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The company BiBB Instruments has its origins in clinical research at Lunds Lasarett.
The desire to protect the head combined with the reluctance to wear a helmet.
It is the transience that is the very core of the business.
The BODYPUMP workout is celebrating its hundredth programme in many clubs around the world.
Five million customers who spend thousands of hours in front of the computer.
Virtually everything to do with the lorry has been done quietly.