Jordan Fitness

What Jordan Fitness does

Jordan Fitness is a UK-based commercial gym equipment manufacturer and multi-brand distributor founded in 1989 by Neil Jordan, headquartered in King's Lynn, Norfolk. The company designs, manufactures and sells a broad range of commercial-grade fitness equipment under its own JORDAN brand — including dumbbells, kettlebells, barbells, weight benches, cable and selectorised strength machines, Olympic lifting platforms, functional training gear (battle ropes, sandbags, sleds), combat and boxing equipment, and gym flooring — supported by proprietary sub-brands HELIX (affordable commercial racks) and J75 Series (premium commercial rack systems). Selected bench and machine ranges are manufactured in the UK with steel frame lifetime warranties.

The company operates a hybrid B2B and direct-to-consumer model. Products are sold primarily through a Shopify-based e-commerce storefront with multi-currency support (GBP, EUR, USD), supplemented by telephone-based wholesale and enterprise sales. Jordan Fitness also acts as the UK distributor for several international fitness brands, including BlazePod, TRX, Concept2, TRUE Fitness, Octane Fitness, Booty Builder, Teqball, aerobis, Reebok Step/Deck, Hatton Boxing, and HEGREN Pilates, enabling it to function as a one-stop fit-out supplier for commercial operators. Ancillary revenue streams include custom-branded equipment (logos, colour-matched racks, bespoke flooring), full gym design and project services, and a Training Academy offering an Olympic Weightlifting certification course.

Jordan Fitness serves commercial gyms and leisure facilities (primary), boutique and independent studios, home users and personal trainers, and sports performance clients including HYROX competitors and professional football clubs. Pricing spans from accessories under £10 to premium selectorised multi-station machines at £16,995, with wholesale pricing available on commercial enquiry. The company remains privately held with 11-50 employees and no disclosed external funding.

Name

Jordan Fitness

Legal name

Jordan Fitness

Website

https://jordanfitness.com

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

11–50 employees

Short description

Jordan Fitness is a privately held UK manufacturer and multi-brand distributor of commercial gym equipment, founded in 1989, serving commercial gyms, boutique studios, home users, and sports performance clients with proprietary JORDAN, HELIX and J75 lines alongside distributed brands such as TRX, BlazePod and Concept2.

Ownership category

akta.pro rank

Headquarters

HQ city

Lynn

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Equipment Sales: One-time purchase of commercial and home gym equipment including strength machines, free weights, functional equipment, cardio, combat/boxing gear, and gym flooring. Revenue generated through direct e-commerce transactions and telephone/wholesale orders.
2. Custom Equipment & Branding: Custom-branded equipment with customer logos on dumbbells, barbells, plates, and colour-matched gym installations for brand promotion.
3. Gym Design Services: Full gym design and project services for commercial and fitness facility installations.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Jordan Fitness manufactures and supplies commercial gym equipment including strength machines, free weights, functional training gear, Olympic lifting equipment, studio and cardio equipment, combat and boxing gear, and gym flooring. The company operates its own JORDAN brand alongside sub-brands HELIX (affordable commercial racks) and J75 Series (premium rack systems), and offers custom-branded equipment, gym design services, and UK distribution for third-party fitness brands.

Product overview

Jordan Fitness offers a comprehensive commercial gym equipment portfolio built around its core JORDAN brand, with sub-brands HELIX (affordable commercial quality) and J75 Series (premium commercial). The product lineup spans strength equipment (dumbbells, kettlebells, barbells, weight benches, cable machines, selectorised and plate-loaded machines), functional training gear (battle ropes, sandbags, plyo boxes, sleds), Olympic lifting equipment (bumper plates, competition plates, lifting platforms), studio/cardio equipment (treadmills, rowers, bikes), combat/boxing gear, and gym flooring. The company also provides custom branding services for equipment and professional gym design/layout planning. Distributed brands include BlazePod reaction training systems and various third-party fitness brands. A Training Academy offers certification programs for fitness professionals.

Differentiator

Problem solved

Functional benefit

Brands

• JORDAN J75: Premium commercial gym rack and storage equipment line featuring T-Rack, Cable Rack, Compact Power Rack, and various attachments
• HELIX
• JORDAN Training Academy

Products and services

• JORDAN Dumbbells

Named customers2 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• HEGREN PilatescoreTechnology or IntegrationJordan Fitness serves as the UK distributor for HEGREN Pilates equipment. Case study published showcasing HEGREN Pilates studio installation. Products include Pilates equipment for commercial fitness facilities.
• BlazePodcoreChannel Partner/ Reseller/ DistributorOfficial distributor of BlazePod light reaction fitness sets including starter kits, pro bundles, functional adapters, and charging bases for flash reflex training.
• TRXcoreChannel Partner/ Reseller/ DistributorOfficial distributor of TRX suspension training equipment for commercial gym installations.
• TRUE FitnessminorChannel Partner/ Reseller/ DistributorUK distributor for TRUE Fitness commercial cardio equipment including treadmills, ellipticals, and bikes.
• Concept2coreChannel Partner/ Reseller/ DistributorDistributor of Concept2 rowing machines for commercial fitness facilities.
• Booty BuilderminorChannel Partner/ Reseller/ DistributorDistributor of Booty Builder plate-loaded and selectorised machines including Belt Squat, V8, and Standing Hip Thrust equipment.
• Octane FitnessminorChannel Partner/ Reseller/ DistributorUK distributor for Octane Fitness commercial cardio equipment.
• TeqballminorChannel Partner/ Reseller/ DistributorDistributor of Teqball tables for functional training and sports-specific fitness.
• aerobisminorChannel Partner/ Reseller/ DistributorDistributor of aerobis revvll rope trainers and fitness accessories.
• Hatton BoxingminorChannel Partner/ Reseller/ DistributorDistributor of Hatton Boxing equipment including punch bags, gloves, and boxing accessories.
• ReebokcoreChannel Partner/ Reseller/ DistributorDistributor of Reebok Step and Reebok Deck for group fitness and studio environments.

Scale indicators4 records

Recent moves3 records

Expansion highlights6 records

Direct peers

• Physical Company: UK distributor of commercial fitness equipment and accessories, including functional training gear and studio equipment. Comparable to Jordan's multi-brand distribution model serving commercial gyms.
• Escape Fitness: UK-based manufacturer and distributor of commercial functional training equipment, including rigs, bags, and accessories. Closely comparable to Jordan Fitness's functional and strength product lines and its UK commercial gym channel.
• Indigo Fitness: UK-based commercial gym equipment supplier specialising in strength equipment, rigs, and flooring. Directly overlaps with Jordan Fitness's core commercial offering and customer base of UK gym operators and clubs.
• Rogue Fitness: US-based manufacturer of strength and conditioning equipment (racks, barbells, plates) sold direct to commercial gyms and home users. Comparable in core product categories (racks, bars, plates) and direct-to-consumer commercial distribution.
• Eleiko: Swedish manufacturer of premium strength equipment, barbells, plates, and platforms for commercial and competition use. Comparable to Jordan's Olympic lifting, bench, and rack lines at the premium commercial tier.
• Primal Strength: UK commercial gym equipment manufacturer and retailer offering strength rigs, free weights, and functional training gear. Competes with Jordan in the same UK commercial and home gym channels with similar product breadth.

Broad incumbents

• Technogym: Premium global commercial fitness equipment brand with connected cardio and strength lines and enterprise sales capabilities. Competes with Jordan for commercial and hotel fitness facility contracts at the high end.
• Hammer Strength: Strength equipment brand owned by Life Fitness, focused on plate-loaded machines and racks for commercial gyms. Direct product overlap with Jordan's strength and rack offerings at the commercial tier.
• Life Fitness: Global commercial fitness equipment manufacturer offering cardio, strength, and group training products with broad dealer and service networks. A larger incumbent competing for the same commercial gym accounts Jordan targets.
• Matrix Fitness: Commercial-grade cardio, strength, and group training equipment supplier with global distribution. A broad incumbent competing with Jordan across commercial strength and functional categories.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/jordanfitnessuk

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 Jordan Fitness