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BILT by Agassi

Lead Designers
Prize(s)Silver in Outdoor And Exercise Equipment / Exercise Equipment
Entry Description

The newest and innovative line of strength fitness equipment: twelve different exercise machines, catering to different parts of your body and muscles, including selectorized weight stack and bench press machines. //Flat Bench, Decline Bench, Incline Bench// Designed to simplify and improve the all important “lift-off”; Designed with retractable arms. The design eliminates stress on the shoulders which is imposed when the user reaches up and back to lift weighted bar of the traditional starting position. //Isocurl// Targeting the biceps, the User is seated with arms elevated to isolate the muscle through concentrated range of motion. //Triceps Press// The seated angle position helps the user to isolate the triceps without the assistance of one’s own body weight. //Power Stride// Isolates each leg, enabling the user to strengthen the weak side. Pedal placement allows user’s feet to remain flat during stride movements, distributing force evenly across the user’s feet rather that a single focused point.. //Calf Flex// Isolates calf flexion to include a full range of motion; a consummate stretch and flex of the calves, ankles a¬¬nd feet. //Hip Flexors// Designed for training and rehabilitating the muscles of the lower body, with a great emphasis on the hip flexors (iliopsoas). Provides equal training in each leg, allowing for balanced and intense training without reconfiguring the actuator arm. //Abdominal Machine// Designed to reducing the risk of injury, including reduction of strain to the user’s back. //Low Back Machine// Designed to safely stretch and flex the lower back muscles, hips and hamstrings. //Quad// Multi-purpose cable apparatus creates versatility for many exercises and techniques for the upper body and the lower body; the cable pulleys are positioned closer together than conventional cable cross over systems. //COD (Change of Direction)// The ability to perform squatting/ knee bend movements along with lateral movements is innovative and exciting.


William C. Cesaroni established Cesaroni Design Associates, Inc. in 1979. As founder and president, Bill is responsible for the firm’s strategic product planning, and remains a hands-on project leader who is involved in the design process. Bill’s firm has designed more major appliances and countertop appliances than any industrial design firm in the United States. Cesaroni Design is also responsible for modernizing the bowling industry by incorporating comfortable furniture and electronic scorers, impacting the commercial fitness industry with over one hundred products, creating one of the most successful contract furniture lines available and revolutionizing the gaming business with the development of the first ergonomically designed slot machine. As an active member in his profession, Bill is a Patron Member of the Industrial Designers Society of America (IDSA). He is also featured in Who’s Who in Design: The Leading Designers of the World.

Cesaroni Design is a consistent leader in the industrial design profession, resulting from a commitment to progressive product design. Early in his career, Bill realized that successful industrial design requires a strong understanding of engineering and manufacturing. Although the industrial design process and manufacturing materials have remained remarkably the same over the years, computers have greatly impacted the profession. Cesaroni Design was the first industrial design firm in the Chicago area to arm its designers with computers. Computer Aided Design (CAD) coupled with manufacturing knowledge provided Bill’s designers with the opportunity to define their designs to the level that matched final production.

For over thirty years, Cesaroni Design has had the privilege of working for some of the best privately owned and public corporations in the world. The firm’s extensive experience expands across industries that include major appliances, consumer products, medical and laboratory equipment, fitness machines, consumer electronics, housewares, commercial equipment and office furniture systems.

Cesaroni Design has earned recognition and received prestigious industrial design awards from the most esteemed national and international design competitions. The firm has won more than sixty major design awards including, the International Design Excellence Awards (IDEA), Medical Design Excellence Awards (MDEA), Best of Innovations CES International, Design Distinction I.D. Annual Design Review, The Chicago Athenaeum Good Design Awards, Appliance Design Excellence in Design awards and Best of NeoCon.

Bill graduated from Michigan State University with a BA in industrial design and minor in business administration. He went on to receive a Master’s degree in packaging engineering also from Michigan State. After completing his education, Bill began working as an industrial designer at Mel Boldt and Associates, the largest industrial design firm in Chicago at the time. It was there, working along side some of the most talented designers that he learned the fundamentals of his profession. Bill then elected to gain knowledge of the corporate environment at Bell+Howell before staring his own industrial design firm in suburban Chicago.