Phoenix Fitness

What Phoenix Fitness does

Phoenix Fitness is a Canadian e-commerce retailer headquartered in Lethbridge, Alberta, operating as a division of Redleaf Phoenix Inc. Founded in 2020 by husband-and-wife team Leif and Lynette Fossheim, the company began by selling two models of stationary bikes (Phoenix Flyer 1500 and 2500) during the pandemic. In 2021, it pivoted to a distribution model by becoming an authorized Canadian distributor of Phoenix Bicycle products, a Chinese manufacturer established in 1897, and in 2022 added a distribution partnership with Eunorau, a US-based fat tire e-bike and Bafang conversion kit specialist. The current product portfolio spans Eunorau e-bikes (ranging from CAD $1,351 for the FAT-STEP to $3,667 for the SPECTER-S/ST), Phoenix-branded outdoor mountain bikes, the Phoenix Silver H10 and Eunorau JUMBO electric scooters, replacement batteries, and a single fitness equipment SKU (an eco-friendly yoga mat at $22).

The business runs on a Shopify-powered direct-to-consumer storefront, with integrated payment processing, inventory management, and CRM. Distribution is handled from a Lethbridge office and a Calgary warehouse; local pickup and delivery within an 85 km radius of Lethbridge are offered alongside Canada-wide shipping via Freightcom (using CanPar, UPS, and FedEx). International shipping is explicitly unavailable. Consumer financing is provided through PayPlan by RBC, enabling installment purchases for higher-priced e-bikes with no prepayment penalties. Marketing is conducted through content (blog, Pinterest themed boards such as #MotivationMondays and #WorkoutWednesdays), email newsletters, and a Facebook presence tied to local community events.

Phoenix Fitness targets two overlapping customer segments: health-conscious Canadian consumers seeking affordable home fitness and recreational cycling equipment, and e-bike/scooter enthusiasts looking for specialized all-terrain, cargo, and commuter electric mobility. Pricing is unit-based across all product categories with no subscription or recurring model. The company has not disclosed revenue, has not raised external capital, and operates without patents, regulatory actions, or enterprise customers. Its strategic direction has shifted from product manufacturing to brand distribution, with stated plans to broaden the fitness equipment line beyond yoga mats to include weights, benches, and home gym accessories.

Name

Phoenix Fitness

Legal name

Redleaf Phoenix Inc.

Website

https://phoenixfitness.ca

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Phoenix Fitness is a Canadian DTC e-commerce retailer (Lethbridge, Alberta) that distributes Eunorau e-bikes, Phoenix outdoor bikes, electric scooters, batteries, and fitness accessories to Canadian consumers via a Shopify storefront, with national shipping and RBC-backed consumer financing.

Ownership category

akta.pro rank

Product category

Fitness Equipment and E-bike Retail

NAICS

Sporting Goods Retailers (45911), Motorcycle, Bicycle, and Parts Manufacturing (336991)

SIC

Motorcycles, Bicycles & Parts (3751)

akta.pro primary industry

E-Bike Retail (CRAMAHAE)

akta.pro secondary industries

Bicycle Retail (New Bikes) (CRAMAHAA), Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH), Fitness Equipment & Performance Accessories Retail (CRAMABAD), Bike Parts & Components Retail (CRAMAHAB), Bike Accessories Retail (Lights, Locks, Racks, Bags) (CRAMAHAD)

Keywords

• Electric bikes
• Fitness equipment
• Outdoor bicycles
• Electric scooters
• Bike accessories

Headquarters

HQ city

Lethbridge

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Primary revenue stream from selling electric bikes, outdoor bikes, electric scooters, fitness equipment, and accessories. Products sold include Eunorau e-bikes, Phoenix Bicycle products, and Phoenix Fitness branded items such as yoga mats.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Phoenix Fitness is a Canadian e-commerce retailer that sells electric bikes, outdoor mountain bikes, electric scooters, fitness equipment, and bike accessories directly to consumers through a Shopify-powered online storefront. The company operates as an authorized Canadian distributor for Eunorau e-bikes and Phoenix Bicycle products, sourcing from warehouses in Lethbridge and Calgary. Their product portfolio spans fat tire e-bikes, cargo e-bikes, trikes, mountain bikes, scooters, and yoga mats.

Product overview

Phoenix Fitness is a Canadian e-commerce retailer (based in Lethbridge, Alberta) offering a curated portfolio of mobility and fitness products. The product lineup consists of electric bikes from Eunorau (including fat tire, cargo, and mountain e-bikes), electric scooters from Phoenix and Eunorau, traditional outdoor mountain bikes under the Phoenix brand, and a limited fitness equipment line (yoga mats). The company operates as an authorized distributor for Phoenix Bicycle and Eunorau products in Canada, sourcing from warehouses in Lethbridge and Las Vegas. The portfolio is organized into six collections: Outdoor Bikes, Electric Bikes, Electric Scooters, Bike Accessories, Indoor Bikes (currently empty), and Fitness Equipment.

Differentiator

Problem solved

Functional benefit

Products and services

• Eunorau Electric Bikes A full lineup of Eunorau-brand electric bikes including fat tire, mountain, cargo, trike, and commuter models ranging from CAD $1,351 to $3,667, featuring Bafang motors, Samsung batteries, and configurations for all-terrain, urban commuting, and recreational riding. Targeted at Canadian consumers seeking electric mobility solutions.
• Phoenix SILVER H10 Electric Scooter A lightweight, foldable electric scooter with a 350W motor, 10.4Ah battery, up to 40km range, dual braking system, LED lights, and IPX5 waterproofing, offered as a clearance item at CAD $433. Designed for Canadian consumers seeking portable urban transportation.
• Eunorau JUMBO Electric Kick Scooter A powerful electric kick scooter with a 1000W direct-drive motor, 15.6Ah battery, 45 km/h max speed, mechanical disc brakes with E-ABS, and large city tires, priced at CAD $1,639. Designed for Canadian consumers seeking high-performance electric scooters for commuting and recreation.
• Phoenix SKYWAVE 21-Speed Mountain Bike A versatile aluminum alloy mountain bike with a 21-speed Shimano drivetrain, 100mm suspension fork, mechanical disc brakes, and choice of 26" or 27.5" CST tires, priced from CAD $415. Targeted at Canadian consumers seeking affordable mountain bikes for urban and trail riding.
• Phoenix DARKFIRE 21-Speed Mountain Bike A 27.5" aluminum mountain bike with a 21-speed Shimano drivetrain, 100mm suspension fork, and mechanical disc brakes priced at CAD $433. Designed for Canadian consumers seeking mountain bikes for urban and trail riding.
• Phoenix Fitness ECO TPE Yoga Mat
• Eunorau Replacement Batteries for E-Bikes Replacement and upgrade batteries for Eunorau e-bikes including SPECTER, DEFENDER, FAT, MAX-CARGO, and TRIKE models, available in 48V capacities from 12.5Ah to 20Ah, priced from CAD $328 to $670. Designed for Eunorau e-bike owners seeking replacement or extended-range batteries.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and supporting.

• EunoraucoreChannel Partner/ Reseller/ Distributor · 1 January 2022Phoenix Fitness established a distributing partnership with Eunorau in 2022. Eunorau specializes in fat tire e-bikes and Bafang e-bike conversion kits, with over a decade of manufacturing experience and distribution networks across Europe, North America, and Australia. Phoenix Fitness is an authorized Canadian dealer offering Eunorau's full line of e-bikes including FAT, SPECTER, DEFENDER, MAX-CARGO, and NEW-TRIKE models.
• Phoenix BicyclescoreChannel Partner/ Reseller/ Distributor · 1 January 2021Phoenix Fitness became an authorized Canadian distributor of Phoenix Bicycle products in 2021. Phoenix Bicycles, established in 1897, is one of China's oldest and largest bicycle manufacturers with over 120 years of experience. They produce over 5.5 million units annually and are globally recognized for quality bikes, e-bikes, and e-scooters. Phoenix Fitness offers Phoenix outdoor bikes and the Silver H10 electric scooter.
• PayPlan by RBCsupportingGTM or Marketing PartnerPayPlan by RBC (Royal Bank of Canada) provides financing services for Phoenix Fitness customers, allowing them to pay for purchases over time at competitive interest rates. The financing option enables customers to afford higher-priced items like e-bikes through monthly payments with no prepayment penalties.
• ShopifycoreTechnology or IntegrationPhoenix Fitness's e-commerce store is powered by Shopify Inc., which provides the online platform for selling products, processing payments, and managing customer relationships.
• FreightcomsupportingChannel Partner/ Reseller/ DistributorFreightcom is the shipping logistics partner that works with CanPar, UPS, FedEx and other carriers to provide competitive shipping rates for Phoenix Fitness products across Canada.

Scale indicators2 records

Recent moves8 records

Expansion highlights4 records

Direct peers

• Biktrix: Canadian e-bike manufacturer and direct-to-consumer retailer based in Saskatchewan, offering a comparable lineup of fat-tire, mountain, and commuter e-bikes to Canadian consumers. Most directly comparable due to shared Canadian DTC e-bike focus and similar product category overlap.
• VoltBike: Canadian e-bike brand selling direct to consumers across Canada via e-commerce with a range of fat-tire, folding, and commuter electric bikes. Comparable to Phoenix Fitness as a Canada-focused e-bike retailer competing for the same customer base.
• ENVO Drive Systems: British Columbia-based e-mobility company designing and selling electric bikes, scooters, and e-skateboards to Canadian consumers. Similar product mix and Canadian DTC distribution model with overlapping target customers.
• EBIKE.CA: Canadian e-bike retailer offering multiple brands of electric bikes and kits via e-commerce. Direct competitor in the Canadian e-bike retail space with similar product breadth and online fulfillment model.
• Rad Power Bikes: Large North American e-bike brand selling direct-to-consumer in Canada via radpowerbikes.ca with a wide range of fat-tire, cargo, and commuter e-bikes. Comparable in product category but operates at significantly larger scale as a manufacturer-DTC hybrid.

Broad incumbents

• Canadian Tire: Canada's largest general sporting goods and hardware retailer carrying bikes, e-bikes, fitness equipment, and accessories across hundreds of stores. Comparable as a multi-category sporting goods retailer serving Canadian consumers with broader inventory but lacks Phoenix Fitness's e-bike specialization.
• Sport Chek: Canada's largest sporting goods retailer operating under Canadian Tire's banner with extensive bike and fitness equipment selection. Comparable in the broad sporting goods retail category though focused on apparel and mainstream sporting equipment rather than specialized e-mobility.
• Mountain Equipment Company (MEC): Canadian outdoor recreation co-op retailer selling bikes, cycling gear, fitness equipment, and outdoor apparel across multiple Canadian locations. Comparable in the outdoor/fitness retail space with overlapping customer base of health-conscious Canadian consumers.
• Trek Bicycle: Global bicycle manufacturer with extensive Canadian retail network selling road, mountain, and electric bikes. Comparable as a premium bike brand and retailer though operates at significantly larger scale and brand recognition than Phoenix Fitness's distribution business.
• Decathlon Canada: Global sporting goods retailer with growing Canadian store footprint selling bikes, fitness equipment, and outdoor gear at competitive price points. Comparable as a multi-category sporting goods retailer serving similar Canadian health-conscious consumer segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/PhoenixFitnessBikes
• Pinterestpinterest.ca/phoenixfitnessbikes/workoutwednesdays

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Phoenix Fitness