Total Gym

What Total Gym does

Total Gym is a privately-held San Diego manufacturer, founded in 1974, that designs and sells incline bodyweight resistance training equipment for three distinct markets: commercial fitness facilities, physical therapy and rehabilitation clinics, and home consumers. The company's core technology relies on an adjustable glideboard and incline mechanism that modulates resistance from 1% to 72% of the user's body weight without weight stacks, enabling closed-chain, joint-friendly, multi-plane movement across over 250 exercises on flagship units. The product portfolio is organized into three sub-brands: ELEVATE (commercial stations and circuits including Encompass, Row ADJ, Jump, Press, Pull Up, and the bundled Circuit/Super Circuit packages), Recovery Series / RS (clinical rehabilitation equipment with hydraulic or motorized lift assist such as RS Encompass and RS Encompass PowerTower, plus the RS LEX lower-extremity device), and the Heritage Collection (home units GTS, FIT, EVOLVE, CycloTrainer 2). A complementary GRAVITY training and instructor certification program supports group-fitness programming for commercial customers, and a broad accessory catalog (press bars, weight bars, Pilates packages, dip bars) extends cross-product compatibility.

Total Gym sells exclusively through direct channels — its own e-commerce storefront (totalgym.com) and a parallel direct-response "As Seen On TV" channel (totalgymdirect.com) — with no third-party retail, distributor, or reseller network disclosed. Commercial pricing per unit ranges from approximately $1,595 (folding ELEVATE Row) to $4,295 (ELEVATE Encompass) and up to $6,795 (RS Encompass PowerTower), while bundled circuits are priced at $11,275 (ELEVATE Circuit, 5 units) and $15,720 (ELEVATE Super Circuit, 6 units). Commercial sales target health clubs and gym chains (e.g., Planet Fitness, Retro Fitness, CLASS by UFC, Beacon Hill Athletic Club), YMCA and community centers, collegiate athletics, corporate wellness, and government facilities; the rehab line targets physical therapy clinics and hospitals (e.g., Fischer Institute). The founder, Tom Campanaro, remains associated with the company, which has operated continuously for over 50 years on what appears to be primarily self-funded growth, with only one disclosed capital raise of $925,000 in 2013. Headcount is reported at 11-50 employees, and the company claims global reach through direct international distribution alongside its U.S. operations.

Name

Total Gym

Legal name

Total Gym

Website

https://totalgym.com

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

11–50 employees

Short description

Total Gym, founded in 1974 in San Diego, manufactures incline bodyweight resistance training equipment for commercial gyms, physical therapy clinics, and home consumers, selling exclusively direct through its own e-commerce storefront across three product lines: ELEVATE, Recovery Series, and Heritage.

Ownership category

akta.pro rank

Product category

Functional Fitness Equipment

NAICS

Sporting and Athletic Goods Manufacturing (33992), Sporting Goods Retailers (45911), Sports and Recreation Instruction (61162)

SIC

Sporting & Athletic Goods, Nec (3949), Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842)

akta.pro primary industry

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

akta.pro secondary industries

Fitness Equipment & Performance Accessories Retail (CRAMABAD), Strength Training Equipment Retail (Racks, Benches, Barbells, Plates) (CRAMADAB), Strength & Conditioning / Performance Training (EDALAIAI)

Keywords

• Functional fitness equipment
• Incline bodyweight training
• Commercial gym equipment
• Physical therapy equipment
• Home gym equipment

Headquarters

HQ city

San Diego

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Fitness Equipment Sales: Direct hardware sales of commercial and home fitness equipment including ELEVATE series machines, Heritage home gym systems, and Recovery Series physical therapy equipment. Revenue is generated through one-time hardware purchases with optional financing.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Total Gym designs, manufactures, and sells incline bodyweight functional training equipment across three product lines — ELEVATE for commercial fitness facilities, the Recovery Series (RS) for physical therapy and rehabilitation clinics, and the Heritage Collection for home consumers. Equipment uses adjustable glideboard incline angles to modulate resistance from 1% to 72% of the user's body weight, eliminating traditional weight stacks and supporting 250+ exercises on the flagship Encompass unit. The company sells direct to commercial customers (health clubs, YMCAs, PT clinics, hospitals, collegiate, government, corporate wellness) and direct to home consumers through its e-commerce site and Total Gym Direct channel, complemented by the GRAVITY instructor training and group fitness programming.

Product overview

Total Gym is a manufacturer of incline bodyweight training equipment founded in 1974. The company operates three distinct product lines: ELEVATE (commercial fitness), Recovery Series/RS (physical therapy/rehabilitation), and Heritage (home fitness). The ELEVATE line includes individual stations (Encompass, Core ADJ, Row ADJ, Row, Jump, Press, Pull-Up) and bundled packages (Circuit - 5 pieces, Super Circuit - 6 pieces). The Recovery Series includes RS Encompass, RS Encompass PowerTower (with motorized lift), and RS LEX for lower extremity rehabilitation. The Heritage Collection for home use includes GTS, FIT, EVOLVE, and CycloTrainer 2. All equipment uses incline bodyweight resistance as the method of training, with resistance levels calibrated as percentages of user bodyweight. A proprietary GRAVITY training program accompanies the commercial equipment for group fitness instruction. The product portfolio spans commercial gyms, physical therapy clinics, and home users, with accessories compatible across product lines.

Differentiator

Problem solved

Functional benefit

Brands

• ELEVATE: Commercial fitness equipment line including Encompass, Circuit, Super Circuit, Row, Core ADJ, Jump, Press, and Pull Up stations for gyms and health clubs.
• GRAVITY
• Heritage Collection
• Recovery Series (RS)
• Total Gym Direct

Products and services

• Total Gym ELEVATE Encompass Flagship commercial-grade full body functional training machine using incline bodyweight resistance with over 250 exercises and variations and 22 calibrated incline levels. Designed for health clubs, commercial gyms, and fitness facilities.
• Total Gym ELEVATE Circuit 5-piece commercial gym equipment package featuring Row ADJ, Core ADJ, Jump, Press, and Pull-Up stations, offering over 80 exercises in approximately 200 square feet with 7 incremental resistance levels. Designed for health clubs and commercial fitness facilities.
• Total Gym ELEVATE Super Circuit 6-piece commercial gym equipment package including the ELEVATE Encompass plus all single station training products. The Encompass alone supports over 250 exercises, making it the most versatile commercial package.
• Total Gym ELEVATE Core ADJ Core exercise equipment featuring 7 adjustable incline levels that targets the entire core musculature through Dynamic Plank and SCRUNCH movements, with a 12 square foot footprint. Designed for commercial fitness floors.
• Total Gym ELEVATE Row ADJ Adjustable row trainer on an incline with seven levels of resistance, integrating strength into cardio through concentric and eccentric loading phases. Includes computer display tracking, 400 lb user capacity, and 12 sq ft footprint.
• Total Gym ELEVATE Row Folding rower that emulates rowing movement on an incline using adjustable bodyweight resistance with two resistance levels, folding upright for storage.
• Total Gym ELEVATE Jump Plyometric jumping exercise machine that builds explosive power using linear bodyweight resistance and variable band resistance, with a pneumatic brake to reduce landing impact. Supports single-leg squat variations and 400 lb capacity.
• Total Gym ELEVATE Press Commercial shoulder press machine with inverted positioning that unloads the lower back and reduces spinal compression. Seven adjustable incline levels allow users to press 15%-50% of bodyweight.
• Total Gym ELEVATE Pull Up Adjustable incline pull-up station allowing users to select percentage of bodyweight to pull, with seven incline levels enabling 35%-65% bodyweight loading and options for plyometric and one-arm pull-ups.
• RS Encompass PowerTower Motorized physical therapy equipment with push-button incremental load changes and remote control handles for touch-control level adjustments during exercise. Features 26 calibrated incline levels loading 1%-72% bodyweight, 650 lb capacity, and includes Closed Chain Platform, Retractable Dip Bars, and Squat Handle Bar.
• RS Encompass Physical therapy equipment with hydraulic lift system for 22 calibrated incline levels providing 1%-62% bodyweight resistance, including built-in Slide Distance Regulator and standard Closed Chain Platform, Retractable Dip Bars, and Squat Handle Bar.
• RS LEX Lower extremity physical therapy equipment designed for post-surgical rehabilitation focusing on leg training and lower body conditioning in clinical settings.
• Total Gym EVOLVE Adjustable home gym equipment featuring variable resistance and multiple exercise capabilities for personal and family home fitness training.
• Total Gym GTS Heritage series full body weight trainer and power tower offering comprehensive bodyweight resistance training for home users.
• Total Gym FIT Heritage series home fitness equipment combining resistance training, cardio training, and stretching capabilities in a single unit for home fitness use.
• Total Gym CycloTrainer 2 Heritage series cycling/rowing trainer combining cardio workout with glide board technology for full body conditioning in the home.
• GRAVITY Training Program Group fitness training and education program for instructors of Total Gym group classes, using GRAVITY methodology with incline bodyweight training equipment for full class workouts. Targeted at commercial fitness customers.

Quantifiable outcome

• Small group training operators recouped cost of ENCOMPASS equipment in 6 months
• +2 more outcomes

Named customers10 records

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Bowflex: Bowflex (Nautilus Inc.) is one of Total Gym's most direct competitors in the home fitness equipment market, offering all-in-one home gym systems and select home cardio equipment. Both brands target consumers seeking space-efficient full-body home workout solutions.
• Keiser: Keiser designs pneumatic and functional training equipment for commercial and clinical markets, including strength machines that adjust resistance precisely. The companies overlap closely in commercial gym and physical therapy channels and share a focus on joint-friendly, scalable resistance.
• TRX: TRX manufactures bodyweight suspension training equipment widely used in commercial gyms, functional training facilities, and military fitness. Both brands compete on the same core thesis—bodyweight-based resistance as a full-body training modality—and serve overlapping commercial and consumer customer segments.
• Concept2: Concept2 is the dominant manufacturer of indoor rowing machines (Model D, Model E) used in commercial gyms, CrossFit boxes, and homes. Its product directly competes with Total Gym's ELEVATE Row and ELEVATE Row ADJ for cardio rower placement on commercial fitness floors.

Broad incumbents

• Life Fitness: Life Fitness is a global leader in commercial cardio and strength equipment sold to health clubs, hotels, and institutions. While much broader than Total Gym, it competes head-to-head for placement on commercial fitness floors with the ELEVATE series.
• Technogym: Technogym is a premium Italian manufacturer of commercial and home fitness equipment with a strong connected-fitness platform. It competes with Total Gym for high-end commercial fitness customers and increasingly in the connected home segment.
• Cybex: Cybex manufactures selectorized strength, plate-loaded, and cardio equipment for commercial gyms, sports performance facilities, and rehabilitation clinics. Its Recovery and Arc Trainer lines compete directly with Total Gym's ELEVATE and Recovery Series for PT and commercial placement.
• Precor: Precor manufactures commercial cardio and strength equipment sold globally to health clubs, hotels, and corporate facilities. Overlaps with Total Gym on commercial fitness floors, particularly for selectorized and functional training placements.
• Rogue Fitness: Rogue Fitness is a leading manufacturer of strength and conditioning equipment, racks, and accessories for home gyms, commercial facilities, and CrossFit affiliates. It represents the free-weight alternative to Total Gym's bodyweight-resistance approach for serious strength customers.
• Nautilus: Nautilus Inc. owns Bowflex, Schwinn, and Nautilus brands across home and commercial fitness. It competes with Total Gym across both home fitness (Bowflex) and light-commercial channels with broader distribution through sporting goods retail.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/totalgym

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

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 Total Gym