chance to come to Utah to try out our world class skiing and winter sports venues if desired.

“I started Fitness First, Inc. in 1993 as an export trading company, and found our interest in fitness, and a healthy lifestyle a perfect fit for internationals sales and distribution of fitness equipment. Our goal is to increase sales for our suppliers, and make the experience of buying fitness equipment as easy as possible for our international retail and distributor customers, which allows them to focus on what they do best…sell fitness equipment. Fitness First is essentially the supplier’s international sales department, and our customer’s main contact for all of their fitness needs when sourcing branded or private-label fitness related products.”

Dan Binford, President


Company Bios

President and Owner of Fitness First, Inc.

Dan has worked closely with such companies as Impex Fitness, True Fitness, Nautilus, Schwinn Fitness, Trimline Fitness, Icon Health and Fitness, and Keys Fitness, providing solutions for these companies and their internationals sales in various world markets.

Fitness First, Inc. coordinates every aspect of supplying their customers with world class products, from sales presentations in international locations to coordination of freight services to get the product to your country.  Our goal is to make the selling/buying experience seamless and as easy as possible for our suppliers, and international customers. With extensive travel throughout Asia, the Pacific Rim, South and Latin America, South Africa and Europe, Dan is in constant contact with customers to help them grow their fitness business. In addition to 20+ years in the fitness industry, Dan has an extensive finance background working as a Finance Administrator, and analyst for United Health Care, and Unisys Corporation.

Dan is a graduate of Utah State University, (BA Finance/ Economics) and received an MBA from Brigham Young University.
Email: DBinford@fitnessexports.com

Business Consultant for Fitness First

Michelle brings a lot of experience in several industries and started in the fitness industry in 2000. By 2001 she was General Manager for the largest wholesaler/retailer specialty fitness business in Puerto Rico, with internationals businesses throughout the Caribbean. Mrs. Allred oversaw the operations of the sales and service department, including two retail locations, one of which was located in Plaza Las Americas – the largest shopping mall in the Caribbean. Michelle had overall responsibility for the importation of all merchandise for the retail and wholesale operations, the human resources department, and accounting department. Mrs. Allred was also a member of the Board of Directors of Fitness Warehouse, Inc.

In 2006, Ms. Allred relocated to Salt Lake City, Utah and began her services as freelance Business Consultant. Ms. Orlandi is the liaison for Customer Service, Accounting, and Logistics for Fitness First, Inc. and works closely with Dan Binford in Sales.

Michelle graduated in 1998 and holds two degrees: one in Business Management and the other in Accounting.

Email: MAllred@fitnessexports.com