Fitness Gallery
Fitness Gallery is a Colorado-based specialty fitness equipment retailer operating 7 showrooms across the state's front range, serving both home consumers and commercial facilities with premium cardio and strength equipment from brands like Hoist Fitness and TRUE Fitness.
- Company typePrivate
- Founded1997
- HeadquartersOverland Park, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Fitness Gallery does
Fitness Gallery is a privately held, family-owned specialty fitness equipment retailer founded in 1997 by brothers Donnie and Billy Salum and headquartered in Colorado. The company operates 7 retail showroom locations across Colorado's front range—Denver (x2), Boulder, Highlands Ranch, Lone Tree/Park Meadows, Fort Collins, and Colorado Springs—and serves two primary customer segments: home fitness consumers and commercial fitness facilities (health clubs, hotels, universities, government facilities, multi-family housing, and corporate gyms). Fitness Gallery holds the #1 distributor position for Hoist Fitness and #2 for TRUE Fitness nationally, with a product portfolio spanning cardio equipment (treadmills, ellipticals, exercise bikes, rowing machines, stair climbers), strength equipment (home gyms, functional trainers, selectorized machines, free weights, benches), and accessories from brands including Hoist Fitness, TRUE Fitness, Octane Fitness, WaterRower, Cascade Health & Fitness, PowerBlock, Primetime, and StairMaster.
The business model is primarily hardware sales (premium equipment priced from hundreds to thousands of dollars per unit) augmented by an integrated professional services layer: in-house delivery and installation, 3D gym design, ongoing service and repair, and 0% financing for up to 12 months (with extended financing to 5 years). Pricing is not publicly advertised due to manufacturer restrictions—customers must contact stores directly for quotes. The go-to-market is a consultative, direct-to-consumer retail model with dedicated showrooms, supplemented by content marketing (fitness blog, email newsletter) and brand advocacy (e.g., retired Denver Broncos wide receiver Rod Smith). Notable commercial clients include the Denver Broncos, Denver Police Department, Denver SWAT, and Colorado Rockies.
From a technology perspective, Fitness Gallery is a traditional retail distributor with no proprietary software or technology stack. Select cardio equipment supports manufacturer-level integrations (Bluetooth heart rate monitoring, Polar telemetry, GymTrakr App, Zwift) on TRUE Fitness machines, but these are OEM features rather than Fitness Gallery-built capabilities. The company has a CTO (Charles Kelly) listed but no AI, ML, or software product initiatives are documented. The competitive model is built on regional showroom density, long-standing OEM distributor relationships, and lifecycle service attach rather than technology differentiation.
Fitness Gallery firmographics
Firmographics- Name
- Fitness Gallery
- Legal name
- Fitness Gallery
- Website
- https://fitnessgallery.com
- Company type
- Private
- Founded year
- 1997
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Fitness Gallery is a Colorado-based specialty fitness equipment retailer operating 7 showrooms across the state's front range, serving both home consumers and commercial facilities with premium cardio and strength equipment from brands like Hoist Fitness and TRUE Fitness.
- Ownership category
- akta.pro rank
Fitness Gallery industry classification
Industry- 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), Strength Training Equipment Retail (Racks, Benches, Barbells, Plates) (CRAMADAB), Home Gym Systems & Smart Fitness Equipment Retail (Connected Mirrors, Smart Bikes, All-in-One Gyms) (CRAMADAG)
Keywords
Where Fitness Gallery is headquartered
LocationHeadquarters
- HQ city
- Overland Park
- HQ country
- United States
- HQ region
- North America
Offices7 records
Markets served
Fitness Gallery business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Equipment Sales: Retail sales of fitness equipment including treadmills, ellipticals, exercise bikes, rowing machines, strength training equipment, and accessories. Products range from home use to commercial-grade equipment with prices from hundreds to thousands of dollars.
- Professional Services: Delivery, installation, repair, and maintenance services for all sold equipment. Includes gym design and layout services, and 0% financing options for qualified buyers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Equipment pricing varies by product category and brand |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
Fitness Gallery product offering
Product offeringCore offering
Fitness Gallery is a Colorado-based fitness equipment retailer and distributor operating 7 front-range showroom locations. The company sells new and used cardiovascular machines (treadmills, ellipticals, exercise bikes, rowing machines, stair climbers), strength equipment (home gyms, functional trainers, selectorized machines, free weights, benches, weight racks), commercial-grade equipment, and fitness accessories from premium brands such as TRUE Fitness, Hoist Fitness, Octane Fitness, and WaterRower. Complementary offerings include professional delivery, in-house installation, 3D gym design, service and repair, and consumer financing.
Product overview
Fitness Gallery is a Colorado-based fitness equipment retailer founded in 1997, operating 7 front-range showroom locations. The company offers an extensive portfolio of exercise equipment spanning cardio machines (treadmills, ellipticals, exercise bikes, rowing machines, stair machines), strength equipment (home gyms, functional trainers, selectorized machines, free weights, benches, weight racks), and accessories. Products are sourced from premium manufacturers including TRUE Fitness, Hoist Fitness, Octane Fitness, WaterRower, PowerBlock, Cascade Health & Fitness, and Primetime. The company serves both residential and commercial markets with complementary services including 3D gym design, professional delivery/installation, and equipment servicing. Product offerings range from entry-level home equipment to heavy-duty commercial installations, with flagship brands like TRUE Fitness Performance series treadmills, Hoist Mi series functional trainers, and Octane elliptical machines.
Differentiator
Problem solved
Functional benefit
Products and services
- Treadmills
- Ellipticals
- Exercise Bikes
- Rowing Machines
- Stair Machines
- Home Gyms
- Functional Trainers
- Selectorized Weight Machines
- Free Weights
- Benches
- Weight Storage & Racks
- Commercial Fitness Equipment
- Rehab & Therapy Equipment
- Fitness Accessories
- Design Services
- Delivery & Installation
- Service & Repair
- Consumer Financing
Companies that use Fitness Gallery
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
Fitness Gallery technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Fitness Gallery partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and major.
- Hoist FitnesscoreColorado's exclusive supplier of Hoist Fitness strength equipment. Fitness Gallery is the #1 distributor of Hoist Fitness nationally. Hoist is a San Diego, California based company producing premium strength training products for commercial and home markets.
- TRUE FitnesscoreFitness Gallery is the #2 distributor of TRUE Fitness products nationally. TRUE Fitness is one of the most respected fitness companies in the world, delivering unsurpassed quality, durability, and performance since 1981.
- Octane FitnessmajorAuthorized retailer of Octane Fitness cardiovascular equipment including ellipticals, recumbent ellipticals, and rowing machines.
- WaterRowermajorAuthorized retailer of WaterRower rowing machines, known for their natural wood designs and quality construction.
- Cascade Health & FitnessmajorAuthorized retailer of Cascade Health & Fitness products including stair climbers and air bikes, founded by industry veterans with over 25 years of experience.
- PowerBlockmajorAuthorized retailer of PowerBlock adjustable dumbbells and fitness accessories.
- Primetime FitnessmajorAuthorized retailer of Primetime Fitness strength equipment including functional trainers, smith machines, and free weights.
- StairMastermajorAuthorized retailer of StairMaster stair climbing machines including the popular 4G StepMill.
- TuffStuff FitnessmajorAuthorized retailer of TuffStuff fitness equipment including benches and strength training equipment.
Scale indicators4 records
Recent moves9 records
Expansion highlights10 records
Fitness Gallery competitors and assessment
Company assessmentDirect peers
- 2nd Wind Exercise Equipment: Multi-location U.S. specialty retailer of new and used fitness equipment for home and commercial use, with showrooms and delivery/installation services. Directly comparable to Fitness Gallery in product mix (cardio + strength), customer segments, and showroom-based go-to-market.
- Johnson Fitness & Wellness: One of the largest U.S. specialty fitness equipment retailers with multiple retail showrooms and a broad residential/commercial offering (treadmills, ellipticals, strength). Closely comparable in scale, multi-brand premium positioning, and consultative sales approach.
- G&G Fitness: Specialty fitness equipment retailer serving both home and commercial customers with design, layout, and installation services. Comparable to Fitness Gallery in commercial fit-out capabilities and full-service model.
- Busy Body Home Fitness: Regional specialty retailer of home fitness equipment with in-home delivery and installation. Comparable to Fitness Gallery in product line, premium brand focus, and residential consultative sales.
- California Home Fitness: California-based specialty retailer of premium home fitness equipment, with delivery, installation, and commercial services. Comparable in regional premium-brand positioning and residential + commercial coverage.
- Play It Again Sports: National franchise buying, selling, and trading new and used sporting and fitness equipment through physical storefronts. Comparable to Fitness Gallery's used-equipment resale business and showroom-based retail model.
Broad incumbents
- Life Fitness: Global manufacturer of commercial and premium home fitness equipment (cardio, strength, group training). Comparable as a brand whose products flow through Fitness Gallery's commercial channels and as a broader incumbent shaping the equipment category.
- Nautilus (BowFlex/Velocity): Publicly listed fitness equipment manufacturer with home brands (BowFlex, Schwinn) competing for the same home-fitness consumer. Comparable as a broader incumbent that defines the home fitness equipment category in which Fitness Gallery competes.
Emerging players
- Rogue Fitness: DTC-first strength and fitness equipment brand with strong direct-to-consumer e-commerce and growing commercial presence. Comparable as an emerging threat/peer reshaping buyer expectations on pricing transparency and online purchasing.
Others
- Amazon: Mass-market online marketplace that sells fitness equipment across price tiers with transparent pricing and fast fulfillment. Comparable as the dominant e-commerce channel pressuring traditional showroom-based retailers on price discovery and convenience.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights6 records
Customer concentration
Fitness Gallery social profiles
Digital presenceFitness Gallery financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fitness Gallery leadership team
Management profileNumber of profiles
Profiles21 records
Fitness Gallery funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fitness Gallery M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Fitness Gallery
What does Fitness Gallery do?
Fitness Gallery is a Colorado-based fitness equipment retailer and distributor operating 7 front-range showroom locations. The company sells new and used cardiovascular machines (treadmills, ellipticals, exercise bikes, rowing machines, stair climbers), strength equipment (home gyms, functional trainers, selectorized machines, free weights, benches, weight racks), commercial-grade equipment, and fitness accessories from premium brands such as TRUE Fitness, Hoist Fitness, Octane Fitness, and WaterRower. Complementary offerings include professional delivery, in-house installation, 3D gym design, service and repair, and consumer financing.
Is Fitness Gallery a public or private company?
Fitness Gallery is a private company. It is classified as family owned and is currently operating.
When was Fitness Gallery founded?
Fitness Gallery was founded in 1997. It employs 11 to 50 people.
Where is Fitness Gallery based?
Fitness Gallery is headquartered in Overland Park, United States, in the North America region.
How does Fitness Gallery make money?
Two revenue lines are on record. Equipment Sales are the primary driver. The others are professional Services.
Who are Fitness Gallery's main competitors?
Direct peers on record are 2nd Wind Exercise Equipment, Johnson Fitness & Wellness, G&G Fitness, Busy Body Home Fitness, California Home Fitness and Play It Again Sports. Broad incumbents are Life Fitness and Nautilus (BowFlex/Velocity). Rogue Fitness is listed as an emerging player. Amazon is listed as an others.
Does Fitness Gallery have an API?
No public API is recorded for Fitness Gallery.
What industry is Fitness Gallery in?
Fitness Gallery's product category is Fitness Equipment Retail. Its primary akta.pro industry code is CRAMABAD, Fitness Equipment & Performance Accessories Retail, with a secondary code of CRAMADAA, Cardio Equipment Retail (Treadmills, Bikes, Rowers, Ellipticals). Its NAICS code is 45911.