Hammer Sport

What Hammer Sport does

Hammer Sport AG is a German manufacturer and retailer of home fitness equipment, headquartered in Neu-Ulm and operating as a privately held Aktiengesellschaft with 251-500 employees. The company produces and sells more than 600 products spanning cardio (treadmills, ergometers, rowing machines, crosstrainers, speedbikes, fitness trampolines) and strength (multi-gym power stations, weight benches, dumbbells, kettlebells, functional training accessories, boxing gear) categories, organized into proprietary product series including BioForce, Autark, FlyRun, Competition, NorsK, 8000er-Serie, and Force. Core proprietary technology includes the BioForce cable-based resistance system, the FlyRun treadmill platform, the AquaFold water-resistance folding rower, and the Autark multi-gym architecture with cable pull systems.

Hammer generates revenue primarily through one-time hardware sales at price points ranging from ~€40 for boxing gloves to ~€3,199 for premium multi-gym stations, with 0% financing and free shipping/returns as purchase incentives. Its go-to-market is omnichannel: direct-to-consumer e-commerce via hammer.de, a network of 15 owned retail stores in major German cities plus Geneva and Zurich, partner stores in the Netherlands/Belgium/Sweden, and a B2B Fitness Solutions division serving professional sports clubs, premium hotels, and public facilities. The customer base is dominated by individual home fitness buyers from beginners to elite athletes, with the company self-positioning as the European market leader in the home fitness category and reporting activity in 60+ countries. Software/content offerings (HAMMER Workouts app with 400+ workouts, integrated with Kinomap; fitness blog; online coaching; online calculators) support the hardware sales funnel rather than constituting a standalone revenue stream.

Name

Hammer Sport

Legal name

Hammer Sport AG

Website

https://hammer.de

Company type

Private

Founded year

1900

Operating status

Operating

Headcount range

251–500 employees

Short description

Hammer Sport AG is a German manufacturer and retailer of home fitness equipment offering 600+ cardio and strength products across Europe. It sells through hammer.de, 15 owned retail stores in Germany and Switzerland, and a B2B division serving clubs, hotels, and public facilities.

Ownership category

akta.pro rank

Product category

Home Fitness Equipment

NAICS

Sporting and Athletic Goods Manufacturing (33992), Sporting Goods Retailers (45911)

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

Strength Training Equipment Retail (Racks, Benches, Barbells, Plates) (CRAMADAB), Free Weights & Kettlebells Retail (Dumbbells, Kettlebells, Weight Sets) (CRAMADAC)

Keywords

• Home fitness equipment
• Cardio training machines
• Strength training stations
• Treadmills and ergometers
• Multi-gym power stations

Headquarters

HQ city

Neu-ulm

HQ country

Germany

HQ region

Europe

Offices16 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Fitness Equipment Sales: One-time hardware sales of fitness equipment including treadmills, rowing machines, ergometers, strength stations, and accessories. Products are sold at various price points from entry-level to premium (e.g., treadmills from ~€599 to €2,799, rowing machines from €599 to €999, strength stations from €1,199 to €3,199).
2. 0% Financing: Payment option allowing customers to finance purchases interest-free, enabling higher-value purchases
3. B2B Fitness Solutions: Equipment supply and outfitting services for professional sports clubs, premium hotels, and public facilities

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Hammer Sport AG is a German manufacturer and retailer of home fitness equipment, selling a portfolio of more than 600 products including treadmills, ergometers, rowing machines, crosstrainers, speedbikes, multi-gym strength stations, weight benches, dumbbells, kettlebells, functional training gear, and boxing equipment. The company distributes via its own e-commerce platform (hammer.de), 15 owned retail stores in Germany and Switzerland, and a B2B Fitness Solutions division serving professional sports clubs, hotels, and public facilities. It complements hardware sales with the free HAMMER Workouts app (400+ workouts) and the NorsK, BioForce, Autark, FlyRun, Competition, 8000er-Serie, and Force product series.

Product overview

Hammer Sport is a European market leader in home fitness equipment offering over 600 products across both cardio and strength training categories. The product portfolio centers on major equipment lines: running machines (Laufbänder), ergometers, rowing machines (Rudergeräte), crosstrainers/ellipticals, and speedbikes for cardio training; and power stations/multi-gyms (Kraftstationen), weight benches, dumbbells/barbells/kettlebells, and functional training equipment for strength training. The company operates several product series including BioForce (cable-based strength), Autark (premium multi-gyms including Autark 1500/2500/6000/6600/6800), FlyRun (treadmills), Competition (professional equipment), NorsK (premium sub-brand), 8000er-Serie, and Force. Featured new products include the AquaFold water rowing machine, Speed Race X '26 speedbike, SpeedSKI Competition, SpeedROW Competition, Cable Tower 4.0 (standard and NorsK variants), and the complete Autark 6000/6600/6800 '26 multi-gym series. Hammer also offers the free HAMMER Workouts app with 400+ workouts, operates 15 retail stores in Germany and Switzerland staffed by professional trainers, and provides B2B fitness solutions for hotels, clubs, and institutions.

Differentiator

Problem solved

Functional benefit

Brands

• BioForce Series: Strength training product line featuring cable-based strength equipment
• Autark Series
• FlyRun Series
• Competition
• NorsK
• 8000er-Serie
• Force

Products and services

• Treadmills (Laufbänder) Running machines for home cardio training, available in Walking Pad, compact, foldable, beginner, and elite variants covering different fitness levels and space requirements.
• Ergometers Stationary exercise bikes including home trainers, recumbent bikes, pedal trainers, and watt-controlled ergometers for endurance training and rehabilitation.
• Rowing Machines (Rudergeräte) Rowing machines including water rowers, induction brake systems, and air/magnetic resistance rowers for full-body cardio workouts.
• Crosstrainers / Elliptical Trainers Elliptical trainers and steppers for low-impact cardio training that work multiple muscle groups while being gentle on joints.
• Speedbikes (Indoor Cycles) High-intensity indoor cycling bikes designed for spinning and high-intensity interval training workouts.
• Kraftstationen (Multi-Gym Power Stations) All-in-one strength training stations with weight blocks, plate-loaded systems, Smith machines, and cable systems for comprehensive home gym strength training.
• Weight Benches (Hantelbänke) Flat and adjustable weight benches for dumbbell and barbell exercises, available for beginners and elite users.
• Dumbbells & Weights (Hanteln und Gewichte) Complete range of dumbbells, barbells, kettlebells, and weight plates including bumper plates, rubber-coated, cast iron, and chrome variants.
• Functional Training Equipment Functional training gear including kettlebells, competition equipment, push-up bars, resistance bands, grips, and weight stands for versatile workout routines.
• Boxing Equipment (Boxen) Boxing gear including boxing gloves, boxing bags, standing bags, box sets, and boxing accessories.
• Fitness Trampoline Bounce trampolines for cardio workouts and coordination training.
• Autark Series (Multi-Gym Strength Stations) Premium multi-gym power stations product line featuring comprehensive strength training capabilities with multiple exercise stations, including the Autark 1500, 2500, 6000, 6600, and 6800 models.
• BioForce Series High-end cable-based strength training series with innovative resistance technology for home and professional use.
• FlyRun Series Advanced treadmill series for running and sprint training at home, with advanced cushioning and performance features.
• Competition Series Professional-grade fitness equipment designed for competitive athletes including the SpeedROW Competition, SpeedSKI Competition, and Bumper Plate Competition.
• 8000er-Serie High-performance strength training equipment series featuring premium specifications.
• Force Series Strength training equipment series including benches and racks.
• NorsK Sub-Brand Premium fitness equipment sub-brand including the Cable Tower 4.0 NorsK and other high-end training machines.
• Cable Tower 4.0 Modern cable tower strength training machine with adjustable weights, starting at €1,199.00.
• Wasserrudergerät AquaFold Water rowing machine with folding design for space-efficient storage, priced at €599.00.
• Speed Race X '26 Speedbike 2026 model indoor speed bike for high-intensity cycling training, priced at €899.00.
• HAMMER Workouts App Free training app with over 400 workouts providing guided exercise routines for HAMMER fitness equipment users, integrated with Kinomap for interactive training.
• HAMMER Retail Stores 15 physical retail stores in Germany and Switzerland offering premium consultation and equipment testing, staffed by trained fitness trainers and professional athletes.
• Online Coaching Erfolgspaket Free online coaching service providing personalized training guidance and support.
• Fitness Solutions (B2B) Business-to-business fitness equipment outfitting services for professional sports clubs, premium hotels, and public institutions.

Quantifiable outcome

• Multiple independent product tests named HAMMER equipment as Testsieger (Test Winner) for ergonomics, stability, and technical innovation

Named customers3 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• KinomapcoreTechnology or IntegrationKinomap Gold-Partner relationship. HAMMER equipment integrates with Kinomap training app, providing interactive video-based workout experiences. The partnership enables HAMMER Workouts app users to access Kinomap's extensive library of training videos with real equipment sync.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Technogym: Italian-headquartered premium fitness equipment manufacturer serving both home and commercial markets; comparable product range in cardio and strength with strong B2B presence in clubs and hotels, mirroring Hammer's omnichannel strategy.
• Bowflex (Nautilus Inc.): US-based direct-to-consumer home fitness brand offering strength and cardio equipment with a connected-content layer (JRNY), targeting the same home-use buyer as Hammer with overlapping product formats.
• Sport-Tiedje: Europe's largest specialist home-fitness retailer, carrying cardio and strength equipment from multiple brands. Competes with Hammer on both D2C and physical-store fronts across Germany and surrounding markets.
• Body-Solid: US manufacturer of strength training equipment (racks, benches, multi-gyms, free weights) with a multi-channel distribution model analogous to Hammer's strength-category offering.
• NordicTrack / iFIT: Iconic home fitness brand selling treadmills, bikes, and rowers paired with the iFIT subscription platform; competes head-on with Hammer's cardio line and its emerging connected-content strategy.
• Kettler: Kettler is a long-standing German manufacturer and retailer of home fitness equipment (treadmills, ergometers, multi-gyms) directly overlapping Hammer's core product lines and DACH market positioning.
• Sportstech: Berlin-based direct-to-consumer home fitness brand selling treadmills, bikes, vibration plates, and connected devices; competes with Hammer in German-speaking markets primarily through aggressive digital marketing and DTC pricing.

Broad incumbents

• Life Fitness (Brunswick Corporation): Global commercial-and-home fitness equipment manufacturer owned by Brunswick; broader portfolio and significantly larger scale than Hammer, with overlapping cardio and strength product families and a strong B2B/installed-base business.
• Decathlon: Global sporting goods retailer and private-label manufacturer (Domyos) with extensive in-store fitness equipment assortment; competes with Hammer on price-tier entry-level products and physical-store convenience across Europe.

Emerging players

• Peloton: Connected fitness platform-led brand selling bikes, treadmills, and strength equipment with subscription content; shares Hammer's home-use market but competes primarily via software/services and a global brand footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Hammer Sport