Fitness Depot

What Fitness Depot does

Fitness Depot is a Canadian private retailer of fitness and exercise equipment, operating since 1993 and based in the Greater Toronto Area with physical stores in Etobicoke (Toronto) and Oakville. The company sells directly to two customer segments: home fitness consumers setting up home or garage gyms (primary segment), and light commercial facilities such as small gyms and personal training studios (secondary segment), with explicit "Light Commercial" warranty coverage on select Inspire product lines including a 10-year limited warranty.

The product catalog spans cardio equipment (treadmills, ellipticals, rowers, bikes), strength equipment (functional trainers, smith machines, home gyms, racks and cages), free weights and accessories (dumbbells, kettlebells, barbells, plates), and stretching/yoga and conditioning items. The assortment is composed primarily of third-party brands including Inspire Fitness (functional trainers such as the FT1 and FT2, T3 treadmill), Precor (TRM 211 and TRM 223 Energy Series treadmills), Octane Fitness (Q35x and Q37 ellipticals, ZR8000 Zero Runner), PowerBlock (Pro 100 EXP and Sport EXP adjustable dumbbells), First Degree Fitness (Apollo Hybrid AR Rower), and Northern Lights (rubber hex dumbbells and plates), spanning price points from approximately $2 CAD for small accessories to $5,988 CAD for premium functional trainers. The retail technology stack consists of a Shopify-powered e-commerce storefront at fitnessdepot.ca combined with two warehouse/showroom physical stores; no proprietary platform features, patents, or in-house technology development are disclosed.

Fitness Depot operates a hybrid direct-to-consumer retail model combining online catalog browsing with in-store pickup (typically ready within 24 hours) and warehouse-store purchase. Pricing is unit-based with frequent in-store-only promotions ("On Sale Now In-Store Only!") offering significant discounts off regular prices, alongside email-newsletter-driven promotional marketing. The company appears to be an independent, privately held business without disclosed venture capital or private equity backing, no subsidiaries, and no parent organization.

Name

Fitness Depot

Legal name

Fitness Depot

Website

https://fitnessdepot.ca

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

51–100 employees

Short description

Fitness Depot is a Canadian private fitness equipment retailer operating a Shopify-powered e-commerce storefront and two warehouse/showroom locations in the Greater Toronto Area. It carries brands including Inspire Fitness, Precor, Octane, and PowerBlock, serving home fitness consumers and light commercial facilities.

Ownership category

akta.pro rank

Product category

Fitness Equipment Retail

NAICS

Sporting Goods Retailers (45911), Sporting Goods, Hobby, and Musical Instrument Retailers (4591)

akta.pro primary industry

Fitness Equipment & Performance Accessories Retail (CRAMABAD)

akta.pro secondary industries

Cardio Equipment Retail (Treadmills, Bikes, Rowers, Ellipticals) (CRAMADAA), Strength Training Equipment Retail (Racks, Benches, Barbells, Plates) (CRAMADAB), Yoga, Pilates & Mind-Body Accessories Retail (Mats, Blocks, Reformers, Rings) (CRAMADAE), Functional Training & Conditioning Accessories Retail (Bands, Suspension Trainers, Agility/Ladders, Sleds) (CRAMADAD), Gym Flooring, Storage & Facility Accessories Retail (Mats, Tiles, Racks, Mirrors) (CRAMADAJ)

Keywords

• Fitness equipment retail
• Exercise equipment store
• Home gym equipment
• Cardio equipment
• Strength training equipment

Headquarters

HQ city

Cornwall

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Fitness Equipment Retail Sales: Direct sales of fitness equipment to consumers and commercial facilities through physical retail stores and e-commerce. Revenue generated from one-time product purchases across categories including cardio machines, strength equipment, free weights, and accessories. Products sold at various price points from budget ($2 CAD for small items) to premium ($5,988 CAD for functional trainers).

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Fitness Depot retails fitness and exercise equipment directly to consumers through a Shopify-powered e-commerce site and two physical warehouse/showroom stores in the Greater Toronto Area. The catalog spans cardio machines (treadmills, ellipticals, rowers, bikes), strength equipment (functional trainers, home gyms, smith machines, racks, benches), free weights (dumbbells, kettlebells, plates, barbells), and accessories for stretching, yoga, Pilates, and conditioning.

Product overview

Fitness Depot is a Canadian fitness equipment retailer operating both e-commerce and physical warehouse stores. The product portfolio consists of Inspire Fitness equipment (functional trainers like FT1 and FT2, smith machines, treadmills like T3, home gyms, and benches), Precor treadmills (TRM 211 and TRM 223 Energy Series), Octane cardio machines (Q35x and Q37 ellipticals, ZR8000 Zero Runner), First Degree Fitness rowing machines, and PowerBlock adjustable dumbbell systems (Pro 100 EXP and Sport EXP). The company sells directly to consumers through its Shopify-powered online store and two physical locations in the Greater Toronto Area (Toronto Main Store and Oakville location), with products available for in-store pickup and online ordering.

Differentiator

Problem solved

Functional benefit

Products and services

• Inspire Fitness FT1 Functional Trainer A dual weight stack functional trainer allowing unrestricted exercises in any direction or plane, designed for sport-specific movements and full-body strengthening, sold to home gym and light commercial buyers.
• Inspire Fitness FT2 Functional Smith A combined functional trainer and smith machine operating on selectorized weight stacks with dual weight stacks, offering iso-lateral exercises and adjustable pulleys for home and light commercial users.
• Inspire Fitness T3 Treadmill A home treadmill with brushless motor, Natural Stride Technology, and Cloud Cushioning suspension, offering speed range 1-10 mph and incline 0-12% for home fitness consumers.
• Precor TRM 211 Energy Series Treadmill A commercial-grade treadmill with Energy Stride shock absorption technology, 3.0 HP motor, and preset workout programs targeted at home use.
• Precor TRM 223 Energy Series Treadmill A feature-rich treadmill with touch and wireless heart rate monitoring, SmartRate target heart zone monitoring, and 10 preset workouts for home fitness consumers.
• Octane Q35x Elliptical A cross-training standing elliptical with 20 resistance levels, digital contact heart rate, and workout boosters including X-Mode, GluteKicker, and ArmBlaster.
• Octane Q37 Elliptical with Deluxe Console An elliptical with CROSS CiRCUIT capability, SmartLink app compatibility, MultiGrip and Converging Path handlebars, and 20 resistance levels.
• Octane Retro ZR8000 Zero Runner with Standard Console A zero-impact running machine with aircraft-grade aluminum legs, dynamic stride length up to 58 inches, and 15 resistance levels for walk, jog, or run workouts.
• First Degree Fitness Apollo Hybrid AR Rower A water rowing machine with adjustable resistance, patented twin tank design, steel frame wrapped in American Ash wood, and USB connectivity for data tracking.
• PowerBlock Pro 100 EXP Dumbbell Set An adjustable dumbbell system with urethane-coated steel construction, adjustable in 2.5 or 5 lb increments from 5-40 lbs per dumbbell, expandable up to 100 lbs.
• PowerBlock Sport EXP Dumbbell Set Compact adjustable dumbbells ranging from 5-50 lbs per pair, replacing 16 pairs of fixed-weight dumbbells with a patented selector pin system for home gyms.
• Northern Lights Rubber Hex Dumbbells Rubber-coated hexagonal dumbbells with chrome handles and triple knurling, ranging from 2.5 lbs to 120 lbs, made from 100% recycled rubber.
• ATOP Sports BC05 Flat/Incline/Decline Bench A 7-position ladderback adjustable bench with 3 seat positions, leg holder attachment, and transport wheels for flat, incline, decline, and military press positions.
• Fitness Depot Toronto Main Store & Warehouse Flagship warehouse store located at 3-40 Ronson Drive, Etobicoke ON, open Tuesday through Saturday with a full fitness equipment showroom and in-store pickup for online orders.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves3 records

Expansion highlights3 records

Broad incumbents

• Amazon Canada: Dominant e-commerce marketplace selling fitness equipment from numerous third-party and first-party sellers. Sets the price-discovery benchmark and convenience standard against which Fitness Depot's hybrid model must compete.
• Decathlon Canada: Global sporting goods retailer with growing Canadian presence, offering own-brand and third-party fitness equipment at value price points. Competes on price and breadth rather than premium-brand curation.
• Sport Chek: Canada's largest national sporting goods retailer carrying fitness equipment alongside apparel, footwear, and team sports. Broader assortment and national footprint make it the dominant incumbent Fitness Depot competes against.

Direct peers

• Rogue Fitness: US-based premium strength and conditioning equipment manufacturer/retailer selling racks, barbells, plates, and functional trainers direct-to-consumer. Comparable premium positioning and strength-equipment focus.
• Northern Lights Fitness: Canadian-based manufacturer/supplier of free weights (hex dumbbells, Olympic plates, bumper plates) carried by Fitness Depot. Comparable product category but operates as a wholesale/retail brand rather than multi-brand storefront.
• Treadmill Factory: Canadian specialty fitness equipment retailer with both physical stores and e-commerce, selling treadmills, ellipticals, and strength equipment. Directly competes with Fitness Depot in the same Canadian home-fitness consumer segment.
• Fitness Avenue: Online-focused Canadian fitness equipment retailer selling cardio, strength, and accessories to home and light-commercial customers. Closely comparable assortment and DTC-only positioning.
• REP Fitness: Direct-to-consumer strength equipment brand (racks, benches, dumbbells, barbells). Competes with Fitness Depot's strength category through aggressive online pricing and own-brand economics.

Regional players

• 2nd Wind Exercise Equipment: Midwest US specialty fitness retailer combining new and used equipment with showroom and delivery services. Comparable specialty-retail model and customer base but US-only.
• Gym Source: US-based specialty fitness equipment retailer with showrooms serving home and commercial customers. Comparable business model (showroom + premium brands) but operates in a different geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/fitnessdepot
• Facebookfacebook.com/fitnessdepot

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 Fitness Depot