What Sveltus does

Sveltus is a privately held French fitness equipment and athletic apparel company founded in 1991 with over 30 years of experience in the category. The company sells direct-to-consumer through its own multilingual e-commerce storefront at shop.sveltus.com, with localized versions in French, English, Italian, Spanish, German, and Dutch, and offers free shipping in France for orders above €500 plus PayPal 4X installment payments from €30 to €2,000. Its catalog is unusually broad for a specialist brand, spanning Olympic plates and bars, dumbbells and kettlebells (including a 4–18 kg adjustable kettlebell), conditioning tools (sleds, plyo boxes, battle ropes, agility ladders), rigs, benches and floor protection, plate-loaded Pro Range ergo machines, gymnastics and bodyweight equipment, yoga/pilates and massage/recovery products, accessories, and a full apparel line under both the main label and the Raw Motion streetwear sub-brand, with registered product lines including ELASTIBAND®, ELASTI'RING®, and Flexoring®.

Sveltus produces in France and explicitly markets the proximity of its production plants to its logistics site as a carbon-footprint reduction, while apparel lines carry Oeko-Tex Standard 100 and GOTS certifications and feature organic cotton, recycled polyester, and vegan labeling. Go-to-market is exclusively direct-to-consumer e-commerce — no wholesale or reseller channels are disclosed — with brand-building concentrated on an ambassador network called Svel'TEAM (12+ sponsored athletes across CrossFit, HYROX, calisthenics, Spartan racing, and coaching) and active social channels on Instagram, Facebook, YouTube, and LinkedIn. Revenue is generated entirely through one-time product purchases across a price range from approximately €7.99 (non-slip socks) to €269.99+ (premium bars, rigs, and ergo machines); no subscription, service, or recurring revenue stream is disclosed.

The company operates without disclosed parent ownership, venture capital backing, public listing, or any disclosed management team outside of its athlete ambassador roster. Revenue figures, headcount, and financial history are not available in the source material, and the ownership structure is undisclosed. Distribution is fully owned digital plus the European shipping footprint, with delivery options including standard (2–5 working days in metropolitan France), express, and relay-point. Customer segments are horizontal across fitness personas — competitive athletes, home gym enthusiasts, and wellness practitioners — served by the same horizontal catalog without named B2B anchor customers.

Name

Sveltus

Legal name

Sveltus

Website

https://shop.sveltus.com

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

11–50 employees

Short description

Sveltus is a privately held French fitness equipment and athletic apparel company, founded in 1991 and selling exclusively direct-to-consumer via a multilingual European e-commerce storefront. It serves strength, conditioning, gymnastics, yoga, and wellness practitioners with broad equipment and apparel catalogs.

Ownership category

akta.pro rank

Product category

Fitness Equipment

NAICS

Sporting Goods Retailers (45911), Sporting and Athletic Goods Manufacturing (33992)

SIC

Sporting & Athletic Goods, Nec (3949), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Fitness Equipment & Performance Accessories Retail (CRAMABAD)

akta.pro secondary industries

Strength Training Equipment Retail (Racks, Benches, Barbells, Plates) (CRAMADAB), Functional Training & Conditioning Accessories Retail (Bands, Suspension Trainers, Agility/Ladders, Sleds) (CRAMADAD), Training & Cross-Training Footwear & Apparel Retail (CRAMACAD)

Keywords

• Fitness equipment
• Strength training gear
• Athletic apparel
• Conditioning equipment
• Home gym solutions

Headquarters

HQ city

Le Chambon-feugerolles

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Sveltus generates revenue through the sale of physical fitness equipment, training gear, and athletic apparel. Products include weights, bars, plates, kettlebells, cardio equipment, gymnastics equipment, storage solutions, machines, massage/yoga/pilates items, gym accessories, and clothing. Revenue is generated through one-time product purchases with no subscription component mentioned.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Sveltus manufactures and retails a comprehensive range of physical fitness equipment and athletic apparel. The equipment catalog covers strength training (Olympic plates, bars, kettlebells, dumbbells, rigs, benches, ergo machines), conditioning (sleds, plyo boxes, battle ropes, jump ropes, agility gear), gymnastics/bodyweight training, yoga/pilates, and rehabilitation tools. The apparel line, including the Raw Motion sub-brand, features t-shirts, hoodies, sweatshirts, puffer jackets, and caps made from organic cotton and recycled polyester.

Product overview

Sveltus is a French fitness and athletic equipment company established in 1991, offering a comprehensive portfolio of strength training equipment, conditioning gear, and athletic apparel. The product range centers on several core categories: ELASTIBAND® and ELASTI'RING® resistance training tools; Discs and Bars including Olympic plates and specialty bars for weightlifting; Physical Training Equipment covering kettlebells, dumbbells, sleds, plyo boxes, cardio equipment, agility tools, and boxing/MMA gear; Rigs, Benches, and Floor Equipment including home gym solutions, power racks, and floor protection; Machines featuring the Pro Range ergo machines for upper and lower body; Massage/Yoga/Pilates and Gym/Bodyweight equipment; plus a complete Accessories line. The clothing division includes the Raw Motion sub-brand (streetwear-inspired athletic apparel), essential hoodies and sweatshirts, performance t-shirts, and seasonal puffer jackets. The company emphasizes sustainable materials including recycled polyester and Oeko-Tex/GOTS certified organic cotton in its textile products.

Differentiator

Problem solved

Functional benefit

Brands

• Raw Motion: Streetwear and training apparel collection featuring oversized t-shirts, hoodies, and sweatshirts made from organic cotton with bold graphic designs inspired by fitness and performance culture
• ELASTIBAND®
• ELASTI'RING®
• Flexoring®

Products and services

• ELASTIBAND® Resistance Bands Resistance band product line including ELASTIBAND® Classics and ELASTIBAND® Multis variants, designed for strength training exercises. Targeted at fitness enthusiasts, athletes, and rehabilitation users.
• ELASTI'RING® Elastomeric ring product for fitness and rehabilitation training. Used for resistance training and mobility work.
• Discs and Bars Olympic plates including Competition, Bumper, Training, and Bodybuilding variants; Olympic, Weightlifting, Warm-up, and specialty bars. Designed for weightlifting and strength training athletes.
• Physical Training Equipment Comprehensive conditioning equipment including dumbbells, kettlebells, medicine balls, slam balls, weighted bags, sleds, plyo boxes, power bands, weighted vests, jump ropes, battle ropes, agility ladders, cones, balance equipment, and boxing/MMA gear. Targeted at functional fitness, CrossFit, and conditioning athletes.
• Rigs, Benches, and Floor Equipment Home and commercial gym solutions including freestanding rigs, wall-mounted rigs, power racks (full and wall variants), classic and technical benches, shock-absorbing tiles, crash mats, and sled tracks.
• Machines (Pro Range Ergo Machines) Plate-loaded ergo machines for upper and lower body training, part of the Pro Range line. Features 14 plate-loaded machines designed for professional fitness environments with ergonomic design.
• Massage, Yoga, and Pilates Equipment Wellness products including yoga mats, non-slip socks, massage rollers, foam rollers, massage balls, and acupressure tools. Targeted at yoga, pilates, and wellness practitioners.
• Gym and Bodyweight Equipment Gymnastics equipment (pull-up rigs, rings, parallel bars, grip trainers), soft gymnastics items (gym balls, epoxy dumbbells, Flexoring®), bodyweight training tools, and various mats including yoga, training, and premium variants.
• Accessories Training accessories including hand protection, straps, support gear, weightlifting accessories, floor protection, pulleys, hand trainers, non-slip socks, aquafit equipment, and rehabilitation tools.
• Clothing Athletic apparel line including t-shirts, hoodies, sweatshirts, jackets, down jackets, caps, hats, and non-slip socks for male and female athletes.
• Raw Motion Collection Streetwear and training apparel collection featuring oversize t-shirts with performance-inspired graphic designs including Heartbeat, PROTOTYPE, Active Club, and FOCUS styles. Made from organic cotton.
• Adjustable Kettlebell 7-in-1 adjustable kettlebell with weight range from 4kg to 18kg, designed for power, explosiveness, and core strength training.
• Cérakote Olympic Bar 20kg High-performance Olympic bar with 190k PSI resistance, 6,000-fall guarantee, and 8 needle bearings for smooth rotation and strength training.
• Puffer Jacket Oversize puffer down jacket made from 100% recycled polyester (75g/m²) with adjustable hood, nylon zipper, zippered pockets, and internal shoulder straps. Certified recycled and vegan.
• Hoodie Essential Unisex Essential unisex hoodie made from 100% organic cotton (350g/m²) with lined hood, drawstrings, front kangaroo pocket, and embroidered logo.
• Essential Unisex Sweatshirt Classic unisex sweatshirt made from 100% organic cotton (350g/m²) with single-needle topstitching and logo printing.
• Anniversary Oversized T-Shirt Limited edition collector's piece celebrating 35 years of Sveltus, marking the milestone anniversary of passion, innovation, and performance.
• Non-slip Socks x2 Rubber-studded athletic socks (80% Cotton, 15% Elasthan, 5% Elastodien) designed for gymnastics, fitness, and yoga with anti-slip grip.
• Flexoring® Versatile elastomer accessory for muscle strengthening, mobility, and rehabilitation exercises, made in France.
• HYBRID Training Line Hybrid training equipment line combining multiple training modalities for versatile cross-training workouts.

Segments3 records

Ideal customer profiles4 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.

• Svel'TEAM AthletesminorOthersSvel'TEAM is a network of sponsored athletes who represent the Sveltus brand. Athletes include Alexandre PINSOLLE (CrossFit), Jules CASTOR (CrossFit), Jeanne ROSSARIE (CrossFit), Alexis FIORUCCI (CrossFit), Mathilde LEAH (CrossFit), Alexis ROMERO (HYROX), Samuel DIBOTTY (Calisthenics), David LABROSSE (Spartan RACER), Clément BESSAGUET (Shooting), Marie-Emilie MONTAGUT (CrossFit), Virginie MUMFIT (Fitness), Sylvain CAUMONTAT (Coach), and Stephan COHEN (Coach). Athletes share their experiences by tagging @Sveltustraining on social media posts.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• ESCAPE Fitness: Escape designs and supplies functional training equipment, rigs, and accessories for gyms and home use, operating in the same space as Sveltus's conditioning rigs, accessories, and CrossFit/HYROX-targeted gear.
• Rogue Fitness: Rogue is a leading direct-to-consumer fitness equipment brand offering barbells, plates, racks, conditioning gear, and apparel — directly comparable to Sveltus's core strength and conditioning catalog, with a strong CrossFit and competition pedigree.
• Eleiko: Eleiko is a premium Swedish manufacturer of barbells, plates, racks, and strength equipment — closely comparable to Sveltus's Olympic plates, bars, and Pro Range ergo machines, with similar elite-athlete and competition positioning.
• Tunturi: Tunturi is a European fitness equipment brand (Finnish origin) with strength, cardio, and accessories — comparable to Sveltus's full-spectrum equipment catalog and shared European mid-market positioning.
• Primo Fitness: Primo Fitness refurbishes and supplies commercial-grade strength equipment including plate-loaded machines — comparable to Sveltus's Pro Range ergo machines, with overlapping buyer profiles of box/gym owners.
• Body-Solid: Body-Solid is a U.S. fitness equipment manufacturer of home and commercial strength machines, benches, and racks — directly comparable to Sveltus's rigs, benches, and ergo machines, with a similar multi-channel distribution model.

Broad incumbents

• Decathlon: Decathlon is a global sporting goods retailer/manufacturer with broad fitness equipment and apparel lines under owned brands (e.g., Domyos, Corength) — a broad incumbent that competes with Sveltus across nearly every category but at a far larger scale.
• Reebok: Reebok (now under Authentic Brands) is a broad athletic apparel and fitness footwear incumbent with strength training heritage (CrossFit partnership history) — comparable to Sveltus's apparel and CrossFit-coded positioning.

Regional players

• Physical Company: UK-based supplier of functional fitness, strength, and conditioning equipment for clubs and home users — a same-category peer serving a different primary geography (UK vs. Sveltus's French focus).

Emerging players

• Gorilla Wear: Gorilla Wear is a fitness apparel and accessories brand with growing strength and conditioning equipment offerings — comparable to Sveltus's Raw Motion apparel line and accessories, especially targeting training-oriented consumers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/SVELTUSfitness
• Facebookfacebook.com/sveltus
• LinkedInlinkedin.com/company/sveltus
• Instagraminstagram.com/sveltustraining
• Xx.com/sveltustraining

Compliance4 records

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 Sveltus