Built by People Who Understand Our Industry
A team of fitness equipment professionals building the tools they always wished they had.
For too long, fitness equipment technicians — residential and commercial alike — have relied on tools designed for other industries, restricted or proprietary technology, and underserved methods that were never built with their work in mind.
FEToolCo was created to change that.
Founded by experienced fitness equipment professionals, the company exists to build tools — physical and digital — made specifically for the people who install, service, and maintain fitness equipment.
Our goal is simple:
- ✓ Give technicians better tools.
- ✓ Help facilities reduce downtime.
- ✓ Advance the entire service industry.
Serving an Industry That's Been Overlooked
Mission
FEToolCo builds tools made specifically for fitness equipment technicians. Our mission is to give our industry the tools it has gone without — whether physical or digital — and to move beyond the borrowed, restricted, and underserved methods technicians have had to rely on for too long.
Vision
To become the leading developer of tools built specifically for the fitness equipment service industry.
What Guides Our Work
Innovation
Bringing modern technology to an industry that has gone without it.
Practical Engineering
Solutions grounded in the realities of field service, not theory.
Reliability
Tools technicians can trust, call after call.
Accuracy
Tools that remove guesswork from the service process.
Education
Helping technicians build skill and confidence over time.
Continuous Improvement
Every product evolves based on real field feedback.
Who's Behind FEToolCo
Dan Thompson was a foundational contributor of NAHFTA and is the Manager of Business at Huff-n-Puff Fitness Repair, LLC, where he oversees strategic planning and operational oversight. Since founding Huff-n-Puff Fitness Repair, LLC in 2008, Dan has held certifications with all major manufacturers and has gained extensive experience with a wide variety of fitness equipment as a technician, along with manufacturer procedures from an administrative and management perspective. Outside of work, he enjoys gardening, traveling, and spending time with his family.
With over 20 years of dedicated experience in the fitness equipment service industry, Ruben Hand is a passionate advocate for the advancement and recognition of this crucial sector. In 2004, Ruben founded Ace Fitness Equipment Service in Phoenix, AZ, establishing a reputable business known for its reliable and expert service. His drive for continuous improvement led him to open Field Tech Fitness Solutions in 2020, where he has been at the forefront of developing critical workflow software solutions that streamline operations and enhance service quality. Outside of work, Ruben enjoys working with his hands on projects at home, including restoring classic cars.
Supporting Service Professionals
Everything we build starts with the people doing the work — technicians, trainers, and engineers keeping fitness equipment running.