What NuStep does

NuStep is a Michigan-based manufacturer of inclusive exercise equipment serving healthcare, senior living, fitness, and home user markets. Founded in the late 1980s/early 1990s by medical device designer Dick Sarns and his son Steve, a kinesiologist, the company developed the original recumbent cross trainer for cardiac rehabilitation. Operations, design, and manufacturing are consolidated at the company's Plymouth, Michigan headquarters.

The product portfolio comprises recumbent cross trainers (T4r, T4r-h, T5, T5XR, T5XRW, T6PRO, T6MAX), upper body ergometers (UE8PRO, UE8MAX), and recumbent bikes (RB8PRO, RB8MAX), with list prices spanning approximately $4,295 to $7,395 per unit. Differentiating technical features include low step-through platforms enabling wheelchair access, 360-degree swivel seats, the StrideLock handle and pedal locking mechanism, and a swivel drive train on the UE8 that supports upper-body exercise from seated, standing, or wheelchair positions without seat removal. UE8 and RB8 models integrate force sensors that feed the proprietary TRANSITT Real-Time Biofeedback System for measuring individual limb force and identifying movement asymmetries, with a Balanced Power program surfaced on the console.

Revenue is generated primarily through direct sale of capital equipment via an e-commerce storefront (nustep.com), phone-based inside sales (800.322.2209), and a network of regional sales representatives organized by U.S. geography and segmented by Healthcare, Senior Living, and Home/Non-profit verticals. Secondary revenue comes from accessories, service parts, consumer financing facilitated through Affirm at 0-36% APR, and an FSA/HSA-eligible purchase pathway. The company is a private LLC with no disclosed venture or private equity investment and no parent company; founder Dick Sarns retired in 2018, and current executive leadership has not been publicly disclosed in available materials.

Name

NuStep

Legal name

NuStep, LLC

Website

https://nustep.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

101–250 employees

Short description

NuStep is a Michigan-based manufacturer of inclusive recumbent cross trainers, upper body ergometers, and recumbent bikes, serving healthcare rehabilitation, senior living, fitness, and home users across the United States and Canada.

Ownership category

akta.pro rank

Product category

Inclusive Fitness and Rehabilitation Equipment

NAICS

Sporting and Athletic Goods Manufacturing (33992)

SIC

Electromedical & Electrotherapeutic Apparatus (3845), Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842)

akta.pro primary industry

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

Keywords

• Inclusive fitness equipment
• Rehabilitation exercise equipment
• Recumbent cross trainers
• Upper body ergometers
• Senior living fitness

Headquarters

HQ city

Ann Arbor

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

Revenue model

1. Fitness Equipment Sales: NuStep generates revenue primarily from the direct sale of exercise equipment including recumbent cross trainers (T4r, T5, T5XR, T5XRW, T6 series), upper body ergometers (UE8 series), and recumbent bikes (RB8 series). Sales occur through direct-to-consumer online purchases, phone orders, and through a network of regional sales representatives for commercial/professional customers. Equipment prices range from approximately $4,000 to $7,000+ depending on model.
2. Consumer Financing: NuStep offers financing through Affirm, providing installment payment options to consumers. The company earns revenue through equipment sales facilitated by financing arrangements, with rates from 0-36% APR.
3. Parts and Accessories: Sale of service parts and accessories including foot secure systems, leg stabilizers, heart rate sensors, floor mats, and transport kits for all NuStep equipment models

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

NuStep designs, manufactures, and sells inclusive exercise equipment—including recumbent cross trainers (T-series), upper body ergometers (UE8 series), and recumbent bikes (RB8 series)—at its Plymouth, Michigan facility. Products feature low step-through platforms, swiveling seats, StrideLock stabilization, integrated force sensors, and the TRANSITT Real-Time Biofeedback System to deliver total-body, low-impact workouts accessible to users of varied physical ability.

Product overview

NuStep is a manufacturer of inclusive fitness equipment headquartered in Plymouth, Michigan. The product portfolio centers on the original recumbent cross trainer (the T-series: T4r, T4r-h, T5, T5XR, T5XRW, T6PRO, T6MAX) which provides low-impact total-body cardiovascular and strength workouts. The company expanded into upper body ergometers with the UE8 series (UE8PRO, UE8MAX) featuring a unique swivel drive train design, and launched recumbent bikes with the RB8 series (RB8PRO, RB8MAX). All products share inclusive design principles including low step-through platforms, swivel seats, and weight capacities ranging from 400-600 lbs. Accessories include the Foot Secure System, WellGrip, Leg Stabilizer, and TRANSITT Real-Time Biofeedback System. Products are available for home and commercial use with consumer financing options through Affirm.

Differentiator

Problem solved

Functional benefit

Products and services

• T4r-h Cross Trainer Entry-level recumbent cross trainer for home use featuring low step-through platform, 360-degree swivel seat, StrideLock for handles and pedals, and 400 lb user weight capacity. Not available for commercial settings.
• T4r Cross Trainer Small-footprint recumbent cross trainer with StrideLock feature and wheelchair-height swivel seat; supports users up to 400 lbs. Suitable for home and small commercial settings.
• T5 Cross Trainer Mid-level recumbent cross trainer with 15 resistance levels, contact heart rate handles, reclining seat, StrideLock, and 500 lb capacity. Designed for home, fitness, rehabilitation, and senior living use.
• T5XR Cross Trainer Recumbent cross trainer with 600 lb user weight capacity, additional 10-degree recline, 40-degree hand grip rotation, and optional Flex-Foot System upgrade.
• T5XRW Cross Trainer Recumbent cross trainer with 22-inch-wide seat, 600 lb capacity, 13 workout programs, and 15 resistance levels for diverse user settings.
• T6PRO Cross Trainer Advanced recumbent cross trainer with dual-touchscreen HD console, NuStep Programs, Trail Runner virtual courses, optional Flex-Foot system, AC power, and 500 lb capacity.
• T6MAX Cross Trainer Premium inclusive recumbent cross trainer featuring modern design, dual-touchscreen HD console, 22-inch-wide seat, 600 lb user weight capacity, and full StrideLock functionality.
• UE8PRO Upper Body Ergometer Upper body ergometer with swivel drive train enabling access from seated, standing, or wheelchair positions without seat removal; features integrated sensor technology for real-time biofeedback and 500 lb capacity.
• UE8MAX Upper Body Ergometer Upper body ergometer with swivel drive train, 600 lb weight capacity, adjustable drive train, 22-inch-wide seat, and dual-touchscreen console with Balanced Power biofeedback program.
• RB8PRO Recumbent Bike Recumbent bike with inclusive design featuring low step-through, custom recumbent seat, integrated sensor technology, and real-time performance feedback; supports users up to 500 lbs.
• RB8MAX Recumbent Bike Premium recumbent bike with extra-wide 22-inch seat, 600 lb weight capacity, inclusive low step-through design, and engaging workout programs with real-time performance feedback.

Quantifiable outcome

• 98% customer satisfaction rating for technical support team
• +2 more outcomes

Named customers5 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

Integration2 records

AI capability2 records

Feature5 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Parkinson's FoundationcoreStrategic or Co-development Partner · 9 April 2026NuStep co-hosts the annual Pump It For Parkinson's event with the Parkinson's Foundation during Parkinson's Disease Awareness Month. The event aims to raise awareness and funds for Parkinson's research, with participants fundraising through the Parkinson's Foundation platform. The event features movement-based activities including the NuStep-powered Hoop It for Parkinson's basketball game.
• International Council on Active Aging (ICAA)coreStrategic or Co-development PartnerLong-standing partnership with ICAA for the annual ICAA NuStep Beacon Awards and Best in Wellness Awards recognizing excellence in senior living wellness programming. This co-branded award program has been running since at least 2019 and honors top senior living communities and wellness directors across North America.
• National Institute for Fitness and Sport (NIFS)minorStrategic or Co-development PartnerCo-host partner for the Pump It For Parkinson's event held at NIFS in Indianapolis, featuring the Hoop It for Parkinson's half-court basketball game. NIFS serves as the venue host and organizational partner for the movement-based fundraising event.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• SciFit (SCIFIT): SciFit manufactures upper body ergometers, recumbent steppers, and rehabilitation-focused cardio equipment for clinical and senior living settings — the closest direct overlap with NuStep's inclusive/rehab positioning and product categories.
• Biodex Medical Systems: Biodex makes specialized rehabilitation and medical exercise equipment including upper body ergometers and isokinetic systems, directly overlapping NuStep's clinical rehab and senior wellness positioning.

Broad incumbents

• Life Fitness: Life Fitness is the dominant commercial cardio and strength equipment maker serving fitness, hospitality, and increasingly senior living/healthcare; competes with NuStep in the senior living and rehab verticals with a much broader portfolio.
• Cybex International: Cybex (owned by Brunswick) makes commercial cardio and strength equipment with a strong footprint in medical/rehabilitation; competes with NuStep in clinical rehab facilities on upper body ergometers and recumbent steppers.
• Matrix Fitness: Matrix Fitness (Johnson Health Tech) sells commercial and consumer cardio including recumbent bikes and low-impact equipment that compete with NuStep's T-series and RB8 in senior living and light commercial settings.
• Technogym: Technogym is a global premium fitness equipment maker with a strong medical/wellness and senior-living division; competes with NuStep for high-end rehab, hospitality, and senior living contracts.
• Peloton: Peloton is the connected-fitness incumbent that increasingly pushes into low-impact, senior, and rehab-adjacent segments with its Bike, Bike+, and content ecosystem; a competitive threat on the connected/home side even though its core is not rehab-focused.

Emerging players

• Woodway: Woodway makes premium specialty treadmills and curved manual equipment with a footprint in rehab and senior living; competes with NuStep on premium commercial rehab accounts and inclusive design.
• Spirit Fitness: Spirit Fitness makes commercial and home cardio including recumbent bikes and steppers; an emerging player that overlaps with NuStep in the home and light commercial inclusive-fitness segment at lower ASPs.

Regional players

• True Fitness: True Fitness manufactures commercial cardio including recumbent bikes used in senior living and light rehab; a smaller, more US-centric alternative that overlaps with NuStep's product categories at lower price points.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/nustep_llc
• YouTubeyoutube.com/user/nustep
• Facebookfacebook.com/nustepllc
• LinkedInlinkedin.com/company/nustep-llc
• Instagraminstagram.com/nustep_llc
• TikToktiktok.com/@nustep_llc

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 NuStep