Tunturi

Name

Tunturi

Legal name

Tunturi New Fitness B.V.

Website

https://tunturi.com

Company type

Private

Founded year

1922

Operating status

Operating

Headcount range

11–50 employees

Short description

Tunturi is a 100+ year-old Finnish-origin fitness equipment brand, now headquartered in the Netherlands, that designs and distributes cardio machines, strength equipment, and accessories across 18+ European countries and India via a 500+ dealer network, own webshop, and B2B business solutions division.

Ownership category

akta.pro rank

Product category

Home and Professional Fitness Equipment

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

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

akta.pro secondary industries

Fitness Equipment & Performance Accessories Retail (CRAMABAD), Cardio Equipment Retail (Treadmills, Bikes, Rowers, Ellipticals) (CRAMADAA), Strength Training Equipment Retail (Racks, Benches, Barbells, Plates) (CRAMADAB)

Keywords

• Home fitness equipment
• Cardio training machines
• Strength training equipment
• Professional fitness solutions
• Fitness accessories

Headquarters

HQ city

Irvine

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Fitness Equipment Sales: Revenue generated from selling fitness equipment including cardio machines, strength equipment, and accessories directly to consumers and through dealer network
2. Tunturi Routes Premium Subscription: Monthly subscription at €11.99 for premium access to all video routes, coaching videos, customized training programs, and GPS data import features
3. Business Solutions: B2B sales of professional-grade fitness equipment to hotels, physiotherapists, personal trainers, fitness clubs, and corporate fitness clients through dedicated business solutions division

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Tunturi designs, manufactures and distributes home and professional fitness equipment across cardio machines (exercise bikes, ellipticals, treadmills, rowing machines including Fluid Rower), strength equipment (home gyms, smith machines, benches, racks), and a broad fitness accessories portfolio. Offerings span branded product lines (MX Select, Rapid Series, Platinum, Indiaca) and the Tunturi Routes cardio training app with optional Premium subscription, sold direct-to-consumer, through 500+ European dealers, and through a B2B Business Solutions division.

Product overview

Tunturi is a comprehensive fitness equipment company offering a multi-tiered product portfolio spanning cardio machines (exercise bikes, ellipticals, treadmills, rowing machines), strength equipment (home gyms, smith machines, benches, racks), and accessories. The ecosystem includes branded sub-products like the MX Select adjustable dumbbell system, Rapid Series modular weights, and Fluid Rower water-resistance rowers. Digital offerings include the Tunturi Routes app (free with 15 routes; Premium at €11.99/month) for immersive indoor cardio training via real-life video routes synced with Bluetooth-enabled equipment, and the Tunturi Training companion app. The company serves both consumer and professional markets through its Platinum Line and Business Solutions packages targeting hotels, gyms, and corporate fitness clients. Founded in 1922, Tunturi revolutionized home fitness in 1969 with the world's first exercise bike ergometer.

Differentiator

Problem solved

Functional benefit

Brands

• MX Select: Premium adjustable dumbbells and barbell system with selectable weight configurations
• Fluid Rower
• Indiaca
• Rapid Series
• Tunturi Training
• Tunturi Routes
• Platinum
• Fitkids

Products and services

• Cardio Equipment Complete range of cardiovascular training equipment (exercise bikes, ellipticals, recumbent bikes, sprinter bikes, rowing machines, treadmills, Fluid Rower water-resistance rowers, vibration plates) for home and professional users across multiple product tiers.
• Strength Equipment Full spectrum of strength training solutions including home gyms, smith machines, power towers, workout benches, pulley stations, fitness racks, pin-loaded and plate-loaded machines, and multistations for comprehensive muscular development.
• Fitness Accessories Extensive accessories portfolio covering functional training, free weights, resistance training, speed/agility, yoga/pilates, massage/recovery, core training, jumpropes, boxing, teamsports, gymballs, and fitness mats.
• MX Select Adjustable Dumbbells Premium line of adjustable strength equipment featuring modular dumbbells (MX30, MX55, MX85), barbells (MX100), and weight benches that allow users to quickly adjust resistance levels for progressive training.
• Rapid Series Compact adjustable strength training system consisting of dumbbells, kettlebells, and barbells with the RAPID Eco System for easy weight adjustment. Ideal for both beginners and dedicated athletes for progressive home training.
• Fluid Rower Rowing Machines Premium water resistance rowing machines featuring Apollo, Neon, and Viking models with Bluetooth connectivity, foldable designs, and automatic resistance adjustment capabilities.
• Platinum Professional Line Professional-grade fitness equipment line for commercial fitness facilities, hotels, physiotherapists, and corporate fitness solutions, including Platinum cardio, strength, and accessories categories.
• Business Solutions Tailored fitness equipment packages for hotels, physiotherapists, personal trainers, fitness clubs, and corporate wellness programs, including professional plate-loaded and pin-loaded strength equipment, delivered through a dedicated B2B sales division.
• Tunturi Routes App Free cardio training app that allows users to cycle, cross-train, row, and run across the world using thousands of real-life video routes. Equipment resistance automatically syncs with video elevation changes via Bluetooth for an immersive indoor experience. Free tier includes 15 routes.
• Tunturi Routes Premium Subscription Paid subscription tier (€11.99/month) unlocking all Tunturi Routes video routes, coaching videos, customized training programs, GPS data import, and multiplayer challenges beyond the 15 free routes included in the basic app.
• Tunturi Training App Mobile training app designed to work with Tunturi cardio equipment for guided workouts and performance tracking.
• Ab Wheels Ab roller wheel products including Double Exercise Wheel, Exercise Wheel Deluxe, and Tunturi Pro Exercise Wheel Deluxe with NBR mat for advanced core training.
• Indiaca Equipment Traditional badminton-style feathered shuttlecock game equipment including Tournament and Play models, replacement feathers, and accessories for teamsport activities.
• Magicball Wristtrainer Handgrip and wrist training ball device for strengthening grip and forearm muscles through repetitive motion exercises.

Quantifiable outcome

• B Corp score over 90 points achieved
• +2 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Fitkids FoundationcoreOthersTunturi donates 1% of total annual profits to Fitkids Foundation, which provides sports programmes for children with chronic illnesses or disabilities. Every purchase at Tunturi contributes to greater inclusivity and vitality for children.
• Themba FoundationminorOthersPartnership supporting vulnerable communities in South Africa with education and healthcare initiatives, combining social engagement with passion for exercise.
• WecycleminorStrategic or Co-development PartnerActive participation in the Wecycle advisory board where Tunturi shapes policy for circular use of electronics, demonstrating commitment to sustainability and environmental responsibility.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Technogym: Italian-headquartered premium fitness equipment manufacturer serving both consumer home and commercial B2B segments globally with cardio, strength, and connected products — the closest large-scale analogue to Tunturi's full-stack equipment + B2B model.
• Life Fitness: Major commercial and home fitness equipment brand offering cardio and strength lines with a broad global dealer footprint, closely matching Tunturi's mix of consumer hardware and B2B (hotel, club, corporate) sales.
• NordicTrack (iFIT): Connected cardio (treadmills, bikes, rowers) bundled with the iFIT content subscription — the dominant US-based model for the Bluetooth-enabled equipment + recurring app experience that Tunturi Routes is positioned against.
• Peloton Interactive: Vertical connected-fitness platform pairing proprietary hardware (bike, tread, rower) with a paid content subscription — defines the connected equipment + monthly subscription benchmark Tunturi competes with in Europe.
• Bowflex: Home strength and cardio equipment brand built around adjustable resistance systems and JRNY content subscriptions — directly comparable to Tunturi's Rapid Series, MX Select, and Routes positioning.
• ProForm: Mass-market home cardio and strength equipment sold via iFIT-enabled connected products at aggressive price points — the volume-tier competitor to Tunturi's entry-level cardio and accessories range.
• Concept2: Iconic indoor rowing machine brand (Model D, RowErg) dominant in gyms and home rowing; competes with Fluid Rower in the high-end ergometer and PM5 monitor category.

Emerging players

• Hydrow: Premium connected rowing machine with an immersive live and on-demand content library — the most direct competitive analogue to Tunturi's Fluid Rower sub-brand in the connected-rower category.
• Keiser: Specialty strength and functional training equipment maker with pneumatic resistance technology and a presence in commercial and rehabilitation channels — comparable to the B2B physiotherapist and club segments Tunturi serves.

Broad incumbents

• Precor: Established commercial fitness equipment manufacturer (now part of Peloton) with cardio and strength lines and a global fitness-club footprint — overlaps heavily with Tunturi's Platinum and Business Solutions portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/tunturi_fitness

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 records

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 Tunturi