Hele Fitness

What Hele Fitness does

Hele Fitness is a Hawaiian functional fitness equipment and programming company founded in 2016 and headquartered in Kaneohe, Hawaii. The company designs, sources, and distributes its own line of functional fitness equipment — including the Hele Power Squat Rack (3x3 inch 11-gauge steel with triangle base plates), bumper and competition plates, barbells, dumbbells, kettlebells, conditioning tools (plyo boxes, ab mats, slam balls, medicine balls, gymnastic rings), and storage solutions — organized into product tiers named after Hawaiian cultural concepts (Mana, Ku, Koa home gyms; Ali'i commercial gym; ACFT Package for Army Combat Fitness Test preparation). It also publishes digital programming through a mobile app, most notably an 8-week ACFT Training Program priced at $49, and operates tiered monthly memberships ($29-$89) that grant access to in-person and digital training content.

The company monetizes through four distinct revenue streams: direct-to-consumer hardware sales via a Shopify storefront (helefitnesshi.myshopify.com) and warehouse pickup, recurring membership subscriptions for training access, custom commercial gym design/installation/maintenance services for institutions, and digital programming licenses. Its go-to-market is hybrid — community-led grassroots relationships with Hawaii's military, first responder, and educational institutions, supplemented by direct enterprise sales for commercial projects, social media content marketing (Facebook, YouTube, Instagram, 'Talk Story' video series), and a WeFunder equity crowdfunding channel that enables community members to invest as little as $100.

Hele Fitness serves a diversified but Hawaii-anchored customer base including the Honolulu Police Department, Honolulu Fire Department, US Navy (Pearl Harbor), US Marine Corps (Kaneohe Bay), US Army (Schofield Barracks), the North Shore Lifeguards Association, the University of Hawaii, Kamehameha Schools, multiple Hawaii high schools, and numerous CrossFit affiliates. An international affiliate program extends the brand into Korea, Brazil, Japan, Guam, Canada, Paraguay, South Africa, and Turkey. The company was recognized as one of Hawaii's fastest growing companies in 2020 by Hawaii Business Magazine and maintains a Corporate Champion partnership with the Wounded Warrior Project. No public revenue, headcount, or institutional funding figures are disclosed; the company is privately held with community ownership via the 2021 WeFunder raise.

Name

Hele Fitness

Legal name

Hele Fitness

Website

https://helefitness.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Hele Fitness is a Hawaii-based functional fitness equipment and digital programming company founded in 2016 that designs, distributes, and installs its own line of squat racks, plates, weights, home gyms, and ACFT training content for military, first responders, schools, CrossFit affiliates, and individual consumers, primarily in Hawaii with an international affiliate network.

Ownership category

akta.pro rank

Product category

Functional Fitness Equipment

NAICS

Sporting Goods Retailers (45911), Sporting Goods Retailers (459110), Sporting and Athletic Goods Manufacturing (33992)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

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

akta.pro secondary industries

Strength Training Equipment Retail (Racks, Benches, Barbells, Plates) (CRAMADAB), Fitness Equipment & Performance Accessories Retail (CRAMABAD), Fitness, Exercise & Gym Equipment Distribution (CRAOAJAG), Functional Training & Conditioning Accessories Retail (Bands, Suspension Trainers, Agility/Ladders, Sleds) (CRAMADAD)

Keywords

• Functional fitness equipment
• Home gym packages
• Commercial gym design
• Fitness digital programming
• Military fitness training

Headquarters

HQ city

Kaneohe

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Fitness Equipment Sales: Sale of functional fitness equipment including home gyms, plates, weights, racks, rigs, and accessories through e-commerce platform.
2. Membership Subscriptions: Monthly membership tiers ($29-$89/month) offering access to training classes and programming.
3. Commercial Gym Services: Custom commercial gym design, installation, delivery, and maintenance services for businesses and institutions.
4. Digital Programming: Sale of digital fitness programs including ACFT training program delivered through mobile app.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Hele Fitness manufactures, sources, and sells functional fitness equipment including home gym packages (Koa, Ku, Mana, ACFT Package), commercial gym solutions (Ali'i), individual equipment (plates, weights, racks, conditioning tools, accessories), and digital programming (ACFT Training Program via Hele App). The company also provides custom commercial gym design, installation, delivery, and maintenance services, alongside tiered membership subscriptions ($29-$89/month) for fitness classes.

Product overview

Hele Fitness is a Hawaiian functional fitness equipment company established in 2016 that offers a comprehensive portfolio of gym equipment and digital programming. The product line includes eight main categories: Accessories (plate storage, landmines, dry bags, foam rollers, collars, resistance bands, flooring), Conditioning (plyo boxes, gymnastics rings, ab mats, slam balls, medicine balls), Digital products (ACFT training program), Home Gyms (Koa, Ku, Mana, ACFT Package, and commercial Ali'i offerings), Plates (crumb, change, competition, polyurethane, colored, and black bumper plates), Racks & Rigs (spot arms, squat racks, dip bars), Storage (barbell wall racks, storage carts), and Weights (barbells, dumbbells, kettlebells). The company also provides custom commercial gym design and installation services, serving both consumer and commercial markets across Hawaii.

Differentiator

Problem solved

Functional benefit

Brands

• Koa Home Gym: Flagship home gym package featuring Hele Power Squat Rack with 3x3 inch reinforced 11 gauge steel
• Ku Home Gym
• Mana Home Gym
• Ali'i Commercial Gym

Products and services

• Koa Home Gym Flagship home gym package featuring Hele Power Squat Rack with 3x3 inch 11-gauge steel, 370lb color bumper plates, and a comprehensive equipment bundle. Targeted at individuals building a complete home or garage gym at $2,865.
• Ku Home Gym Intermediate to advanced training home gym package with customizable equipment options for fitness enthusiasts seeking a versatile home setup starting at $2,185.
• Mana Home Gym Foundational home gym package including squat rack, pull-up bar, plate stack, and bench designed for core functional fitness at $1,925.
• Ali'i Commercial Gym Custom commercial gym design and installation service for professional fitness facilities. Quote-based pricing tailored to facility specifications including CrossFit boxes, schools, military installations, and corporate fitness centers.
• ACFT Package Complete Army Combat Fitness Test training package including 2x 44lb kettlebells, training sled, bumper plates, slam ball, hex bar, and Hele ACFT Programming App at $1,025. Designed for military personnel preparing for ACFT.
• Hele ACFT Training Program 8-week Army Combat Fitness Test preparation program delivered through the Hele Fitness App with video workouts and coaching. Sold as a one-time perpetual license at $49. Targeted at military personnel preparing for ACFT compliance.
• Membership Subscriptions Monthly membership tiers (Bronze $29, Silver $49, Gold $69, Platinum $89) providing access to training classes and programming including Strength & Conditioning, Lifeguards, Paddling, Army's ACFT, Golf, Surfing, CrossFit, Cardio, Yoga, Cycling, and Muai Thai classes.
• Plates and Weight Plates Weight plates including IWF standard colored and black bumper plates ($199-$545), crumb plates ($194.90/pair), change plates ($180), competition plates ($367.99), and polyurethane plate sets ($1,100 for 150kg). Sold individually or in sets for home and commercial use.
• Squat Racks and Rigs Functional training racks and rigs including the Hele Power Squat Rack ($750) with 3x3 inch 11-gauge steel, triangle base plates, and keyhole pattern. Includes spot arms ($260) and Matador dip bar attachments ($100) for complete training setups.
• Conditioning Equipment Conditioning equipment including soft plyometric boxes ($30-$260), gymnastic rings, ab mats, slam balls (10-50 lbs), and medicine balls. Designed for functional fitness, CrossFit-style training, and mobility work.
• Gym Accessories and Storage Gym accessories and storage solutions including plate storage rack mounts, landmines, dry bags, foam rollers, aluminum collars, resistance bands, rubber flooring ($21.99-$95), barbell wall racks ($125), and storage carts ($620). Designed to complete home and commercial gym setups.
• Commercial Gym Design and Installation Service Full-service commercial gym offering including custom gym design, equipment sourcing, installation, delivery, and ongoing maintenance for businesses and institutions including CrossFit boxes, schools, military installations, and corporate fitness facilities. Pricing provided via custom quote.

Named customers21 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered core, supporting and flagship.

• FNXcoreGTM or Marketing PartnerPartner for supplements, integrated into Hele Fitness ecosystem as part of the Partner Network. FNX provides nutritional supplements complementing Hele's fitness equipment and programming offerings.
• Healthy Food HawaiicoreGTM or Marketing PartnerNutrition partner providing healthy meal options to Hele Fitness community. Partnership addresses the connection between nutrition and fitness performance.
• HyletecoreGTM or Marketing PartnerApparel partner providing athletic wear for Hele Fitness community. Integrated into partner network for athletic apparel needs.
• Assault FitnesssupportingTechnology or IntegrationCardio equipment partner providing additional fitness equipment options beyond Hele's core functional fitness equipment line.
• Good Clean Food HawaiisupportingGTM or Marketing PartnerNutrition partnership with Janelle Bremer's Good Clean Food Hawaii, offering healthy meal delivery services. Collaboration includes shared nutrition content and wellness programming.
• Wounded Warrior ProjectflagshipStrategic or Co-development PartnerHele Fitness is an approved Corporate Champion of Wounded Warrior Project, supporting over 100,000 wounded warriors, their families and caregivers. Partnership focuses on mental health support, healthy lifestyles, and career opportunities for veterans.
• DreamHouse Ewa BeachsupportingGTM or Marketing PartnerCharter school partnership involving equipment provision and fundraising through Hele Fitness App fitness challenges. Company was featured on KHON TV for this partnership.
• KU Project (Daniel Aipa)coreStrategic or Co-development PartnerPartnership with Daniel Aipa, Founder of KU Project, featuring Coach Aipa's philosophy on health and fitness shaped by Hawaiian values. Collaboration supports KU mission to help people stand tall.
• Toyota HawaiisupportingGTM or Marketing PartnerMarketing partnership featuring Coach Elyse in Toyota Hawaii advertising campaign.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Eleiko: Premium Swedish manufacturer of barbells, bumper plates, and competition-grade strength equipment. Comparable to Hele's IWF-spec competition plates and pro-grade barbells, particularly for CrossFit affiliates and competitive athletes.
• Fringe Sport: Functional fitness equipment retailer specializing in bumper plates, rigs, and home gym packages targeted at CrossFit affiliates and home users — the same buyer persona Hele serves through its Hawaii and affiliate network.
• Rogue Fitness: The dominant US manufacturer and retailer of functional fitness equipment — squat racks, barbells, bumper plates, rigs, and accessories. Directly comparable to Hele's core product line (Koa/Ku/Mana home gyms, plates, racks), serving overlapping CrossFit, military, and home-gym customers but at vastly greater scale.
• REP Fitness: Direct-to-consumer strength equipment maker selling racks, barbells, plates, and home gyms at competitive price points. Competes head-to-head with Hele in the home-gym bundle segment and CrossFit/functional fitness channel.
• Titan Fitness: Value-priced functional fitness equipment retailer offering squat racks, plates, and home gym packages. Directly competes on price-positioning for the entry-level home gym buyer that Hele's Mana and ACFT packages target.
• American Barbell: US manufacturer of premium barbells, plates, and specialty strength equipment. Comparable product overlap with Hele's weights and plates categories, especially in the commercial/affiliate channel.

Broad incumbents

• Peloton: Connected fitness platform with equipment plus subscription content. Comparable to Hele's combination of hardware + digital programming + subscription tiers, though at vastly larger scale and focused on cardio/bike/tread rather than functional strength.
• Xponential Fitness: Operator of boutique fitness franchise brands (Club Pilates, CycleBar, StretchLab, Rumble, etc.). Comparable to Hele's commercial gym design/installation services as a potential customer for outfitting new studio locations, while also competing for consumer training attention via Hele's subscription tiers.

Emerging players

• Tonal: Smart home strength system with hardware + subscription content model. Competes with Hele's higher-end home gym bundles (Koa, Ku) by offering connected, AI-driven training — a threat if buyers shift toward digital strength experiences.
• Rack AF: Smaller DTC functional fitness equipment brand focused on home-gym packages and accessories. Comparable product mix to Hele's home gym bundles, typically competing at lower price points.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCvSL_yI07OnIyTbUIB3W8Xg/featured?view_as=subscriber
• Facebookfacebook.com/helefitness
• Instagraminstagram.com/helefitnesshq
• LinkedInlinkedin.com/company/hele-fitness-llc

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 Hele Fitness