JLL Fitness

Name

JLL Fitness

Legal name

JLL Fitness

Website

https://jllfitness.co.uk

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Home Fitness Equipment Retail

NAICS

Sporting Goods Retailers (45911)

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), Strength Training Equipment Retail (Racks, Benches, Barbells, Plates) (CRAMADAB)

Keywords

• Home fitness equipment
• Cardio machines
• Strength training equipment
• Treadmills and rowing machines
• Fitness accessories

Headquarters

HQ city

Birmingham

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Fitness Equipment Sales: One-time hardware sales of fitness equipment including treadmills, exercise bikes, rowing machines, cross trainers, weights, and accessories. Products sold at fixed retail prices with occasional promotional discounts.
2. JLL Fitness Branded Products: Sale of proprietary JLL Fitness branded products including the Helius Lite Treadpad, Pegasus Connected Treadmill, SB100 Magnetic Exercise Bike, Smart Magnetic Recumbent Bike, R300 Rowing Machine, Aqua 1 Water Rower, Multi-Function Premium Magnetic Rowing Machine, and CT300 Cross Trainer.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

JLL Fitness is a UK-based retailer that designs, brands, and distributes home fitness equipment, selling its own JLL Fitness-branded products (treadmills, exercise bikes, rowing machines, cross trainers, weight benches, dumbbells, kettlebells, and free-weights accessories) alongside authorized Sunny Health & Fitness products. The company sells primarily through its own e-commerce storefront (jllfitness.co.uk) and physical showroom in Birmingham, with selected UK retailer partnerships. Bluetooth-enabled smart equipment integrates with the free SunnyFit App to provide trainer-led workout content and real-time performance tracking at no ongoing subscription cost.

Product overview

JLL Fitness is a UK-based online fitness equipment retailer founded in 2012, offering an extensive portfolio of home fitness equipment under its own JLL Fitness brand alongside products from Sunny Health & Fitness. The product range encompasses cardio equipment including treadmills (foldable treadmills, incline treadmills, walking pads/treadmills), exercise bikes (indoor cycles, recumbent bikes, upright bikes, mini bikes), rowing machines (air rowers, magnetic rowers, water rowers, dual-resistance rowers), cross trainers, ellipticals, stair climbers, air walk trainers, and step machines. Strength training equipment includes dumbbells (PU, rubber hex varieties), kettlebells, weight plates, barbells, weight benches, medicine balls, slam balls, ankle weights, weight vests, and storage racks. The Essentials and Wellness categories offer yoga mats, equipment mats, floor tiles, balance boards, skipping ropes, aerobic step platforms, and massage chairs. Smart fitness equipment integrates with the SunnyFit App via Bluetooth for real-time workout tracking, trainer-led video access, and virtual tour experiences. The company also provides an Affiliate Program and refurbished equipment options.

Differentiator

Problem solved

Functional benefit

Products and services

• Helius Lite Smart 2 in 1 Treadpad® Treadmill Dual-mode walking pad and running treadmill with brushless motor, 0.8-12 km/h speed range, remote and handlebar controls, Bluetooth SunnyFit App connectivity, and an ultra-slim 11cm height for under-desk use. Sold at $541 USD unit price.
• Slim Interactive Auto Incline Smart Foldable Treadmill Folding treadmill with 12-level automatic incline, brushless motor, Bluetooth SunnyFit connectivity, cushioned deck for joint protection, and 120kg user weight capacity. Sold at $812 USD.
• Pegasus Connected Folding Treadmill JLL Fitness-branded connected folding treadmill with smart app integration and folding design for space-saving storage.
• Premium Smart Magnetic Belt Drive Indoor Cycling Exercise Bike High-end indoor cycling bike with a 20kg flywheel, dual pedal options, magnetic belt drive resistance, and Bluetooth connectivity for SunnyFit app integration. Supports up to 135kg user weight.
• SB100 Magnetic Exercise Bike JLL Fitness magnetic resistance exercise bike designed for home cardio workouts with adjustable intensity levels.
• Smart Magnetic Recumbent Bike JLL Fitness recumbent bike from the Essentials Series featuring magnetic smart technology for comfortable, low-impact home cardio with lumbar support.
• Recumbent Bikes Collection Range of recumbent exercise bikes featuring ergonomic seats and supportive backrests for comfortable low-impact home cardio workouts with reduced joint strain.
• Upright Bikes Collection Upright exercise bikes replicating traditional bicycle positioning for engaging workouts while strengthening the lower body.
• Smart Mini Exercise Bike Compact under-desk exercise bike with 3-in-1 functionality (leg cycler, tabletop arm exerciser, and resistance band station), Bluetooth connectivity to SunnyFit App, and near-silent magnetic resistance.
• Aqua 1 Water and Elastic Dual Resistance Rowing Machine JLL Fitness rowing machine combining water resistance with 5 levels of elastic tension for dual-force training, featuring an 11-function LCD monitor and 150kg weight capacity.
• R300 Electro-Magnetic Resistance Rowing Machine JLL Fitness rowing machine with electro-magnetic resistance system for smooth, quiet home workouts with adjustable intensity levels.
• Multi-Function Premium Magnetic Rowing Machine JLL Fitness multi-function rowing machine featuring magnetic resistance for quiet, smooth rowing workouts suitable for full-body cardio training.
• Premium Magnetic Water Rowing Machine JLL Fitness rowing machine combining magnetic and water resistance for ultra-quiet operation with realistic rowing feel.
• Dynamic Air Rowing Machine Sunny Health & Fitness air rower featuring progressive air resistance, 135kg user capacity, LCD monitor tracking time/stroke count/calories, and folding design for storage.
• CT300 Cross Trainer Magnetic Resistance Cross Trainer JLL Fitness cross trainer featuring magnetic resistance for smooth, low-impact full-body workouts with adjustable intensity levels.
• Magnetic Smart Elliptical Cross Trainer JLL Fitness elliptical cross trainer with magnetic smart technology for smooth, low-impact home cardio workouts engaging upper and lower body.
• Smart Foldable Stair Climber With Balance-Assist Cords Sunny Health & Fitness stair climber featuring 23-60cm step height range, 4-level adjustable handlebars, Bluetooth connectivity, and foldable design supporting up to 150kg.
• Smart Air Walk Trainer Sunny Health & Fitness air walker featuring zero-impact 76cm stride motion, Bluetooth connectivity to SunnyFit App, integrated abdominal pad, and folding design for storage.
• Upright Row-N-Ride Trainer Sunny Health & Fitness dual-action trainer combining squat assist with rowing motion, featuring Bluetooth connectivity, adjustable resistance bands, and 4-way adjustable seat.
• Smart Mini Stepper Sunny Health & Fitness compact stepper machine for low-impact cardio workouts with adjustable resistance and space-saving design.
• Smart Twist Exercise Stepper Machine Sunny Health & Fitness twist stepper featuring rotating motion for oblique engagement, Bluetooth connectivity, and LCD monitor display.
• Mini Ellipticals Collection Range of compact under-desk elliptical trainers from Sunny Health & Fitness for low-impact circulation improvement and calorie burning during desk work.
• PU Dumbbells 4kg - 32kg JLL Fitness polyurethane dumbbells available in 4kg to 32kg weights, designed for home strength training with durable coating.
• Rubber Hex Dumbbells 4kg - 28kg JLL Fitness hexagonal rubber-coated dumbbells sold in pairs, ranging from 4kg to 28kg, with anti-roll design for safe home gym use.
• Neoprene Covered Cast Iron Kettlebells JLL Fitness kettlebells available in 4kg, 8kg, and 12kg weights with neoprene coating for grip comfort and floor protection.
• Weight Vest 15kg - 30kg JLL Fitness weighted vests ranging from 15kg to 30kg for adding resistance to bodyweight exercises and cardio workouts.
• B200 Adjustable Weight Bench JLL Fitness adjustable weight bench designed for chest and shoulder pressing exercises with multiple incline positions.
• Cast Iron Weight Plates JLL Fitness cast iron weight plates for barbell training, available in various weight increments.
• Olympic Weight Plates JLL Fitness Olympic规格 (Olympic specification) weight plates designed for Olympic barbells with standardized collar opening.
• Weight Lifting Barbell Chromed Steel JLL Fitness chromed steel barbells for strength training exercises including squats, presses, and deadlifts.
• RK400-2 Tier Dumbbell Rack JLL Fitness 2-tier weight rack for organized storage of dumbbells and small weight plates.
• Medicine Ball 1-10kg JLL Fitness medicine balls ranging from 1kg to 10kg for functional strength training and core exercises.
• Heavy Duty Slam Ball JLL Fitness non-bounce slam balls available in 12kg and 15kg for explosive slam exercises.
• Ankle Weights 0.5kg - 2.5kg JLL Fitness ankle weights ranging from 0.5kg to 2.5kg for lower body strength and rehabilitation exercises.
• SunnyFit App Free companion mobile application offering Bluetooth connectivity to smart fitness equipment, providing access to 1,000+ trainer-led videos, 10,000+ virtual world tours, real-time performance tracking, and global leaderboards. Available on iOS and Android.

Quantifiable outcome

• Products rated 4.35-4.79 out of 5 stars based on customer reviews
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability2 records

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Sunny Health & FitnesscoreChannel Partner/ Reseller/ DistributorJLL Fitness is an authorized reseller of Sunny Health & Fitness products, offering their full range of fitness equipment including treadmills, bikes, rowers, and cross trainers. Products integrate with the SunnyFit App ecosystem providing connected fitness features.
• CurrysminorChannel Partner/ Reseller/ DistributorMajor UK electronics retailer stocks JLL Fitness products, providing additional retail distribution channel for the brand.
• DecathlonminorChannel Partner/ Reseller/ DistributorInternational sports retailer offers JLL Fitness products in select UK locations, extending brand visibility to sports and fitness-focused consumers.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Currys: UK's largest consumer-electronics retailer and an existing JLL distribution partner. Comparable as a high-footfall retail channel whose fitness assortment decisions directly affect JLL's UK reach and discoverability.
• Decathlon UK: Global sporting-goods retailer with deep UK store footprint and an extensive own-brand home-fitness line (Domyos). Directly comparable as a multi-category home fitness equipment retailer and also an active channel partner for JLL, creating both overlap and partnership dynamics.
• Amazon UK: Dominant UK e-commerce marketplace carrying every category JLL sells (treadmills, bikes, weights, accessories). Comparable as both an indirect competitor and a distribution channel; sets baseline pricing expectations across the category.
• Argos (Sainsbury's): Major UK general merchandise retailer carrying a broad home-fitness assortment. Comparable as a high-volume distribution channel that competes for the same price-sensitive home-fitness buyer with click-and-collect convenience.

Others

• Sunny Health & Fitness: US-based fitness equipment manufacturer and JLL's primary supplier. Comparable because the same hardware (and SunnyFit App) reaches end users via JLL; Sunny is the upstream producer and a potential future competitive threat if it expands its own UK DTC presence.

Direct peers

• Sweatband.com: UK online specialist retailer of home fitness equipment and accessories with extensive treadmill, bike, and cross-trainer range. Comparable as a primarily-DTC, UK-focused, mid-market fitness equipment retailer.
• Mirafit: UK specialist retailer focused on strength equipment (racks, benches, barbells, plates, accessories) — directly overlapping JLL's strength category and home-gym buyer. Operates an online-first model similar to JLL's e-commerce core.
• Powerhouse Fitness: Long-standing UK home and commercial fitness equipment retailer selling treadmills, bikes, rowers, and strength equipment. Competes head-to-head with JLL for the same home-gym buyer and offers similar value-to-mid-tier price positioning.
• Fitness Superstore: UK specialist retailer of home fitness equipment (treadmills, bikes, rowers, multi-gyms) with both online and showroom channels. Closest like-for-like competitor on assortment, customer segment (home enthusiasts), and showroom-supported DTC model.

Regional players

• GymCompany: European (Spain/Portugal-headquartered) online specialist in home and semi-professional fitness equipment. Comparable on assortment, target customer, and DTC model; relevant as a benchmark for JLL's potential EU expansion path.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/JLLFitness
• Facebookfacebook.com/jllfitness
• LinkedInlinkedin.com/company/jll-fitness

Compliance1 record

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 JLL Fitness