SHUA Fitness, a leading global fitness equipment manufacturer, headquartered in China, has made another key addition to its international team. Fitness industry entrepreneur and founder of Indoorwalking, Enric Bonilla, has officially announced that he is joining SHUA’s Business Development team. In his new role, Bonilla will primarily focus on driving growth across the Iberian region, with a strong emphasis on Spain, alongside supporting broader international expansion. Prior to this appointment, Bonilla served as Business Development Manager at the fitness analytics platform FitnessKPI.
With over two decades of hands-on experience in the fitness sector, Bonilla brings a diverse background spanning hardware manufacturing, group exercise innovation, and digital solutions. Early in his career, he successfully brought a novel fitness product to market by combining European design with Asian supply chain capabilities.
Commenting on his move, Bonilla noted that the fitness equipment industry is entering a new cycle of transformation driven by advanced engineering excellence and industrial ambition—a trend already transforming sectors like automotive, electronics, and robotics. He emphasized that SHUA’s position as a publicly listed enterprise with a global footprint in over 110 countries provides a powerful platform to deliver exceptional value to European partners.
In addition to his business development role at SHUA Fitness, Bonilla will continue his work with Voice AI and smart fitness applications. He will leverage his innovation lab, Humancycling, to explore how conversational AI technologies can transform the training experience.
Industry observers view Bonilla’s appointment as a strategic move that significantly bolsters SHUA’s localized expertise and commercial strength in Key European markets, further accelerating the brand’s global trajectory.
