Sport Partner reports that the fitness division of Accell Group, the Dutch bicycle and fitness equipment company, has changed its name to Tunturi Fitness, after the Finnish brand that forms the largest share of its fitness equipment sales. The unit was previously called Accell Fitness Division. The company's managers told Sport Partner that the new name more adequately covers the activities of the unit, which focuses on the Tunturi and Bremshey brands. To further capitalize on the Tunturi brand name, the group will introduce a new logo and the mention “by Tunturi” for Bremshey products. The change might also have to do with discussions on the unit's sale or its tie-up with another company. René Takens, chief executive of the Accell Group, confirmed at the Taispo fair in Taipei that both options were under consideration for the newly named Tunturi Fitness, after the fourth consecutive year of losses for the unit. It enjoys a strong brand name but lacks the scale to operate profitably in the market for home fitness equipment, as Takens explained. He said that Accell had been holding talks with prospective partners and buyers, which could be another fitness company or a larger sporting goods company – as long as it fits in with the strength of Accell's brands and their international approach. Another option is to acquire a complementary fitness company, as Accell has repeatedly done in the bicycle business.

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