2nd Wind Exercise Equipment

What 2nd Wind Exercise Equipment does

2nd Wind Exercise Equipment is a privately held U.S. specialty fitness retailer, founded in 1992 and headquartered in Eden Prairie, Minnesota (with related operational headquarters in Cottage Grove, Wisconsin under parent Johnson Health Tech Retail Inc., d/b/a Johnson Fitness & Wellness). The firm operates 100+ retail showrooms across the United States alongside a direct-to-consumer e-commerce platform and claims the status of world's #1 specialty fitness retailer by physical store count per April 2025 Futuresource Assessment.

The company sells a curated portfolio of premium fitness and adjacent-lifestyle hardware sourced from third-party OEMs, including treadmills, ellipticals, exercise bikes, rowing machines, stair climbers (STEPR), home gyms and functional trainers (force brands include Matrix, NordicTrack, Horizon, BowFlex, Force USA, Tonal, Peloton), massage chairs (Fujiiryoki, Synca, Osaki, OHCO, DCore, KOYO, Panasonic, etc.), and billiards/gaming (Brunswick pool, shuffleboard, air hockey, foosball, table tennis). Pricing spans roughly $999-$17,000+ per unit, with financing available through Affirm (0-36% APR), Wells Fargo lines of credit, and Flex HSA/FSA. The retail model is differentiated by in-store Certified Fitness Consultants, white-glove delivery and assembly (free on orders of $2,499+), and GovX pricing for military/first responders.

Revenue is generated through hardware sales (the dominant stream), financing transaction fees, and professional delivery/assembly services. The company serves three named segments — residential/home fitness consumers (primary), commercial fitness buyers, and wellness/recovery seekers (massage chairs) — with no disclosed enterprise anchor accounts and effectively no customer concentration at the named-logo level. Customer concentration is therefore highly diversified (long-tail consumer base across 100+ showrooms). The business model does not develop proprietary AI; AI exposure is reseller-mediated through AI-enabled hardware such as Tonal 2 Smart Gym and Peloton Cross Training Series.

Name

2nd Wind Exercise Equipment

Legal name

Johnson Health Tech Retail Inc.

Website

https://2ndwindexercise.com

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

251–500 employees

Short description

2nd Wind Exercise Equipment is a U.S. specialty fitness retailer operating 100+ showrooms plus e-commerce, selling treadmills, ellipticals, home gyms, massage chairs, and billiards from premium third-party brands to residential and commercial fitness consumers, with in-store consultation, white-glove delivery, and Affirm/HSA/FSA financing.

Ownership category

akta.pro rank

Headquarters

HQ city

Eden Prairie

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Fitness Equipment Sales: Retail sales of exercise equipment including treadmills, ellipticals, exercise bikes, rowing machines, home gyms, functional trainers, and strength equipment. The company sells multiple premium brands including Matrix, NordicTrack, Horizon, BowFlex, Force USA, Tonal, and Peloton.
2. Massage & Wellness Products: Sales of massage chairs, portable massagers, and wellness products from brands including Fujiiryoki, Synca, Osaki, OHCO, DCore, and others.
3. Billiards & Gaming: Sales of pool tables, shuffleboard tables, air hockey, table tennis, foosball, and related accessories from Brunswick brand.
4. Delivery & Assembly Services: Professional delivery and assembly services offered to customers, with free delivery and assembly on qualifying orders.
5. Financing Services: Financing options through Affirm (installment loans, 0-36% APR) and Wells Fargo (lines of credit). The company earns revenue through these financing partnerships.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

2nd Wind Exercise Equipment is a specialty fitness retailer that sells cardio equipment (treadmills, ellipticals, exercise bikes, rowing machines, stair climbers), strength training systems (home gyms, functional trainers, smart home gyms), premium massage chairs, and billiards/gaming products (pool tables, shuffleboard, air hockey, foosball, table tennis). Products are distributed through 100+ physical retail showrooms across the United States staffed by Certified Fitness Consultants and through an e-commerce website, with professional delivery and assembly, multiple financing options, and HSA/FSA-eligible product offerings.

Product overview

Johnson Fitness & Wellness operates as a specialty fitness retail platform offering a comprehensive portfolio of exercise equipment and wellness products. The core offering spans cardio equipment (treadmills, ellipticals, exercise bikes, rowing machines, stair climbers), strength training (home gyms, functional trainers, dumbbells), massage chairs, and billiards/gaming (pool tables, shuffleboards, air hockey, foosball, table tennis). The company serves residential and commercial customers through 100+ retail showrooms nationwide, offering professional delivery and assembly services. Financing options include Affirm installment loans, Flex HSA/FSA payments, and GovX special pricing for military/government. The product portfolio includes major brands such as Matrix, NordicTrack, Horizon, BowFlex, Force USA, Peloton, Tonal, and various massage chair manufacturers (KOYO, OHCO, Osaki, Synca, DCore, Fujiiryoki).

Differentiator

Problem solved

Functional benefit

Products and services

• Treadmills Cardio treadmills for home fitness from multiple brands including Matrix Fitness, NordicTrack (Commercial 1750/1250/2450, X-series incline, Ultra 1/3, T Series 16), Horizon (7.0 AT, 7.4 AT, 7.8 AT), BowFlex (T6/T9/T16), and Peloton Tread/Tread+, with prices ranging from approximately $1,299 to $15,000. Many models feature iFit connected fitness compatibility.
• Ellipticals Home ellipticals including compact, seated, ascent trainers, iFit compatible, and outdoor models from brands such as Matrix, NordicTrack, and Horizon, designed for low-impact cardio training.
• Exercise Bikes

Quantifiable outcome

• World's #1 Specialty Fitness Retailer - Largest number of physical specialty retail stores worldwide

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Matrix FitnesscoreChannel Partner/ Reseller/ DistributorMatrix Fitness is a premium fitness equipment brand sold through Johnson Fitness retail showrooms and website. Products include treadmills, ellipticals, and functional trainers.
• NordicTrackcoreChannel Partner/ Reseller/ DistributorNordicTrack is a major fitness equipment brand sold through Johnson Fitness, featuring treadmills, bikes, and other cardio equipment.
• TonalcoreChannel Partner/ Reseller/ DistributorTonal 2 Smart Gym - AI-powered smart home gym system sold through Johnson Fitness retail locations and website.
• PelotoncoreChannel Partner/ Reseller/ DistributorPeloton fitness equipment including Cross Training Series bikes and treads sold through Johnson Fitness retail and online channels.
• BowFlexcoreChannel Partner/ Reseller/ DistributorBowFlex home gym equipment, treadmills, and fitness machines sold through Johnson Fitness retail locations.
• Force USAcoreChannel Partner/ Reseller/ DistributorForce USA all-in-one home gyms and strength training equipment sold through Johnson Fitness. Current promotional offers include free weight plates with select models.
• FujiiryokicoreChannel Partner/ Reseller/ DistributorPremium Japanese massage chairs including J POD, Cyber Relax Pro 4D, Cyber Relax Elite 4D, and Cyber Relax AI 5D Ultra Premium models sold through Johnson Fitness.
• Horizon FitnesscoreChannel Partner/ Reseller/ DistributorHorizon treadmills and fitness equipment sold through Johnson Fitness retail locations and website.
• GovXminorGTM or Marketing PartnerGovX provides special pricing verification for military, first responders, and other eligible service members who serve. Verification via GOVX ID button in cart.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Play It Again Sports: Franchise-based new and used sporting goods retailer with fitness equipment as a key category. Comparable in retailing fitness equipment to consumers through physical storefronts, though with a stronger used/inventory-turnover model.
• REI: US outdoor and active lifestyle co-op retailer with a fitness equipment assortment. Comparable in selling premium active-lifestyle equipment through a hybrid physical + digital model to engaged consumers.
• Decathlon: Global sporting goods retailer with deep private-label fitness and outdoor equipment lines. Comparable in retailing fitness equipment at scale, though primarily international and largely vertically integrated in product.
• Dick's Sporting Goods: Largest US sporting goods retailer with a meaningful home fitness equipment and connected-fitness assortment. Comparable as a multi-category retailer of premium fitness brands to consumers, though fitness is one of many categories vs. Johnson's specialty focus.
• Academy Sports + Outdoors: Multi-category sporting goods retailer carrying fitness equipment, treadmills, and home gym products. Comparable in selling big-ticket fitness to consumers across physical stores and e-commerce, but with a broader outdoor/hunting focus.

Direct peers

• Rogue Fitness: Specialty fitness equipment retailer/manufacturer with strong e-commerce presence in strength, cardio, and functional training gear. Highly comparable as a multi-brand fitness equipment seller to serious home and commercial buyers, though more digital-native.

Others

• Best Buy: US electronics retailer that has become a key offline channel for connected fitness brands including Peloton and Tonal. Comparable as a competing retail channel for the same premium smart-fitness SKUs that Johnson Fitness distributes.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/2ndwindexercise
• Instagraminstagram.com/johnson.fitness/?hl=en
• Xx.com/2ndwindexercise
• LinkedInlinkedin.com/company/2nd-wind-exercise-equipment

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 2nd Wind Exercise Equipment