Blue Fitness

What Blue Fitness does

Blue Fitness Ltd is a New Zealand-based, privately held fitness equipment distributor and retailer headquartered in Auckland (45A Normanby Rd, Mt Eden). Founded circa 2006 and operating for approximately 20 years, the company holds exclusive New Zealand distribution rights for more than 20 premium international fitness brands, including flagship partnerships with Les Mills SMART TECH (integrated with Les Mills+ workout programs), Hyperice (since 2022; recovery and compression technology), Merrithew (STOTT PILATES Reformers and accessories), Eleiko (strength equipment), Concept2 (RowErg, BikeErg, SkiErg), TRX (suspension training), and Body Bike (indoor cycling). The product catalogue spans strength training, cardio, Pilates, suspension/functional training, indoor cycling, and recovery technology, with individual SKUs ranging from NZD ~$13 accessories to NZD ~$19,495 commercial reformer bundles.

The business operates a dual-channel GTM: an e-commerce storefront at bluefitness.co.nz serving home users across New Zealand (with Afterpay storewide and free shipping on Les Mills and TRX), and a quote-based commercial sales and installation service for gyms, fitness chains, hotels, universities, colleges, residential apartments, and recreation facilities. Blue Fitness also offers in-house financing ("Blue Finance") for higher-ticket purchases and operates a pre-owned equipment secondary channel. Revenue is generated almost exclusively through hardware sales of third-party branded equipment, with no proprietary technology, software platform, or subscription revenue disclosed. Named commercial customers include five Anytime Fitness locations, Hilton Karaka, Radisson RED Auckland, St Kentigern College, UNIPOL, Olympic Pools, and Boulder Co. The company is led by founder and CEO Ben Davies, employs 11-50 people, and is restricted to the New Zealand market, with Australia served by a separate, independently operated entity.

Name

Blue Fitness

Legal name

Blue Fitness Ltd.

Website

https://www.bluefitness.co.nz

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

Blue Fitness supplies commercial and home fitness equipment from brands like Les Mills, TRX, and Concept 2.

Ownership category

akta.pro rank

Product category

Fitness Equipment Distribution

NAICS

Sporting and Recreational Goods and Supplies Merchant Wholesalers (423910), Sporting Goods Retailers (45911), Sporting Goods Retailers (459110)

SIC

Wholesale-Professional & Commercial Equipment & Supplies (5040), Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Fitness, Exercise & Gym Equipment Distribution (CRAOAJAG)

akta.pro secondary industries

Fitness Equipment & Performance Accessories Retail (CRAMABAD), Home Gym Systems & Smart Fitness Equipment Retail (Connected Mirrors, Smart Bikes, All-in-One Gyms) (CRAMADAG), Sporting Goods & Outdoor Inventory-led Online Retailers (CRAFADAJ)

Keywords

• Fitness equipment distribution
• Commercial fitness solutions
• Premium exercise equipment
• Home fitness products
• Functional training equipment

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

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. Fitness Equipment Sales: Blue Fitness generates revenue through the sale of premium fitness equipment including cardiovascular machines, strength training equipment, recovery devices, and accessories. The company acts as an exclusive distributor for multiple international fitness brands in New Zealand, selling both to commercial facilities and individual consumers via their e-commerce platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Blue Fitness Ltd distributes and retails premium international fitness equipment in New Zealand under exclusive distribution rights for over 20 brands, including Les Mills SMART TECH, Hyperice, Merrithew, Concept2, Eleiko, TRX, BODY BIKE, and YBell. The company sells directly to commercial facilities (corporate gyms, hotels, retirement villages, military, police, colleges, physiotherapy clinics) with installation and maintenance services, and to individual consumers through its e-commerce platform with nationwide free shipping and Afterpay support.

Product overview

Blue Fitness is a premium fitness equipment distributor and retailer operating in New Zealand, serving as the exclusive distributor for Les Mills SMART TECH and Hyperice brands. The company offers a comprehensive portfolio of over 20 global fitness brands organized into distinct product categories: indoor cycling (BODY BIKE SUPREME, SMART, SMART+), rowing and cardio (Concept 2 RowErg, BikeErg, SkiErg), strength training (Eleiko barbells/plates, Nautilus Glute Drive), recovery technology (Hyperice Hypervolt percussion massage guns, Normatec compression systems, Vyper, Hypersphere), Pilates equipment (Merrithew V2 Max/SPX Reformers, Cadillac, Ladder Barrel), suspension and functional training (TRX HOME 2, Pro4, Tactical Gym, Rip Trainer, YBell Neo/Pro), and accessories. The product ecosystem integrates with smartphone apps (Hyperice App, TRX Training Club, BODY BIKE app, Concept2 ErgData) and wireless protocols (ANT+, Bluetooth, Polar) for performance tracking and guided recovery protocols.

Differentiator

Problem solved

Functional benefit

Products and services

• Les Mills SMART TECH Equipment Connected Les Mills SMART TECH fitness equipment sets and bundles designed for both home and commercial use, integrated with the Les Mills SMART TECH app for guided virtual workouts and performance tracking via Bluetooth and ANT+. Targeted at fitness enthusiasts, home users, and commercial gyms seeking app-connected training experiences.
• Hyperice Recovery and Wellness Devices Hyperice percussion massagers, vibration devices, and recovery tools intended for athletes, fitness enthusiasts, and physiotherapy clients. Devices connect to the Hyperice App via Bluetooth for guided recovery routines.
• Merrithew Pilates and Mind-Body Equipment Merrithew Pilates reformers, accessories, and mind-body training equipment for Pilates studios, physiotherapists, and home users seeking professional-grade Pilates setups.
• Concept2 Indoor Ergometers (RowErg, BikeErg, SkiErg) Concept2 RowErg indoor rowers, BikeErg stationary bikes, and SkiErg cross-country trainers used by commercial gyms, athletes, and home fitness users. Performance is tracked via the PM5 monitor and Concept2 ErgData app.
• Eleiko Strength and Free Weight Equipment Eleiko premium barbells, plates, dumbbells, racks, and strength training equipment used by elite training facilities, professional sports organizations, and commercial gyms.
• TRX Suspension and Functional Training Equipment TRX suspension trainers, functional training rigs, and accessories paired with the TRX Training Club mobile app for guided workouts. Targeted at gyms, personal trainers, fitness facilities, and home users.
• BODY BIKE Indoor Cycles BODY BIKE premium indoor cycling bikes designed for commercial spin studios, fitness clubs, and home users, with Bluetooth connectivity to the BODY BIKE app for performance tracking.
• YBell Multipurpose Training Tools YBell multi-grip adjustable weights used for functional and strength training by fitness facilities and home users.
• Commercial Fitness Equipment Installation and Maintenance Services End-to-end commercial service covering facility design consultation, equipment installation, calibration, and ongoing maintenance for gyms, hotels, retirement villages, military, police, colleges, and physiotherapy clinics across New Zealand.

Quantifiable outcome

• Over 750,000 workouts every week around the world use SMART TECH equipment

Named customers12 records

Segments4 records

Ideal customer profiles3 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Partnerships

Seven partnerships are on record, tiered flagship and core.

• HypericeflagshipChannel Partner/ Reseller/ Distributor · 1 January 2022Since 2022, Blue Fitness has been the exclusive distributor of Hyperice recovery and wellness technology in New Zealand. Products include the Hypervolt percussion massage devices, Normatec dynamic air compression systems, Venom heat therapy, and Vyper vibrational foam rollers. Hyperice is trusted by elite athletes worldwide for recovery technology.
• Les MillsflagshipChannel Partner/ Reseller/ DistributorBlue Fitness is the exclusive distributor of Les Mills SMART TECH equipment in New Zealand. SMART TECH equipment is engineered to integrate seamlessly with Les Mills' world-renowned group fitness programs including BODYPUMP, with over 750,000 workouts using the equipment weekly worldwide. The partnership includes the full range of SMARTBAR, weight plates, racks, and accessories.
• MerrithewflagshipChannel Partner/ Reseller/ DistributorBlue Fitness is the exclusive distributor of Merrithew Pilates equipment in New Zealand. Merrithew is the company behind the globally recognised STOTT PILATES method and creator of premium Pilates equipment. Blue Fitness also continues to support Peak Pilates customers, serving both boutique studios and home practitioners.
• EleikocoreChannel Partner/ Reseller/ DistributorBlue Fitness is an official Eleiko supplier in New Zealand. Eleiko has defined the global standard in strength equipment for over 65 years, with equipment trusted by Olympic athletes and elite training facilities worldwide. Products include competition bars, training bars, bumper plates, and platforms crafted in Sweden.
• Concept2coreChannel Partner/ Reseller/ DistributorBlue Fitness distributes the full Concept2 range including RowErg indoor rowers, BikeErg indoor cycles, and SkiErg Nordic ski trainers. Concept2 has been designing world-class cardio equipment for over 40 years, with all machines featuring the Performance Monitor 5 (PM5) and manufactured to commercial-grade standards in Vermont.
• TRXcoreChannel Partner/ Reseller/ DistributorBlue Fitness distributes TRX suspension trainers and accessories in New Zealand. TRX is the world's most versatile suspension training system, trusted by fitness professionals and consumers alike. The partnership includes access to the TRX Training Club app with 2000+ workout videos.
• Body BikecoreChannel Partner/ Reseller/ DistributorBlue Fitness distributes Body Bike indoor cycling equipment including the BODY BIKE SUPREME, BODY BIKE SMART, and BODY BIKE SMART+ models. Body Bike manufactures premium indoor bikes with commercial-grade durability, with the SMART+ model featuring self-powering generator technology and SMART Charge USB charging.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Technogym: Global premium commercial fitness equipment manufacturer and solutions provider. Comparable to Blue Fitness as a high-end commercial/consumer equipment supplier, though Technogym manufactures its own products and operates worldwide rather than distributing third-party brands in a single geography.
• Life Fitness: Established manufacturer of commercial cardio and strength equipment serving gyms, hotels, and fitness facilities globally. Comparable in serving the same commercial customer base as Blue Fitness with overlapping product categories (cardio, strength), but operates as a global brand manufacturer rather than a regional multi-brand distributor.
• Precor: Commercial fitness equipment manufacturer with a long-standing reputation in cardio (treadmills, bikes, ellipticals) and connected fitness solutions. Comparable as a commercial-grade equipment supplier to gyms, hotels, and multi-unit residential properties — the same verticals Blue Fitness serves.
• Matrix Fitness: Commercial fitness equipment brand offering cardio, strength, and group training solutions. Comparable commercial customer base and product categories to Blue Fitness, particularly in commercial gym and hospitality installations.
• True Fitness: Manufacturer of premium commercial cardio equipment (treadmills, ellipticals, bikes) sold into health clubs, hotels, and multifamily properties. Comparable distribution model through dealers/installers serving commercial end-customers.
• Peloton: Connected fitness platform combining hardware (bikes, treadmills, rower) with subscription content. Comparable as a premium consumer fitness brand where Blue Fitness's Les Mills SMART TECH offering competes for the same home-fitness wallet.

Emerging players

• Rogue Fitness: Direct-to-consumer strength and functional fitness equipment brand with strong home-gym and CrossFit segment following. Comparable as a premium strength/functional equipment retailer competing for the same NZ home consumer that Blue Fitness addresses via Eleiko and TRX.
• REP Fitness: Online-direct home and commercial strength equipment retailer with strong DTC e-commerce positioning. Comparable to Blue Fitness's strength equipment retail line and online-first go-to-market approach.

Others

• Eleiko: Premium Swedish strength equipment manufacturer and one of Blue Fitness's core distribution partners in NZ. Comparable as a supplier of the same Olympic-grade barbells, plates, and platforms Blue Fitness sells to NZ commercial and home customers.
• Concept2: US-based manufacturer of the iconic indoor rower, BikeErg, and SkiErg. Concept2 is a flagship distribution partner of Blue Fitness in NZ, supplying the RowErg, BikeErg, and SkiErg that anchor the company's cardio offering.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/bluefit
• LinkedInlinkedin.com/company/blue-fitness/mycompany
• Instagraminstagram.com/bluefitnessequipment
• Xx.com/bluefitness

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 Blue Fitness