Matrix Fitness

What Matrix Fitness does

Matrix Fitness is a U.S.-headquartered commercial fitness equipment manufacturer and a strategic operating subsidiary of Johnson Health Tech, a major global fitness equipment company. Founded in 2011 and based in Cottage Grove, the company designs, manufactures, and supplies premium cardiovascular and strength training equipment to enterprise customers including luxury hotels, universities, commercial health clubs, and corporate wellness facilities. Its product portfolio spans the Onyx Collection (a luxury five-machine cardiovascular range including treadmill, Ascent Trainer, ClimbMill, upright cycle, and recumbent cycle), the Magnum Plate-Loaded Range (10 strength training machines designed for biomechanical precision and durability), and a connected fitness ecosystem featuring PACE (Personalized Adaptive Coaching Experience), an AI-driven recommendation engine for personalized coaching.

The company's core technology centers on connected fitness equipment with digital integration capabilities, including AI-driven personalization through PACE, smart tracking and analytics across cardiovascular and strength product lines, and interoperability within commercial fitness environments. Matrix maintains proprietary product lines informed by athlete and operator feedback, with design emphasis on biomechanical precision, durability for high-usage environments, and aesthetics suited to premium hospitality settings.

Matrix operates a B2B enterprise sales model with quote-based, non-publicly-disclosed pricing and multi-year contracts. Revenue is generated primarily through hardware sales of equipment and full facility installations, supplemented by consultancy services covering gym design, branding, lighting, and visual identity. The company is expanding into recurring/connected fitness revenue streams through its PACE ecosystem. Go-to-market combines direct enterprise field sales (including regional expansion in Florida), channel partnerships through ILHA and Hilton Supply Management, marketplace listing on Astria, and event-driven demand generation through industry trade shows such as Elevate 2026 and fitness competition sponsorships including the CR Fitness Conquer Challenge across 93 Crunch Fitness locations.

Name

Matrix Fitness

Legal name

Matrix Fitness

Website

https://matrixfitness.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

101–250 employees

Short description

Matrix Fitness is a Johnson Health Tech subsidiary that designs, manufactures, and supplies premium commercial cardiovascular and strength training equipment with connected fitness and AI capabilities to luxury hotels, universities, health clubs, and corporate wellness facilities globally.

Ownership category

akta.pro rank

Product category

Commercial Fitness Equipment

NAICS

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)

Keywords

• Commercial fitness equipment
• Cardiovascular training machines
• Strength training equipment
• Connected fitness solutions
• Hospitality gym equipment

Headquarters

HQ city

Cottage Grove

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Commercial Fitness Equipment Sales: B2B sales of premium cardiovascular and strength training equipment to commercial customers including health clubs, hotels, universities, and corporate wellness facilities. Equipment sales include one-time purchase of individual machines and full facility installations with associated consultancy services.
2. Connected Fitness Solutions: AI-driven connected fitness ecosystem with PACE (Personalized Adaptive Coaching Experience) enabling subscription or usage-based revenue from software-enhanced equipment experiences in commercial and hospitality settings.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels4 records

Core offering

Matrix Fitness designs, manufactures, and supplies premium commercial fitness equipment to enterprise customers. Its portfolio spans luxury cardiovascular machines (Onyx Collection), strength training equipment (Magnum Plate-Loaded Range), and an AI-driven connected fitness ecosystem (PACE) that integrates with smart gym environments. The company also delivers consultative services covering facility design, branding, installation, and visual identity for health clubs, luxury hotels, universities, and corporate wellness centers.

Product overview

Matrix Fitness is a fitness equipment manufacturer offering a diversified portfolio of cardiovascular and strength training products. The core product lines include the Onyx Collection (luxury five-machine cardiovascular range for high-end health clubs and hotels) and the Magnum Plate-Loaded Range (10 strength training machines). The company also offers connected fitness equipment with AI-driven solutions like PACE (Personalized Adaptive Coaching Experience). Products serve commercial gyms, luxury hospitality, university facilities, and corporate wellness centers.

Differentiator

Problem solved

Functional benefit

Brands

• Onyx Collection: Luxury five-machine cardiovascular product range including treadmill, Ascent Trainer, ClimbMill, upright cycle, and recumbent cycle designed for high-end health clubs and luxury hotels.
• Magnum Plate-Loaded Range
• PACE

Products and services

• Onyx Collection
• Magnum Plate-Loaded Range
• PACE (Personalized Adaptive Coaching Experience)

Quantifiable outcome

• 25% increase in student memberships following facility refurbishment
• +1 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• International Luxury Hotel Association (ILHA)coreStrategic or Co-development Partner · 8 April 2026Matrix Fitness renewed its partnership with ILHA for a second year, continuing collaboration with hotel owners, operators, and developers within the ILHA network. The partnership focuses on supporting luxury hotel brands with fitness and wellness solutions worldwide, supplying premium equipment including the ONYX Collection to luxury hotel properties across Asia, Europe, and North America.
• Hilton Supply ManagementcoreChannel Partner/ Reseller/ Distributor · 8 April 2026Matrix Fitness received designation as an approved supplier by Hilton Supply Management, enabling procurement of Matrix fitness equipment through the major hospitality group's standard purchasing processes for hotel wellness facilities.
• AstriaminorChannel Partner/ Reseller/ DistributorMatrix Fitness products are listed on the Astria platform, a marketplace for hospitality equipment procurement, providing additional distribution channel for hotel equipment sales.
• University of LiverpoolcoreStrategic or Co-development PartnerMatrix Fitness partnered with the University of Liverpool to complete a major refurbishment of the university's main gym facility. The partnership transformed a cramped, cardio-heavy space into a modern environment with doubled lifting platforms, an expanded free weights area, and a new open turf zone. Matrix provided consultancy services covering gym design, branding, lighting, and visual identity to align the space with the university's branding.
• CR Fitness (Crunch Fitness)minorGTM or Marketing PartnerMatrix Fitness is a sponsor of the CR Fitness Conquer Challenge fitness competition, a three-month event open to members at 93 Crunch Fitness gym locations from April to June, with $17,000 in cash prizes. This sponsorship provides brand visibility and association with a major fitness franchise brand.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Market position

Strengths4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/matrixfitnessuk
• Facebookfacebook.com/timeline
• LinkedInlinkedin.com/company/matrixfitnessusa

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Matrix Fitness