Fit for Leadership: Jim Pisani, '89, Chief Executive Officer of Life Fitness / Hammer Strength
By Lia Kizilbash Gillet
Life Fitness / Hammer Strength CEO Jim Pisani, '89, during Nasdaq Wellness Week 2025. (Photo: Nasdaq, Inc.)
Jim Pisani, '89, joined Life Fitness / Hammer Strength in 2023 as CEO. (Photo: Life Fitness / Hammer Strength, Inc.)
Former Northern Illinois University soccer player Jim Pisani, ’89, commences his day as one might expect of any fitness industry executive—by exercising.
In his morning routine, Pisani either turns up the music or listens to a podcast while engaging in cardio or strength training. This invigorating start sets the tone for his day before heading into the office of his dream role as the Chief Executive Officer of Life Fitness / Hammer Strength.
“Physical fitness, health, and maintaining my well-being have always been paramount to me,” Pisani remarked. “This role was a perfect fit.”
Pisani joined the company in 2023, following closely behind the global pandemic, and is proud of the remarkable turnaround Life Fitness / Hammer Strength has achieved. He attributes the success to the dedication of 5,000 hardworking global employees, dealers and distributors, business partners, a robust business plan, servant leadership, and perseverance.
“During the pandemic, the industry faced severe disruptions with the closure of gyms, our primary customers,” Pisani noted. “The commercial and consumer strength, cardio, and connected fitness sectors are highly competitive, and I am proud we are once again leading the market.”
Life Fitness / Hammer Strength collaborates with fitness clubs, the hospitality sector, multi-unit housing complexes, corporations, sports teams, universities, and armed forces to inspire the global community to engage in physical exercise. Pisani has fortified the company’s culture by advocating for servant leadership and driving the purpose of creating healthier and happier lives.
“We take pride in fulfilling this purpose daily,” Pisani stated. “We also remain steadfast to our legacy of pioneering fitness innovation, helping global athletes and exercisers to become faster, stronger, and healthier.”
Pisani is particularly enthusiastic about their latest product innovation, an ultra-premium Life Fitness cardio line named Symbio. He describes it as “blurring the lines between the athlete and the equipment through a groundbreaking fusion of next-generation biomechanics, purposeful design, and premium aesthetics.”
Pisani takes pride in the innovations that emerge from recruiting, nurturing, and motivating the best team and consistently prioritizing them.
“Leadership isn’t about having all the answers; it’s about setting the vision, empowering others, and creating an environment where people feel valued and heard,” he said. “The principles guiding my decisions are integrity, accountability, and empathy. I truly believe in leading by example, owning successes and mistakes, and prioritizing relationships. By demonstrating these values, you create a winning culture.”
Before joining Life Fitness / Hammer Strength, Pisani was the CEO of Newell Brands’ outdoor and recreation business segment, with global responsibility for brands such as Coleman, Marmot, and Contigo. He also served as the global president for Timberland after a significant, eight-year tenure at VF Corporation, where he held the position of president of VF Licensed Sports Group. During his time there, Pisani led the company against formidable brands like Nike, Adidas, and Under Armour, establishing leadership in licensed sports apparel and securing the renewal of the Major League Baseball on-field uniform contract.
Pisani’s faith, family, and friends are profound sources of motivation and inspiration, driving him to achieve his best.
He was raised in St. Louis, Missouri, the son of Angelo and Judy Pisani, and brother to Rick, Donna, and Patty. The Pisani family is tightly knit, and his parents played significant, positive roles in shaping his life. Pisani's passion for sports was fostered by his father, who devoted considerable time to coaching him in baseball, soccer, or golf, depending on the sport Pisani was engaged in at the time. The formative years he spent on the fields of St. Pius X Catholic Parish and Rosary High School cultivated his work ethic and competitive spirit.
Pisani was recruited to NIU as a student-athlete to join the men’s soccer team. Having played soccer throughout his life, he aspired to compete at the NCAA Division I level and thus accepted an athletic scholarship to attend NIU.
“Over four years, I had the privilege of playing alongside outstanding players, coaches, and administrators,” Pisani remarked. “Serving as a two-year captain, MVP, and all-conference player at NIU was an honor. This achievement was made possible by the exceptional teammates, coaches, and support staff. The camaraderie we developed extended beyond the field, and I maintain strong connections with my teammates and other student-athletes from NIU.”
In addition to his athletic pursuits, Pisani was driven by the knowledge that he would be the first college graduate in his family. He earned his bachelor’s degree in political science and became a member of Phi Sigma Kappa Fraternity, where he formed enduring friendships. To this day, Pisani actively participates in fraternity alumni events, supporting the NIU community.
The Pisani Family (left to right): Jim, Kristen, Sarah (daughter-in-law), Jake (son), Greyson (grandson), Jenna (daughter), Caden (grandson), John (son-in-law), Josh (son). (Photo: Kristen Pisani)His distinguished soccer career transitioned into coaching at the competitive club level with the Chicago Magic, as well as positions at Lewis University, where he obtained his M.B.A., and Carl Sandburg High School in Orland Park, Illinois.
“This experience provided unparalleled hands-on opportunities in building relationships, communicating, mentoring, coaching, and team leadership,” Pisani stated. “I received invaluable insights and guidance from esteemed individuals such as NIU Coach Jerry Collins, Waltz Chyzowych Lifetime Achievement Award recipient Coach Willy Roy, and Lewis University Coach Evan Fiffles. Our efforts culminated in remarkable achievements, including three state championships at Carl Sandburg and regional and conference championships at both Lewis University and Chicago Magic.”
Pisani's most significant moment at NIU was meeting his wife, Kristen (Williams) Pisani, ’89.
“Kristen became my best friend, soulmate, and spouse of 33 years,” he said. “Together, we have built a family that includes our three children, Jake, Jenna, and Josh; Jake's wife, Sarah (Haire) Pisani; Jenna's husband, John Smagala; and two grandchildren, Greyson and Caden. The unwavering support system I have at home has been instrumental in shaping me into a better person and leader.”
Pisani reflects on NIU as an enriching environment that bolstered his confidence and refined his leadership abilities.
“NIU’s student-first approach motivated me to excel and provided real-life experiences that laid a solid foundation for success,” he said. “It nurtured leadership skills and time management, which were crucial for balancing athletic commitments with academic responsibilities. My identity was profoundly influenced by NIU. I am a proud Huskie, a symbol of humility, ambition, and the relentless pursuit of goals.”
Today, leveraging his extensive experience at NIU and the transformative benefits of fitness, Pisani exemplifies a life characterized by happiness and health. His journey illustrates the profound impact that dedication to both education and physical well-being can have on cultivating a fulfilling and vibrant existence.