Fitness Market

What Fitness Market does

Fitness Market is a Colombian fitness equipment retailer and B2B gym solutions provider headquartered in Bogotá, operating for approximately 26 years (founded 2000) with a headcount of 51-100 employees. The company sells fitness equipment, apparel, and supplements for both personal and professional use, serving individual consumers through a Shopify-powered e-commerce platform at fitnessmarket.com.co and institutional clients through a dedicated corporate sales team. Named institutional customers span hospitality (Sheraton, Hampton), energy (Ecopetrol), beverage (Coca-Cola), healthcare/education (CAFAM, Universidad de los Andes), and fitness chain (Bodytech, Millonarios, Athletic) verticals, with the company claiming 800+ projects executed, 400,000+ units installed, and 2,000+ gyms designed across its history.

The product portfolio covers cardio equipment (treadmills, ellipticals, stationary bikes), strength training machines, free weights and accessories, Pilates and yoga equipment, Compressport compression apparel, and Macroblends sports nutrition supplements. Fitness Market distributes premium international brands (Matrix, Life Fitness, Freemotion, Hammer Strength, Reebok, Adidas, Schwinn, Stages, Athletic, Bowflex, Octane) alongside its own private-label Fitness Market strength equipment line. The underlying technology stack centers on a Shopify e-commerce storefront with 819+ active SKUs, a 360° virtual showroom tour built on panoee.net, and a featured Kinomap integration for connected-fitness content; no proprietary AI/ML capability is disclosed.

Fitness Market operates a dual-channel business model. The direct-to-consumer e-commerce channel sells individual equipment and accessories at public price points ranging from approximately 18,900 COP (small accessories) to 36,990,900 COP (multi-station systems), with free shipping over 100,000 COP and active promotional campaigns including Hot Sale 2026. The enterprise field sales channel serves hotels, universities, clubs, corporate gyms, residential developers, and commercial fitness operators, bundling equipment procurement with consulting, architectural design, installation, and ongoing maintenance services under tiered project sizes (ONE 10m², ELITE 15x20m², OLYMPIC 30x25m²). Distribution is single-country domestic (Colombia), with no disclosed revenue, funding events, or M&A activity.

Name

Fitness Market

Legal name

Fitness Market

Website

https://fitnessmarket.com.co

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

51–100 employees

Short description

Fitness Market is a Colombian fitness equipment retailer and B2B gym solutions provider distributing premium brands and its own private label through a Shopify e-commerce storefront and an institutional sales channel serving consumers, hotels, universities, corporate gyms, and fitness chains.

Ownership category

akta.pro rank

Headquarters

HQ city

Bogotá

HQ country

Colombia

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales (B2C): Direct retail of fitness equipment and accessories to individual consumers through the e-commerce platform. Products include treadmills, ellipticals, bikes, strength equipment, accessories, apparel, and supplements. Sales are one-time transactions with prices ranging from approximately 18,900 COP for small accessories to 36,990,900 COP for multi-station machines.
2. Institutional/Project Sales (B2B): B2B equipment sales and project execution for commercial clients including hotels, universities, clubs, corporations, and residential developments. Services include space assessment, architectural design, equipment specification and procurement, installation, and maintenance contracts. Projects range from small home gym setups to large commercial fitness centers spanning 30x25m².
3. Professional Services: Advisory, design, and maintenance services bundled with institutional equipment sales. The company offers consulting on fitness space layout, equipment selection based on architectural studies, and ongoing maintenance support for installed equipment.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels3 records

Core offering

Fitness Market is a Colombian fitness equipment retailer and distributor operating a Shopify-based e-commerce store (fitnessmarket.com.co) that sells cardio machines, strength equipment, free weights, accessories, compression apparel, and nutritional supplements from international brands and its own private label. The company also operates a dedicated B2B institutional sales channel providing turnkey gym solutions—including consulting, architectural design, equipment procurement, installation, and maintenance—for hotels, universities, corporate facilities, clubs, commercial gyms, and residential developers.

Product overview

Fitness Market is a Colombian fitness equipment retailer and B2B gym solutions provider operating both an e-commerce platform (Shopify-based) and corporate sales division. The product portfolio consists of multiple categories: (1) Commercial-grade cardio equipment (treadmills, ellipticals, stationary bikes) from Matrix, Freemotion, Life Fitness, and Octane; (2) Strength training machines and free weights from proprietary Fitness Market brand, Matrix, Hammer Strength, Athletic, and third-party brands; (3) Home fitness equipment from Reebok, Bowflex, and Athletic; (4) Accessories including dumbbells, bars, discs, resistance bands, and mats; (5) Pilates and yoga equipment; (6) Compressport compression apparel and running gear; (7) Macroblends nutritional supplements. The company also provides institutional B2B services for hotels, universities, corporate gyms, clubs, and residential developers including gym design, equipment specification, and maintenance. The e-commerce platform features a virtual 360° tour of their showroom and integrated Kinomap fitness content partnership.

Differentiator

Problem solved

Functional benefit

Products and services

• Cardio Equipment Cardio machines including treadmills (caminadoras/trotadoras), elliptical trainers, and stationary bicycles from brands such as Matrix, Freemotion, Life Fitness, Octane, Athletic, and Reebok for both home and commercial use.
• Strength Equipment Selectorized strength machines, multi-gyms, cable machines, and plate-loaded equipment for commercial and home gyms from Matrix, Life Fitness, Freemotion, Hammer Strength, Athletic, and Fitness Market brands.
• Home Fitness Equipment Compact fitness equipment designed for home use including treadmills, spinning bikes, ellipticals, and multifunction strength machines from Reebok, Athletic, Bowflex, and Fitness Market brands.
• Free Weights and Accessories Free weights including dumbbells, barbells, kettlebells, weight plates, and training accessories such as resistance bands, jump ropes, gloves, and yoga mats from multiple brands.
• Fitness Market Brand Equipment Proprietary line of strength training equipment including leg press, leg curl, Smith machines, cable machines, benches, and racks designed and sold under the Fitness Market private label.
• Pilates and Yoga Equipment Pilates equipment including reformer beds, Cadillac machines, and accessories along with yoga mats, blocks, straps, and resistance bands from Reebok, Adidas, and Sportiva brands.
• Compressport Compression Apparel Compression apparel and running accessories from Swiss brand Compressport including compression socks, calf sleeves, running shirts, shorts, and trail gear designed to improve circulation and recovery.
• Nutritional Supplements Sports nutrition supplements including whey protein, creatine, pre-workout, EAAs, and omega-3 from Macroblends brand.
• Institutional Gym Project Services Comprehensive B2B services including gym design, architectural planning, equipment specification, installation, and maintenance for commercial projects ranging from 10m² to 30x25m² facilities serving hotels, universities, corporate facilities, clubs, and residential developers.
• Equipment Maintenance Services Ongoing maintenance and support services for installed fitness equipment, provided to institutional and commercial clients as part of the company's turnkey gym project offerings.

Quantifiable outcome

• 800+ projects executed successfully across different sectors
• +3 more outcomes

Named customers10 records

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

Ten partnerships are on record, tiered core, major and minor.

• MatrixcoreChannel Partner/ Reseller/ DistributorMatrix is a premium commercial fitness equipment brand carried by Fitness Market. The partnership provides access to high-end treadmills, strength equipment, and cardio machines for institutional and commercial clients. Matrix products are featured prominently in the institutional section with prices ranging from 10-34 million COP.
• Life FitnesscoreChannel Partner/ Reseller/ DistributorLife Fitness is a globally recognized fitness equipment manufacturer. Fitness Market distributes Life Fitness products including signature series equipment, ellipticals, and benches. Products appear in both institutional and home categories.
• FreemotioncoreChannel Partner/ Reseller/ DistributorFreemotion is an innovation-focused fitness equipment brand. Fitness Market offers Freemotion treadmills, strength equipment, and functional trainers. The brand is positioned for demanding commercial and institutional applications.
• ReebokmajorChannel Partner/ Reseller/ DistributorReebok fitness equipment and accessories are distributed through Fitness Market. Product line includes treadmills, bikes, gloves, yoga mats, and resistance bands. Reebok products span both consumer and institutional price points.
• Hammer StrengthmajorChannel Partner/ Reseller/ DistributorHammer Strength is a premium strength training equipment brand owned by Life Fitness. Fitness Market distributes Hammer Strength selectorized machines and benches, targeting commercial and institutional buyers.
• AdidasmajorChannel Partner/ Reseller/ DistributorAdidas fitness accessories including gloves, resistance bands, yoga mats, exercise balls, and training equipment are distributed through Fitness Market's e-commerce platform.
• CompressportmajorChannel Partner/ Reseller/ DistributorCompressport is a Swiss compression apparel and accessories brand. Fitness Market is a major distributor with 368+ products including compression socks, calf sleeves, running apparel, and triathlon gear. Dedicated collection page and extensive inventory.
• SchwinnminorChannel Partner/ Reseller/ DistributorSchwinn indoor cycling bikes are distributed through Fitness Market, targeting both home and light commercial use.
• StagesminorChannel Partner/ Reseller/ DistributorStages indoor cycling equipment, specifically the SC3 bike, is distributed through Fitness Market for institutional and studio applications.
• AthleticmajorChannel Partner/ Reseller/ DistributorAthletic is a value-oriented fitness equipment brand. Fitness Market distributes a wide range of Athletic products including 50+ items covering bikes, treadmills, strength equipment, and accessories. Major brand in home and light commercial segments.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Market position

Competitive moat4 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/fitnessmarketco
• LinkedInlinkedin.com/company/fitness-market-sas

Revenue estimate

Valuation estimate

Number of profiles

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 Market