Bryan Green

Founder & CEO

Bryan Green is a wellness industry entrepreneur and fitness facility design expert. Bryan has overseen the development of facilities for Fortune 100 companies, global hospitality flags, health clubs, specialty studios, universities, and residential amenities for countless multi-family developments. He founded Advantage Fitness Products in 1997 to meet the growing demand for consultative support of non-traditional wellness facilities beyond the larger health club chains. The company’s FitnessDesignGroup™ division serves as a specialized consultancy for early stage planning and design.

Green spearheads AFP’s commitment to improving communities through health and fitness. Green and AFP are designated partners of the California Governor’s Council on Physical Fitness & Sports. He is a frequent industry and public speaker on the subject of functional fitness facility design and operational strategies. Additionally, Green serves as an editorial advisor for numerous publications including Hotel Executive, Fitness Management, Resort & Recreation, and Shape Magazines. Green is a Director of The California State University, Northridge Foundation Board as well as a distinguished Board Member of Junior Achievement of Southern California. He is also an active member of Young Presidents Organization (YPO).

Rob Newkirk

Managing Partner & Senior Vice President

Rob Newkirk is an accomplished fitness industry executive. As Vice President of Business Development for Advantage Fitness Products, Rob is responsible for advancing the company’s largest portfolio level clients. His clients including Ritz Carlton Hotels, WTS International, Essex Property Trust, Irvine Apartment Communities, and AIMCO Residential. Before joining AFP in 1998, Rob was a producer of health and fitness related infomercials including those for the George Foreman grill, Total Gym, Calloway golf, Bodyblade, and the Ab Coaster.

Rob is co-founder of the California Spa and Fitness Directors Association and a board member of the Alumni Associations of Cal State University, Northridge and Pi Kappa Alpha. He is a professional Martial Artist and holds a 3rd degree Black Belt in Tae Kwon Do and a first degree black belt in Tang Soo Do.

Gordon Stirling

Managing Partner & Senior Vice President

Gordon Stirling is responsible for the integration of products and solutions into the AFP ecosystem and eventually into the fitness facilities AFP proudly supports. As Vice President of Functional Design, Gordon has overseen the successful execution of hundreds of AFP designed facilities and directly manages several of the company’s largest clients including AvalonBay Communities, Kimpton Hotels, Prometheus Real Estate, Joie De Vivre, and Auberge Hotels.

As a 27 year veteran of the fitness industry, Gordon started his career in Melbourne, Australia operating large recreational facilities and fitness centers at the private, government and educational levels. A Graduate of the University of Royal Melbourne with a Bachelor of Arts in Recreation Management, Gordon now resides in Northern California where he also serves as a Director on the Board of the American Australia Chamber of Commerce and is a regular presenter at Hotel Council seminars.


Lauren Heckmann

Director of Design

Lauren Heckmann serves as Director of Design for Fitness Design Group and leads the company’s technical design process and major account oversight. Lauren graduated with honors from The University of Texas at Austin and holds a five-year professional degree in Architecture. Her passion for fitness combined with an exceptional eye for design provides unique perspective in collaborating with clients towards their wellness related endeavors. Lauren’s clients include Hilton Hotels, Nike, Apple, and The Los Angeles Clippers. Lauren enjoys all things fitness and is always expanding her knowledge of the industry through research and personal experience.