NovoFit
NovoFit is an Australian-owned commercial fitness equipment distributor and integrator providing end-to-end gym fit-out solutions, including equipment supply, 3D design, installation, maintenance, and financing, to commercial gyms, elite sports organizations, and government facilities across Australia.
- Company typePrivate
- Founded2016
- HeadquartersMelbourne, Australia
- Headcount11–50
- GTM typeB2B
- OfferingServices
What NovoFit does
NovoFit is an Australian-owned commercial fitness equipment distributor and integrator headquartered in Australia, employing 45+ full-time staff across three warehouse and distribution facilities in Smeaton Grange (NSW), Dandenong South (Victoria), and Malaga (Western Australia). The company provides end-to-end commercial gym fit-out solutions encompassing 3D custom gym floor planning via EC Design software, equipment sourcing from 17+ premium global brands (including Precor, Nautilus, Eleiko, EGYM, Hyperice, Woodway, Wattbike, ZIVA, StairMaster, and Star Trac), professional installation, preventative maintenance and repair services, and in-house financing solutions. Its core business model is B2B equipment distribution combined with design and managed services, priced on a quote basis with multi-year contracts targeted at enterprise customers including commercial health club chains, elite sports organizations, local government leisure centres, hospitality venues, educational institutions, healthcare providers, and corporate facilities.
The company operates a hybrid go-to-market with enterprise field sales as the primary motion (consultative selling to commercial gym operators, government bodies, and elite sports organizations) complemented by a Shopify-based e-commerce storefront for accessories, parts, and smaller equipment purchases. Revenue streams include hardware sales (commercial cardio, strength, free weights, functional training, and recovery equipment), professional services (3D design, installation), managed services (preventative maintenance, emergency repairs), and financing income. Notable enterprise customers include REVO Fitness (53 national club locations), Anytime Fitness, Goodlife Health Clubs, Snap Fitness, Jetts, Genesis Health + Fitness, Fernwood Fitness, Plus Fitness, Sydney Swans, GWS Giants, Carlton FC, multiple NRL and AFL clubs, the Australian Institute of Sport, City of Greater Geelong, City of Parramatta Council, Hilton Hotels, Intercontinental Hotels, and the University of Melbourne. Quantified scale signals include over 1,000 Precor installations across Australia and over 10 million workouts recorded at REVO Fitness facilities using NovoFit-supplied equipment. The company is privately held with no disclosed funding rounds, parent company, or management team information, and does not develop proprietary AI/ML technology, instead relying on partner-integrated digital ecosystems (EGYM, Wexer) for smart-fitness capabilities.
NovoFit firmographics
Firmographics- Name
- NovoFit
- Legal name
- NovoFit
- Website
- https://novofit.com.au
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- NovoFit is an Australian-owned commercial fitness equipment distributor and integrator providing end-to-end gym fit-out solutions, including equipment supply, 3D design, installation, maintenance, and financing, to commercial gyms, elite sports organizations, and government facilities across Australia.
- Ownership category
- akta.pro rank
NovoFit industry classification
Industry- Product category
- Commercial Fitness Equipment Distribution
- akta.pro primary industry
- Fitness, Exercise & Gym Equipment Distribution (CRAOAJAG)
Keywords
Where NovoFit is headquartered
LocationHeadquarters
- HQ city
- Melbourne
- HQ country
- Australia
- HQ region
- Oceania
Offices3 records
Markets served
NovoFit business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Commercial Fitness Equipment Sales: Sale of commercial fitness equipment including cardio machines, strength equipment, free weights, functional training gear, and recovery equipment from partner brands including Precor, Nautilus, ZIVA, Eleiko, and others.
- Installation Services: Professional delivery and installation of gym equipment, including assembly, positioning, and final adjustments to ensure equipment is fully operational.
- Maintenance and Servicing: Ongoing preventative maintenance and emergency repair services for gym equipment across Australia, helping facilities minimize downtime and maintain equipment in optimal working condition.
- Custom Gym Design Services: 3D floor plan design services using EC Design software to help facilities plan optimal gym layouts, considering space requirements, user flow, and equipment placement.
- In-House Finance Solutions: Financing solutions to help customers purchase commercial fitness equipment, providing flexible payment options for gym fit-outs.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Commercial Equipment - Quote-based pricing |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
NovoFit product offering
Product offeringCore offering
NovoFit distributes commercial fitness equipment from 17+ global partner brands and delivers end-to-end fit-out solutions for commercial gyms across Australia. The core offering encompasses custom 3D gym design, equipment sourcing and specification advice, professional delivery and installation, ongoing preventative maintenance and repairs, and in-house finance solutions for customers.
Product overview
NovoFit is an Australian-owned commercial fitness equipment supplier offering a comprehensive portfolio of products and services for gyms across Australia. The core offering combines end-to-end equipment solutions with design, installation, and maintenance services. The product portfolio spans multiple partner brands across cardio equipment (Precor, Star Trac, Woodway, Wattbike, Schwinn, StairMaster), strength equipment (Precor Discovery/Resolute, ZIVA free weights and racks), recovery and wellness (Boost treadmills, Hyperice/Normatec, ClubStrong saunas, Power Plate, Peak Pilates), functional training (TRX, EGYM smart fitness ecosystem), and digital fitness (Wexer virtual studio). These products are complemented by in-house services including 3D custom gym floor planning, commercial equipment supply and installation, and preventative maintenance and repairs. NovoFit positions itself as a distributor and integrator of world-leading fitness brands rather than a single unified software product.
Differentiator
Problem solved
Functional benefit
Products and services
- Commercial Gym Equipment Supply End-to-end sourcing, delivery, and installation of high-quality commercial fitness equipment from trusted global brands, tailored for commercial gym operators across Australia.
- Custom Gym Design 3D gym floor planning service using EC Design software to optimise space, improve user flow, and create balanced cardio, strength, and functional areas for commercial fitness facilities.
- Servicing and Maintenance Dependable maintenance and repairs across Australia, including routine preventative maintenance and emergency repairs to minimise gym equipment downtime and maintain optimal working condition.
- In-House Finance Solutions Flexible in-house finance solutions to help customers fund their commercial fitness equipment purchases and gym fit-outs.
Quantifiable outcome
- Over 1,000 Precor installations across Australia
- +3 more outcomes
Companies that use NovoFit
Customer profileNamed customers38 records
Segments8 records
Ideal customer profiles5 records
NovoFit technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
NovoFit partnerships and signals
Strategic signalPartnerships
19 partnerships are on record, tiered core and secondary.
- PrecorcorePrecor is a key partner brand for NovoFit, providing premium commercial cardio and strength equipment. NovoFit has completed over 1,000 Precor installations across Australia, serving commercial gyms, council facilities, and hospitality environments with Precor's 40-year legacy of fitness innovation.
- NautiluscoreNautilus provides commercial strength equipment through NovoFit's distribution network, serving health clubs, government facilities, and community centers across Australia with durable, accessible strength training solutions.
- EGYMcoreEGYM delivers smart fitness technology including intelligent strength machines, cardio equipment, and digital solutions. NovoFit brings EGYM's connected fitness ecosystem to Australian facilities, offering personalized, data-driven workout experiences with automated calibration and objective tracking.
- EleikocoreEleiko provides premium free weights and strength equipment. NovoFit distributes Eleiko products to elite sports facilities, commercial gyms, and specialized weightlifting training centers across Australia.
- ZIVAcoreZIVA delivers premium strength and functional training equipment including free weights, racks, rigs, and accessories. NovoFit is the primary Australian distributor, with ZIVA designated as the number one choice for functional and free weights across Genesis Health & Fitness clubs nationally.
- BoostcoreBoost manufactures impact-reducing treadmills using air-pressure technology combined with Woodway platforms. NovoFit distributes Boost treadmills to elite sports teams, rehabilitation facilities, and commercial gyms across Australia.
- HypericecoreHyperice provides recovery and movement technology including Normatec compression, Hypervolt percussion, Vyper vibration, and Venom heat therapy devices. NovoFit distributes Hyperice products to gyms, elite sports teams, and wellness facilities across Australia.
- WoodwaycoreWoodway designs premium treadmills with patented slat-belt technology for natural, low-impact running. NovoFit distributes Woodway treadmills to elite sports facilities, performance centers, medical rehabilitation, and premium commercial gyms.
- WattbikecoreWattbike provides elite indoor cycling bikes with precision power data for performance training. NovoFit distributes Wattbike to AFL teams, NRL clubs, institutes of sport, and commercial fitness facilities across Australia.
- StairMastercoreStairMaster manufactures iconic stairclimber machines and Jacob's Ladder equipment. NovoFit distributes StairMaster products as part of its commercial cardio equipment portfolio, serving high-volume gym environments.
- Star TraccoreStar Trac provides commercial cardio equipment including treadmills, ellipticals, and bikes. NovoFit distributes Star Trac products to commercial gyms and fitness facilities across Australia.
- SchwinnsecondarySchwinn provides authentic indoor cycling bikes including Z Bike, X Bike, and IC Classic models. NovoFit distributes Schwinn bikes to boutique studios and commercial fitness facilities.
- Power PlatesecondaryPower Plate offers whole body vibration technology for muscle activation, circulation enhancement, and performance improvement. NovoFit distributes Power Plate products to commercial and wellness facilities.
- Peak PilatescorePeak Pilates provides Pilates reformers, towers, chairs, barrels, and accessories for commercial studios and fitness facilities. NovoFit distributes Peak Pilates equipment with professional installation and ongoing support.
- TRXsecondaryTRX offers suspension training systems for strength, flexibility, and functional fitness. NovoFit distributes TRX products to commercial gyms and fitness facilities.
- WexersecondaryWexer provides digital fitness technology including virtual classes, remote access, apps, and gym solutions. NovoFit partners with Wexer to deliver integrated digital fitness experiences alongside physical equipment.
- Club Strong SaunassecondaryClubStrong Saunas provides commercial-grade infrared saunas designed for high-traffic gyms and wellness facilities, featuring dual-emitter infrared technology and red chromolight therapy.
- Very Special KidscoreVery Special Kids is a charity supporting families caring for children with life-threatening conditions. NovoFit has partnered with VSK since 2012, donating over 30 treadmills annually to the VSK 24-Hour Treadmill Challenge, which has raised over $6 million for the organization.
- Belgravia FoundationsecondaryBelgravia Foundation connects people with disability or disadvantage to sport, fitness, and health programs. NovoFit partners with the foundation through equipment donations and support for various community events and fundraisers.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
NovoFit competitors and assessment
Company assessmentBroad incumbents
- Life Fitness: Global commercial fitness equipment manufacturer (cardio, strength, group cycling) with broad portfolios including Hammer Strength. Comparable to NovoFit as a commercial gym equipment provider; differs as a manufacturer with worldwide direct and dealer channels versus NovoFit's Australian distribution and service model.
- Technogym: Italian-listed global leader in commercial and premium fitness equipment, with a strong connected/digital platform (Technogym Ecosystem). Comparable to NovoFit's premium commercial positioning; competes at the high end of the same Australian market and could pursue direct relationships with NovoFit's enterprise customers.
- Core Health & Fitness: US-based parent company of Star Trac, StairMaster, Nautilus, and Throwdown — three brands that NovoFit distributes in Australia. Direct manufacturer-distributor competitor in commercial cardio and strength; represents both an overlap of product portfolios and a partner relationship that could evolve.
- Matrix Fitness (Johnson Health Tech): Taiwan-headquartered commercial and consumer fitness equipment manufacturer serving clubs, hospitality, and corporate wellness globally. Comparable to NovoFit's full-scope commercial gym and hospitality equipment offering, with the scale and pricing power of a major manufacturer.
- Precor: US-based commercial fitness equipment manufacturer and NovoFit's largest installation partner (1,000+ installations in Australia). Comparable in commercial cardio and strength categories; could shift its Australian distribution model and compete directly with NovoFit's service and install capability.
Emerging players
- EGYM: Germany-based smart fitness ecosystem with connected strength, cardio, and digital solutions. Currently a key NovoFit partner in Australia; comparable as a premium, data-driven commercial strength offering and a potential direct-sales competitor as EGYM expands globally.
- Wattbike: UK-based specialist in indoor cycling and performance bikes with precision power data, used by elite sports and commercial gyms. A NovoFit distribution partner; comparable in elite sports and premium commercial segments and could establish direct Australian presence over time.
- Woodway: US-based premium treadmill manufacturer with patented slat-belt technology serving elite sport, rehabilitation, and premium commercial gyms. A NovoFit partner brand; comparable in the premium performance treadmill niche that NovoFit serves to AFL/NRL and high-performance facilities.
- Eleiko: Sweden-based premium strength equipment and free weights brand serving elite sport, professional weightlifting, and high-end commercial gyms. A NovoFit distribution partner; comparable in elite sport and premium strength, and a potential direct competitor in elite facility supply.
- Peloton Commercial: Connected fitness platform with a growing commercial/b2b offering serving hotels, gyms, and corporate wellness. Comparable to NovoFit's hospitality, corporate, and commercial gym segments; represents a digital-first distribution model that could displace traditional equipment sales in commercial settings.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
NovoFit social profiles
Digital presenceNovoFit financial estimates
Financial estimateRevenue estimate
Valuation estimate
NovoFit leadership team
Management profileNumber of profiles
NovoFit funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
NovoFit M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about NovoFit
What does NovoFit do?
NovoFit distributes commercial fitness equipment from 17+ global partner brands and delivers end-to-end fit-out solutions for commercial gyms across Australia. The core offering encompasses custom 3D gym design, equipment sourcing and specification advice, professional delivery and installation, ongoing preventative maintenance and repairs, and in-house finance solutions for customers.
Is NovoFit a public or private company?
NovoFit is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was NovoFit founded?
NovoFit was founded in 2016. It employs 11 to 50 people.
Where is NovoFit based?
NovoFit is headquartered in Melbourne, Australia, in the Oceania region.
How does NovoFit make money?
Five revenue lines are on record. Commercial Fitness Equipment Sales are the primary driver. The others are installation Services, maintenance and Servicing, custom Gym Design Services and in-House Finance Solutions.
Who are NovoFit's main competitors?
Broad incumbents on record are Life Fitness, Technogym, Core Health & Fitness, Matrix Fitness (Johnson Health Tech) and Precor. Emerging players are EGYM, Wattbike, Woodway, Eleiko and Peloton Commercial.
Does NovoFit have an API?
No public API is recorded for NovoFit.
What industry is NovoFit in?
NovoFit's product category is Commercial Fitness Equipment Distribution. Its primary akta.pro industry code is CRAOAJAG, Fitness, Exercise & Gym Equipment Distribution.