Fitness Superstore

What Fitness Superstore does

Fitness Superstore Inc. is a privately held, founder- and owner-operated US retailer of commercial-grade fitness equipment, founded in 2010 by CEO, President, and Owner Timothy French and headquartered at a 63,500 sq ft facility in Benicia, California. The company sells both new and remanufactured cardio (treadmills, ellipticals, bikes, climbers) and strength equipment (racks, rigs, benches, free weights, plate-loaded and selectorized machines), offering a curated catalog of leading commercial brands such as Precor, Life Fitness, Technogym, Matrix, StairMaster, Woodway, SciFit, NuStep, and Jacobs Ladder, alongside its own proprietary French Fitness brand assembled in-house. A core differentiator is an in-house remanufacturing process in which commercial equipment is disassembled, refinished, rebuilt with replacement components, and tested to commercial-grade performance standards, enabling unit pricing 30-60% below MSRP with a 1-year parts and labor warranty extendable to 5 years.

The business model is one-time equipment sale via a multi-channel go-to-market: an e-commerce storefront (fitnesssuperstore.com) as the primary channel, phone-based inside sales supported by WhatsApp and email, a public Benicia showroom for walk-in customers, and an in-house delivery fleet handling regional customers within 100 miles of Benicia, with nationwide and international shipping executed through courier partnerships. Pricing is one-time with multi-year financing available for higher-ticket commercial orders, and the company also offers turnkey gym packages and equipment customization services. Customer segments span commercial facilities (gyms, health clubs, hotels, training studios, rehab centers, wellness centers), serious home-gym users, healthcare and rehabilitation buyers, and government and institutional purchasers (with at least one named first-responder/fire-department deployment). The portfolio is further extended by a sub-brand, Dynamic Cold Therapy, selling cold plunge products into the adjacent recovery and wellness category.

The company reports no disclosed institutional investors, funding rounds, acquisitions, or executive turnover, and operates with 11-50 employees and a single distribution site. Its competitive advantages are operational rather than technology-driven: vertical integration in remanufacturing, a strong warranty-backed proprietary brand, multi-tier logistics, and a 4.9/5 rating across 2,000+ verified customer reviews. There is no disclosed AI/ML capability, software platform, or data flywheel underpinning the business, and revenue is not publicly reported.

Name

Fitness Superstore

Legal name

Fitness Superstore Inc.

Website

https://fitnesssuperstore.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Fitness Superstore is a privately held US retailer selling new and remanufactured commercial-grade fitness equipment, plus its own French Fitness brand, to commercial facilities, serious home-gym users, healthcare/rehabilitation buyers, and government/institutional customers via e-commerce, phone sales, and a Benicia, CA showroom.

Ownership category

akta.pro rank

Product category

Commercial Fitness Equipment Retail

NAICS

Sporting Goods Retailers (45911), Sporting and Recreational Goods and Supplies Merchant Wholesalers (423910)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Fitness Equipment & Performance Accessories Retail (CRAMABAD)

akta.pro secondary industry

Fitness, Exercise & Gym Equipment Distribution (CRAOAJAG)

Keywords

• Commercial gym equipment
• Remanufactured fitness equipment
• Home gym equipment
• Fitness equipment retail
• Strength cardio machines

Headquarters

HQ city

Benicia

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales

Revenue model

1. Equipment Sales: Fitness Superstore generates revenue through the sale of new and remanufactured commercial fitness equipment including cardio machines, strength equipment, free weights, and accessories. They offer their own French Fitness brand alongside major commercial brands. Customers can purchase individual items or complete gym packages.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Fitness Superstore sells new and remanufactured commercial-grade fitness equipment, including cardio machines, strength equipment, free weights, and accessories. The company distributes its own proprietary French Fitness brand alongside major third-party commercial brands (Life Fitness, Precor, Technogym, Woodway, Matrix, StairMaster, etc.). It operates a 63,500 sq ft remanufacturing facility in Benicia, CA, delivering nationwide with installation, financing, and warranty support.

Product overview

Fitness Superstore is a gym equipment retailer offering a comprehensive portfolio of fitness equipment for home and commercial use. The core offering encompasses Cardio Equipment (ellipticals, exercise bikes, rowing machines, stair climbers, treadclimbers, treadmills) and Strength Equipment (benches, free weights, plate loaded machines, selectorized equipment, cages/racks/rigs, storage systems, gym systems, core/ab equipment). The company operates two distinct product streams: (1) a proprietary brand called French Fitness (encompassing FSR100-CB Commercial Cable Smith Rack, FSR90 Functional Trainer Smith & Squat Rack, SHR80 Single Half Rack, Free Standing Rig & Rack System 3, FFB Black Dual Adjustable Pulley, FFB Black 8 Stack Multi Jungle Gym, plus free weights including EZ Curl Barbell Sets, Cast Iron Kettlebell Sets, Rubber Grip Olympic Weight Plate Sets, and Rubber Hex Dumbbell Sets), and (2) a curated selection of third-party commercial brands including Woodway, Technogym (Artis Run with Unity 3.0), Precor (TRM 781), Life Fitness (Discover SE3 HD), Bowflex TreadClimbers (TC series), Power Plate vibration platforms, Expresso Fitness interactive bikes, Jacobs Ladder climbers, StairMaster equipment, VersaClimber machines, Marpo Kinetics rope trainers, FreeMotion equipment, Nautilus strength, SciFit rehab equipment, and NuStep cross trainers. Additionally, the company operates a Remanufactured Equipment Program that restores commercial-grade equipment at their 63,500 sq ft Benicia, CA facility, offering 30-60% savings with warranty coverage, along with Gym Packages and Customization Services for complete facility buildouts.

Differentiator

Problem solved

Functional benefit

Brands

• French Fitness: Proprietary brand of commercial gym equipment including strength machines, cardio equipment, free weights, racks, and benches, assembled in the USA at the company's Benicia facilities
• Dynamic Cold Therapy

Products and services

• French Fitness Equipment (Proprietary Brand) Proprietary line of commercial gym equipment assembled in the USA, including the FSR100-CB Commercial Cable Smith Rack, FSR90 Functional Trainer, SHR80 Half Rack, Free Standing Rig & Rack System 3, FFB Black Dual Adjustable Pulley, FFB Black 8 Stack Multi Jungle Gym, plus free weights (EZ Curl Barbell Sets, Cast Iron Kettlebell Sets, Rubber Grip Olympic Weight Plate Sets, Rubber Hex Dumbbell Sets). Backed by Lifetime Frame Warranty, 10-Year Parts Warranty, and 1-Year Labor Warranty.
• Cardio Equipment (Multi-Brand) Commercial-grade cardio equipment including ellipticals, upright/recumbent/spin exercise bikes, rowing and ski machines, stair climbers/steppers, treadclimbers, and treadmills from brands such as Life Fitness, Precor, Technogym, Matrix, Star Trac, Cybex, Octane Fitness, Schwinn, Woodway, Jacobs Ladder, StairMaster, and VersaClimber. Available new or remanufactured.
• Strength Equipment (Multi-Brand) Commercial strength training equipment including benches (flat, incline, decline, adjustable), free weights (dumbbells, kettlebells, barbells, plates), plate-loaded machines, selectorized pin-loaded equipment, power racks, half racks, rigs, storage racks, gym systems, and core/ab equipment from brands such as Hammer Strength, Nautilus, FreeMotion, Cybex, Body-Solid, PowerBlock, Throwdown, and Total Gym.
• Other Gym Equipment (Flooring, Mobility & Recovery, Saunas & Cold Plunges, Vibration Platforms) Supporting gym equipment including gym flooring, mobility and recovery products, saunas and cold plunges (including the Dynamic Cold Therapy brand), and vibration platforms (Power Plate models such as My5, Pro7, My7, Move Silver, Pro7HC, Pro6, My3, Pro5 HP).
• Remanufactured Equipment Program Service that disassembles, refinishes, rebuilds with new components, and tests commercial fitness equipment to like-new performance and safety standards. Offers 30-60% savings off retail/MSRP and includes a 1-year parts and labor warranty extendable to 5 years.
• Gym Packages & Customization Services Turnkey gym packages and equipment customization services that allow customers to build complete training spaces with coordinated equipment and personalized configurations.
• Dynamic Cold Therapy Products Cold plunge pool products sold under the Dynamic Cold Therapy sub-brand through Fitness Superstore.

Quantifiable outcome

• Save 30-60% on commercial-grade equipment
• +1 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Top Local and Global CouriersminorOthersPartnerships with top local and global courier services for nationwide and international delivery of fitness equipment. Complements the company's own delivery fleet for comprehensive shipping options.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Body-Solid: Manufacturer and retailer of strength equipment for home and commercial use. Comparable in proprietary brand strength equipment retailing and commercial-grade product positioning.
• Global Fitness: Specialty retailer of new and remanufactured commercial gym equipment with similar value-pricing positioning and multi-brand catalog, directly comparable to Fitness Superstore's reman program and commercial customer base.
• 2nd Wind Exercise Equipment: Long-standing US retailer of new and used commercial fitness equipment serving gyms, schools, and hotels. Closely comparable in business model, customer mix, and reman/refurb focus.
• National Fitness Equipment: Specialty fitness equipment retailer offering both residential and commercial equipment from top brands with showrooms and delivery, mirroring Fitness Superstore's omnichannel go-to-market.
• Rogue Fitness: Vertically integrated strength equipment brand selling direct to home and commercial users. Comparable in strength equipment focus, direct-to-consumer e-commerce dominance, and proprietary manufacturing model.
• REP Fitness: Direct-to-consumer strength equipment brand with proprietary racks, benches, and free weights. Comparable product overlap in strength category and DTC orientation targeting serious home and light-commercial buyers.
• American Fitness Equipment: Specialty retailer and distributor of commercial cardio and strength equipment. Similar multi-brand commercial catalog and buyer profile of gyms and institutional facilities.

Broad incumbents

• Life Fitness: Global incumbent manufacturer of commercial cardio and strength equipment. Comparable because Fitness Superstore resells its brands; Life Fitness represents the broad-incumbent competitor channel and pricing benchmark.
• Precor: Major commercial fitness equipment manufacturer (owned by Amer Sports). Comparable as a key third-party brand in Fitness Superstore's reman catalog and as a direct-selling competitor to the same commercial buyers.
• Matrix Fitness: Commercial-grade cardio, strength, and group training equipment manufacturer under Johnson Health Tech. Comparable as a major third-party brand carried by Fitness Superstore and a direct competitor in commercial sales.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/fitsuperstore
• YouTubeyoutube.com/@ShopFitnessSuperstore
• Facebookfacebook.com/fitnesssuperstore
• Instagraminstagram.com/fitness.superstore
• Pinterestpinterest.com/fsssuperstore
• TikToktiktok.com/@fitness.superstore
• LinkedInlinkedin.com/company/fitness-superstore

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