SF Singapore

What SF Singapore does

Sole Fitness Singapore is a Singapore-based authorized distributor and direct-to-consumer retailer of branded fitness equipment, operating continuously since 2011. The company carries a broad catalog spanning cardio (treadmills, ellipticals, exercise bikes, rowing machines), strength (functional trainers, multi-gyms, power racks, smith machines, free weights), rehabilitation equipment, and HYROX-specific functional training gear sourced from at least nine brands including Sole, Xterra, Inspire, Dyaco, FFittech, Centr, Livepro, Liveup, and Venus. Individual unit prices range from under $50 for accessories to over $7,500 for commercial-grade functional trainers, with a catalog spanning 31 treadmill, 46 elliptical, 38 exercise bike, 19 rowing machine, 66 functional trainer, and 131 multi-gym SKUs.

The business operates a hybrid model combining an e-commerce storefront at solefitness.sg with a physical showroom at 52 Telok Blangah Road, supported by in-house installation, delivery, and maintenance teams that customers repeatedly cite as a primary purchase driver. Revenue is generated through three streams: one-time equipment sales, recurring equipment rental subscriptions (from approximately $400/year for treadmills), and professional maintenance, repair, and assembly services. Customer segments include individual home-gym owners in HDB flats, condominiums, and landed properties (primary), commercial gym and boutique studio operators (primary), rehabilitation and healthcare facilities (secondary, including Eden School and APSN), and competitive functional fitness athletes training for HYROX (secondary). The company appears to be founder or owner-operated, with no external funding or parent company disclosed, and generates distribution-led revenue with an attached service layer that differentiates it from pure-play online resellers.

Name

SF Singapore

Legal name

Sole Fitness Singapore

Website

https://solefitness.sg

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Sole Fitness Singapore is a Singapore-based authorized distributor and direct-to-consumer retailer of branded fitness equipment, serving home gym owners, commercial gyms, rehabilitation facilities, and HYROX athletes across cardio, strength, and functional categories since 2011.

Ownership category

akta.pro rank

Product category

Fitness Equipment Retail

NAICS

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

SIC

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), Strength Training Equipment Retail (Racks, Benches, Barbells, Plates) (CRAMADAB), Fitness, Exercise & Gym Equipment Distribution (CRAOAJAG), Gym Flooring, Storage & Facility Accessories Retail (Mats, Tiles, Racks, Mirrors) (CRAMADAJ)

Keywords

• Fitness equipment retail
• Gym equipment distribution
• Commercial gym setup
• Home gym solutions
• Equipment installation services

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

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. Equipment Sales: Direct sales of fitness equipment including treadmills, ellipticals, exercise bikes, rowing machines, functional trainers, multi gyms, and free weights to consumers and commercial customers
2. Equipment Rental: Rental services for fitness equipment including treadmills, ellipticals, exercise bikes, and rowing machines with flexible rental periods
3. Maintenance Services: Gym equipment maintenance, repair, assembly, disassembly, and spare parts services

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Sole Fitness Singapore is a direct-to-consumer retailer and authorized distributor of branded fitness equipment, selling cardio machines (treadmills, ellipticals, exercise bikes, rowers), strength equipment (functional trainers, multi-gyms, power racks, smith machines, dumbbells, kettlebells, weight plates), and functional/HYROX training gear to home-gym owners and commercial fitness operators in Singapore. The company complements product sales with professional installation, maintenance, repair, and equipment rental services delivered through its e-commerce storefront and Telok Blangah showroom.

Product overview

Sole Fitness Singapore is an online gym equipment retailer offering a comprehensive portfolio of fitness equipment for home and commercial use. The offering includes cardio equipment (treadmills, elliptical cross trainers, exercise bikes, rowing machines), strength equipment (functional trainers, multi gyms, power racks, smith machines, dumbbells, kettlebells, weight plates), functional fitness equipment (HYROX training gear), and accessories (gym flooring, storage racks). The company provides related services including equipment rental, maintenance, repair, and installation. Major brands distributed include Sole, Xterra, Inspire, FFittech, Livepro, and Centr.

Differentiator

Problem solved

Functional benefit

Products and services

• Sole Fitness Singapore Treadmills Cardio equipment line distributed by Sole Fitness Singapore, encompassing commercial and residential treadmills from Sole and Xterra brands with touch screen displays, folding capabilities, and varying motor power ratings for home and gym use.
• Sole Fitness Singapore Elliptical Cross Trainers Elliptical cross trainers from Sole and other brands featuring heavy-gauge steel frames, touch-screen displays, adjustable resistance levels, and incline options for full-body cardio workouts in home and commercial settings.
• Sole Fitness Singapore Exercise Bikes Distributed exercise bikes spanning spin bikes, recumbent bikes, upright bikes, and air bikes from Sole, Xterra, and Inspire brands, with magnetic resistance, touch-screen consoles, and adjustable configurations for varied user needs.
• Sole Fitness Singapore Rowing Machines Distributed rowing machines including water rowers and air/magnetic rowers from Xterra and Sole brands, providing full-body cardio workouts with varied resistance mechanisms for home and commercial users.
• Inspire FT2 Pro Smith Multi-Functional Trainer Commercial-grade multi-functional trainer distributed from Inspire Fitness, featuring dual 75kg weight stacks, smith bar, sliding pulleys, and a comprehensive accessory kit for home and commercial gym use.
• Inspire Multi Gym Series Distributed Inspire multi-gym models (M2, M3, M5) with heavy-duty 11-gauge steel construction, electrostatic powder coating, and multiple exercise stations for comprehensive strength training.
• Sole Fitness Singapore Power Racks and Smith Machines Distributed power racks, smith cage systems, and squat racks from Inspire and other brands, with heavy-gauge steel frames, adjustable safety rails, and chin-up bars for strength training facilities.
• Sole Fitness Singapore Dumbbells and Free Weights Distributed free weights including rubber hexagonal dumbbells, urethane round dumbbells, kettlebells, weight plates, and barbell sets in various weight configurations for home and commercial strength training.
• Sole Fitness Singapore Gym Flooring Distributed rubber gym flooring, interlocking mats, connector tiles, training mats, and artificial turf designed for home and commercial gym installations.
• Centr Perform Series Distributed Centr HYROX training equipment including curve treadmills, air bikes, ski machines, and air rowers designed for functional fitness and competitive training.
• Gym Equipment Rental Service Rental service for cardio and strength equipment, including treadmills, ellipticals, rowing machines, and exercise bikes, offered on flexible rental periods for home and corporate gym customers.
• Gym Equipment Maintenance, Repair, Assembly, and Installation Service Maintenance, repair, assembly, disassembly, and spare parts services for fitness equipment in Singapore, delivered by in-house technical teams along with professional installation support.

Quantifiable outcome

• Customer satisfaction evidenced by positive Google Reviews and testimonials praising professional installation and service

Named customers6 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

Ten partnerships are on record, tiered core and minor.

• Sole Fitness (Brand)coreChannel Partner/ Reseller/ DistributorAuthorized distributor of Sole Fitness brand equipment in Singapore, including treadmills, ellipticals, exercise bikes, and rowing machines. Sole is a well-established US-based fitness equipment manufacturer known for commercial-grade home gym equipment.
• Xterra FitnesscoreChannel Partner/ Reseller/ DistributorAuthorized distributor of Xterra Fitness equipment including treadmills, rowing machines, and exercise bikes. Xterra offers budget-friendly and compact fitness equipment suitable for Singapore home environments.
• Inspire FitnesscoreChannel Partner/ Reseller/ DistributorAuthorized distributor of Inspire Fitness equipment including functional trainers, smith machines, power racks, multi-gyms, and benches. Inspire is known for high-quality commercial-grade strength training equipment.
• DyacominorChannel Partner/ Reseller/ DistributorDistributor of Dyaco fitness equipment including rehabilitation treadmills and recumbent steppers for healthcare and senior fitness applications.
• FFittechcoreChannel Partner/ Reseller/ DistributorAuthorized distributor of FFittech selectorized equipment including chest press, shoulder press, seated row, and leg press machines with 100kg weight stacks designed for commercial gym environments.
• CentrcoreChannel Partner/ Reseller/ DistributorAuthorized distributor of Centr fitness equipment including the Perform Series for HYROX training, featuring air bikes, ski machines, curve treadmills, and rowers designed for functional fitness competition training.
• LiveprocoreChannel Partner/ Reseller/ DistributorDistributor of Livepro equipment including functional fitness accessories, plyometric boxes, kettlebells, dumbbells, battle ropes, and storage racks. Livepro focuses on commercial-grade accessories and functional training equipment.
• LiveupminorChannel Partner/ Reseller/ DistributorDistributor of Liveup fitness accessories including squat racks, wall-mounted chin-up bars, and prowlers for home and commercial gym applications.
• AlexiaminorChannel Partner/ Reseller/ DistributorDistributor of Alexia fitness equipment including arm curl machines for targeted strength training.
• VenusminorChannel Partner/ Reseller/ DistributorDistributor of Venus Pilates Reformers for boutique fitness studios and home Pilates applications.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Technogym: Premium global fitness-equipment manufacturer with its own branded retail showrooms across APAC. Comparable to Sole Fitness Singapore on premium commercial-grade cardio and strength equipment for gyms, hotels and rehabilitation, though Technogym operates as a brand-led incumbent rather than a multi-brand distributor.
• Life Fitness: Global commercial-grade fitness equipment manufacturer whose products (and competitors' products) Sole Fitness Singapore routinely distributes. Comparable as a leading brand in the same equipment category; Life Fitness' own regional distributor network competes for the same commercial-gym and hotel customer wallet in Singapore.
• Decathlon: Global sporting-goods retailer with a strong Singapore footprint, mass-market positioning and broad fitness assortment. Competes with Sole Fitness Singapore on entry- and mid-tier home fitness equipment, but does not offer the same depth of commercial-grade brands, white-glove installation, or HYROX-spec equipment.
• Royal Sporting House: Long-established Singapore sporting-goods retailer with multi-brand fitness equipment range. Overlaps with Sole Fitness Singapore in home cardio/strength categories, but is anchored in broader sports retail rather than fitness specialization, installation services, or commercial-gym solutions.

Emerging players

• Tonal: Smart strength-training system (wall-mounted, cable-based) sold primarily DTC in North America with selective international expansion. Targets the same premium home-gym segment as Sole Fitness Singapore's functional trainers and multi gyms, illustrating the connected/AI-enabled equipment trajectory that traditional retailers must adapt to.
• Peloton: Connected-fitness brand selling premium smart bikes, treadmills and rowing machines DTC and via select retail partners. Competes for the same affluent Singapore home-gym buyer, but relies on connected content economics rather than distributor-led multi-brand retail; represents both an adjacent channel and a disruptive threat to traditional equipment retailers.
• Hydrow: Connected rowing machine sold DTC with immersive content subscription. Directly substitutes for the rowing machines Sole Fitness Singapore sells (Xterra/Sole rowers), and a useful benchmark for how connected-fitness brands are pulling premium price points out of the traditional retailer channel.

Regional players

• Fitness Superstore: Multi-brand fitness equipment retailer (UK/Europe) with a wide cardio and strength assortment, value-pricing emphasis, and installation services. Comparable operating model - multi-brand authorized retailer with installation - and a useful proxy for what a regional/scaled version of Sole Fitness Singapore could evolve toward.

Others

• ProForm: Iconic fitness-equipment brand (treadmills, bikes, ellipticals) sold globally via retail and DTC. Peer because ProForm treadmills and bikes are a common substitute SKU for entry-level home cardio buyers whom Sole Fitness Singapore also serves via Xterra and entry-tier Sole models; an indicator of pricing and feature benchmark pressure.

Direct peers

• Gymsportz Singapore: Major Singapore-based fitness equipment retailer offering treadmills, ellipticals, bikes, strength equipment and installation services. Closest like-for-like competitor to Sole Fitness Singapore in terms of product mix, showroom model, and target customers (home and commercial) in the same Singapore market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC-Z5bM-KJ2mrUBgVLxlONaQ
• Facebookfacebook.com/solefitness.sg
• Instagraminstagram.com/sole_fitness_singapore

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 SF Singapore