Gorilla Fitness (Pty) Ltd

What Gorilla Fitness (Pty) Ltd does

Gorilla Fitness (Pty) Ltd, trading as Gorilla Store, is a Johannesburg-based online fitness retailer founded in 2013 that sells CrossFit and functional fitness equipment primarily to the South African market through the direct-to-consumer e-commerce site gorillastore.co.za. The company's hero product line is speed ropes, offered in tiered configurations (Elite Gorilla Pro S1 and Pro L1 with Japanese Hi-Precision bearings, Intermediate Gibblet 2.0 and Pony 2.0 with dual bearing systems, entry-level The Runt, and kids' ropes) and differentiated by proprietary Lumo Gorilla Cables with luminescent coatings and a tapered ergonomic handle design (12.6mm spindle to 23mm base).

The product platform extends beyond speed ropes into a broader functional fitness ecosystem: yoga equipment (cork mats, blocks, straps, wheels), mobility tools (foam rollers, Monkey Balls, trigger point mobility stick), hand protection (wrist wraps, Predator Grips, athletic flex tape), resistance bands (power bands, fabric and rubber loop bands), Olympic collars, and small apparel lines such as the Little Champ kids' t-shirt. The storefront is built on WooCommerce hosted on DigitalOcean, with payment processing through PayFast and Yoco and bank EFT support, a free-shipping threshold of R1,000, and unit-pricing models across all SKUs.

Commercially, the business is a self-serve, product-sales-only retailer with no subscription component, selling both own-brand Gorilla Store items and third-party brands (Polar heart rate monitors, RIPT Skin Systems hand care, Forged Tactical). Customer segmentation is horizontal across CrossFit athletes, general fitness enthusiasts, parents buying for children, and gym/facility buyers, with marketing limited to the e-commerce site and email newsletter. The company is privately held with no disclosed institutional capital, one named director (Richard Hart, Managing Director), and operations confined to a single South African headquarters at 40 Cawdor Avenue, Hurlingham, Johannesburg.

Name

Gorilla Fitness (Pty) Ltd

Legal name

Gorilla Fitness (Pty) Ltd

Website

https://gorillastore.co.za

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Gorilla Fitness (Pty) Ltd, trading as Gorilla Store, is a Johannesburg-based direct-to-consumer online retailer selling proprietary speed ropes and complementary CrossFit, yoga, mobility, and hand care products to South African fitness consumers.

Ownership category

akta.pro rank

Product category

Online Fitness Equipment Retail

NAICS

Sporting Goods Retailers (45911), Clothing and Clothing Accessories Retailers (458110)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Fitness Equipment & Performance Accessories Retail (CRAMABAD)

akta.pro secondary industries

Fitness Wearables & Training Tech Retail (Heart-Rate Monitors, GPS Watches, Sensors) (CRAMADAH), Training & Cross-Training Footwear & Apparel Retail (CRAMACAD)

Keywords

• Speed rope equipment
• Fitness accessories retail
• CrossFit training gear
• Yoga mobility products
• Online fitness store

Headquarters

HQ city

Johannesburg

HQ country

South Africa

HQ region

Africa

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Direct retail of fitness equipment and accessories through e-commerce platform. One-time purchase model with no subscription component. Products include speed ropes, mobility equipment, hand protection, resistance bands, and fitness clothing. Free shipping threshold of R1,000 drives basket size.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Gorilla Fitness (Pty) Ltd operates the Gorilla Store, a South African direct-to-consumer e-commerce platform selling fitness equipment. The core offering is a multi-tier speed rope product line (Beginner, Intermediate, Elite, Kids) built around high-precision bearing technology, complemented by an ecosystem of mobility tools, yoga equipment, hand protection, resistance bands, and apparel for CrossFit and functional fitness athletes.

Product overview

Gorilla Fitness (Pty) Ltd operates an e-commerce fitness retail business selling a comprehensive range of CrossFit and functional fitness equipment. The product portfolio centers on speed ropes as the core product line, with multiple tiers including Elite (Gorilla Pro S1, Gorilla Pro L1), Intermediate (The Gibblet 2.0, The Pony 2.0), Beginner (The Runt), and Kids ropes. Supporting product categories include Yoga equipment (mats, blocks, straps, wheels), Mobility tools (foam rollers, Monkey Balls, mobility sticks, resistance bands), Hand Protection (wrist wraps, Predator Grips, athletic tape), and skin care products (RIPT Skin Systems line for callus care and muscle rub). The company also sells fitness equipment (Olympic collars), clothing, and bundled kits. Products are sold under the Gorilla Store own brand as well as third-party brands including Polar (heart rate monitors) and RIPT Skin Systems.

Differentiator

Problem solved

Functional benefit

Products and services

• Gorilla Pro S1
• Gorilla Pro L1 Long-handle elite speed rope with imported Japanese bearings and precision-crafted handles, featuring a longer and thicker handle than the S1 model. Designed for double-unders and competitive CrossFit training.
• The Gibblet 2.0 Intermediate-level speed rope with rotating handle, dual bearing system for top-end revolutions, and coated cable. Features 15cm tapered handle (12.6mm spindle to 23mm diameter base). Available in multiple cable colors.
• The Pony 2.0 Short-handle intermediate speed rope with 13cm handle, rotating handle design for quick rotations, dual bearing system, and adjustable cable. Ideal for athletes progressing from beginner to intermediate level.
• The Runt Entry-level speed rope with 13cm rotating handle and plastic bearing system. Affordable option for gyms and beginners learning double-unders. Features adjustable cable with 2 screws.
• Kids Skipping Rope Durable PVC skipping rope designed for children with adjustable length, compact and lightweight design, and medium revolution speed. Made from 100% PVC.
• Pro Spare Cable Replacement speed rope cables for Pro series ropes with high-speed bearings. Available in standard and Lumo (glowing) variants. 3m length, 32g weight.
• Gorilla Store Yoga Strap Yoga assistance strap for stretching and flexibility exercises to help with poses requiring extended reach.
• Cork Yoga Mat Natural cork yoga mat providing grip and cushioning for yoga practice, positioned as an eco-friendly alternative to synthetic mats.
• Cork Yoga Block Cork yoga block for supporting yoga poses and providing stability, used to modify or deepen poses.
• Yoga Wheel Yoga wheel for back stretching, poses, and mobility work. Available in Purple, Black, and Pink.
• Monkey Balls Peanut Peanut-shaped lacrosse ball for targeted muscle massage and myofascial release, available in dual-color Blue and Red options for deep tissue work.
• Monkey Balls Lacrosse ball for mobility work and muscle tension release, used for self-myofascial release and targeted massage.
• Power Bands Resistance bands in various strength levels for strength training and physical therapy, available in multiple resistance levels.
• Fabric Resistance Loop Bands Fabric-covered resistance bands in loop format for assisted exercises, physical therapy, and warm-ups.
• Resistance Loop Bands Standard rubber resistance loop bands for exercise and rehabilitation.
• Gorilla Easy Lock Collars Olympic barbell collars constructed from aircraft-grade aluminum, available in multiple colors with a quick-release design for fast weight changes.
• Gorilla Store Athletic Flex Tape Athletic tape for muscle support and kinesiology taping applications, available in multiple colors.
• Wrist Wraps Wrist support wraps for weightlifting and CrossFit, available in 34cm and 44cm lengths in multiple colors.
• Predator Grips Finger grips for hand protection during CrossFit, gymnastics, and weightlifting, available in 2-finger and 3-finger configurations.
• RIPT Skin System Daily Dose Hand balm for daily callus care and skin maintenance, made with 100% natural ingredients, part of the RIPT 3-phase hand care system.
• RIPT Skin System Quick Fix Emergency hand repair balm for torn calluses and hand rips, made with 100% natural ingredients; part of the RIPT hand care system.
• RIPT Skin System Muscle Rub Muscle rub with a proprietary blend of essential oils and waxes (including Arnica, Menthol, Eucalyptus, and Camphor) for easing sore, sprained, or bruised muscles.
• RIPT Skin System Hydrating Lip Balm Hydrating lip balm for athletes, part of the RIPT skin care line for CrossFit and fitness enthusiasts.
• Gorilla Trigger Point Mobility Stick Trigger point mobility stick for self-massage and muscle tension release; portable tool for pre- and post-workout mobility work.
• Gorilla Store Storage Foam Roller Medium density foam roller for self-myofascial release and muscle recovery, available in Blue and Black.
• Keep Fit Travel Kit Travel-sized fitness kit containing essential items for staying fit while traveling.
• Complete Kit Complete fitness equipment bundle offering essential items for a full workout.
• Little Champ Kids T-shirt Children's t-shirt made from 160g combed cotton in sizes 2-3 to 10-11 years, designed with a larger cut for comfort.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature5 records

Partnerships

Five partnerships are on record, tiered minor and core.

• Ript Skin SystemsminorChannel Partner/ Reseller/ DistributorThird-party brand of hand care products (balms, muscle rubs) for CrossFit and weightlifting athletes. Gorilla Store resells these products in their online store.
• PolarminorChannel Partner/ Reseller/ DistributorHeart rate monitor brand. Gorilla Store resells Polar products including the Polar Vantage M.
• Forged TacticalminorChannel Partner/ Reseller/ DistributorTactical fitness equipment brand. Products featured in Gorilla Store's brands section.
• PayFastcoreTechnology or IntegrationSouth African payment gateway for secure credit/debit card processing. Enables PCI-DSS compliant online transactions for customers.
• YococoreTechnology or IntegrationSouth African debit and credit card payment processor. Alternative payment option alongside PayFast for customer purchases.

Scale indicators1 record

Recent moves6 records

Expansion highlights3 records

Direct peers

• WOD Nation: CrossFit-focused speed rope and accessory brand selling to the same double-under/functional-fitness athlete as Gorilla. Direct overlap in product category, customer persona, and online-only distribution.
• Fringe Sport: Online functional-fitness and CrossFit equipment retailer selling bands, mobility tools, Olympic lifting gear, and accessories. Comparable to Gorilla in DTC e-commerce model and CrossFit-targeted assortment, though based in the US.
• Crossrope: US-based direct-to-consumer speed rope brand with a tiered product line (Get Lean, Get Strong) and a subscription-based rope/cable swap model. Direct competitor to Gorilla's Pro S1/L1 and Gibblet 2.0 ropes, serving the same CrossFit/functional-fitness customer.
• RPM Training Co. Maker of RPM Speed Ropes, a CrossFit-affiliated speed rope brand with similar tiered offerings (basic to competition) and bearings-based construction. Closely comparable in product specs and end-customer to Gorilla's Pro and Gibblet lines.
• Rx Smart Gear: US speed rope specialist founded by a CrossFit athlete, selling premium bearing-based jump ropes to CrossFit boxes and competitive athletes. Comparable to Gorilla's elite rope line in target customer and product positioning.

Emerging players

• Bells of Steel: Canadian functional fitness and home gym equipment DTC brand with overlapping accessories (bands, mobility, lifting accessories) and similar online-only, no-frills retail positioning to Gorilla.

Broad incumbents

• Perform Better: Long-standing functional training and performance equipment retailer targeting coaches, trainers, and facilities. Comparable to Gorilla in the mobility, band, and accessory categories within functional fitness.
• REP Fitness: US-based strength and functional fitness equipment retailer with a strong e-commerce channel. Overlaps with Gorilla in wrist wraps, collars, and CrossFit-adjacent accessories, though broader in scope.
• Rogue Fitness: Largest US CrossFit and strength equipment manufacturer/retailer. Sells speed ropes, barbells, racks, and accessories — broader portfolio but overlapping with Gorilla's full ecosystem of CrossFit accessories and Olympic collars.
• Power Systems: Established US fitness equipment distributor selling functional training, mobility, and strength accessories to gyms and individuals. Overlaps with Gorilla in resistance bands, mobility tools, and hand-protection categories.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/gorilla-store

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 Gorilla Fitness (Pty) Ltd