Leading fitness equipment manufacturer SHUA Fitness today announced the appointment of Kyle Millroy as Senior Director of Strategic Development for Europe, the Middle East, and Africa (EMEA), effective August 1.
A seasoned industry veteran with over two decades of international commercial leadership experience, Millroy has built an impressive track record across EMEA and global fitness markets. He has earned an outstanding reputation for cultivating strategic partnerships, leading high-performing teams, and driving sustainable business growth. Prior to joining SHUA, Millroy held senior leadership roles at top-tier fitness brands, including Life Fitness and Johnson Health Tech, and most recently served as Senior Vice President of Global Sales at Myzone.
In his new position, Millroy will work alongside Adam Edmunds to drive SHUA’s strategic commercial growth throughout the EMEA region. Together, they will focus on strengthening key partnerships, expanding core accounts, and deepening collaboration with operators and distributors. Millroy will also work closely with Patrick Li and the broader EMEA leadership team to accelerate the company’s regional expansion.
According to SHUA Fitness, this key appointment underscores the company’s commitment to investing in top-tier talent and solidifying strategic partnerships, fueling its ambitious growth strategy across Europe, the Middle East, and Africa.
