Horizon Fitness

What Horizon Fitness does

Horizon Fitness is a direct-to-consumer home fitness equipment brand and a wholly-controlled subsidiary of Johnson Health Tech Trading, Inc., a global commercial and consumer fitness equipment manufacturer with 40+ years of industry presence. Headquartered in Cottage Grove, Wisconsin, the company sells treadmills, indoor cycles, recumbent bikes, upright bikes, ellipticals, and accessories exclusively through its owned e-commerce storefronts horizonfitness.com (United States) and horizonfitness.ca (Canada), supported by a Find-a-Store retail locator. The product portfolio is structured into two tiers: Studio Series (7.0 AT, 7.4 AT, 7.8 AT treadmills; 7.0 IC indoor cycle) targeting performance-oriented users, and Go Series (T101, T202 treadmills; 5.0 IC cycle; 5.0 R recumbent; 5.0 U upright; EX-59 elliptical) targeting accessible entry-level buyers.

The company's core technology combines commercial-grade mechanical engineering — QuickDial in-grip controls, RapidSync drive systems, 3-Zone Variable Response Cushioning, SixStar-certified elliptical frames, FeatherLight hydraulic folding — with Bluetooth FTMS (Fitness Machine Service) connectivity that enables integration with Peloton, Zwift, Kinomap, JRNY, and the proprietary atZone app without requiring a Horizon subscription. Studio Series equipment supports Apple Watch and Samsung Galaxy Watch tap-to-connect metric syncing. Warranties include lifetime frame and motor coverage on treadmills, with differentiated parts and labor terms by tier.

Horizon's business model is hardware-led direct-to-consumer sales with prices ranging from $399 to $1,999, augmented by financing partnerships (Bread Pay, Fortiva) that offer 0% to 34.99% APR over 12-36 month terms. Ancillary revenue streams include affiliate commissions (8% via Impact.com), accessories (fitness mats, lubricants, heart rate straps, and recently launched dumbbells and adjustable benches), and seasonal promotions. The no-subscription-required positioning and open-protocol interoperability constitute the brand's primary competitive differentiation against closed-ecosystem rivals. Customer acquisition is driven by performance marketing, affiliate channels, social media, and the Hero Discount program (military, first responders, medical, teachers), with no enterprise or B2B customer base disclosed.

Name

Horizon Fitness

Legal name

Johnson Health Tech Trading, Inc.

Website

https://horizonfitness.com

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

251–500 employees

Short description

Horizon Fitness is a direct-to-consumer home fitness equipment brand and subsidiary of Johnson Health Tech, selling treadmills, bikes, ellipticals, and accessories through online storefronts in the United States and Canada. It targets home fitness enthusiasts with subscription-free, Bluetooth-connected equipment compatible with major third-party fitness apps.

Ownership category

akta.pro rank

Product category

Home Fitness Equipment

NAICS

Sporting Goods Retailers (45911)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Cardio Equipment Retail (Treadmills, Bikes, Rowers, Ellipticals) (CRAMADAA)

akta.pro secondary industry

Home Gym Systems & Smart Fitness Equipment Retail (Connected Mirrors, Smart Bikes, All-in-One Gyms) (CRAMADAG)

Keywords

• Home fitness equipment
• Cardio exercise machines
• Home treadmills
• Indoor cycling bikes
• Connected fitness equipment

Headquarters

HQ city

Cottage Grove

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Cardio Equipment Sales: Primary revenue stream from direct-to-consumer sales of treadmills, bikes, and ellipticals through horizonfitness.com. Products priced from $399 to $1,999 with seasonal promotions and financing options. Sells direct to consumers with shipping from Horizon warehouses.
2. Financing Partnerships: Revenue facilitated through financing partnerships with Bread Pay (Comenity Capital Bank) and Fortiva, offering 12, 24, or 36-month financing at competitive rates including 0% APR options. Horizon earns revenue through increased conversion rates and order values enabled by installment payments.
3. Affiliate Commissions: Affiliate program through Impact.com generates revenue by partnering with fitness content creators who earn 8% commission on referred sales. Average order volume exceeds $1,000, providing recurring referral income.
4. Accessories: Supplements hardware sales with replacement parts and accessories including fitness mats ($40), lubricant kits ($19.99-$23.99), and heart rate monitors ($49). Accessories provide recurring revenue from existing customer base.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core offering

Horizon Fitness designs, manufactures, and sells home cardio exercise equipment—treadmills, indoor cycles, recumbent and upright bikes, and ellipticals—directly to consumers through its own e-commerce storefronts in the United States and Canada. Its Studio Series features premium treadmills and indoor cycles with Bluetooth FTMS connectivity, app interoperability, and proprietary motor and cushioning technologies, while the Go Series delivers accessible, easy-to-assemble cardio equipment for entry-level users. The company also sells replacement parts, accessories, and complementary strength equipment, and enables installment purchases through Bread Pay and Fortiva financing partners.

Product overview

Horizon Fitness is a direct-to-consumer home fitness equipment brand selling a portfolio of cardio machines organized into two series: Studio Series (premium performance treadmills and indoor cycles) and Go Series (accessible, entry/mid-level treadmills, bikes, and ellipticals). The product lineup spans five treadmill models (7.0 AT, 7.4 AT, 7.8 AT, T101 Connect, T202), four bike models (5.0 IC, 7.0 IC indoor cycles; 5.0 R recumbent, 5.0 U upright), one elliptical (EX-59), and accessories including fitness mats, maintenance kits, heart rate straps, dumbbells, and weight benches. All Studio Series equipment features Bluetooth FTMS connectivity for third-party app integration (Peloton, Zwift, Kinomap, JRNY), Apple Watch support (7.0 AT only), QuickDial/RapidSync motor technology, and 3-Zone Variable Response Cushioning. The brand does not require subscriptions to operate equipment.

Differentiator

Problem solved

Functional benefit

Brands

• atZone: Connected fitness app offering HIIT workouts, on-demand classes, live streaming, strength training with motion tracking, and virtual journeys.
• Studio Series
• Go Series

Products and services

• 7.0 AT Treadmill Studio Series mid-range home treadmill with 20" x 60" cushioned deck, 0.5–12 MPH speed, 0–15% incline, Bluetooth FTMS, Apple GymKit tap-to-connect, FeatherLight folding, and a lifetime frame and motor warranty. For home fitness users seeking premium connectivity at a mid-tier price.
• 7.4 AT Treadmill Studio Series premium home treadmill with extra-wide 22" x 60" XL running deck, 0.5–12 MPH speed, 0–15% incline, Sprint 8 HIIT program, included Bluetooth heart rate monitor, QuickDial and RapidSync technologies, FeatherLight folding, and a lifetime frame and motor warranty. For serious runners needing more deck space at home.
• 7.8 AT Treadmill Top-tier Studio Series home treadmill with heavy-duty aluminum side rails, 9.3" High Contrast Color TFT display, 375 lb max user weight, 22" x 60" XL deck, Sprint 8 program, QuickDial controls, Bluetooth FTMS, and lifetime frame and motor warranty. For performance-focused runners seeking commercial-grade build at home.
• T101 Connect Treadmill Go Series entry-level home treadmill with 20" x 55" 3-Zone cushioned deck, 0.5–10 MPH speed, 0–10% incline, 6 built-in programs, EasyDial controls, Bluetooth, JRNY app compatibility, and 30-minute assembly. For first-time home cardio buyers and casual exercisers.
• T202 Treadmill Go Series mid-range home treadmill with 20" x 60" cushioned deck, 0.5–12 MPH speed, 0–12% incline, 5" LCD screen, EasyDial controls, Bluetooth speakers, and extended running surface. For casual and progressing home runners.
• 5.0 IC Indoor Cycle Indoor cycling bike with 28.6 lb precision aluminum flywheel, ECB magnetic brake resistance with 100 levels, dual-sided pedals with SPD clips and toe cages, Bluetooth FTMS, LCD display, USB charging, and compact footprint. For home cycling enthusiasts and studio-style classes without subscription lock-in.
• 7.0 IC Indoor Cycle Premium indoor cycling bike with 28.6 lb aluminum flywheel, 100 ECB magnetic resistance levels, included Bluetooth heart rate monitor, 4-way adjustable seat and handlebars, racing-style saddle, LCD display, and USB charging. For serious home cyclists who want studio-grade performance and connectivity.
• 5.0 R Recumbent Bike Home recumbent exercise bike with step-through frame, extra-large padded seat with lumbar support, 100 resistance levels, aluminum rail seat adjustment, Bluetooth FTMS, 3-speed fan, and USB charging. For users prioritizing joint-friendly, low-impact cardio and comfort.
• 5.0 U Upright Bike Home upright exercise bike with ergonomic padded seat, step-through frame, 100 resistance levels, Bluetooth, fully adjustable seat, cooling fan, and ergonomic handlebars. For budget-conscious home users seeking upright cycling cardio.
• EX-59 Elliptical Go Series home elliptical with SixStar certified frame, 14 lb flywheel, 18" stride length, 10 electronically adjustable resistance levels, Bluetooth speakers, rapid-charge USB port, and approximately 30-minute setup. For low-impact home cardio with smooth, natural motion.
• Fitness Mat Protective equipment floor mat for use under treadmills, bikes, and ellipticals. Sold as a standalone accessory on the Horizon Fitness website.
• Lube-N-Walk Kit Treadmill belt maintenance kit for lubricating belt and walking components. Sold as a standalone accessory on the Horizon Fitness website.
• Silicone Lubricant 3-Pack Three-pack silicone lubricant for ongoing treadmill belt maintenance. Sold as a standalone accessory on the Horizon Fitness website.
• Heart Rate Chest Strap Bluetooth chest-strap heart rate monitor for live heart rate tracking. Sold standalone and compatible with Horizon Studio Series treadmills and indoor cycles.
• Universal 32lb Neoprene Dumbbell Set with Rack 32 lb neoprene-coated dumbbell set with matching storage rack for home gym strength training. Sold standalone on the Horizon Fitness website.
• Universal UB300 Adjustable Bench Adjustable home weight bench for strength training workouts. Sold standalone on the Horizon Fitness website.

Quantifiable outcome

• Sprint 8 program proven to burn up to 27% body fat in just eight weeks with 20-minute high-intensity interval training workout
• +3 more outcomes

Named customers3 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

Integration11 records

Feature8 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Johnson Health TechcoreOthersHorizon Fitness is a subsidiary brand of Johnson Health Tech, a global leader in commercial and home fitness equipment manufacturing for over 40 years. Johnson Health Tech provides corporate backing, manufacturing capabilities, and brand portfolio management.
• PelotoncoreTechnology or IntegrationPeloton App integration via Bluetooth FTMS allows Horizon equipment to connect to Peloton's library of live and on-demand classes. Customers can stream Peloton content while metrics sync to the platform.
• ZwiftcoreTechnology or IntegrationZwift virtual world integration via Bluetooth allows Horizon treadmills and bikes to connect to Zwift's immersive running and cycling environments with 11 virtual worlds and social racing features.
• atZone (Proprietary App)coreTechnology or IntegrationProprietary Horizon-developed app offering HIIT workouts, on-demand classes, live streaming, strength training with motion tracking, and virtual journeys. Syncs workout data to Strava, Apple Health, Fitbit, and Google Fit.
• Apple WatchcoreTechnology or IntegrationApple Watch tap-to-connect on 7.0 AT treadmill syncs workout metrics including calories, speed, distance, pace, and time. Available via Apple GymKit technology.
• ImpactcoreGTM or Marketing PartnerImpact.com provides affiliate program infrastructure for Horizon's partner marketing. Horizon Fitness Affiliate Program offers 8% commission, 30-day cookie life, and average order values over $1,000. DMI Partners handles affiliate program inquiries.
• FedExcoreChannel Partner/ Reseller/ DistributorFedEx Home Delivery handles shipping for parts, accessories, and indoor cycles. Standard shipping provider for smaller items with 1-5 day delivery windows.
• ID.meminorGTM or Marketing PartnerID.me provides identity verification for Hero Discount program, enabling military members, first responders, medical professionals, and teachers to verify eligibility and receive 7% discount.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Sole Fitness: Sole Fitness sells home treadmills, bikes, and ellipticals direct-to-consumer with similar pricing ($400-$2,500) and warranty positioning. Competes on the same value-conscious home cardio buyer that Horizon's Go Series targets, with overlapping foldable treadmill and indoor cycle SKUs.
• Echelon Fitness: Echelon sells connected bikes, treadmills, and rowers with its own subscription app. Direct competitor in the connected indoor cycle and treadmill category where Horizon's Bluetooth FTMS strategy competes against a closed Echelon ecosystem.
• Bowflex: Bowflex sells home cardio (treadmills, bikes) and strength equipment direct-to-consumer, with the JRNY adaptive fitness subscription. Comparable on product breadth, target demographic (home fitness enthusiasts), and the tension between subscription-free and subscription-led connected hardware.
• NordicTrack (iFIT): NordicTrack is the closest direct competitor, selling treadmills, bikes, and ellipticals direct-to-consumer with iFIT-powered screens. Competes head-to-head with Horizon's Studio and Go Series on home cardio, though with a subscription-led content model rather than Horizon's open FTMS approach.
• ProForm: ProForm is a sister brand to NordicTrack under iFIT Health & Fitness, offering treadmills, bikes, and ellipticals in a similar price band to Horizon's Go Series. Directly comparable on product range, target buyer (entry-to-mid home cardio), and DTC channel.
• Schwinn Fitness: Schwinn Fitness offers home indoor cycles and recumbent bikes that directly overlap Horizon's 5.0 IC, 7.0 IC, and 5.0 R lineup. Comparable on price points, target buyer, and DTC/retail mix, particularly for buyers shopping the IC indoor cycle category.

Broad incumbents

• Peloton: Peloton is both an integration partner (Peloton App streams to Horizon via Bluetooth FTMS) and a broad incumbent in connected fitness with its own Bike and Tread. Comparable on target buyer and connected-fitness narrative, but operates a closed subscription-content-plus-hardware model rather than Horizon's open approach.
• Life Fitness: Life Fitness is a broad incumbent in commercial and premium home cardio (treadmills, bikes, ellipticals). Comparable on product category and warranty-driven positioning, but with a heavier commercial-gym channel mix and a less DTC-led go-to-market than Horizon.

Emerging players

• Wahoo Fitness: Wahoo sells smart indoor trainers, bike computers, and the KICKR smart bike — an emerging connected-fitness player with deep Zwift integration. Comparable on Bluetooth FTMS-driven interoperability and the serious-rider persona Horizon targets with its 7.0 IC bike, though narrower product line.

Others

• Johnson Health Tech (Matrix Fitness): Johnson Health Tech is Horizon Fitness's parent company and also operates the Matrix Fitness commercial brand. Directly comparable on manufacturing heritage (40+ years), motor and frame technology that powers Horizon equipment, and global supply chain reach — relevant for assessing Horizon's cost and R&D runway.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Customer concentration

• YouTubeyoutube.com/user/horizonfitness
• Facebookfacebook.com/HorizonFitness
• Instagraminstagram.com/horizon.fitness/#
• Xx.com/HorizonFit

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 Horizon Fitness