BH North America Corporation

What BH North America Corporation does

BH North America Corporation operates BH Fitness USA, the North American distribution arm of Spain-based BH (Beistegui Hermanos), a Spanish fitness equipment manufacturer founded in 1909. Headquartered in Foothill Ranch, California, the company sells commercial and residential cardiovascular fitness equipment via direct-to-consumer e-commerce on bhfitnessusa.com and through an authorized dealer network spanning the United States and Canada. Its 101–250 employees support a dual-segment go-to-market targeting commercial facilities (hotels, gyms, corporate fitness centers, multi-housing complexes) and home users.

The product portfolio spans treadmills, ellipticals, upright and recumbent electronic bikes, indoor cycles, and rowing machines, organized under four sub-brands: BH Commercial and LK Series Commercial for club-grade installations, and Signature Series and BLADEZ for residential buyers. Underlying technology is electro-mechanical rather than software-centric: high-inertia 35–45 lb flywheels, magnetic and combined air/magnetic resistance systems, LCD/LED and TV console displays, Polar wireless heart-rate integration, and the i.Concept DualKit platform that enables iPad, iPhone, and iPod touch connectivity for compatible third-party personal-training apps. Commercial SKUs emphasize heavy-duty construction and extended warranties for high-usage environments.

The business model is straightforward hardware sales. Per-unit pricing ranges from $565 for entry-level BLADEZ indoor cycles to approximately $3,540 for premium Signature Series treadmills. There is no disclosed subscription, recurring, or financing revenue stream; the only revenue mechanics are direct equipment sales through bhfitnessusa.com and authorized-dealer commercial installations across the US and Canada. The company is a wholly-owned subsidiary of its Spanish parent and operates as a private entity with no public listing, no venture capital backing, and no public filings.

Name

BH North America Corporation

Legal name

BH North America Corporation

Website

https://bhfitnessusa.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

101–250 employees

Short description

BH North America Corporation, operating as BH Fitness USA, distributes BH-branded commercial and residential cardiovascular fitness equipment in the US and Canada via bhfitnessusa.com and an authorized dealer network, serving gyms, hotels, corporate fitness centers, and home buyers.

Ownership category

akta.pro rank

Product category

Fitness Equipment Manufacturing and Retail

NAICS

Sporting Goods Retailers (45911)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

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

akta.pro secondary industries

Sporting Goods, Outdoor & Fitness DTC (CRAFACAJ), Fitness Equipment & Performance Accessories Retail (CRAMABAD)

Keywords

• Commercial fitness equipment
• Residential cardio machines
• Treadmills and ellipticals
• Indoor cycling equipment
• Rowing machines

Headquarters

HQ city

Foothill Ranch

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Fitness Equipment Sales: Revenue generated from the sale of commercial and residential fitness equipment including treadmills, ellipticals, upright/recumbent bikes, indoor cycles, and rowing machines. Products are sold through direct e-commerce and authorized dealer network with prices ranging from $565 to $3,540 per unit.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels1 record

Core offering

BH North America Corporation (d/b/a BH Fitness USA) designs, distributes, and sells commercial and residential cardiovascular fitness equipment including treadmills, ellipticals, electronic bikes (upright and recumbent), indoor cycles, and rowing machines. Products are organized under four sub-brands—BH Commercial, LK Series Commercial, Signature Series, and BLADEZ—and sold directly through bhfitnessusa.com and through authorized dealers across the US and Canada, with US retail prices ranging from $565 to $3,540 per unit.

Product overview

BH North America Corporation operates BH Fitness USA, a fitness equipment manufacturer and retailer offering commercial-grade and residential fitness products. The portfolio includes two primary sub-brands: BH Commercial Series and LK Series Commercial for gym and club environments, and the Signature Series and BLADEZ sub-brands for residential use. The product lineup spans five main categories across both segments: treadmills, ellipticals, electronic bikes (both upright and recumbent), indoor cycles, and rowers. Commercial products feature heavy-duty construction, extended warranties, and display options (LED/TV), while residential offerings range from entry-level BLADEZ models to premium Signature Series equipment with app connectivity (i.Concept). Individual products are identified by series prefixes (LK, S, 200) indicating commercial or residential tier and product type (T=treadmill, E/X=elliptical, R=recumbent, U=upright, IC=rower/indoor cycle, RW=rower).

Differentiator

Problem solved

Functional benefit

Brands

• BLADEZ: A sub-brand of BH Fitness offering residential fitness equipment including indoor cycles, electronic bikes, ellipticals, rowers, and treadmills under the 'bladez by bh' label.
• Signature Series

Products and services

• BH Commercial Series Commercial-grade fitness equipment line designed for gym and health club use. Includes treadmills, ellipticals, electronic bikes, indoor cycles, and rowers with heavy-duty construction and extended warranties for club environments.
• LK Series Commercial Mid-range commercial fitness equipment series with LED and TV display options, including LK500 and LK700 variants designed for commercial gym environments. Also retailed for residential use at prices from $1,399 to $2,999.
• Signature Series Award-winning line of residential fitness products offering the latest technologies at value prices, including treadmills ($2,015-$3,540), ellipticals ($1,825-$3,125), electronic bikes ($900-$1,590), indoor cycles ($899), and rowers ($999).
• BLADEZ Residential Equipment Entry-level residential fitness equipment sub-brand offering affordable treadmills (from $1,299), ellipticals (from $1,325), electronic bikes (from $690), indoor cycles (from $565), and rowers (from $899) under the 'bladez by bh' label.
• Master GS Indoor Cycle BLADEZ brand residential indoor cycle with 45 lb flywheel, belt drive, and LCD console displaying calories, distance, speed and time. Features adjustable seat and handlebars.
• Master Mag Indoor Cycle BLADEZ brand residential indoor cycle with 35-45 lb flywheel, top-down resistance with emergency brake, belt drive system, and adjustable seat and handlebars. LCD console displays calories, distance, speed and time.
• Fusion GSII Indoor Cycle BLADEZ brand residential indoor cycle with chain drive, 40 lb flywheel, top-down resistance, LCD console, and adjustable seat and handlebars.
• Echelon GS Indoor Cycle BLADEZ brand residential indoor cycle recognized as Best Basic Exercise Bike by Reviews.com (February 2019). Features belt drive, 40 lb flywheel, and LCD console displaying calories, distance, speed, and time.
• 200RW Rower BLADEZ brand performance rowing machine with air and magnetic resistance, 13 lb flywheel, large swivel LCD display, ergonomic design, and Polar HR compatibility.
• S1RW Rower Signature Series air/magnetic rowing machine with elevated seat and rail for easy entry, padded handle, 37 inch seat travel and 62 inch handle travel, and LCD display.
• S5UiB Upright Bike Mid-range residential upright bike from Signature Series with i.Concept (DualKit) technology for iPad, iPhone, and iPod touch connectivity to compatible personal training apps, plus MP3 player connectivity with built-in speakers and USB charging.
• LK700IC Indoor Cycle Commercial indoor cycle bike with belt drive and heavy flywheel for a realistic road-bike feel, sold for both commercial and residential use.
• LK700T CORE (TV) Treadmill Commercial treadmill with TV console display option, part of the LK700 CORE series for commercial gym use.
• LK700E CORE (TV) Elliptical Commercial elliptical trainer with TV console display option for commercial gym environments.
• LK700R CORE (TV) Recumbent Bike Commercial recumbent bike with TV display console for commercial gym use, featuring back support for seated cycling.
• LK700RW Commercial Rower Commercial rowing machine for cardio workouts in club environments.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature6 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• NordicTrack (iFIT): NordicTrack is a direct competitor in residential and commercial-grade treadmills, ellipticals, and bikes, paired with iFIT subscription content. Both companies sell cardio equipment across multiple price tiers with DTC and dealer distribution.
• Peloton: Peloton is a direct competitor in connected indoor cycles, treadmills, and bikes with a subscription content ecosystem. Both companies target the residential cardio equipment market, though Peloton leads on connected/software.
• Sole Fitness: Sole Fitness is a direct competitor in residential treadmills, ellipticals, and bikes sold via DTC and dealer networks. Both brands compete in the value-to-mid-tier residential cardio segment with similar price positioning.
• Sunny Health & Fitness: Sunny Health & Fitness is a direct competitor in entry-level to mid-tier residential cardio equipment sold via DTC e-commerce. Both companies compete in affordable treadmills, bikes, ellipticals, and rowers through direct online channels.
• Echelon Fitness: Echelon Fitness is a direct competitor in connected indoor cycles and bikes with subscription content. Both companies sell residential indoor cycles at similar price points; notably, BH's Echelon GS Indoor Cycle shares the brand name with this competitor.
• Concept2: Concept2 is a direct competitor in rowing machines, particularly in the residential and light commercial segments. Both companies sell indoor rowers with performance tracking and Polar HR compatibility.
• Schwinn (Nautilus): Schwinn is a direct competitor in indoor cycles and stationary bikes sold to both residential and commercial segments. Both brands have long heritage in cycling-related fitness equipment and compete on indoor cycle quality and price.

Broad incumbents

• Technogym: Technogym is a broad incumbent in premium commercial and residential fitness equipment with a connected ecosystem. Both companies serve commercial facilities and home users with cardio and integrated technology, though Technogym has wider global brand recognition.
• Precor: Precor is a broad incumbent in commercial cardio equipment (treadmills, ellipticals, bikes, rowers) sold to fitness facilities and hotels. Both companies target commercial fitness with heavy-duty equipment but Precor has stronger commercial-only positioning.
• Life Fitness: Life Fitness is a broad incumbent in commercial fitness equipment, including treadmills, ellipticals, bikes, and strength. Like BH, it serves commercial facilities with heavy-duty equipment but operates at significantly larger scale with broader product breadth including strength equipment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/bh-north-america-corporation

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 BH North America Corporation