The centennial company becomes the new official sponsor of the Baskonia-Alavés Group until 2025

BH Fitness joins the Baskonia-Alavés Group family of sponsors from now on and for the next five seasons. Two symbols of the Alava territory, with an increasing presence outside our borders and who share values and strategic lines, join forces and become travel companions for the next five seasons.

A commercial agreement with an international vocation that will lead BH Fitness to have a prominent presence in different online and offline advertising assets of the Baskonia-Alavés Group.

Haritz Kerejeta, CEO of the Baskonia-Alavés Group, considers that “innovation and attitude are some of the many values that we share with BH Fitness and that is why we are proud to be able to join a company with so much roots and long tradition. We are two elite entities that face an ambitious internationalization process with the aim of gaining competitiveness and positioning ourselves in new markets, and this alliance will allow us to contribute to those shared aspirations ”.

In the words of the CEO of BH Fitness, Pablo Pérez de Lazarraga, “for BH Fitness, linking our brand with the Baskonia-Alavés Group, and what this represents as a benchmark for high sports performance, has incalculable value. It places us in the global framework of the sports elite”, explains. “It was a matter of time before two local organizations dedicated to sports and with international projection joined hands in a collaboration of these characteristics. We share many attributes, such as character, constant innovation or commitment to internationalization. This agreement will make both of us multiply the strength of those attributes ”.

More than a century innovating in sport

BH’s industrial career was born in 1909 as a result of the genius and entrepreneurial spirit of three brothers. That was the birth of one of today’s cycling icons and one of the most established and successful bicycle manufacturing brands. That same germ drove the creation of its fitness division in the 70s. Today, BH Fitness is one of the most consolidated manufacturers of fitness equipment globally, thanks to a complete portfolio of training equipment and a determined commitment for the development of technological solutions for gyms. The company is present in more than 85 countries thanks to its subsidiaries and distributors.