American Fitness

What American Fitness does

American Fitness is a commercial and residential fitness equipment retailer operating through a single e-commerce storefront at AmericanFitness.net and a GSA contracting channel for federal buyers. The company is structured as a subsidiary of Boofighter, LLC, a certified Woman-Owned Small Business based in Beaverton, Oregon. Its catalog spans cardio equipment (ellipticals, exercise bikes, rowing machines, treadmills, stair climbers), strength training equipment (free weights, weight benches, power racks, Smith machines, selectorized weight machines), facility products (gym flooring, maintenance and rehabilitation gear), and accessories across cross-training, lifting, yoga, and pilates categories. All products are sourced from third-party manufacturers including BodyCraft, Body-Solid, Muscle D Fitness, American Barbell, and Troy Barbell; American Fitness does not manufacture proprietary equipment.

The business serves three primary customer types. First, government and military buyers (U.S. Military, Veterans Affairs facilities, fire departments, police departments, federal agencies) procure through the company's GSA contract, with a dedicated government/military sales page. Second, commercial and institutional buyers (commercial gyms, firehouses, yacht clubs) purchase through a Request-a-Quote workflow. Third, home and individual consumers purchase through the DTC e-commerce site, benefiting from free shipping on orders over $99 within the continental USA. Pricing is publicly disclosed at the unit level, ranging from roughly $14 for small accessories to $8,795 for premium commercial equipment, with bundled package deals and leasing options offered to qualified commercial customers.

Revenue is generated almost entirely through one-time hardware sales, with no subscription, software, or service component disclosed. Go-to-market combines a transactional e-commerce funnel for consumers with field-sales/RFQ processes for B2B and government buyers, supported by content marketing through a health and fitness blog, organic social on Facebook and LinkedIn, and a VIP email newsletter. The company does not disclose headcount trends beyond a stated 11-50 employee range, has no public funding history, and provides no revenue figures; the only third-party validation signals are the GSA contract holder status and the Woman-Owned Small Business certification.

Name

American Fitness

Legal name

Boofighter, LLC

Website

https://americanfitness.net

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

American Fitness is a Beaverton, Oregon-based commercial and residential fitness equipment retailer operating through AmericanFitness.net, serving government and military buyers via GSA contracts, commercial gyms, firehouses, yacht clubs, and individual home-gym customers.

Ownership category

akta.pro rank

Product category

Commercial Fitness Equipment Retail

NAICS

Sporting Goods Retailers (45911), Sporting Goods Retailers (459110)

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), Functional Training & Conditioning Accessories Retail (Bands, Suspension Trainers, Agility/Ladders, Sleds) (CRAMADAD), Gym Flooring, Storage & Facility Accessories Retail (Mats, Tiles, Racks, Mirrors) (CRAMADAJ), Fitness, Exercise & Gym Equipment Distribution (CRAOAJAG)

Keywords

• Commercial fitness equipment
• Cardio exercise machines
• Strength training equipment
• Home gym equipment
• Government equipment procurement

Headquarters

HQ city

Beaverton

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

Revenue model

1. Fitness Equipment Sales: One-time hardware sales of commercial and residential fitness equipment including cardio machines, strength training equipment, free weights, and accessories. Products sold individually and as bundled packages. Revenue generated through direct purchases with pricing ranging from budget to premium commercial-grade equipment.
2. Government/Military Sales: Specialized B2B sales channel through GSA (General Services Administration) contracts for government and military procurement. Provides fitness equipment to federal agencies, fire departments, police departments, and VA facilities under pre-approved pricing agreements.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

American Fitness is a retailer of commercial and residential fitness equipment sold through its AmericanFitness.net e-commerce site. The catalog spans cardio machines (ellipticals, treadmills, bikes, rowers, stair climbers), strength training equipment (free weights, benches, power racks, Smith machines, weight machines), storage solutions, gym flooring, accessories, and bundled package deals. Products are sourced from third-party manufacturers such as BodyCraft, Body-Solid, Muscle D Fitness, American Barbell, and Troy Barbell.

Product overview

American Fitness is a commercial and residential fitness equipment retailer operating through a single e-commerce platform (AmericanFitness.net). The company offers an extensive portfolio of cardio equipment (ellipticals, exercise bikes, rowing machines, treadmills, stair climbers), strength training equipment (free weights, weight benches, power racks, Smith machines, weight machines), and fitness accessories. Products are organized into two main categories: Cardio Fitness Equipment and Strength & Weight Equipment, with sub-categories spanning home use and commercial use variants. The company also offers bundled package deals for complete gym setups and operates a specialized government/military sales division through GSA contracting. Key brands carried include BodyCraft, Body-Solid, Muscle D Fitness, American Barbell, Troy Barbell, and others. American Fitness positions itself as serving both individual home gym buyers and commercial facilities including firehouses, yacht clubs, and government installations.

Differentiator

Problem solved

Functional benefit

Products and services

• Elliptical Trainers Low-impact cardiovascular machines combining treadmill and stair-stepper motion, available in home-use and commercial-use variants; for home users, commercial gyms, and government facilities.
• Exercise Bikes Stationary cardio bikes for cardiovascular training, with upright, recumbent, and club/training bike variants; for home gyms, commercial facilities, and institutional buyers.
• Rowing Machines Full-body cardio equipment that works arms, legs, back, shoulders, and the cardiovascular system; available in home and commercial variants.
• Treadmills Cardio equipment for walking, running, or sprinting with built-in exercise programs; includes motorized, non-motorized, and manual curved variants in home and commercial grades.
• Stair Climbers & Steppers Low-impact cardiovascular machines simulating stair climbing; used for firefighter and military training as well as general fitness conditioning.
• Free Weights Traditional strength training equipment including kettlebells, dumbbells, barbells, weight plates, weight sets, and weight collars from brands such as American Barbell and Troy Barbell.
• Weight Benches Training benches for use with free weights, including adjustable, Olympic, ab & back, and utility bench varieties.
• Power Racks & Smith Machines Guided weight training equipment with safety catches, including power racks, Smith machines, squat racks, half racks, stand-alone rigs, and wall mounts.
• Weight Machines Selectorized and plate-load machines targeting specific muscle groups, including home gyms, chest & back, arms & shoulders, leg & hip, ab & waist, and outdoor exercise machines.
• Weight Equipment Storage Storage solutions for strength equipment, including dumbbell racks, barbell racks, plate trees, kettlebell racks, accessory racks, and exercise ball racks.
• Cross Training Equipment High-intensity interval training gear including HIIT equipment, jump ropes, medicine balls, plyometric equipment, suspended bodyweight trainers, training ropes, and speed & agility tools.
• Gym Flooring Protective flooring solutions including exercise mats, floor mats, rubber flooring, interlocking tiles, lifting platforms, and flooring supplies for home and commercial gyms.
• Fitness Accessories Supplementary fitness items including ankle and wrist weights, exercise and stability balls, hand grips, pull-up and push-up bars, and yoga and pilates equipment.
• Weight Lifting Accessories Lifting support items including belts, wraps, head gear, cable attachments, gym chalk and chalk bowls, lifting hooks and straps, and lifting and exercise gloves.
• Gym Facility Gear Commercial gym maintenance and monitoring equipment including gym wipes and disinfectants, heart rate and blood pressure monitors, scales, and wellness, therapy, and rehabilitation equipment.
• Package Deals Pre-configured equipment bundles at discounted prices, including cardio packages, cross-training packages, free weight packages, weight lifting equipment packages, exercise accessory packages, and gym flooring packages.
• Government & Military Sales (GSA Contracting) GSA contracting services enabling procurement of commercial-grade fitness equipment for the U.S. military, Veterans Affairs, fire departments, police departments, and government agencies via pre-approved pricing through Boofighter, LLC.

Named customers5 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Boofighter, LLCparent_companyOthersAmerican Fitness operates as a subsidiary under Boofighter, LLC, a woman-owned small business. This parent company structure enables government contracting eligibility and provides operational support.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Gym Source: Commercial and residential fitness equipment dealer serving gyms, institutions and homes, directly comparable in offering and quote-based B2B/commercial sales.
• Power Systems: Supplier of commercial fitness and conditioning equipment to institutions, government and military buyers, overlapping American Fitness's GSA/institutional focus.
• Rogue Fitness: Sells strength, racks, free weights and conditioning gear direct via e-commerce to commercial and home users, competing in the same product categories.
• Perform Better: Retails functional training and conditioning equipment to institutional, tactical and commercial customers, overlapping the cross-training and public-safety verticals.
• Global Fitness: Dealer of new and remanufactured commercial gym equipment serving facilities and institutions, comparable in commercial fitness equipment sales.
• Fitness Factory: E-commerce retailer of commercial and home fitness equipment across cardio, strength and accessories, mirroring American Fitness's multi-brand online reseller model.

Broad incumbents

• Dick's Sporting Goods: National sporting goods retailer carrying fitness equipment among a broad assortment, competing for consumer fitness-equipment spend at much larger scale.
• Life Fitness: Large commercial fitness equipment manufacturer supplying gyms and institutions worldwide; overlaps the commercial equipment market but as an OEM rather than a multi-brand reseller.

Emerging players

• REP Fitness: Direct-to-consumer seller of strength equipment, racks and accessories, competing in the strength and home-gym segments American Fitness serves.
• Titan Fitness: Value-focused online seller of strength racks, benches and free weights to home and commercial buyers, a direct e-commerce category overlap.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/AmericanFitness.net
• LinkedInlinkedin.com/company/2570806?trk=tyah
• Xx.com/AmericanFitness

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 American Fitness