Bally Total Fitness

What Bally Total Fitness does

Bally Total Fitness, operating under the legal entity Rock Fit, LLC (California, USA), runs a direct-to-consumer e-commerce storefront on Shopify selling fitness apparel, fitness equipment, accessories, and nutrition products. The product portfolio spans ~54+ SKUs across sports bras, tops, shorts, leggings, and pants (typically priced ~$40, with a range of $2.99–$65), small fitness equipment (ab rollers, ankle weights, jump ropes, posture braces, booty bands, shaker cups, towels, massagers), a registered sub-brand of nutritional supplements (Bally's Supplements gummies and Bally's Vitamins multivitamin), and legacy PPE SKUs. The brand is differentiated by proprietary fabric technologies (DryWik moisture-wicking and Stretch Tek stretch) and sub-brand trademarks, and is positioned as a vertically integrated own-brand line within the broader FAM Brands portfolio. Headquartered in Bell, California, the business ships from a single U.S. base to 27+ countries across North America, Europe, Asia-Pacific, and the Middle East.

The business model is a pure transactional DTC e-commerce model: all sales are one-time purchases, there is no subscription component, and revenue is generated entirely through product sales on the Shopify-hosted storefront with PCI-DSS compliant payment processing. Pricing is unit-based with a $5 return label fee deducted from refunds, and shipping is tiered (Standard $5.99, Express $15.99, Overnight $25.99). Go-to-market is direct via the Shopify storefront, with customer acquisition driven primarily by email newsletter signup and Google Analytics-tracked organic traffic; no social media presence, paid acquisition channels, or marketplace listings are documented. The company is privately held with no disclosed funding rounds, no public listing, and no management team information available in the source data.

Name

Bally Total Fitness

Legal name

Rock Fit, LLC

Website

https://ballytotalfitness.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Bally Total Fitness is a private U.S. direct-to-consumer e-commerce brand (operated by Rock Fit, LLC) selling fitness apparel, equipment, and nutrition supplements to individual fitness-conscious consumers through a Shopify-hosted storefront, shipping to 27+ countries with no subscription component.

Ownership category

akta.pro rank

Product category

Fitness Apparel & Equipment

NAICS

Clothing and Clothing Accessories Retailers (45811), Sporting Goods Retailers (45911)

SIC

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

akta.pro primary industry

Athletic / Performance & Activewear Brands (CRAAAAAD)

akta.pro secondary industries

Sporting Goods & Outdoor Inventory-led Online Retailers (CRAFADAJ), Athletic Footwear & Sport Apparel Retail (CRAMABAC), Fitness Equipment & Performance Accessories Retail (CRAMABAD)

Keywords

• Fitness apparel
• Athletic clothing
• Fitness equipment
• Sports nutrition
• Activewear retail

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Bally Total Fitness generates revenue through direct-to-consumer sales of fitness apparel, fitness equipment, and nutrition products via their e-commerce storefront. All sales are one-time transactions with no subscription component mentioned.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Bally Total Fitness sells its own branded line of fitness apparel (sports bras, tops, bottoms, leggings, hoodies), fitness equipment (ab rollers, ankle weights, jump ropes, posture braces, booty bands), fitness accessories (shaker cups, towels, arm wallets, waist packs), and nutritional supplements (adult wellness gummies, multivitamins) directly to consumers through its Shopify-hosted online storefront. All sales are one-time transactions with no subscription component, and the brand emphasizes functional fabric technologies such as DryWik moisture-wicking and Stretch Tek stretch.

Product overview

Bally Total Fitness operates an e-commerce retail platform selling fitness apparel, equipment, and nutritional supplements. The product portfolio includes sports bras (Kira Seamless Sport Bra, Kaleigh Seamless Sports Bra, Liz Sport Bra, Tonya Seamless Bra, Rosa Seamless Bra), tops and t-shirts (Mitered Short Sleeve Tee, Abby Tank Top, Gabby Tank Top, Arla Singlet, Ada Cap Sleeve Tee, Kiki Singlet, Avalyn Hoodie, Kora Keyhole SS Top, Valerie Short Sleeve, Sport Short Sleeve Tee, Peyton Singlet), bottoms (High Rise Side Pocket Shorts, High Rise Mid Calf Capri Legging, High Rise Side Pocket Ankle Legging, Hiit Legging, Stellar Legging, Tummy Control Legging, Ultimate Slimming Pant, The Legend Legging, The Legend Pant), fitness equipment (Power Wheel Ab Roller, Ankle Weights, Weighted Jump Rope, Posture Brace, Booty Band), and nutritional supplements (BALLY'S SUPPLEMENTS Adult Wellness Gummies, BALLY'S VITAMINS One-Take Adult Multivitamin). The online store is powered by Shopify e-commerce platform with Standard/Express/Overnight shipping options available.

Differentiator

Problem solved

Functional benefit

Brands

• BALLY'S SUPPLEMENTS: Vitamin and supplement product line including Adult Wellness Gummies and One-Take Adult Multivitamin
• BALLY'S VITAMINS
• FAM Brands

Products and services

• Kira Seamless Sport Bra A seamless medium-impact sports bra made with 81% Polyester/19% Spandex, featuring removable cup pads for customizable support.
• Mitered Short Sleeve Tee A versatile short-sleeve V-neck t-shirt made with 90% Polyester/10% Spandex featuring bias front panel detail, shirt tail hem, and a shaped silhouette for casual wear, workouts, and yoga.
• High Rise Side Pocket Shorts High-rise shorts made with 92% Polyester / 8% Spandex featuring a 7-inch inseam, 4-inch high-rise waistband, tummy control, slimming compression, side pockets, and Cool Max gusset.
• Kaleigh Seamless Sports Bra A low-impact racerback sports bra with seam-free weave pattern, made with 92% Nylon/8% Spandex, featuring Dry Wik finish and removable cup pads.
• Peyton Singlet A singlet top made with 90% Polyester/10% Spandex featuring 26-inch length, rounded scoop neck, side mesh inserts, and rounded hem with princess seams.
• Liz Sport Bra A longline sports bra made with 87% Nylon/13% Spandex that doubles as a cropped tank, featuring sweat-wicking technology and built-in shelf lining with DryWik finish.
• Avalyn Hoodie A lightweight French terry hoodie made with 70% Polyester/26% Rayon/4% Spandex featuring raglan long sleeves, raw edge detail, and relaxed fit with 26-inch HPS length.
• Abby Tank Top A sleeveless tank top made with 94% Polyester/6% Spandex featuring self-binding at neck and armhole detail.
• Gabby Tank Top A tank top made with 94% Polyester/6% Spandex featuring an open back slit design.
• Arla Singlet A 26-inch length singlet with racerback design and mesh insets on front (95% Polyester/5% Spandex).
• Ada Cap Sleeve Tee A crew neck t-shirt with short cap sleeves and pull-on closure.
• Kiki Singlet A 25-inch length singlet featuring a back keyhole opening and scoop neck, branded as Ballys.
• Oblique Tank Top A 100% Polyester tank top with high-to-low hem and curved hem line.
• Kora Keyhole SS Top A short-sleeve top featuring a keyhole design detail, available in Heather Rosette and Heather Porcelain colors.
• Valerie Short Sleeve A Stretch Tek short-sleeve top with dropped shoulder, moisture-wicking properties, boxy fit, and crop length, branded as Bally.
• Power Wheel Ab Roller An ab roller fitness equipment priced at $16.00 USD.
• Ankle Weights (4LB Pair) Cherry-colored ankle weights weighing 4LB per pair, priced at $20.00 USD.
• Sport Arm Wallet An arm wallet with hidden key slot, fully adjustable for secure fit, touch-screen window, reflective trim, and ear bud port, fitting most smartphones, priced at $15.00 USD.
• Weighted Jump Rope A jump rope made with 51% Polypropylene/47% PVC/2% EVA Foam featuring removable 1/4 pound weights, adjustable 9-foot rope, ball bearing handles, and soft foam handles.
• Posture Brace A posture support brace made with 80% Nylon/20% Neoprene designed to improve posture, priced at $18.00 USD.
• Booty Band (Medium Resistance) A medium resistance booty band for glute and leg workouts, available in cherry color.
• Smart Phone Slim Waist Pack A slim waist pack with one size fits most (26 to 36 inches), touchscreen window, ear bud port, adjustable straps, and front zipper closure, priced at $25.00 USD.
• 10" Extra Coverage Slimmer Belt An extra coverage slimmer belt designed for waist training and support during workouts.
• BALLY TOTAL FITNESS 12oz Shaker Cup A 12oz protein shaker cup for mixing nutritional supplements, priced at $2.99 USD.
• BALLY TOTAL FITNESS Chilling Towel A chilling towel for cooling down during workouts.
• BALLY TOTAL FITNESS Three Ball Muscle Massager A three-ball muscle massager for massage and muscle recovery.
• Disposable Medical Face Masks (50 Count Box) Disposable medical face masks sold in boxes of 50 counts, originally priced at $25.00 USD with current sale price of $14.99 USD.
• BALLY'S SUPPLEMENTS Adult Wellness Gummies Adult wellness gummies made with organic ingredients, featuring fruits and vegetables, vitamins, probiotics, and antioxidants in a gluten-free gummy format with 90 gummies per bottle, priced at $7.99 USD.
• BALLY'S VITAMINS One-Take Adult Multivitamin An all-in-one gluten-free multivitamin tablet supporting immune function, brain, bone, and heart health with vitamins C & E, Zinc, and Beta-Carotene, containing 60 tablets.
• High Rise Side Pocket 5" Shorts High-rise shorts with 7-inch inseam and 4-inch high-rise waistband, featuring side pockets and cool max gusset.
• High Rise Mid Calf Capri Legging (2 Pack) A 2-pack of high-rise mid-calf capri leggings with pockets, priced at $50.00 USD.
• Colorblock Flare Pant A colorblock flare pant priced at $65.00 USD.
• Cross Over Bootcut Bootcut style pants priced at $60.00 USD, available in Grape Wine color.
• Fiona Side Pocket Bermuda Shorts Bermuda-length shorts with side pockets.
• High Rise Mid Calf Capri Pocket Legging A high-rise mid-calf capri legging with pocket and 19-inch inseam featuring Coolmax gusset lining.
• High Rise Side Pocket Ankle Legging High-rise ankle-length leggings with side pockets.
• High Rise Side Pocket Cozy Ankle Legging Cozy ankle-length leggings with high-rise shaped waistband featuring 4-inch rise.
• Hiit Legging A 25-inch inseam hiit legging made with 92% Polyester/8% Spandex featuring side mesh pockets and Flex Deluxe Interlock fabric.
• Liberty Wide Leg Pant Wide leg pants made with 73% Rayon/22% Polyester/5% Spandex featuring 30-inch inseam, 2.5-inch waistband, front patch pockets, and functional drawcord waistband in a melee rib fabric.
• Pacer Side Pocket Short Shorts with 3-inch inseam, encased elastic waistband, and front welt pockets.
• Pocket Slim Boot 32" Bootcut-style pants with slimming seam lines, made with 92% Polyester/8% Spandex.
• High Waisted 7" Shorts (2 Pack) A 2-pack of high-waisted 7-inch inseam shorts.
• High Waisted 5" Shorts (2 Pack) A 2-pack of high-waisted 5-inch inseam shorts with 4-inch high-rise waistband and side pockets on both sides.
• Reba Side Pocket Mid Calf Capri Legging A mid-calf capri legging with 4-inch high-rise waistband and side pockets.
• The Legend Legging A legging branded as Bally's.
• The Legend Pant Long leggings made with 89% Cotton/11% Spandex featuring tummy control with mesh waistband and solid jersey fabric.
• Tummy Control Legging Leggings made with 89% Cotton/11% Spandex featuring 22-inch inseam, 4-inch waistband, fitted design, and power mesh with wicking technology.
• Ultimate Slimming Pant Slimming pants made with 89% Cotton/11% Spandex featuring 3-inch waistband with power mesh for tummy control, 32-inch inseam, 4-way stretch cotton spandex jersey, hidden power mesh lining, slimming contour seaming, and Dry-Wik moisture performance with Coolmax gusset.
• Stellar Legging A 25-inch inseam legging with 4-inch waistband, side pockets, zipper pocket on wearer's right side, and Flex Luxe Interlock fabric.
• Tonya Seamless Bra A seamless low-impact sports bra made with 96% Nylon/4% Spandex featuring 1.5-inch underband, mesh inserts, and laser-cut trim with removable cup pads.
• Rosa Seamless Bra A seamless jersey sports bra with racerback style and adjustable straps, made with 90% Nylon/10% Spandex, featuring low impact support, removable cup pads, and Dry-Wik moisture performance.
• Sport Short Sleeve Tee A sport short sleeve tee with scoop neck and side seam details.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Shopify Inc.coreTechnology or IntegrationShopify Inc. provides the e-commerce platform hosting the Bally Total Fitness online store. Shopify handles data storage, databases, and the general Shopify application. Payment processing through Shopify's PCI-DSS compliant payment gateway infrastructure.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Athleta (Gap Inc.): Women's performance apparel brand owned by Gap Inc., sold through DTC e-commerce and physical stores. Comparable to Bally on women's fitness apparel assortment, target demographic, and pricing band.
• Lululemon: Global athletic-apparel incumbent with extensive DTC e-commerce, proprietary fabrics (Luon, Nulu), and an overlapping customer base with Bally's fitness-conscious consumer. Comparable as the category leader setting price and product benchmarks.
• Under Armour: Performance athletic apparel and footwear brand with proprietary moisture-wicking technologies and DTC e-commerce. Comparable to Bally on category overlap, fabric-tech positioning, and target customer.
• Nike: Global athletic apparel and footwear giant with extensive DTC e-commerce, performance fabric technology (Dri-FIT) and an international shipping footprint mirroring Bally's 28-country reach. Comparable as a broad incumbent shaping the activewear category.

Direct peers

• Alo Yoga: Premium athletic and lifestyle apparel brand operating direct-to-consumer e-commerce alongside selective retail. Comparable to Bally on product categories (leggings, sports bras, hoodies), target customer, and DTC-led business model.
• Gymshark: UK-founded fitness apparel brand selling directly to consumers via Shopify-based storefronts across apparel, accessories and equipment. Closely comparable to Bally on DTC channel, target customer (fitness enthusiasts), and product mix.
• Vuori: Performance and active-lifestyle apparel DTC brand with moisture-wicking and stretch fabrics marketed under proprietary names. Comparable to Bally on product positioning, target customer, and owned-brand DTC channel.
• Outdoor Voices: Recreational activewear DTC brand selling leggings, shorts and tops through its own e-commerce storefront with a brand-led community marketing approach. Comparable to Bally on DTC-only distribution and direct overlap on key SKUs (leggings, shorts, sports bras).
• Sweaty Betty: Women's activewear DTC brand offering leggings, sports bras and performance tops with proprietary technical fabrics. Comparable to Bally on women's-focused assortment, premium DTC positioning, and product technology branding.

Emerging players

• P.E Nation: Athleisure and activewear brand with proprietary fabric stories, sold DTC and through select retailers. Comparable to Bally on women's activewear assortment and technical-positioning, though smaller scale and more fashion-led.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/ballyfitness

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 Bally Total Fitness