What BodyCraft does

BodyCraft is the fitness-equipment brand of Recreation Supply Inc, a privately held Ohio corporation headquartered in Lewis Center, Ohio. Founded in 1994 and operating with 11–50 employees, the company designs and manufactures a comprehensive lineup of cardio (treadmills, ellipticals, upright and recumbent bikes, indoor cycles, rowing machines) and strength equipment (functional trainers, multi-gyms, power racks, benches, dumbbell racks, selectorized machines) for both residential and commercial customers in the United States. Its commercial product set includes dedicated SKUs for health clubs, corporate and municipal wellness, government and military, and multi-family and hospitality facilities, alongside residential-tier products such as the T500/T850/T1050/T1200 treadmills, E900/E1100/E1200 ellipticals, U1000 upright bike, R1100 recumbent bike, SPX-MAG/SPR indoor cycles, VR400/VR500 rowers, and the XFT, RFT Pro, HFT Pro, DFT, GT, and GTX strength systems.

BodyCraft's core technology centers on the EXP Series consoles — industry-first GMS-certified 16-inch and 9-inch touchscreen displays with an LED-console alternative — pre-loaded with streaming apps (Netflix, Hulu, YouTube, Prime Video, Disney+, ESPN, Max, Spotify, Pluto TV, CNN, Fox News) and fitness apps (Kinomap, Fitscope) without a subscription fee. The Connect-22 (a 22-inch Android touchscreen tablet) and the BODYCRAFT CONNECT Bluetooth module extend the platform via FTMS, enabling compatibility with Zwift and Peloton plus Apple Watch/Heartbeatz heart-rate tracking. Notable hardware features include magnetic eddy current resistance on indoor cycles, a bi-directional rotating barbell on the XFT V2, and dual swiveling pulleys with laser-etched cable columns on functional trainers.

BodyCraft monetizes primarily through one-time/perpetual equipment sales via two channels: an authorized US dealer network for commercial accounts (where pricing is quote-based and bundled with design, shipping, assembly, training, and haul-away services) and direct-to-consumer e-commerce through bodycraft.com for residential buyers, with published pricing from approximately $300 for accessories to over $7,000 for premium treadmills. The company is independently owned with no disclosed institutional investment, no M&A activity, and no public-market participation.

Name

BodyCraft

Legal name

Recreation Supply Inc

Website

https://bodycraft.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

BodyCraft, the fitness-equipment brand of Recreation Supply Inc, designs and manufactures treadmills, ellipticals, bikes, rowers, functional trainers, multi-gyms, and commercial selectorized strength equipment for residential, health-club, corporate, government/military, and hospitality customers across the United States, distributing via dealer networks and direct e-commerce.

Ownership category

akta.pro rank

Product category

Fitness Equipment

NAICS

Sporting and Athletic Goods Manufacturing (33992)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Fitness Equipment & Performance Accessories Retail (CRAMABAD)

akta.pro secondary industries

Home Gym Systems & Smart Fitness Equipment Retail (Connected Mirrors, Smart Bikes, All-in-One Gyms) (CRAMADAG), Cardio Equipment Retail (Treadmills, Bikes, Rowers, Ellipticals) (CRAMADAA), Strength Training Equipment Retail (Racks, Benches, Barbells, Plates) (CRAMADAB)

Keywords

• Commercial fitness equipment
• Residential fitness equipment
• Cardio machines
• Strength training equipment
• Fitness equipment manufacturer

Headquarters

HQ city

Lewis Center

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Commercial Fitness Equipment Sales: Sale of professional-grade cardio and strength equipment to health clubs, corporate fitness centers, government facilities, and hospitality businesses. Products include treadmills, ellipticals, bikes, rowing machines, functional trainers, power racks, and benches designed for heavy commercial use.
2. Residential Fitness Equipment Sales: Direct-to-consumer sales of home fitness equipment including treadmills, ellipticals, bikes, rowing machines, functional trainers, benches, and accessories through the e-commerce website.
3. Accessories and Add-ons: Sales of equipment accessories including Connect-22 touchscreen upgrades, benches, dumbbell racks, landmine attachments, dip handles, and other add-on components for existing equipment.
4. Commercial Services: Additional services offered to commercial customers including design/layout assistance, shipping, delivery, assembly, training, and haul-away services.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

BodyCraft manufactures and sells commercial-grade and residential fitness equipment, including treadmills, ellipticals, upright and recumbent bikes, indoor cycles, rowing machines, functional trainers, multi-gyms, power racks, benches, dumbbell racks, and selectorized strength machines. The company differentiates its equipment through EXP Series touchscreen consoles with built-in entertainment and fitness apps (no subscription required), the Connect-22 Android touchscreen tablet, and Bluetooth/FTMS connectivity for integration with Zwift, Peloton, Kinomap, Fitscope, and streaming services.

Product overview

BodyCraft is a manufacturer of fitness equipment serving both residential and commercial markets. The product portfolio includes cardio equipment (treadmills, ellipticals, bikes, rowing machines, indoor cycles) and strength equipment (functional trainers, multi-gyms, power racks, benches, dumbbell racks, selectorized machines). BodyCraft offers interchangeable EXP Series consoles with touchscreen and LED options featuring app connectivity (Netflix, Hulu, YouTube, Zwift, Peloton), the Connect-22 Android touchscreen accessory, and various accessories and add-ons. Products are available in residential configurations (e.g., T850, T500 treadmills; E900 elliptical; U1000 upright bike) and commercial-grade versions (EXP CSM Smith Machine, EXP CHR Half Rack, commercial functional trainers like XFT and RFT Pro) designed for health clubs, corporate wellness, government/military facilities, and multi-family hospitality settings.

Differentiator

Problem solved

Functional benefit

Products and services

• T1200 Treadmill Premium residential treadmill with touchscreen console options, advanced programming, and entertainment features for home fitness use.
• T1100 Treadmill Residential treadmill with console options and advanced features for home fitness.
• T1050 Treadmill High-performance residential treadmill offering a balance of features and value for home users.
• T900 Treadmill Mid-range residential treadmill for home cardio workouts.
• T850 Treadmill Mid-range residential treadmill with LED console, suitable for regular home workouts.
• T500 Treadmill Entry-level residential treadmill designed for home fitness beginners.
• E1200 Elliptical Premium residential elliptical with advanced features and console options for low-impact cardio.
• E1100 Elliptical Mid-range residential elliptical trainer for low-impact cardio workouts.
• E900 Elliptical Residential elliptical trainer with LED console for home fitness use.
• U1000 Upright Bike Premium commercial-grade upright bike with interchangeable EXP Series consoles, 30 resistance levels, and comprehensive app connectivity including Zwift, Peloton, and Apple Watch integration.
• R1100 Recumbent Bike Commercial recumbent bike with ultra-wide comfort seat and 20 piston-assisted positions for accessible workouts.
• SPR Indoor Cycle Heavy-duty indoor cycle with precision-balanced aluminum flywheel, Hutchinson Kevlar belt drive, and Magnetic Eddy Current resistance for serious cycling performance.
• SPX-MAG Indoor Cycle Indoor cycling bike with magnetic resistance and commercial-grade components.
• VR500 Pro Rowing Machine Pro-level rowing machine for residential use with advanced rowing features.
• VR400 Rowing Machine Residential rowing machine for home cardio workouts.
• DFT Functional Trainer Cable-based functional trainer with dual adjustable pulleys for comprehensive strength training exercises.
• HFT Pro Functional Trainer Functional trainer with adjustable cable system for home strength training.
• XFT Strength Training System Advanced strength training system combining barbell training with functional training in a compact 61" x 50" footprint, featuring rotating bi-directional barbell with 20" horizontal and 60" vertical travel, dual swiveling pulleys with 32 height positions, and 150 LB weight stack upgradeable to 200 LB.
• RFT Pro Rack Functional Trainer All-in-one strength training system combining power rack features with dual independent 150 LB weight stacks, 6 swiveling pulleys, and multiple adjustment positions for comprehensive training.
• GTX Gym Complete home gym system with multiple station options for varied strength training.
• GT Gym Home gym system providing multiple strength training options in one unit.
• F760 Linear Bearing Leg Press / Hack Squat Linear bearing leg press and hack squat machine for lower body development.
• F730 Pro Power Rack

Named customers6 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration23 records

Feature6 records

Partnerships

Four partnerships are on record, tiered core.

• KinomapcoreTechnology or IntegrationFitness app integration on EXP Series consoles providing interactive workout experiences with virtual scenic routes and synchronized training.
• FitscopecoreTechnology or IntegrationFitness app integration offering workout classes and instruction compatible with BodyCraft equipment through EXP Series consoles.
• ZwiftcoreTechnology or IntegrationFTMS Bluetooth integration enables Zwift connectivity for immersive virtual cycling and training experiences on BodyCraft bikes and indoor cycles.
• PelotoncoreTechnology or IntegrationFTMS Bluetooth connectivity allows Peloton app integration for guided cycling workouts on BodyCraft indoor cycles and bikes.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Nautilus (Bowflex): Direct peer in residential fitness equipment, particularly strength (Bowflex) and cardio (Nautilus). Competes with BodyCraft in the home gym segment across overlapping price tiers.
• NordicTrack (iFIT): Direct peer in connected home fitness equipment. Differs in business model (iFIT subscription-driven) but competes for the same treadmill, bike, and rower buyers that BodyCraft addresses.
• Precor: Direct peer in commercial and residential cardio and strength equipment, with similar console ecosystems. Competes head-to-head for the same commercial facility buyers BodyCraft targets.
• Cybex International: Direct peer in commercial strength and cardio equipment with comparable selectorized strength product lines (e.g., leg press, lat pulldown, multi-press) that overlap BodyCraft's EXP commercial selectorized offerings.
• Sole Fitness: Direct peer in residential treadmills, ellipticals, bikes, and rowers at comparable mid-market price points. Competes for the same direct-to-consumer home buyer BodyCraft serves through bodycraft.com.
• Life Fitness: Direct peer and category leader in commercial fitness equipment (treadmills, ellipticals, bikes, strength). Overlaps directly with BodyCraft's commercial cardio and strength product lines and serves the same health club, corporate, hospitality, and government verticals.
• Matrix Fitness: Direct peer offering commercial and residential cardio, strength, and group training equipment. Comparable product breadth and overlapping commercial buyer segments (health clubs, hospitality, corporate).
• TRUE Fitness: Direct peer in commercial and residential cardio equipment with comparable product categories. Targets similar commercial and home-gym buyers as BodyCraft.
• Hoist Fitness: Direct peer in commercial strength equipment, particularly functional trainers and multi-station systems. Competes directly with BodyCraft's commercial XFT, RFT Pro, and multi-gym SKUs.

Emerging players

• Peloton: Adjacent connected-fitness peer; not a direct head-to-head competitor due to subscription-driven model and narrower product line (bike, tread, row), but competes for the connected home-fitness buyer and is a platform partner via FTMS.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/BodyCraftFit
• Facebookfacebook.com/BodyCraftFit
• LinkedInlinkedin.com/company/bodycraftfitness

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 BodyCraft