Fitness Lifestyles

What Fitness Lifestyles does

Fitness Lifestyles is a privately held, family-owned specialty retailer founded in 1984 by Leo P. Clark and headquartered at 37 Rt 35, Neptune, New Jersey. The company sells commercial and residential fitness equipment alongside premium outdoor furniture, outdoor grills, basketball systems, and table tennis products, sourced from manufacturers including Precor, True Fitness, Landice, BodyGuard Fitness, Hoist, SportsArt Fitness, Jensen Leisure, Brown Jordan, Summer Classics, Fermob, Seaside Casual, Treasure Garden, and Tuuci. It operates a flagship showroom in Neptune, NJ (the About page cites 10,000 sq ft, while the site map references 18,000 sq ft — a discrepancy noted in the source material) featuring 12+ treadmills for try-before-you-buy comparison shopping, complemented by an e-commerce storefront at soolis.com/store/fitness-lifestyles and regional field sales across the NJ/NY/PA tri-state area.

Revenue is generated through one-time hardware sales across fitness equipment and outdoor recreation, plus a recurring service stream that includes factory-trained technician support, preventative maintenance contracts, warranty service, upholstery service, equipment installation and relocations, equipment appraisals for loan purposes, and a trade-in program. Commercial and institutional buyers — schools, health clubs, corporate gyms, government agencies, and golf clubs — are served by a dedicated VP of Commercial Sales (Ric Flagg, joined 2000) who provides on-site measurement, room design, and 3D renderings; residential customers are served through the showroom and digital channels. Pricing is quote-based, with commercial purchases requiring a 50% deposit, government purchases accepted via purchase order under approved-vendor cooperative status in PA/NJ/NY, and lease programs available upon inquiry.

The company is operated by the Clark family: founder Leo P. Clark serves as President and owner, his son Jack Clark as Operations Manager (since 2015), and his daughter Elizabeth Clark as Marketing Director (since 2020). Additional leadership includes Ric Flagg (VP Commercial Sales), Debra Manning (Accounting Manager, since 2017), and Tony DeJesus (Head Service Technician, since 1994). The business has no institutional investors, no subsidiaries, no public filings, and does not disclose revenue. Geographic reach is concentrated in the Northeast US, with a stated global footprint claim of false and no international operations identified.

Name

Fitness Lifestyles

Legal name

Fitness Lifestyles, Inc.

Website

https://fitnesslifestyles.com

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

11–50 employees

Short description

Fitness Lifestyles is a family-owned specialty retailer in Neptune, NJ, founded in 1984, selling commercial and residential fitness equipment, premium outdoor furniture, grills, and basketball systems to consumers, schools, government agencies, and golf clubs across the NJ/NY/PA tri-state market.

Ownership category

akta.pro rank

Product category

Fitness Equipment Retail and Distribution

NAICS

Sporting Goods Retailers (45911), Sporting Goods Retailers (459110), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700), Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Fitness Equipment & Performance Accessories Retail (CRAMABAD)

akta.pro secondary industries

Cardio Equipment Retail (Treadmills, Bikes, Rowers, Ellipticals) (CRAMADAA), Home Gym Systems & Smart Fitness Equipment Retail (Connected Mirrors, Smart Bikes, All-in-One Gyms) (CRAMADAG), Fitness, Exercise & Gym Equipment Distribution (CRAOAJAG), Sporting Goods, Outdoor & Fitness Marketplaces (CRAFABAI)

Keywords

• Commercial fitness equipment
• Home fitness equipment
• Outdoor furniture retail
• Fitness equipment service
• Government fitness contracts

Headquarters

HQ city

Neptune

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Fitness Equipment Sales: Sale of commercial and home fitness equipment including treadmills, ellipticals, bikes, strength equipment, and functional trainers. Revenue generated through one-time product sales with various payment options including lease programs.
2. Service and Maintenance: Service department with factory-trained technicians offering emergency service visits (48-72 hour response), warranty service, preventative maintenance contracts, upholstery service, equipment appraisals, and installation/relocations.
3. Outdoor Furniture Sales: Sale of premium outdoor furniture including brands like Jensen Leisure, Brown Jordan, Seaside Casual, Fermob, Summer Classics, and umbrella collections. Expanded division started 15 years ago.
4. Government and Institutional Contracts: Government sales through PA, NJ and NY approved vendor status. Specializes in government, state, and cooperative contracts for schools and facilities.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Fitness Lifestyles is a specialty retailer and distributor selling commercial and residential fitness equipment (treadmills, ellipticals, bikes, strength machines, functional trainers) and premium outdoor furniture, basketball systems, outdoor grills, and table tennis equipment. The company serves customers through a 10,000 sq ft Neptune, NJ showroom, an e-commerce storefront, and dedicated commercial/government sales channels for schools, municipalities, and commercial facilities across NJ, NY, and PA.

Product overview

Fitness Lifestyles operates as a specialty retailer offering a unified portfolio of fitness equipment and outdoor recreation products. The core offering spans two main categories: commercial and home fitness equipment (including treadmills from Precor and True Fitness, ellipticals, bikes, strength training, and functional equipment) alongside premium outdoor furniture from brands like Jensen Leisure, Brown Jordan, and Summer Classics. The company also sells outdoor grills (Fire Magic, Primo, MHP), basketball systems (Big Shot, Pro U-Can-Slam, Championship Set), and table tennis equipment. Complementary services include professional installation, preventative maintenance, equipment trade-ins, and appraisals. The business serves both residential and commercial clients across the tri-state NJ, NY, PA area through a 10,000-18,000 square foot showroom in Neptune, NJ, with government and cooperative contract sales capabilities.

Differentiator

Problem solved

Functional benefit

Products and services

• Commercial Fitness Equipment Heavy-duty fitness equipment including treadmills, ellipticals, bikes, strength machines, and functional training equipment, sold to commercial gyms, health clubs, schools, corporate facilities, and government institutions across the NJ/NY/PA region. Sourced from manufacturers including Precor, True Fitness, Landice, BodyGuard Fitness, Hoist, and SportsArt Fitness.
• Home Fitness Equipment Residential-grade fitness equipment including treadmills, elliptical trainers, exercise bikes, free weights, benches, racks, and functional training equipment for home gyms and personal-use installations.
• Outdoor Furniture Premium outdoor furniture for patios, poolside areas, and outdoor living spaces, sourced from designer brands including Jensen Leisure, Brown Jordan, Summer Classics, Seaside Casual, Fermob USA, Telescope Casual, Cabana Coast, Lloyd Flanders, Ebel, and umbrella brands Treasure Garden and Tuuci.
• Basketball Systems Outdoor basketball systems for residential and light-commercial use, including heavy-duty single-post systems with 6-inch square uprights, height-adjustable systems (Big Shot) for all ages, counter-balanced Pro U-Can-Slam models, and the Championship Set in-ground kit with acrylic backboard, plus accessories such as padding, chain nets, anti-whip nets, and stencil kits.
• Outdoor Grills Premium residential and commercial outdoor grills including Fire Magic, Primo Ceramic kamado-style grills, and MHP (Modern Home Products) grills, sold for backyard and commercial outdoor cooking.
• Table Tennis Equipment Table tennis tables and equipment from the Butterfly brand, offered for residential and recreational use.
• Fitness Equipment Installation & Relocation Services Professional delivery, on-site installation, and relocation services for new and pre-owned fitness equipment, performed by the company's factory-trained field service technicians across the tri-state area.
• Fitness Equipment Maintenance & Repair Services On-call emergency service with 48–72 hour response, warranty service, scheduled preventative maintenance contracts, and upholstery service for treadmills, ellipticals, bikes, strength equipment, and other cardio and strength machines, provided by in-house factory-trained technicians.
• Fitness Equipment Trade-In Program Trade-in program allowing customers to exchange used fitness equipment for exclusive offers on new products, supporting upgrade cycles and customer retention.
• Fitness Equipment Appraisals On-site fitness equipment evaluation and appraisal services supporting bank business-loan acquisition and resale or insurance documentation.

Quantifiable outcome

• 40+ years in business as family-owned company
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered minor.

• Spirit Golf ManagementminorStrategic or Co-development PartnerGolf management company partner. Ric Flagg has been working with PGA Magazine and golf clubs to expand Fitness Lifestyles into golf club fitness equipment. Provides fitness equipment for golf facilities.
• Hopewell Valley Golf ClubminorStrategic or Co-development PartnerGolf course partner receiving fitness equipment for club facilities. Part of expanding fitness and wellness presence in golf clubs.
• GFAA (Golf Facility Association)minorStrategic or Co-development PartnerGolf course association partner for fitness equipment integration into golf facilities. Collaborating on expanding fitness offerings in golf clubs.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Matrix Fitness (Johnson Health Tech): Global commercial and residential fitness equipment brand owned by Johnson Health Tech — competes with the brands Fitness Lifestyles distributes in commercial facility sales.
• Academy Sports + Outdoors: National sporting goods and outdoor recreation retailer carrying fitness equipment, outdoor furniture, and grills — overlaps with Fitness Lifestyles' diversified assortment on a much larger scale.
• Dick's Sporting Goods: National sporting goods retailer with a meaningful fitness equipment assortment — competes on price, selection, and convenience for the home-fitness segment Fitness Lifestyles targets.
• Life Fitness: Global manufacturer (and direct-to-end-user seller) of commercial cardio and strength equipment — comparable product lines Fitness Lifestyles distributes, and a competitor on commercial deals where buyers consider buying direct from manufacturer.

Regional players

• Frontgate: Premium direct-to-consumer outdoor furniture and outdoor living retailer — competes with Fitness Lifestyles' premium outdoor furniture assortment (Brown Jordan, Summer Classics, etc.) but is primarily catalog/online rather than showroom-led.

Direct peers

• American Home Fitness: Regional specialty retailer of home and light-commercial fitness equipment with showroom-based try-before-you-buy and delivery/installation services — directly comparable model and customer base to Fitness Lifestyles' home segment.
• Fitness 4 Home Superstore: Showroom-based specialty retailer of home fitness equipment with multi-brand selection, in-home delivery, and installation — directly overlapping with Fitness Lifestyles' DTC home equipment offering.
• 2nd Wind Exercise Equipment: Specialty fitness equipment retailer selling new and refurbished commercial and home cardio/strength equipment with trade-in and delivery services — a direct competitor in equipment resale and trade-in programs.

Emerging players

• Peloton: Connected-fitness pioneer selling hardware + subscription content direct to consumers — represents the secular shift away from traditional home fitness equipment retail that pressures Fitness Lifestyles' home-equipment economics.

Others

• Play It Again Sports: Franchise-based used sporting goods reseller — adjacent to Fitness Lifestyles' trade-in and pre-owned equipment programs, sharing a similar community-rooted retail format but with a different core category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/flifestyles
• Facebookfacebook.com/FitnessLifestyles
• LinkedInlinkedin.com/company/fitnesslifestyles

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

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 Lifestyles