Echelon Fitness

What Echelon Fitness does

Echelon Fitness is a Chattanooga, Tennessee-based connected fitness company that designs, manufactures, and sells smart exercise hardware — treadmills (Stride series), connected bikes (EX series), rowing machines (Row series), stair climbers (Stair Climber Max, Summit Stairmill), ellipticals, digital strength systems, Pilates reformers (Meridian), and a recovery line (cold plunges, hybrid saunas, compression boots) — paired with a subscription content platform delivered through the Echelon Fit app and FitOS entertainment system.

The hardware/software stack centers on Bluetooth-connected equipment with rotating HD touchscreens (up to 24 inches on the EX-8s), patent-pending wireless resistance control, and proprietary software surfaces including Echelon AI for adaptive workout planning, Echelon Worlds for gamified real-time racing with terrain-responsive resistance, and FitOS for in-workout streaming of Netflix, YouTube, and other apps. Content comprises 25,000+ on-demand classes and 100+ daily live sessions led by 30+ instructors, with integrations to Samsung TVs and Zwift.

Echelon's business model combines one-time hardware sales (DTC at echelonfit.com and B2B at echeloncommercial.com, ranging from $14.99 accessories to $11,499.99 commercial-grade strength equipment) with recurring subscription revenue from Premier membership ($39.99/month or $399.99/year, up to 5 family profiles) and FitPass ($11.99/month, off-equipment workouts). The company reports 4M+ active members globally, with 251-500 employees and a customer base split between individual home fitness consumers and commercial gym/studio operators, the latter segment recently expanded through the 2025 acquisition of Fortë (rebranded ELEVATE by Echelon). The company is private, with a 2020 funding round of $65 million led by Goldman Sachs alongside North Castle Partners.

Name

Echelon Fitness

Legal name

Echelon Fit US

Website

https://echelonfit.com/

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

251–500 employees

Short description

Echelon Fitness is a Chattanooga-based connected fitness company that sells smart exercise hardware (treadmills, bikes, rowers, strength, recovery) bundled with subscription content via the Echelon Fit app, serving 4M+ home fitness consumers and commercial gym operators through DTC e-commerce and a dedicated B2B channel.

Ownership category

akta.pro rank

Product category

Connected Fitness Equipment

NAICS

Sporting Goods Retailers (45911), Sporting and Athletic Goods Manufacturing (33992)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Home Gym Systems & Smart Fitness Equipment Retail (Connected Mirrors, Smart Bikes, All-in-One Gyms) (CRAMADAG)

akta.pro secondary industries

Cardio Equipment Retail (Treadmills, Bikes, Rowers, Ellipticals) (CRAMADAA), Strength Training Equipment Retail (Racks, Benches, Barbells, Plates) (CRAMADAB), Fitness Wearables & Training Tech Retail (Heart-Rate Monitors, GPS Watches, Sensors) (CRAMADAH)

Keywords

• Connected fitness equipment
• Smart exercise machines
• Interactive home workouts
• Fitness subscription services
• AI personal training

Headquarters

HQ city

Chattanooga

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Technology or R&D, Marketing or Sales, Personnel, Infrastructure, Operations

Revenue model

1. Hardware Sales: One-time sales of connected fitness equipment including treadmills, bikes, rowers, stair climbers, ellipticals, strength equipment, recovery products, and accessories. Hardware prices range from $14.99 accessories to $11,499.99 for commercial-grade equipment.
2. Subscription Memberships: Recurring subscription revenue from Premier membership ($39.99/month or $399.99/year) and FitPass ($11.99/month). Premier includes unlimited live/on-demand classes, AI training, FitOS streaming, Echelon Worlds, up to 5 family members, and 5-year warranty. FitPass provides off-equipment workout access.
3. B2B SaaS (Elevate by Echelon): Enterprise fitness streaming solutions through acquired Fortë platform, rebranded as 'ELEVATE by Echelon', targeting commercial gyms and studio partners with personalized fitness content.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Echelon Fitness designs, manufactures, and sells connected smart exercise equipment — including treadmills, bikes, rowers, stair climbers, ellipticals, strength machines, Pilates reformers, and recovery products — that pair via Bluetooth with the Echelon Fit App to deliver live and on-demand classes, AI-personalized coaching, gamified racing, and entertainment streaming. The company monetizes through one-time equipment sales and recurring Premier and FitPass subscriptions, with a separate commercial channel and B2B streaming platform (ELEVATE by Echelon) serving gym and studio operators.

Product overview

Echelon Fitness offers a comprehensive connected fitness ecosystem centered on smart workout equipment integrated with a digital subscription platform. The product portfolio spans multiple cardio equipment categories including treadmills (Stride-8s, Stride 6S, Stride 6, Stride 50 RCX-22), connected bikes (EX-8s, EX-5s-22, Connect EX-5, Recumbent Sport Bike), rowing machines (Row-s, Row-4s-10, Row), stair climbers (Stair Climber Max, Summit Stairmill Home/Pro series), ellipticals (Elliptical Sport 2), and strength equipment (Digital Dual Adjustable Pulley Pro, Strength Pro, Strength+). The ecosystem also includes recovery products (cold plunge tubs, sauna blankets, compression boots, chillers) and a new Meridian Pilates Reformer line. All equipment connects via Bluetooth to the Echelon Fit App and supports subscription tiers including Premier (with AI coaching, FitOS entertainment, Echelon Worlds gamification) and FitPass (off-equipment workouts). In 2025, Echelon acquired B2B streaming platform Fortë, rebranded as ELEVATE by Echelon, expanding into enterprise fitness solutions.

Differentiator

Problem solved

Functional benefit

Brands

• ELEVATE by Echelon: B2B fitness streaming platform providing personalized fitness content and wellness solutions for enterprise customers, formerly known as FORTË
• FitPass
• FitOS
• Echelon Worlds

Products and services

• Echelon Stride-8s Commercial Smart Treadmill

Quantifiable outcome

• 4M+ active members globally
• +3 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability5 records

Feature7 records

Partnerships

Five partnerships are on record, tiered core, flagship and minor.

• Amazon Web Services (AWS)coreTechnology or Integration · 13 May 2026Strategic cloud infrastructure partnership where AWS provides the foundation for Echelon's AI capabilities and connected fitness platform. AWS supports the company's AI personal trainer features, real-time analytics, and scalable cloud infrastructure for the growing member base.
• PrimalflagshipStrategic or Co-development Partner · 17 March 2026US partnership to deliver premium strength equipment and connected fitness solutions across the US market. Collaboration integrates Primal's strength equipment with Echelon's digital ecosystem. Products to be showcased at HFA Show 2026 in San Diego. Partnership targets commercial and residential strength training market expansion.
• FortëcoreStrategic or Co-development Partner · 22 July 2025Acquisition of Fortë, a B2B fitness streaming platform, rebranded as 'ELEVATE by Echelon' to expand global fitness and wellness offerings. The acquisition strengthens Echelon's position in personalized fitness solutions and accelerates growth in SaaS and commercial markets. Fortë provides enterprise-grade fitness streaming capabilities for commercial gym and studio partners.
• SamsungcoreTechnology or Integration · 1 January 2025Echelon Fit app seamlessly integrates with Samsung TVs, allowing users to cast workouts from any device to Samsung TV for high-definition training sessions. App available on Samsung TV platform for convenient home fitness access.
• HSA/FSA PartnersminorChannel Partner/ Reseller/ DistributorEquipment eligible for HSA/FSA purchases, expanding accessibility for health-conscious consumers. Company partners with HSA/FSA benefit administrators for purchase flexibility.

Scale indicators13 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• Peloton Interactive: Peloton is the dominant connected fitness platform offering bikes, treadmills, and subscription content. Directly competes with Echelon's connected equipment + subscription model across bikes, treadmills, and digital fitness classes.
• iFIT (NordicTrack/ProForm): iFIT powers connected fitness for NordicTrack, ProForm, and other equipment brands with interactive training content. Competes directly with Echelon across treadmills, bikes, and ellipticals with similar subscription + hardware model.
• Hydrow: Hydrow is a connected rowing machine with live and on-demand classes. Direct competitor to Echelon's Row-s and Row connected rowers with similar premium connected-fitness positioning.
• Tonal: Tonal offers connected strength training systems with AI-powered resistance. Competes with Echelon's Strength+ and Digital DAP Pro digital strength equipment in the connected home strength category.
• Lululemon (Mirror): Lululemon's Mirror (now Lululemon Studio) offers a connected fitness mirror for home workouts. PCMag named Echelon Reflect 'Best Fitness Mirror,' indicating direct competition in the connected fitness mirror segment.

Emerging players

• Zwift: Zwift is a connected indoor cycling and running platform with a strong community. Echelon integrates with Zwift, but Zwift is also a competitor in the gamified indoor cycling/running space where Echelon Worlds competes.
• Whoop: Whoop is a fitness wearable and subscription service focused on performance tracking. Represents an adjacent competitor in the connected fitness ecosystem, particularly relevant to Echelon's heart rate monitoring accessories and AI coaching features.

Broad incumbents

• Apple Fitness+: Apple Fitness+ is a subscription fitness service available on Apple devices. Competes with Echelon's FitPass subscription in the off-equipment workout segment and serves as a content-only alternative to Echelon's bundled offering.
• Bowflex: Bowflex offers home fitness equipment including bikes, treadmills, and strength systems. Competes with Echelon across multiple cardio and strength categories with similar price points and direct-to-consumer distribution.
• Life Fitness: Life Fitness is a leading commercial fitness equipment manufacturer. Echelon competes through its commercial channel (echeloncommercial.com) for gym and studio customers, particularly with Summit Stairmill Pro and Strength Pro lines.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCM472fZV9xRgR0hyhy786Mg
• Facebookfacebook.com/Echelon.Fit
• Instagraminstagram.com/echelon.fit
• Xx.com/echelon_fit

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Echelon Fitness