Sport-Tiedje

What Sport-Tiedje does

Sport-Tiedje, now operating under the unified Fitshop brand (legal entity Fitshop GmbH), is a pan-European omnichannel retailer of home and commercial fitness equipment headquartered in Schleswig, Germany. Founded in 1983, the company distributes over 7,000 SKUs spanning cardio machines (treadmills, crosstrainers, ergometers, rowing machines, indoor/smart bikes), strength training equipment (power stations, benches, dumbbells, functional gear), and complementary categories including trampolines, table tennis, massage, yoga, and recovery products. The portfolio combines third-party premium brands (NordicTrack, Life Fitness, Matrix, Bowflex, Concept2, WATERROWER, Peloton, Schwinn, Kettler, Horizon Fitness, BodyCraft, Berg) with proprietary house brands (cardiostrong for cardio, Taurus for strength, Darwin for value, cardiojump for trampolines).

The business runs a hybrid direct-to-consumer model anchored by 69 physical retail stores across nine European countries (Germany: 36, UK: 10, Austria: 7, Netherlands: 6, Switzerland: 4, Belgium: 2, France: 2, Denmark: 1, Poland: 1), complemented by a multilingual e-commerce platform serving both private consumers (primary) and commercial/institutional buyers such as gyms, hotels, physiotherapy practices, and corporate wellness facilities (secondary). A captive fleet of 75 in-house service technicians handles installation and after-sales maintenance, supported by logistics partnerships with DHL, UPS, FedEx, and freight carriers, and flexible payment options including Klarna installments. Pricing is unit-based across entry-level to premium commercial tiers, with public list prices ranging from approximately €179 (discounted trampolines) to €6,999 (NordicTrack Laufband Ultra 3).

Revenue is generated through one-time hardware sales across B2C and B2B channels, supplemented by a secondary stream of refurbished/ex-display units. The company has accumulated more than 4 million customers and maintains 437,841 articles in ready-to-ship inventory. It has earned consecutive industry recognitions including n-tv/DISQ "Deutschlands bester Online-Shop" (2016–2024), Focus customer satisfaction awards (7th consecutive), Plus X Award for home fitness retailer (10th consecutive), and a 3rd-place ranking in Focus Money's 2025 list of Germany's most popular family-owned businesses.

Name

Sport-Tiedje

Legal name

Fitshop GmbH

Website

https://sport-tiedje.de

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Fitshop GmbH (formerly Sport-Tiedje) is a pan-European omnichannel retailer of home and commercial fitness equipment, operating 69 physical stores across 9 countries alongside a multilingual e-commerce platform serving over 4 million consumers, gyms, and physiotherapy practices with 7,000+ SKUs from premium and proprietary brands.

Ownership category

akta.pro rank

Headquarters

HQ city

Schleswig

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Fitness Equipment Sales: Revenue generated through direct B2C and B2B sales of fitness equipment including cardio machines (treadmills, crosstrainers, ergometers, rowing machines), strength training gear (power stations, dumbbells, benches), trampolines, table tennis, massage equipment, and accessories. The company operates on a traditional retail model with both physical store and e-commerce channels.
2. Professional/Commercial Equipment Sales: Sale of studio-grade commercial fitness equipment to gyms, health clubs, hotels, corporate wellness facilities, and physiotherapy practices alongside residential offerings.
3. Refurbished/Ex-Display Sales: Sale of second-choice and exhibition pieces at discounted prices, providing a secondary revenue stream while offering budget-conscious customers access to quality equipment.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Sport-Tiedje (Fitshop GmbH) is a pan-European omnichannel retailer of home and commercial fitness equipment, selling cardio machines (treadmills, crosstrainers, rowing machines, ergometers, indoor bikes), strength training gear (power stations, weight benches, dumbbells, functional training), trampolines, table tennis, massage, yoga, recovery, and physiotherapy products across 69 stores in 9 countries and a multi-language e-commerce platform. The company also provides in-house installation, maintenance, and equipment financing, and distributes both proprietary house brands (cardiostrong, Taurus, Darwin, cardiojump) and authorized third-party brands (NordicTrack, Life Fitness, Bowflex, Peloton, Concept2, WATERROWER, Kettler, Matrix, others).

Product overview

Fitshop (formerly Sport-Tiedje) operates as a pan-European omnichannel fitness equipment retailer and fitness specialist with over 69 physical store locations across 8 countries and a comprehensive e-commerce platform. The company offers over 7,000 fitness equipment articles spanning cardio machines (crosstrainers, treadmills, rowing machines, ergometers, indoor bikes), strength training equipment (power stations, weight benches, dumbbells, barbells, functional training gear), and complementary categories (trampolines, table tennis, massage equipment, yoga/pilates, recovery products). Fitshop distributes both third-party premium brands (NordicTrack, Life Fitness, Matrix, Bowflex, Concept2, WATERROWER, Peloton, Schwinn, Kettler) and proprietary house brands (cardiostrong for cardio, Taurus for strength, Darwin for value segment, Berg for trampolines). The business model combines online sales with extensive local retail footprint, offering services including on-site consultation, 75 in-house service technicians, and financing options.

Differentiator

Problem solved

Functional benefit

Brands

• cardiostrong: Own brand for ergometers, crosstrainers and fitness equipment
• Taurus
• Darwin
• cardiojump

Products and services

• Cardio equipment (cardio machines) Cardio machines including crosstrainers, treadmills, rowing machines, ergometers (stationary exercise bikes), indoor bikes, smart bikes, home trainers, fitness trampolines, steppers, walking pads, and roll trainers for home and commercial use.
• Strength training equipment Strength training gear including power stations, weight benches, barbell stations, dumbbells, weight plates, barbells, functional training equipment, abdominal and back trainers, muscle stimulators, vibration plates, pull-up bars, and studio-grade strength equipment.
• Trampolines and leisure sports equipment Trampolines (garden and fitness), table tennis tables and accessories, slacklines, ride-on toys, go-karts, outdoor play equipment, football goals, pools, table football, basketball hoops, indoor play equipment, air tracks, darts, and pickleball equipment.
• Massage, yoga, Pilates and wellness equipment Yoga and Pilates equipment (mats, props), massage chairs and portable massage devices, balance and coordination tools, fascia rollers, body composition scales, light therapy devices, vibration plates, and recovery and regeneration products.
• cardiostrong (own brand cardio line) Fitshop's proprietary brand for cardio equipment including ergometers, crosstrainers and other fitness equipment; products distributed through the Fitshop retail and e-commerce channels.
• Taurus (own brand commercial strength line) Fitshop's proprietary brand for commercial-grade strength training equipment and power racks distributed through Fitshop retail and e-commerce.
• Darwin (own brand entry-level fitness) Fitshop's value brand for entry-level home fitness equipment including ergometers, distributed through Fitshop retail and e-commerce.
• cardiojump (own brand trampoline line) Fitshop's proprietary trampoline brand offering garden trampolines and fitness trampolines sold under the cardiojump name.
• Premium partner brand fitness equipment Authorized retail distribution of third-party premium fitness brands including NordicTrack (connected treadmills, bikes, ellipticals with iFit), Life Fitness (premium commercial-grade), Matrix Fitness (commercial-grade), Bowflex (adjustable dumbbells, home gym), Peloton (connected bikes and treadmills), Concept2 (rowing, ski ergometers), WATERROWER (wooden rowing machines), Schwinn (bikes, ellipticals), Kettler (fitness and outdoor), Horizon Fitness (home fitness), Fluid Rower, and BodyCraft.
• Refurbished and display equipment (2. Wahl / Ausstellungsstücke) Second-choice and exhibition pieces sold at discounted prices, providing a secondary retail line for budget-conscious customers seeking quality fitness equipment.
• Physiotherapy equipment Professional physiotherapy and rehabilitation equipment for clinical and home use, sold alongside consumer fitness lines.
• Professional installation and after-sales maintenance service In-house installation, delivery, and maintenance service performed by 75 Sport-Tiedje service technicians across European markets, providing post-sale support that complements equipment sales.
• Equipment financing via Klarna Customer financing options including Klarna buy-now-pay-later up to 30 days and Klarna installment payment plans, plus in-house Finanzierung for higher-ticket equipment purchases.
• Gift cards (Geschenkgutscheine) Physical and digital gift cards redeemable across the Fitshop product range, available through the online shop.

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

Partnerships

Four partnerships are on record, tiered core.

• DHLcoreOthersLogistics partnership for parcel delivery across European markets. DHL is one of the primary shipping partners used by Fitshop for product deliveries to customers.
• UPScoreOthersLogistics partnership for package delivery services. UPS serves as one of Fitshop's shipping partners for product deliveries.
• FedExcoreOthersInternational logistics partnership for freight and package delivery. FedEx is utilized as one of Fitshop's shipping partners for product deliveries.
• KlarnacoreOthersPayment services partnership providing flexible payment options including 'buy now, pay later' (up to 30 days) and installment payment plans. Enables customers to finance purchases over time.

Scale indicators7 records

Direct peers

• Decathlon: World's largest sporting goods retailer with deep European footprint and significant fitness equipment assortment across price tiers. Direct competitor to Fitshop's cardiorespiratory and strength categories, with stronger own-brand scale but a more diluted specialist positioning.
• INTERSPORT: Global sporting goods retail cooperative with multi-country European store presence and growing fitness equipment category. Competes head-to-head with Fitshop on cardio and strength equipment via franchised retail across Germany, Austria, Switzerland, and other Fitshop markets.
• Powerhouse Fitness: UK-based specialist fitness equipment retailer with showrooms and e-commerce focused exclusively on home and light-commercial gym equipment. Closest head-to-head comparable to Fitshop in product mix, customer profile, and specialist positioning.
• Fitness Superstore: UK specialist fitness equipment retailer with multiple showrooms offering treadmills, bikes, rowers, and strength equipment from leading brands. Overlaps almost one-to-one with Fitshop's UK assortment and target customer.

Broad incumbents

• JD Sports: European sports-fashion and athletic-footwear incumbent with growing fitness equipment exposure across its large store base. Broader assortment than Fitshop, less specialist depth, but overlapping customer demographics and European omnichannel scale.
• NordicTrack (ICON Health & Fitness): Premium connected-fitness manufacturer and brand partner of Fitshop (NordicTrack Laufband Ultra 3 featured as Product of the Month). Increasingly competes directly via its own DTC site and iFit subscription ecosystem, posing a structural channel conflict.
• Amazon: General e-commerce incumbent with growing fitness equipment assortment and Prime logistics. Competes with Fitshop on convenience, price, and selection across entry- and mid-tier products, even though it lacks specialist service and showroom capabilities.

Emerging players

• Peloton: Connected-fitness brand currently sold through Fitshop as an authorized retailer (Peloton Cross Training Tread and Bike+). Represents both a key supply partner and an emerging direct competitor as Peloton expands its own European retail footprint.

Others

• Life Fitness: Premium commercial-grade fitness equipment manufacturer whose products (Integrity crosstrainers, Lifecycle bikes) are sold through Fitshop. Indirectly comparable as a supply-side incumbent shaping the B2B segment Fitshop is expanding into.
• Matrix Fitness: Commercial fitness equipment brand (Johnson Health Tech) distributed by Fitshop for B2B buyers. Comparable as a premium commercial-equipment incumbent with overlapping dealer-network economics and B2B customer base.

Market position

Strengths5 records

Weaknesses5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/grouptiedje
• Facebookfacebook.com/SportTiedje
• LinkedInlinkedin.com/company/sport-tiedje-gmbh

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

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 Sport-Tiedje