Primo Fitness

What Primo Fitness does

Primo Fitness is a US-based commercial fitness equipment retailer and wholesaler operating from a 100,000 sq ft warehouse and showroom in Santa Ana, California, with an additional operations base in Fresno, Texas. The company sells both new and certified pre-owned/refurbished cardio and strength equipment sourced from tier-1 OEMs including Life Fitness, Precor, Cybex, Hammer Strength, Technogym, Matrix, Star Trac, Schwinn, and Panatta, alongside free weights, rigs/racks, and commercial gym flooring. Beyond equipment resale, Primo Fitness bundles a set of adjacent services — delivery and installation, nationwide commercial equipment moving and relocation, buyback of used equipment, equipment customization, and commercial/consumer financing — positioning itself as a one-stop supplier for gym operators across the equipment lifecycle.

The business model is sales-led and predominantly transaction-based: pricing is quote-based for most SKUs, supported by an inside-sales phone team and an e-commerce website that also surfaces flash-sale promotional codes (e.g., SUMMER for 25% off). Customer segments are diversified across commercial gyms, hospitality and corporate fitness, educational institutions, healthcare/rehabilitation facilities, and personal training/home gyms. Geographic reach is domestic-direct plus international shipping with customs paperwork support, while the commercial moving service operates nationwide from the Texas base. There is no evidence of subscription or recurring SaaS revenue, proprietary technology beyond standard e-commerce/inventory tooling, or meaningful institutional capital — Primo Fitness is a privately held, founder-/operator-run business built around physical inventory, refurbishment expertise, and bundled service delivery rather than software or data assets.

Name

Primo Fitness

Legal name

Primo Fitness

Website

https://primofitnessusa.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

Primo Fitness is a US-based wholesale and retail supplier of new, certified pre-owned, and refurbished commercial fitness equipment, serving commercial gyms, hospitality, education, healthcare, and home-gym buyers from a 100,000 sq ft Santa Ana, CA warehouse, with bundled delivery, installation, moving, financing, and customization services.

Ownership category

akta.pro rank

Product category

Commercial Fitness Equipment

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Fitness, Exercise & Gym Equipment Distribution (CRAOAJAG)

akta.pro secondary industry

Home Gym Systems & Smart Fitness Equipment Retail (Connected Mirrors, Smart Bikes, All-in-One Gyms) (CRAMADAG)

Keywords

• Commercial fitness equipment
• Used gym equipment
• Cardio equipment sales
• Strength equipment sales
• Gym equipment installation

Headquarters

HQ city

Fresno

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. New Equipment Sales: Sale of new commercial-grade fitness equipment from major manufacturers including Life Fitness, Precor, Cybex, Star Trac, Technogym, Hammer Strength, and others.
2. Used/Refurbished Equipment Sales: Sale of certified pre-owned and custom-built refurbished gym equipment, including treadmills, ellipticals, bikes, and strength machines.
3. Gym Equipment Moving Services: Commercial gym equipment movers providing removal, transfer, and relocation services for fitness equipment. Company also purchases equipment in buyback situations.
4. Installation and Delivery Services: Gym equipment delivery and installation services for purchased equipment.
5. Consumer and Commercial Financing: Financing options for commercial and consumer purchases of gym equipment.
6. Equipment Customization: Customization services for gym equipment to meet specific client requirements.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Primo Fitness is a commercial fitness equipment retailer and service provider that sells new, certified pre-owned, and custom-built refurbished gym equipment — including cardio machines, strength machines, free weights, racks, and flooring — from major brands such as Life Fitness, Precor, Cybex, Hammer Strength, Star Trac, Technogym, and Matrix. The company also offers equipment delivery and installation, commercial equipment moving and relocation, consumer and commercial financing, and equipment customization from a 100,000 sq ft warehouse in Santa Ana, CA.

Product overview

Primo Fitness is a commercial fitness equipment retailer specializing in both new and used gym equipment sales. Their product portfolio centers around a comprehensive range of cardio equipment (treadmills, ellipticals, bikes, steppers from Life Fitness, Precor, Matrix, Star Trac, Technogym, Schwinn, Freemotion) and strength equipment (selectorized machines, plate-loaded units, racks, smith machines, free weights from Hammer Strength, Muscle D, American Barbell, Keiser, DRAX, Speediance, Younix). They also offer gym flooring solutions (Pavigym, Ecore, Regupol, U.S. Rubber). The company provides related services including professional installation, equipment moving, commercial/consumer financing, and equipment customization. Their 100,000 sq ft warehouse in Santa Ana, CA stocks thousands of commercial-grade machines from industry leaders like Panatta, Life Fitness, Precor, Star Trac, Cybex, and Technogym. Products range from entry-level home gym equipment to professional-grade commercial machines, with options for new, certified pre-owned, refurbished (with warranties), and as-is conditions.

Differentiator

Problem solved

Functional benefit

Products and services

• Cardio Equipment

Named customers2 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Market position

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• YouTubeyoutube.com/@PrimoFitnessUSA
• Facebookfacebook.com/fitness.equipment.professionals
• Instagraminstagram.com/primofitnessusa/?hl=en
• Pinterestpinterest.ph/primofitnessequipment
• Xx.com/FitnessEquipPro
• LinkedInlinkedin.com/company/primo-fitness

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 Primo Fitness