FitKit

What FitKit does

FitKit (legal entity: FitKit UK Ltd) is a UK-based e-commerce retailer specializing in new and used commercial gym and fitness equipment, founded in 2011 and operating as an independent, founder-owned business. The company serves two primary customer segments: individual home gym buyers purchasing via self-service, and commercial gym operators (health clubs, low-cost chains, healthcare facilities) purchasing via phone and email-based consultative sales. Its product range spans cardio equipment, strength machines, functional fitness accessories, gym packages, and gym flooring, sourced from premium commercial-grade brands including Life Fitness, Precor, Matrix, Technogym, Cybex, Hammer Strength, Nautilus, and Jordan Fitness.

The business is built on a Shopify-based e-commerce platform (built and maintained by partner Visualsoft), supplemented by a warehouse and customer collection point in Hinckley (LE10 3DS) and a registered office in Cheddar, Somerset. The technology stack includes Partnerize for affiliate tracking, SalesFire for analytics, Google Ads and Facebook Pixel for paid acquisition, and Trustpilot for reviews. Marketing is multi-channel, combining SEO-optimized category and blog content, paid search, paid social, an email newsletter, organic social media, and an affiliate program.

FitKit generates revenue through three streams: one-time equipment sales (new and used), professional installation services for home and commercial setups, and finance partnership referral revenue via a 0% APR interest-free financing arrangement with Novuna Capital (UK) PLC, with terms from 6 to 60 months. Pricing spans from sub-£20 functional accessories to £20,000+ complete gym packages. A key differentiator on the used side is a 30-point servicing checklist with parts replacement and a 30-day warranty. Geographic focus is England and Wales (free kerbside delivery), with multi-currency support (GBP, EUR, USD) and case-by-case international delivery indicating nascent cross-border intent.

Name

FitKit

Legal name

FitKit UK Ltd

Website

https://fitkituk.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

FitKit is a UK-based e-commerce retailer of new and used commercial gym and fitness equipment, serving home gym owners and commercial fitness operators via a Shopify storefront, with installation services and Novuna finance partnerships supporting larger commercial purchases.

Ownership category

akta.pro rank

Product category

Fitness Equipment Retail

NAICS

Sporting Goods Retailers (45911)

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), Functional Training & Conditioning Accessories Retail (Bands, Suspension Trainers, Agility/Ladders, Sleds) (CRAMADAD), Gym Flooring, Storage & Facility Accessories Retail (Mats, Tiles, Racks, Mirrors) (CRAMADAJ), Fitness, Exercise & Gym Equipment Distribution (CRAOAJAG)

Keywords

• Commercial gym equipment
• Fitness equipment retailer
• Used gym equipment
• Home gym supplies
• Gym installation services

Headquarters

HQ city

Hinckley

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Equipment Sales: Primary revenue from selling new and used gym and fitness equipment to home gym owners and commercial fitness facilities. Products include cardio equipment, strength machines, functional fitness gear, and complete gym packages.
2. Installation Services: Professional installation services offered for both home and commercial gym equipment setups, providing additional revenue alongside equipment sales.
3. Finance Partnership Revenue: Interest-free financing (0% APR up to 60 months) offered through Novuna Capital, generating referral or partnership revenue for facilitating customer purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

FitKit is a UK-based e-commerce retailer of new and used commercial gym and fitness equipment, offering cardio machines (treadmills, bikes, rowers, cross trainers, air bikes, vibration plates), strength equipment (selectorised and plate-loaded machines, benches, racks, dumbbells, barbells, Olympic discs/bars), functional fitness gear (kettlebells, sleds, plyo boxes, combat gear, slam balls, exercise mats), gym packages, and commercial-grade flooring. The company serves both home gym owners and commercial fitness operators (including health club chains), and adds value through professional installation, extraction, relocation, and servicing services plus interest-free finance arranged via Novuna Capital.

Product overview

FitKit UK is an eCommerce retailer of new and used commercial gym and fitness equipment operating as a single unified eCommerce platform. The product portfolio centers on five core equipment categories (Cardio, Strength, Functional Fitness, Gym Packages, and Gym Flooring), complemented by related services (installation, servicing, relocation) and financial options (Novuna interest-free financing). The company positions itself as the UK's largest stockist of gym equipment and serves both commercial gym operators and home gym buyers. Content resources including the Fit in 30 Challenge program, Gym Owner's Guidebook, and Ultimate CrossFit Guide support customer education. Equipment sourced includes major brands such as Life Fitness, Precor, Matrix, Technogym, Cybex, Hammer Strength, Jordan Fitness, Concept 2, and Nautilus, with a 30-day warranty on used items.

Differentiator

Problem solved

Functional benefit

Products and services

• Cardio Equipment Range of new and used cardio gym equipment including treadmills, cross trainers, ellipticals, steppers, upright and recumbent bikes, studio bikes, rowers, skiers, curved treadmills, air bikes, and vibration plates, targeted at home gym buyers and commercial fitness facilities.
• Strength Equipment New and used strength training equipment including dual adjustable pulleys, plate-loaded and selectorised machines, benches, rigs and racks, dumbbells, fixed barbells, Olympic discs and bars, and storage solutions, covering brands such as Life Fitness, Precor, Technogym, and Hammer Strength.
• Functional Fitness Equipment Functional fitness accessories and equipment including kettlebells, tyres and plyo boxes, sleds, sand/core bags, combat gear, studio weights, slam balls, medicine balls, gym balls, exercise mats, aerobic steps and decks, and accessories for home and studio workouts.
• Gym Packages Complete bundled gym packages for home or commercial gyms featuring Life Fitness, Matrix, Precor, and Technogym equipment, with optional professional installation.
• Gym Flooring Commercial-grade gym flooring available in 15mm and 30mm thicknesses designed to protect equipment (dumbbells, strength machines, cardio machines) and the underlying floor in home or commercial gyms.
• Used Gym Equipment Pre-owned commercial gym equipment sourced from health clubs, including brands such as Life Fitness, Precor, Matrix, Technogym, Cybex, Hammer Strength, and Jordan Fitness, with a 30-point servicing checklist by approved engineers and a 30-day warranty.
• Installation Services Professional installation service for home or commercial gym equipment setups, available as an add-on to equipment purchases.
• Fitness Equipment Servicing, Extraction and Relocation Equipment servicing, extraction (removal), and relocation services for fitness equipment, supporting commercial fit-outs, refurbishments, and customer upgrades.
• Novuna Finance Interest-free financing (0% APR) for purchasing gym equipment, provided via FitKit's financial partner Novuna Capital, with terms ranging from 6 to 60 months to spread the cost of higher-value commercial and home gym equipment.

Quantifiable outcome

• All used items undergo 30-point servicing and check by approved engineers prior to despatch
• +1 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Physical CompanyminorChannel Partner/ Reseller/ Distributor · 8 February 2019FitKit announced partnership with Physical Company, a leading equipment supplier in the fitness industry. FitKit planned to add Physical Company products to their inventory, expanding their functional fitness equipment range.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Sweatband.com: UK-focused online retailer of fitness equipment for home and light-commercial use. Overlaps with FitKit on consumer-grade fitness equipment, e-commerce-led GTM, and UK-only distribution footprint.
• Powerhouse Fitness: UK-based retailer of new and refurbished commercial and home gym equipment. Directly comparable to FitKit in product mix (cardio, strength, functional fitness), target customer base (home users and commercial operators), and UK distribution model.
• GymEquipment.co.uk: UK online retailer of commercial and home gym equipment offering new and refurbished machines across cardio, strength, and functional categories. Closely comparable e-commerce-led proposition serving both consumer and commercial buyers in the same UK market as FitKit.
• Pulse Fitness: UK-based designer, manufacturer, and supplier of commercial gym equipment serving health clubs and leisure operators. Comparable to FitKit on commercial gym customer base and full-equipment-room solutions, with vertical integration into equipment design and supply.
• Physical Company: UK-based fitness equipment supplier and distributor with which FitKit announced a 2019 partnership. Directly comparable in product range (functional fitness, gym accessories) and UK commercial customer base.
• Marathon Fitness: UK supplier of new and refurbished commercial gym equipment with installation and servicing offerings. Comparable to FitKit across product categories, commercial focus, and bundled service model.

Broad incumbents

• Decathlon: Global sporting goods retailer with a significant UK presence selling fitness equipment, accessories, and apparel. Overlaps with FitKit on fitness equipment retail and home gym category, but operates at vastly broader scale across many sports categories.
• Technogym: Premium global commercial fitness equipment and digital wellness solutions provider. Comparable on commercial equipment supply and shared premium customer base; competes as an OEM-direct alternative to resellers including FitKit.
• Life Fitness: Global premium commercial fitness equipment manufacturer whose products FitKit resells. Comparable through overlapping commercial customer base and product portfolio; differs as a manufacturer-direct competitor that can disintermediate resellers like FitKit.
• Frasers Group (Sports Direct): UK mass-market sporting goods retailer offering fitness equipment alongside apparel and footwear. Overlaps with FitKit on home fitness equipment retail but competes in a much broader, lower-priced product portfolio rather than commercial-grade equipment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/FitKitUKLtd
• Facebookfacebook.com/FitKitUKLtd
• Instagraminstagram.com/fitkituk_ltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 FitKit