Our Story

Fitness First, Inc. is located in the beautiful mountains of Salt Lake City, Utah. From here we coordinate every aspect of supplying our customers with world class products, from sales presentations and training in international locations to coordination of freight services to get the product to your country. 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



President and Owner of Fitness First, Inc.

Dan has worked closely with retailers and distributors in the fitness industry now for over 25+ years. Our manufacturing partners include such companies as Inspire Fitness, Impex Fitness, GoFit.net, Dyaco International, Strengthmaster/LifeSpan, True Fitness, Nautilus, Schwinn Fitness, Trimline Fitness, Icon, and Keys Fitness, providing solutions for these companies and their internationals sales in most world markets.

With extensive travel around the globe, Dan is in constant contact with customers to help them grow their fitness business. In addition to International Sales, Dan has an extensive finance background working as a Finance Administrator, and analyst for United Health Care, and Unisys Corporation.

BA/Finance: Utah State University, 1988


Logistics, Account and Customer Service for Fitness First, Inc.

Michael worked at one of the largest specialty fitness retail stores called Utah Home Fitness starting in 2018 and became the manager for that store until he joined Fitness First in late 2019. Michael is earning an International Business Degree from Utah Valley University and plans to graduate in 2020. Michael enjoys the outdoors and is most happy any chance he gets to go camping, skiing, hiking, and golfing.

Michael is the liaison for logistics, accounting, and customer service. He is also assisting in sales training with Dan, helping customers grow their business.


Parts Manager for Fitness First, Inc.

Desiree is the real boss behind Fitness First, Inc, as Dan’s wife and director of the company. She has a long history of experience in the Fitness Industry, and in exercise in general, having completed multiple marathons, including Boston, and running and working out her whole life has been a passion. She understands what the customer wants when it comes to a great workout. Desiree has the education to back this up as well, with a Master’s degree in Cardiac Rehab, with a BS in Physical Education and Teaching. She has also raised six wonderful children, (Seven if you are including Dan), and continues to enjoy her grandchildren and growing family.

Desiree manages the customer service, technical service and warranty department for Fitness First, Inc. She makes sure our distributors and retail partners have the after service parts and technical training that is needed to take care of their customer’s needs.

Bs/Secondary Teaching: Utah State University, 1985 Masters of Cardiac Rehabilitation: Utah State University, 1988


Sales Consultant for Fitness First, Inc.

Danielle Christensen started working at Fitness First in 2012 before taking a six-month leave to work retail in the Cayman Islands.

After returning to Fitness First, she managed all order processing for domestic orders. Currently, Danielle manages both domestic and international order processing.

Danielle graduated from Utah State University in Exercise Science in 2013 and enjoys the fitness industry. Danielle enjoys traveling and spending time with her family.


Marketing Manager for Fitness First, Inc.

Madison has always made fitness a huge part of her life and enjoys being a part of the industry after many years of her own experiences with gym equipment and exercise programs. Madison started with Fitness First inc. in 2011 as an intern with office management for a year. Madison then had the opportunity to learn Spanish and serve a full time service mission for a year and a half in Santiago, Chile. Upon returning in 2015 Madison joined Fitness First once again for a more full time position in marketing. Madison graduated from the University of Utah in 2018 and is expecting her first child in January 2020. Madison is currently managing and coordinating all the marketing and graphic needs for Fitness First, Inc.


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.

In 2006, Ms. Allred relocated to Salt Lake City, Utah and began her services as freelance Business Consultant. Ms. Allred has been working with Fitness First, Inc. since her move to Utah and currently acts as the liaison for the Fitness First Accounting Department.