What Speedflex does

Speedflex is a UK-based designer and manufacturer of adaptive-resistance fitness equipment and connected fitness solutions, founded in 2011 and headquartered in Newcastle upon Tyne. Its core technology is a piston-based, force-responsive resistance system in which the machine scales resistance instantly to the force the user applies, combined with a concentric-only movement design that the company positions as eliminating delayed-onset muscle soreness under the trademarked tagline "HIIT Without the Hurt". This single underlying technology is packaged across multiple delivery formats: the original Speedflex Studio Concept for boutique HIIT studios (deployed under operator sub-brands such as Everyone Active's "Fortis"), the Speedflex Blade connected fitness machine launched in 2021 for the open gym floor, the Blade JNRZ youth programme launched in May 2026 for ages 10-16, and a Medical / Health Conditions programme addressing Parkinson's, MS, osteoporosis, arthritis, cardiac rehab and cancer recovery populations.

The company operates a sales-led B2B go-to-market in the UK and Ireland with quote-based pricing, supported by a brochure-gated lead capture funnel, a dedicated sales email and UK phone line, named-operator case studies, celebrity endorsements (Alan Shearer, Ben Shephard, Dion Dublin), and trade-event presence such as Elevate at ExCeL London. Revenue is generated through hardware sales of Speedflex studio machines and Blade units, licensing of the Speedflex studio concept (including the "HIIT Without the Hurt" trademark) to operators running co-branded sub-brand studios, recurring maintenance and content-update services tied to the installed base, and a separate direct-to-consumer storefront at speedflexblade.com for personal/home use. Speedflex is privately held and co-owned by Sir Graham Wylie (Chairman, co-founder of The Sage Group), Paul Ferris (CEO, former Newcastle United physiotherapist), and Alan Shearer (co-owner).

Name

Speedflex

Legal name

Speedflex (UK & Ireland) Limited

Website

https://speedflex.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Speedflex designs and manufactures adaptive-resistance fitness equipment and connected fitness machines for UK leisure operators, hotels, public-sector leisure trusts, and clinical rehabilitation populations, distributed via the Speedflex Studio Concept, Speedflex Blade, and Blade JNRZ product lines.

Ownership category

akta.pro rank

Headquarters

HQ city

Newcastle

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Commercial equipment sales (Speedflex machines and Blade): Primary revenue stream: sale of Speedflex studio machines and the Speedflex Blade connected fitness unit to commercial leisure operators, gyms, hotels, and trusts. Sales motion is quote-based (no public price list).
2. Speedflex studio concept licensing / sub-brand licensing: Operators can license the Speedflex studio concept under their own sub-brand (e.g., Everyone Active's 'Fortis'), with Speedflex providing branding, training, support, ongoing new workout releases, and use of the 'HIIT Without the Hurt' trademark. This creates a co-branded/licensed revenue stream layered on equipment sales.
3. Ongoing maintenance and after-sales support: A dedicated [email protected] channel suggests recurring service, maintenance, and possibly content-update revenue tied to the installed base of machines.
4. Personal-use consumer channel: A separate Personal Use path routes to speedflexblade.com, indicating a consumer/household sales or subscription channel distinct from the commercial operator channel.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Speedflex designs, manufactures and sells proprietary piston-based adaptive resistance HIIT fitness equipment to commercial leisure operators, gym chains, hotels and public-sector leisure trusts in the UK and Ireland. Its portfolio includes the Speedflex Studio Concept (boutique HIIT studio solution), the Speedflex Blade connected fitness machine with touchscreen and on-demand workouts, Blade JNRZ youth programming, and a Medical/Health Conditions programme, with a parallel personal-use consumer channel via speedflexblade.com.

Product overview

Speedflex offers a single underlying adaptive-resistance technology (piston-based machines that respond to the force applied by the user) packaged as a platform with multiple delivery formats. The core commercial offering is the Speedflex Studio Concept, a boutique HIIT studio solution used by operators such as Everyone Active under their FORTIS sub-brand. In 2021 Speedflex extended onto the gym floor with the Speedflex Blade, a connected fitness machine with a touchscreen and 100+ on-demand workouts, and in 2026 added Blade JNRZ as a youth programme module running on the Blade. A Personal Use channel extends the Blade proposition to consumers via speedflexblade.com, and a Medical / Health Conditions programme applies the same adaptive-resistance concept to clinical and rehabilitation use cases. Together these constitute a platform-plus-modules architecture centred on a 'HIIT Without the Hurt' method.

Differentiator

Problem solved

Functional benefit

Brands

• Speedflex Blade: A connected, full-body fitness machine launched in 2021 for gym floor workouts. Uses adaptive resistance and a 14-inch touchscreen console with 100+ on-demand workouts.
• Blade JNRZ

Products and services

• Speedflex Studio Concept Boutique HIIT studio solution for commercial operators, built around Speedflex piston-based machines that auto-adjust resistance to each user. Enables inclusive group classes where elite athletes and deconditioned individuals train side-by-side at their own intensity, with workout data displayed on a studio video wall. Licensed to operators under their own sub-brands (e.g., Everyone Active's Fortis).
• Speedflex Blade Freestanding, full-body connected fitness machine for the gym floor, featuring a 14-inch touchscreen, Bluetooth headphone connectivity and 100+ on-demand workout sessions (10, 15, 30 and 45-minute formats, plus warm-ups and cool-downs). Uses the same adaptive force-responsive resistance as Speedflex studio machines, has a footprint of 0.85m x 2.2m (smaller than a treadmill) and requires no floor bolting.
• Blade JNRZ Youth-focused strength and conditioning programme for ages 10-16, delivered on the Speedflex Blade platform. Offers 20 on-demand coached sessions designed in line with ukactive guidelines, targeting strength, cardio, coordination and movement control without joint pressure or heavy weights, suitable for independent, peer or family training.
• Speedflex (Personal Use) Personal-use consumer channel linking Speedflex's commercial Blade proposition to home/consumers via a dedicated website (speedflexblade.com), providing access to Speedflex Blade training outside commercial facilities.
• Speedflex Medical / Health Conditions Programme Vertical application of Speedflex's adaptive-resistance concept for clinical and rehabilitation use cases, including Parkinson's disease, multiple sclerosis, osteoporosis, falls prevention, menopause, joint pain/arthritis, cardiac rehab and cancer recovery. Leverages concentric-only movements, balance-free operation and user-controlled intensity to enable safe high-intensity training for users with serious health conditions.

Quantifiable outcome

• Over 100 on-demand coached workouts available on the Speedflex Blade, plus 20 on-screen JNRZ junior workouts.
• +2 more outcomes

Named customers7 records

Segments6 records

Ideal customer profiles6 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

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

• David Lloyd ClubsflagshipStrategic or Co-development PartnerDavid Lloyd Clubs publicly described a 'new partnership with Speedflex' to deliver low-impact, high-intensity training across its member estate. The operator's Group Gym Product Manager, Katie Milne, is quoted announcing a multi-club rollout of the Speedflex Blade and HIIT training as a new member offering.
• Everyone ActivecoreStrategic or Co-development PartnerMulti-year relationship that produced the co-developed 'Fortis' boutique sub-brand powered by Speedflex machines. The two parties collaborated on the Fortis brand identity, look-and-feel, music, and workout programming; Speedflex supplies the machines, training, and ongoing workout content, while Everyone Active runs the studios.
• Village Gyms & HotelscoreChannel Partner/ Reseller/ DistributorVillage Gyms & Hotels has deployed the Speedflex Blade as part of its gym-floor HIIT circuit, using on-demand touchscreen content outside timetabled sessions. Chris Southall, Leisure Director, is quoted endorsing the equipment's inclusivity and ease of use.
• Plymouth Active LeisurecoreImplementation/ SI/ Consulting PartnerPlymouth Active Leisure is using the Speedflex Blade as the direct product and referral pathway for its Active Health programme, which routes users in from health-sector collaborators. Rhys Jones (COO) is quoted framing Speedflex as a partner in educating members on the Blade's benefits.
• Daniel Thwaites (Kettering Park Hotel)minorChannel Partner/ Reseller/ DistributorHotel group Daniel Thwaites installed the Speedflex Blade in the new gym at Kettering Park Hotel, with Gemma Barratt (Group Spa Director) quoted positioning the equipment as a unique, inclusive, trainer-led fitness experience for hotel guests.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Technogym: Premium Italian commercial fitness equipment maker with connected cardio and strength lines sold to gyms, hotels and trusts. Directly comparable to Speedflex's commercial B2B motion and Blade connected console, though at much larger scale and with broader international reach.
• Matrix Fitness: Commercial fitness equipment brand (Johnson Health Tech) offering connected cardio, strength and HIIT equipment to clubs and trusts. Direct comparable on commercial B2B equipment sales with touchscreen content delivery, similar to Speedflex Blade.
• Precor: Commercial cardio and strength equipment maker owned by Amer Sports, sold into health clubs, hotels and multi-site operators. Overlaps with Speedflex on inclusive gym-floor cardio/strength and connected fitness experiences.
• Life Fitness: Global commercial strength and cardio equipment OEM with connected consoles and HIIT programming for health clubs and hotels. Closely comparable to Speedflex in target buyer (leisure operators, hotel groups) and product category (gym-floor strength/HIIT machines).
• Wattbike: UK-based performance fitness brand selling indoor bikes and training platforms to gyms, sports teams, hotels and consumers. Comparable as a UK-headquartered specialist fitness equipment company with both commercial and home channels and a strong training-content narrative.
• Woodway: Specialty commercial fitness equipment maker (curves treadmills, bikes, force trainers) sold to performance gyms, rehab clinics and sports facilities. Comparable to Speedflex as a premium, niche commercial equipment OEM targeting specialty/clinical use cases.

Broad incumbents

• Peloton: Connected fitness incumbent spanning commercial (Peloton Commercial) and consumer hardware plus a large on-demand content library. Comparable to Speedflex on connected console + on-demand workouts, though at vastly larger scale and more consumer-tilted.
• F45 Training: Global functional/HIIT boutique studio franchise. Comparable to Speedflex at the studio-concept layer (Fortis-style operator-led boutique HIIT offering), though F45 is a franchise model rather than an equipment OEM.

Emerging players

• Assault Fitness: Specialist HIIT and conditioning equipment brand (AirBike, Runner, BikeErg) used by boutique studios, commercial gyms and home users. Comparable to Speedflex on the HIIT-focused, commercial-to-consumer equipment positioning.
• EGYM: German connected strength-training equipment maker with adaptive resistance and software analytics for gyms, corporate wellness and physiotherapy. Directly comparable to Speedflex Blade on adaptive, software-led commercial strength equipment and the clinical/rehab use case.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xtwitter.com/SpeedflexLtd
• Facebooken-gb.facebook.com/SpeedflexLtd
• Instagraminstagram.com/speedflexltd
• LinkedInlinkedin.com/company/speedflex-europe

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds1 record

Investors1 record

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

M&A

Investments

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

Frequently asked questions about Speedflex