ESCAPE FITNESS

What ESCAPE FITNESS does

Escape Fitness, founded in 1997/1998 in Peterborough, United Kingdom, designs and manufactures commercial-grade functional fitness equipment for gyms, fitness chains, multi-housing developments, educational institutions, military installations, corporate wellness facilities, and home users. The company operates a vertically integrated model with in-house UK engineering and manufacturing, shipping over 1,100 tonnes of product annually and positioning itself as one of the largest commercial free weights suppliers globally. Its product portfolio is anchored by the modular Octagon Frame Range and spans free weights (Urethane and SBX Dumbbells, kettlebells, bars, plates), functional training tools (Plyosoft Boxes, TIYR, Corebag, GRIPR, Escape Barrow sled/carry combo, CRUX infinity rope), boxing equipment, flooring, and specialized strength systems such as the Octagon LOAD with variable resistance bands. In 2024, the company broadened into digital training with MARS 2.0, a 21.5-inch touchscreen delivering 600+ exercises and monthly content updates, and has continued to extend the Octagon ecosystem with cable (STACK) and glute (Glute Station, Glute Box) modules.

Revenue is generated primarily through one-time hardware sales across a wide price range, augmented by bulk and multi-year commercial contracts, custom gym design services (3D planning, layout, flooring), and a growing digital content stream tied to MARS 2.0. Go-to-market combines a self-serve direct e-commerce channel for individual and SMB buyers, an enterprise field sales motion for commercial gym operators and institutional clients, regional distributors such as FITSPRO in French-speaking Switzerland, and a trade/reseller network. In February 2026, the US entity (Escape Fitness USA, LLC, based in West Chester, Ohio) was acquired by the Tambornino Family (Curt and Tammy Tambornino), bringing US-based manufacturing and cross-portfolio distribution through their adjacent brands Dynamic Fitness & Strength, Dynamic Fabrication and Finishing, and Exerfly; co-founder Matthew Januszek retained a shareholder role and was appointed President of the newly formed Escape HoldCo.

Name

ESCAPE FITNESS

Legal name

Escape Fitness USA, LLC

Website

https://escapefitness.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

101–250 employees

Short description

Escape Fitness is a UK-based, vertically integrated manufacturer of commercial functional fitness equipment and modular frame systems, serving independent gyms, fitness chains, multi-housing, military, education, and corporate fitness clients globally, with a 2024-vintage digital training platform (MARS 2.0) and US operations acquired in February 2026.

Ownership category

akta.pro rank

Product category

Commercial Fitness Equipment

NAICS

Sporting and Athletic Goods Manufacturing (33992), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Fitness Equipment & Performance Accessories Retail (CRAMABAD)

akta.pro secondary industries

Free Weights & Kettlebells Retail (Dumbbells, Kettlebells, Weight Sets) (CRAMADAC), Home Gym Systems & Smart Fitness Equipment Retail (Connected Mirrors, Smart Bikes, All-in-One Gyms) (CRAMADAG), Fitness, Exercise & Gym Equipment Distribution (CRAOAJAG)

Keywords

• Functional fitness equipment
• Commercial gym equipment
• Strength training equipment
• Gym design services
• Free weights manufacturing

Headquarters

HQ city

Peterborough

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Fitness Equipment Sales: Sale of functional fitness equipment including free weights, rigs, racks, frames, functional gear, boxing equipment, flooring, and mobility products. Products sold directly via e-commerce and through channel partners. Revenue is primarily one-time hardware sales with varying price points from individual items to complete gym configurations.
2. Custom Gym Design Services: Comprehensive gym design services including 3D design, space planning, flooring installation, and custom frame configurations. Turnkey solutions for commercial and residential fitness facilities.
3. Bulk and Commercial Orders: Volume pricing for commercial facilities, multi-property deployments, and institutional buyers including schools, military, and corporate fitness centers.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Escape Fitness designs, manufactures, and sells commercial functional fitness equipment — including free weights, modular rigs and frames, variable-resistance strength stations, boxing equipment, flooring, and mobility tools — primarily for commercial gyms, fitness chains, education, military, and corporate fitness facilities. The company also delivers custom 3D gym design, flooring, and installation services, and offers a digital touchscreen coaching platform (MARS 2.0) for facility operators. Products are sold through direct e-commerce, enterprise field sales, and regional distributor/reseller partners.

Product overview

ESCAPE FITNESS is a functional fitness equipment company offering a comprehensive portfolio centered around its modular Octagon Frame Range and digital training solutions. The core product line includes free weights (Urethane and SBX Dumbbells, Competition Pro and Studio Kettlebells, Barbells, and Plates), functional equipment (Plyosoft Boxes, Multiplyo, TIYR, Corebags, GRIPR), and specialized training systems. Key innovations include the MARS 2.0 touchscreen workout screen with 600+ exercises, the STACK cable column system, Octagon LOAD strength training stations, and the Glute Station attachment. Additional offerings include boxing equipment, mobility/speed/resistance tools, flooring solutions, and custom gym design services. The company operates from Peterborough, UK and West Chester, Ohio, USA, with American operations acquired by the Tambornino Family in 2024.

Differentiator

Problem solved

Functional benefit

Products and services

• Octagon Frame Range Modular functional training frames available in multiple configurations (T1 Tower, HIT HUB, Squat, Octagon, HTS) with integrated storage solutions and optional attachments. Suitable for bolt-down or freestanding installation, targeting commercial gyms, sports facilities, and educational institutions.
• MARS 2.0 Workout Screen 21.5-inch touchscreen digital training solution providing over 600 exercises, 25 equipment types, and 45+ workouts. Three station packs available: Mobility & Recovery, Functional, and Strength. Content updated monthly with video demonstrations.
• STACK Cable Column Fully integrated cable column resistance system for Octagon frames. Features 100kg/220lb weight stack in 5kg increments, 2:1 cable ratio, 180° cable range, and 2.4m/7.9ft cable travel. Country of Origin: UK.
• Octagon LOAD Strength Training System Strength training system combining plate-loaded machines with variable resistance bands. Five training stations: Drive, Lift, Press, Row, and Squat. Designed for full kinetic chain engagement during standing exercises.
• Glute Box Portable patented angled training box enabling over 30 glute exercises. Dimensions: 16"H x 29.5"W x 21.5"D. Weight: 26.5lb/12kg. Co-designed with Glutebuilder founder Arturo Garcia López.
• Escape Barrow World's first loaded carry and sled push combo. Load capacity: 200kg/440lbs. Features galvanized coating for outdoor use. Weight: 62kg/137lb. Four handles for multiple grip options.
• CRUX Infinity Rope Adjustable resistance rope training system accessible to all abilities. Features heavy-duty steel case and polypropylene rope. Ergonomically designed to complement Octagon frames.
• Urethane Dumbbells High-end dumbbells with permanently bonded steel heads and dual-lock construction. Anti-roll Octagon-shaped rear design. Weights: 2.5lb-150lb. 5-year warranty. Integrates with Rigid or Octagon Rack storage.
• SBX Dumbbells Cost-effective dumbbells with patented Dual Lock Plus process, hard satin chrome handles, and full penetration welding. Weights: 2.5lb-125lb. 3-year warranty.
• STAKRBELL Space-saving flat-design dumbbell, stackable from 4lb-6lb up to 20lb. Non-roll design. Ideal for group exercise, studio, or home use. Pairs with DECK 2.0 or Step Platform.
• Competition Pro Kettlebells 2.0 Heavy-duty hollow-core design kettlebells for commercial use. Cast stainless steel handles won't rust. Industry standard color coding. Weights: 8-32kg in 4kg increments. 2-year warranty.
• SBX Kettlebells Rubber-covered cast iron core with textured grip and grooves. Hard satin chrome patented handle. Weights: 10lb-60lb. +/- 3% tolerance.
• Studio Kettlebells Vinyl-dipped cast iron kettlebells, gentle on grip and flooring. Bright color coding for easy organization. Weights: 8lb-40lb in 8lb increments. Entry-level option.
• Urethane Grip Plates Hardwearing urethane plates with stainless steel centers and cut-outs for easy handling. Weights: 2.5lb-45lb. 80° durometer. 7-year warranty.
• Elite Urethane Bumper Plates Low bounce, tight tolerance competition plates. Urethane with machined steel core. Weights: 10lb-55lb. 89° durometer. 3-year warranty.
• Power Bar Cross-training all-rounder bar for beginners. 7'2" length, 44lb weight, 128k PSI tensile strength, 4 needle bearing. Max load: 550lb.
• WOD Bar Olympic lifting bar with maximum rotation and whip. 7'2" length, 20lb weight, 162k PSI tensile strength, 8 needle bearing. Max load: 1100lb.
• Plyosoft Box Color-coded three-box stacking system for variable height plyometric training. Target markings on top surface. Used for frontal, lateral, and transverse plane exercises.
• Multiplyo 3-in-1 space-saving plyobox matching CrossFit box dimensions. Suitable for beginners through to seasoned CrossFit athletes.
• TIYR Soft yet strong tyre training equipment. Four weight and size options for users of all abilities.
• Corebag Weighted sandbag for functional training. Used in classes and gym facilities for core and overall physique training.
• GRIPR Weighted bag with integrated handles for grip training. Versatile for functional fitness workouts.
• Heavy Pro Punchbag Professional boxing punch bag designed to withstand years of heavy use. Available at $668.
• Freestanding Punchbag Freestanding boxing bag that fits any training facility. Available at $365.
• Thai Bag Specialized boxing bag for Thai boxing and combat training techniques.
• Battle Rope Heavy training rope for building explosive power and upper body conditioning. Available at $374.
• WOD Rings Gymnastics rings for functional training and bodyweight exercises. Available at $151.
• Lift Zone Specialized lifting platform/floor protection for heavy weight training areas. Available at $814.
• Adjustable Bench Versatile strength bench for training multiple muscle groups. Available at $714.
• Deck 2.0 Sliding deck platform for cardio and strength training exercises. Available at $250.
• Gym Design Services Custom gym design services including 3D planning, flooring solutions, and layout optimization. Case studies include Aquamarine, Violet, Midnight, Thunder, and Forest themed installations.

Quantifiable outcome

• Over 1,100 tonnes of products shipped in the last 12 months
• +1 more outcomes

Named customers3 records

Segments7 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature9 records

Partnerships

Four partnerships are on record, tiered core, regional and minor.

• HypericecoreStrategic or Co-development PartnerEscape Fitness partnered with Hyperice to meet the recovery needs of modern consumers. The partnership integrates Hyperice's percussion massage devices (Hypervolt Pro 2) with Escape's MARS 2.0 digital training platform, combining equipment and technology for comprehensive mobility and recovery solutions.
• FITSPROregionalChannel Partner/ Reseller/ DistributorFITSPRO, a leading professional training school and Escape Fitness distributor for French-speaking Switzerland, operates a Geneva showroom showcasing Escape Fitness innovations including the Octagon LOAD system. The showroom serves as a central demonstration and education hub for fitness operators, students, and partners across Europe.
• Pete HolmanminorStrategic or Co-development PartnerEscape Barrow was designed in partnership with Pete Holman, world renowned Strength Coach and Inventor of the TRX RipTrainer and Nautilus Glute Drive. Holman's expertise contributed to the loaded carry and sled push combo design.
• Glutebuilder (Arturo Garcia López)minorStrategic or Co-development PartnerThe Glute Box was developed in partnership with Arturo Garcia López, Founder and CEO of Glutebuilder. The collaboration combined Glutebuilder's biomechanical design expertise with Escape's manufacturing and design capabilities to create the patented hybrid training box.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Sorinex Exercise Equipment: Sorinex is a US manufacturer of custom strength equipment, racks, and platforms serving college, professional sports, and military customers. Comparable to Escape Fitness in custom commercial gym solutions and in-house US fabrication, with overlap in institutional and athletic facility segments.
• REP Fitness: REP Fitness is a US-based manufacturer and retailer of strength training equipment including power racks, barbells, dumbbells, benches, and functional accessories. Comparable to Escape Fitness across both B2C e-commerce and commercial equipment channels, with overlapping product lines in free weights and racks.
• Rogue Fitness: Rogue Fitness is a leading US manufacturer of strength and conditioning equipment including rigs, racks, barbells, plates, and functional training accessories, serving commercial gyms, CrossFit boxes, military, and home users. Direct competitor to Escape Fitness across free weights, racks, and functional equipment with similar commercial-led go-to-market.
• Watson Gym Equipment: Watson Gym Equipment is a Canadian commercial fitness equipment supplier offering custom gym design, free weights, functional training rigs, and accessories. Comparable to Escape Fitness in commercial B2B sales, custom gym design services, and breadth of functional training product range.
• Eleiko: Eleiko is a premium Swedish manufacturer of strength equipment including barbells, plates, racks, and platforms, widely used by professional sports facilities, federations, and elite commercial gyms. Comparable to Escape Fitness in commercial strength equipment focus, with similar custom gym design and functional training offerings at the high end of the market.

Emerging players

• Hyperice: Hyperice is a US-based recovery and mobility technology company whose Hypervolt percussion devices are already integrated into Escape's MARS 2.0 platform. Comparable as a partner and adjacent player in connected fitness/recovery, with overlap in commercial wellness facility equipment stacks.
• Fringe Sport: Fringe Sport is a US-based retailer and manufacturer of strength and conditioning equipment including rigs, barbells, and accessories targeting CrossFit affiliates and home gym users. Comparable as a more focused emerging player in functional fitness equipment with direct overlap in free weights, racks, and CrossFit-style training products.

Broad incumbents

• Life Fitness: Life Fitness is a global incumbent in commercial cardio and strength equipment, serving health clubs, hotels, and corporate facilities worldwide. Comparable as a broad commercial fitness equipment incumbent, though Escape competes more directly with Life Fitness's Hammer Strength line in strength equipment.
• Technogym: Technogym is an Italian global leader in premium commercial fitness equipment and connected wellness platforms for health clubs, hospitality, and corporate wellness. Comparable as a broad incumbent offering strength equipment, connected training content, and gym design services across the same commercial segments Escape Fitness targets.

Others

• Exerfly: Exerfly is a New Zealand-based flywheel resistance training equipment company that is part of the Tambornino Family's portfolio alongside Escape Fitness. Comparable as a portfolio peer under the same ownership, sharing cross-distribution and US market expansion synergies via Dynamic Fitness & Strength.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/escapefitness

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 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 ESCAPE FITNESS