What Fitness Superstore does

Fitness Superstore is the trading identity of Bodypower Sports LTD, a UK-based multi-brand fitness equipment retailer founded in 1994. It sells cardio equipment (treadmills priced from £499 to £21,000, exercise bikes, cross trainers, rowing machines), strength equipment (multi-gyms, Smith machines, power racks, dumbbells, kettlebells, boxing gear), and commercial-grade machines under a broad portfolio that includes NordicTrack, ProForm, Life Fitness, Matrix, Bowflex, Schwinn, SHUA, Concept2, Sole, Spirit, Body-Solid, and its proprietary Body Power brand.\n\nThe company operates a dual-channel model: 11 physical showrooms across the UK — including what is described as the UK's largest 15,000 sqft air-conditioned fitness equipment showroom — alongside an e-commerce platform. Fulfilment is supported by a 175,000 sqft distribution centre in Northampton carrying £8m+ of stock, which underwrites next-day delivery and broad availability. Customer finance is offered through Klarna, V12 Finance, and PayPal, and a 110% Price Match Guarantee is published.\n\nTwo customer segments are served: home-gym consumers purchasing directly via showroom or online, and commercial operators (gyms, fitness facilities) served through a dedicated Commercial Gym Solutions division. Revenue is not publicly disclosed; the company is privately held and operates with 101-250 employees. The principal recent strategic pressure has been the September 2025 loss of REP Fitness as a distribution partner, which moved to a direct-to-consumer model in the UK.

Name

Fitness Superstore

Legal name

Bodypower Sports LTD

Website

https://fitness-superstore.co.uk

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

101–250 employees

Short description

Fitness Superstore is a UK-based multi-brand fitness equipment retailer operating 11 showrooms and an e-commerce platform, serving home-gym consumers and commercial operators with cardio, strength, and free-weight equipment under brands including NordicTrack, Life Fitness, and its proprietary Body Power line.

Ownership category

akta.pro rank

Product category

Fitness Equipment Retail

NAICS

Sporting Goods Retailers (45911)

akta.pro primary industry

Fitness Equipment & Performance Accessories Retail (CRAMABAD)

akta.pro secondary industries

Cardio Equipment Retail (Treadmills, Bikes, Rowers, Ellipticals) (CRAMADAA), 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

• Fitness equipment retail
• Home gym equipment
• Commercial gym solutions
• Treadmill sales
• Exercise equipment store

Headquarters

HQ city

Northampton

HQ country

United Kingdom

HQ region

Europe

Offices11 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: One-time product sales of fitness equipment including treadmills, exercise bikes, weights, gym equipment, and accessories to consumers and commercial customers. Revenue generated through point-of-sale transactions with various payment options including interest-free finance.
2. Installation Services: Professional installation services offered as an add-on for fitness equipment purchases. Available for selected models including treadmills and exercise bikes, with next-day installation options in many areas.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Fitness Superstore is the UK's largest specialist fitness equipment retailer, selling branded and proprietary cardio, strength, and free-weight equipment for home and commercial use. The company runs a 175,000 sqft Northampton distribution centre with over £8m of stock, the UK's largest 15,000 sqft air-conditioned showroom, and 11 retail showrooms nationwide. Sales are fulfilled via an e-commerce platform at fitness-superstore.co.uk, physical showrooms, next-day delivery, and a dedicated Commercial Gym Solutions division for business customers.

Product overview

Fitness Superstore is the UK's largest specialist fitness equipment retailer, operating as a multi-brand e-commerce platform and showroom retailer. The company offers an unrivalled range of fitness equipment across cardio, strength, weights, and sports categories from numerous branded manufacturers (NordicTrack, ProForm, Life Fitness, Matrix Fitness, Bowflex, Schwinn, SHUA, Concept2, Sole, Spirit, Body-Solid) plus its proprietary Body Power brand. The portfolio includes treadmills (folding, non-folding, commercial), exercise bikes (upright, recumbent, racer, air), cross trainers, rowing machines, multi-gyms, smith machines, power racks, cable machines, dumbbells, kettlebells, weight plates, barbell sets, boxing equipment, and commercial gym equipment. The company operates a 175,000 sqft distribution centre in Northampton with over £8m of stock and the UK's largest 15,000 sqft air-conditioned showroom, along with 11 stores nationwide.

Differentiator

Problem solved

Functional benefit

Products and services

• Treadmills Motorized walking, jogging, and running equipment sold in folding, non-folding, and commercial variants for home and light-commercial users.
• Exercise Bikes Stationary cycling equipment including upright, recumbent, racer/studio, and air bikes for home fitness users.
• Cross Trainers / Elliptical Trainers Low-impact full-body cardio machines with adjustable resistance and digital displays, including standard, Bowflex Max, and commercial elliptical variants.
• Rowing Machines Full-body rowing simulators available in air/hydraulic, water, magnetic resistance, and ski-machine variants for home gyms.
• Power Plates / Vibration Plates Whole-body vibration training equipment for strength and conditioning routines.
• Multi-Gyms All-in-one strength machines combining chest press, leg extension/curl, seated row, and other exercises, sold in compact, standard, and multi-stack configurations.
• Smith Machines Guided barbell training systems with safety catches and adjustable attachments, sold as standalone units or in package deals.
• Power Racks and Cages Free-weight training frames for squats, bench press, and barbell exercises, offered as multi-press racks, power cages, packages, or attachments.
• Functional Trainers / Cable Machines Cable-based strength equipment for functional movements and isolation exercises.
• Dumbbells Free-weight dumbbells available in adjustable, chrome, hex cast iron, rubber/urethane, pro-style iron, and neoprene/vinyl varieties.
• Kettlebells Cast iron kettlebells in vinyl-coated, neoprene-coated, adjustable, rubber-encased, and competition styles for strength and conditioning.
• Weight Plates and Barbell Sets Olympic and standard weight plates and complete barbell sets for strength training.
• Boxing Equipment Boxing gear including gloves, mitts, hook and jab pads, protection, punch bags, free-standing bags, stands, and accessories.
• Commercial Gym Equipment Heavy-duty commercial-grade fitness equipment including SHUA commercial series and Body-Solid Clubline strength equipment for health clubs and gyms.
• Installation Services Professional installation add-on service for selected equipment including treadmills and exercise bikes, with next-day installation options in many UK areas.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration22 records

Partnerships

One partnership is on record.

• REP Fitness (former distribution partner)minorChannel Partner/ Reseller/ Distributor · 30 September 2025REP Fitness, a Colorado-based strength training equipment manufacturer, previously used Fitness Superstore as their UK distribution partner. This distribution partnership ended on September 30, 2025 when REP Fitness launched direct-to-consumer operations in the UK, shipping from their own 40,000-square-foot facility in Gloucester.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Sweatband.com: UK online specialist retailer of fitness equipment including treadmills, exercise bikes, cross trainers, and strength gear. Directly comparable to Fitness Superstore in product mix, target customer (home gym buyers), and UK-only geographic focus, though it operates without a comparable showroom network.
• Physical Company: UK-based specialist fitness equipment supplier serving both commercial gyms and home users. Closely comparable in product range (cardio, strength, functional) and B2B commercial sales motion, making it a direct competitor in the commercial gym solutions channel.
• Pure Gym Equipment: UK specialist retailer of new and refurbished commercial and home fitness equipment. Comparable in product breadth across cardio and strength, target segments (home + commercial), and value-oriented positioning versus premium specialists.

Broad incumbents

• Decathlon UK: Global sporting goods retailer with a significant UK store estate and an extensive fitness equipment assortment at competitive price points. Comparable as a competitor for entry-level and mid-range home fitness equipment, though its offering is broader than fitness-only.
• Technogym: Premium global fitness equipment manufacturer and brand that Fitness Superstore sells in its commercial range. Comparable as a competitive brand in the high-end commercial and premium home segments, with overlapping high-value customer segments.
• Life Fitness: Global commercial and home fitness equipment manufacturer whose products are a core part of Fitness Superstore's premium assortment. Comparable as both a brand competitor and a key supplier, with overlapping commercial-gym and connected-home fitness positioning.
• Amazon UK: Dominant UK e-commerce marketplace listing wide ranges of fitness equipment from multiple brands. Comparable as a price-anchoring competitor particularly in entry-level treadmills, bikes, and accessories where convenience and price dominate purchase decisions.

Emerging players

• Peloton: Connected fitness company that sells exercise bikes and treadmills directly to consumers with its own subscription ecosystem. Comparable in target customer (premium home fitness buyer) and aspirational product positioning, but operates as a direct competitor that bypasses traditional retail.
• REP Fitness: US-based strength training equipment manufacturer that previously used Fitness Superstore as its UK distribution partner and now ships directly to UK consumers from its own 40,000 sqft Gloucester facility. Comparable as a brand competitor that has explicitly disintermediated the retail channel.
• NordicTrack / iFIT: Connected fitness hardware and subscription brand whose treadmills, bikes, and cross trainers are a core Fitness Superstore SKU. Comparable as both a key supplier and a direct-to-consumer competitor pushing customers toward its own ecosystem.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/FitnSuperstore
• Facebookfacebook.com/TheFitnessSuperstore

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Fitness Superstore