True Fitness

Name

True Fitness

Legal name

True Fitness Technology, Inc.

Website

https://truefitness.com

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Commercial Fitness Equipment Manufacturing

NAICS

Sporting and Athletic Goods Manufacturing (33992), Sporting Goods Retailers (45911), Sporting and Recreational Goods and Supplies Merchant Wholesalers (423910)

SIC

Sporting & Athletic Goods, Nec (3949)

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

• Commercial fitness equipment
• Cardio machines manufacturing
• Strength training equipment
• Gym facility planning
• Premium exercise equipment

Headquarters

HQ city

St Louis

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Commercial Fitness Equipment Sales: TRUE Fitness generates primary revenue through the sale of commercial-grade fitness equipment including treadmills, ellipticals, bikes, strength machines, and flexibility equipment to health clubs, universities, YMCA facilities, corporate gyms, and other commercial fitness operators.
2. Parts and Service: Revenue generated from replacement parts, technical support, and warranty services for installed fitness equipment.
3. Home Fitness Equipment: Secondary revenue stream from home fitness equipment sold through shop.truefitness.com.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels10 records

Core offering

True Fitness designs and manufactures premium commercial cardio, strength, and flexibility fitness equipment — including treadmills, ellipticals, bikes, climbers, rowers, selectorized and plate-loaded strength machines, modular multi-station frames, functional trainers, racks, benches, and stretch cages — sold primarily to commercial facilities such as health clubs, universities, YMCA/JCC, government and military sites, hospitality venues, and corporate fitness centers. The company supplements equipment sales with facility planning, installation, warranty registration, replacement parts, and technical service, and operates a secondary direct-to-consumer storefront at shop.truefitness.com for home fitness equipment.

Product overview

TRUE Fitness is a commercial fitness equipment manufacturer offering a comprehensive portfolio of cardio, strength, and flexibility products designed primarily for commercial facilities. The product ecosystem includes multiple treadmill series (Vapor, Apex, Gravity, Launch), elliptical/cross trainers, bikes (upright, recumbent, spin), climbers, and rowers under the cardio category. Strength equipment spans Palladium Series selectorized machines, FUSE XL line, plate-loaded (PLS series), modular systems (TMS4000-TMS16000), functional trainers (FT/XFT/SM series), and racks/benches. Flexibility solutions include TRUE Stretch Cages, Pro, and Golf variants. The company also offers console options (UNITE LED, 10", 16", 22") with various workout programs, plus services including facility planning, warranty registration, and parts support. The company emphasizes commercial-grade durability, premium materials, and customization options across its product lines.

Differentiator

Problem solved

Functional benefit

Products and services

• TRUE Cardio Equipment Commercial cardio product line including treadmills (Stryker Slat, Apex, Gravity, Gravity Plus, Launch, Vapor), ellipticals (Apex, Apex Cross Trainer, Spectrum, Launch, Gravity, Gravity Recumbent, Apex Recumbent, LateralX), bikes (Apex Upright, Apex Recumbent, Gravity Upright, Gravity Recumbent, Launch Upright, Launch Recumbent, Surge Spin), climbers (Palisade), and rowers (Rō), sold to health clubs, gyms, and other commercial facilities.
• TRUE Strength Equipment Commercial strength training product line spanning Palladium selectorized machines, FUSE XL dual-function machines, Force series, MP multi-station, Fitness Line, XFW functional training and racks, plate-loaded PLS machines, TMS modular multi-station frames (TMS4000 through TMS16000), functional trainers, and racks and benches, sold to commercial fitness facilities.
• TRUE Flexibility Equipment Stretching and flexibility equipment including the TRUE Stretch Cage, TRUE Stretch Pro, and TRUE Stretch Golf, designed for warm-up, cool-down, and golf-specific flexibility training in commercial fitness facilities.
• UNITE Console Series Cardio equipment console line available in UNITE LED, UNITE 10-inch Touchscreen, UNITE 16-inch Touchscreen, and UNITE 22-inch Touchscreen variants, providing workout programs, connectivity, and Ecofit asset management integration for commercial cardio equipment.
• Facility Planning Services Expert planning service that helps commercial fitness operators optimize facility layout and configure equipment arrangements, including 3D mockups, sold alongside commercial equipment orders.
• Service and Parts Support Ongoing technical support and replacement parts service delivered by True Fitness technicians for installed commercial equipment, supporting maintenance, repair, and warranty fulfillment.
• Warranty Registration Product registration service that activates warranty coverage on True Fitness commercial equipment for the registered facility.
• Financing Options Financing solutions for commercial fitness equipment purchases, supporting customer acquisition through third-party financial partners.

Quantifiable outcome

• Equipment requires little to no maintenance according to customer testimonials
• +2 more outcomes

Named customers5 records

Segments8 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Matrix Fitness: Matrix Fitness (Johnson Health Tech) is a major commercial cardio and strength manufacturer serving health clubs, hospitality, education, and multi-housing with a comparable product portfolio to True Fitness. Direct overlap in commercial treadmills, ellipticals, bikes, and selectorized strength equipment.
• Technogym: Technogym is a publicly-listed Italian premium commercial fitness equipment manufacturer offering cardio, strength, and the Technogym Ecosystem connected platform. It is a direct competitor to True Fitness in the high-end commercial segment serving hotels, universities, health clubs, and corporate wellness globally.
• Woodway: Woodway is a US-based manufacturer of premium commercial treadmills (slat belt) and curved manual treadmills. Its Stryker slat treadmill line is specifically mentioned as a True Fitness product, making Woodway a direct competitor in premium commercial treadmill installations at health clubs, universities, and performance centers.
• Cybex International: Cybex (also owned by Brunswick alongside Life Fitness) is a commercial strength and cardio equipment manufacturer with strong presence in health clubs and rehabilitation facilities. Its selectorized and plate-loaded strength lines directly compete with True Fitness's Palladium and PLS series.
• Life Fitness: Life Fitness (owned by Brunswick Corporation) is the dominant commercial cardio and strength equipment manufacturer globally. It competes head-to-head with True Fitness across treadmills, ellipticals, bikes, and selectorized strength, serving the same health club, YMCA, university, and corporate fitness customers with overlapping product portfolios.
• Precor: Precor (owned by Peloton) is a long-standing commercial cardio equipment manufacturer with deep penetration in health clubs, hotels, and multi-housing. Its commercial treadmill, elliptical, and bike lines directly overlap with True Fitness's cardio portfolio.
• Hammer Strength: Hammer Strength (a Life Fitness / Brunswick brand) is the leading commercial plate-loaded strength equipment brand serving professional sports, college, and commercial facilities. It directly competes with True Fitness's PLS series plate-loaded line and TMS modular systems in the institutional strength segment.
• Star Trac: Star Trac (part of Core Health & Fitness) is a commercial cardio equipment manufacturer focused on treadmills, bikes, and ellipticals for health clubs and hospitality. It overlaps with True Fitness's cardio product lines and serves a similar commercial customer base.

Broad incumbents

• Nautilus Inc. Nautilus Inc. (parent of Nautilus, Bowflex, Schwinn fitness) is a broader fitness equipment manufacturer spanning commercial and home fitness. While more home-focused, Nautilus's commercial and light institutional offering overlaps with True Fitness's secondary home fitness channel and lower-end commercial product.

Emerging players

• Octane Fitness: Octane Fitness is a US-based commercial cardio specialist known for its elliptical and Zero Runner products. It serves commercial health clubs with overlapping cardio equipment offerings and is referenced as a partner product line at True Fitness customer Lindenwood University.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/truefitnesstech
• YouTubeyoutube.com/@truefitnesstech
• Facebookfacebook.com/truefitnesstechnology
• LinkedInlinkedin.com/company/true-fitness
• Instagraminstagram.com/truefitnesstech/?hl=en

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 True Fitness