Specialty fitness equipment manufacturer Glutebuilder has appointed Matt Ramirez as its new Director of Sales for Latin America and the Caribbean. Ramirez takes on the role to expand the brand’s footprint across regional markets through distributor partnerships, direct commercial relationships with fitness clubs, and comprehensive equipment education programs.
Strategic Priorities and Regional Expansion
In his new role, Ramirez will focus on establishing distribution networks aligned with the company’s growth objectives, while supporting commercial facilities with Glutebuilder’s specialized strength circuits and machinery.
“It is a significant responsibility and a privilege to expand our brand across all market sectors in Latin America and the Caribbean,” Ramirez stated.
A central pillar of the company’s expansion strategy is customer education. Glutebuilder plans to pair equipment sales with educational programming for facility operators and trainers. “Educational support is a primary priority for us,” Ramirez noted. “Our goal is to equip clients with the knowledge required to maximize the training performance and biomechanics of our machines.”
Market Trends: The Rise of Dedicated “Glute Zones”
Ramirez highlighted sustained growth in the Latin American strength training segment, driven by broader consumer awareness around muscle mass retention, longevity, and general wellness. Within that broader growth, high demand for targeted lower-body training has created clear commercial opportunities.
“Glute training is experiencing peak growth in the region,” said Ramirez. “Clubs and gyms are increasingly designating dedicated spaces such as ‘Glute Labs’ or ‘Glute Zones.’ Glutebuilder is positioned to fulfill this demand with biomechanically optimized solutions tailored specifically for lower-body performance.”
Glutebuilder is actively pursuing commercial agreements with major regional fitness chains to supply complete glute and leg circuits. Looking ahead, the company plans to introduce new strength products engineered with updated biomechanics over the coming months.
Background and Industry Experience
Ramirez brings over two decades of commercial fitness industry experience to Glutebuilder:
2004–2010: Sales Manager for Latin America at Nautilus.
2010–2024: Director of Sales for Latin America at Core Health & Fitness, overseeing regional distribution channels and key commercial accounts.
2024–2025: 18-month tenure at Precor prior to joining Glutebuilder.
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