Commercial Fitness Equipment

What Commercial Fitness Equipment does

Commercial Fitness Equipment (CFE) is an Australian privately held distributor of commercial-grade fitness equipment, operating from showrooms and warehouses in Ravenhall and Heidelberg West, Melbourne. The company sources and resells the Titanium USA brand portfolio across cardio (e.g., CS700 and RT8 commercial treadmills with smart consoles), strength (Harvard Series benches, Platinum Dual Series single stations, AS90 multi-gym), functional training (GM70 and FT100 functional Smith machines, F70 functional trainer), and racks (Predator, P30), with pricing spanning roughly $799 accessories to $13,995 multi-station packages. Underlying equipment specifications emphasize heavy-gauge steel frames, aircraft-grade cables rated to 2000Lb, stainless steel guide rods, precision weight stacks, and AC commercial motors, positioning the catalog for high-use commercial environments. The product surface has been extended into a Wellness line covering infrared saunas, ice baths, and Pilates reformers.

CFE runs a hybrid go-to-market combining an e-commerce storefront, two physical showrooms, dedicated field-sales for commercial fitouts, and a wholesale application channel for resellers. Revenue is generated through one-time hardware sales, bundled equipment packages, end-to-end commercial gym fitout projects (consultation, supply, delivery, professional installation), and finance/lease arrangements (loans, leases, chattel mortgage, rental), with payment options including Afterpay and Shop Pay at the consumer end. The customer base is broadly distributed across primary commercial gyms and fitness centers, secondary institutional and hospitality buyers (corporate, hotel, schools, sporting clubs), premium home gym and PT studio buyers, and a niche healthcare and rehabilitation segment (e.g., PhysioLife Australia). Documented scale includes 500K+ claimed end customers, 1,000+ catalog SKUs, and 100+ completed commercial fitout projects across Victoria, New South Wales, Queensland, Western Australia, South Australia, Tasmania, and the Northern Territory.

The business is small (1–10 employees), mature (14+ years operating), and self-funded with no disclosed institutional investors, funding rounds, or M&A activity. Distribution operates exclusively within Australia, and the company's competitive positioning rests on wholesale-direct pricing, the Titanium USA brand relationship, and national installation coverage rather than proprietary technology or software differentiation.

Name

Commercial Fitness Equipment

Legal name

Commercial Fitness Equipment

Website

https://commercialfitnessequipment.com.au

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Commercial Fitness Equipment is an Australian private distributor of Titanium USA commercial-grade fitness equipment, serving commercial gyms, PT studios, institutional buyers, and home users across all Australian states via e-commerce, showrooms, and national installation services.

Ownership category

akta.pro rank

Product category

Commercial Fitness Equipment

NAICS

Sporting Goods Retailers (45911)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Fitness Equipment & Performance Accessories Retail (CRAMABAD)

akta.pro secondary industries

Home Gym Systems & Smart Fitness Equipment Retail (Connected Mirrors, Smart Bikes, All-in-One Gyms) (CRAMADAG), Strength Training Equipment Retail (Racks, Benches, Barbells, Plates) (CRAMADAB), Cardio Equipment Retail (Treadmills, Bikes, Rowers, Ellipticals) (CRAMADAA), Gym Flooring, Storage & Facility Accessories Retail (Mats, Tiles, Racks, Mirrors) (CRAMADAJ), Recovery, Mobility & Therapy Accessories Retail (Foam Rollers, Massage Guns, Braces, Taping) (CRAMADAF), Fitness, Exercise & Gym Equipment Distribution (CRAOAJAG)

Keywords

• Commercial fitness equipment
• Strength training machines
• Cardio equipment supplier
• Functional training gear
• Gym fitout services

Headquarters

HQ city

Heidelberg

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Equipment Sales: One-time sale of commercial fitness equipment including cardio machines, strength training equipment, functional training gear, and accessories. Revenue generated from individual product purchases and bundled package deals.
2. Commercial Gym Fitouts: End-to-end supply, delivery, and installation of complete gym setups for commercial facilities. Includes consultation, equipment selection, and professional installation services.
3. Finance/Lease Options: Flexible financing and leasing arrangements tailored to customer financial position. Various formats including loans, leases, chattel mortgage, and rental options to support equipment purchases.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels4 records

Core offering

Commercial Fitness Equipment distributes commercial-grade fitness equipment in Australia under the Titanium USA brand, including commercial treadmills, Smith machines, functional trainers, cable machines, single-station strength machines, power racks, squat racks, benches, and wellness equipment such as infrared saunas, ice baths, and Pilates reformers. The company sells products individually and as bundled packages, and provides end-to-end commercial gym fitout services including consultation, supply, delivery, and professional installation across all Australian states. Flexible finance and lease options are offered alongside wholesale-direct pricing.

Product overview

Commercial Fitness Equipment is an Australian-owned distributor of commercial-grade fitness equipment, operating as a multi-product portfolio rather than a single unified platform. The core offering centers on the Titanium USA brand across multiple series (Harvard, Platinum, Arizona, Texas, Predator, Eagle), which dominate the strength, cardio, and functional training categories. Product portfolio includes: Treadmills (CS700, RT8 with Smart Console), functional Smith machines (GM70, FT100), cable machines and functional trainers (F70 Platinum), single-station pin-loaded machines (Leg Extension/Leg Curl, Multi Gyms), power racks and squat racks (Predator, P30), benches, and wellness equipment (Infrared Saunas, Ice Baths, Pilates Reformers). Products are sold both individually and as bundled packages. The company also provides commercial gym fitout services across Australia.

Differentiator

Problem solved

Functional benefit

Products and services

• Titanium USA GM70 Functional Smith Machine with Weight Stacks Versatile functional Smith machine for commercial gyms combining guided barbell exercises with dual cable systems. Features two 90 kg weight stacks, 34 height adjustment points, aluminum pulleys, and stainless steel plate holders.
• Titanium USA CS700 Commercial Treadmill with Smart Console Commercial-grade treadmill with interactive touch screen display, WiFi connectivity, 5.3HP AC motor, 160cm x 58cm running belt, 0–16% incline, virtual scenes with auto-incline, and self-lubricating non-folding welded deck for commercial stability.
• Titanium USA RT8 Smart Console Full Commercial Treadmill Heavy-duty commercial treadmill with 20 km/h speed capacity, 15% incline, LCD console with apps (Netflix, Chrome, Spotify, YouTube, Facebook, virtual maps), advanced pro cushioning system, and 200 kg user weight capacity.
• Titanium USA HS40 Leg Press / Hack Squat Combo Dual-function lower body machine combining leg press and hack squat capabilities with 400 kg weight capacity carriage, adjustable foot plate (5 positions), and back rest (3 positions).
• Titanium USA Platinum Dual Series Leg Extension Leg Curl Single-station machine for quad and hamstring training with 100 kg standard weight stack, aircraft grade cables rated to 2,000 lb, stainless steel guide rods, and full commercial use rating.
• Titanium USA Harvard Series Adjustable Bench Commercial-grade adjustable weight bench with 7 incline positions for backrest and 4 seat angles, 280 kg weight capacity, and transport wheels for easy relocation.
• Titanium USA AS90 Arizona Series 4 Station Multi Gym Comprehensive multi-station gym combining four independent workout stations: Lat Pulldown/Seated Row, Multi Press/Cable Fly, Seated Leg Extension/Leg Curl, and Leg Press/Hack Squat, each with 100 kg weight stacks.
• Titanium USA F70 Platinum Series Commercial Functional Trainer Dual-pulley functional trainer with 2 x 100 kg weight stacks, multi-directional pulleys, aircraft grade cables, and multiple attachment options for full-body cable training.
• Titanium USA FT100 Texas Series Functional Smith Machine All-in-one strength training system combining Smith machine, dual 105 kg weight stack pulleys (32 height positions), multi-grip chin-up bar, and comprehensive attachment kit.
• Titanium USA Predator Series Power Rack Free-standing power rack with 75 mm x 75 mm x 3 mm steel frame, adjustable chin-up bar, J hooks with nylon inserts, safety spotter arms, dip handles, and light commercial rating.
• Titanium USA P30 Squat Rack Light commercial squat rack with 60 mm x 60 mm box tubing steel frame, multi-position chin-up bar, J-hooks, spotter arms, weight plate storage pegs, and dip handles.
• Infrared Saunas Full-spectrum infrared saunas with low-EMF design for detox, relaxation, and muscle recovery support, sold to commercial gyms, wellness centers, and premium home buyers.
• Ice Baths Professional-grade cold therapy systems with chiller units for circulation boost, inflammation reduction, and accelerated recovery, supplied to commercial gyms, sports facilities, and recovery clinics.
• Pilates Reformers and Accessories Studio-quality Pilates equipment including reformers, mats, and accessories for core strengthening, posture improvement, and flexibility building at commercial studios and premium home gyms.
• Titanium USA Elite Series Bumper Plates Competition-grade bumper plates tested to survive over 9,000 drops via Shore Durometer and Drop Test methods, sold individually and as part of bumper plate packages.
• GM70 Functional Smith Package 2 Bundled workout package combining the GM70 Functional Smith Machine, AB90 Adjustable Bench, 170 kg Elite Series Bumper Plate Package and 2.5–25 kg Pro Style Dumbbell Set with Rack, offered as a single discounted unit for commercial and premium home gym buyers.
• Commercial Gym Fitout Service End-to-end commercial gym setup service including consultation, equipment selection, supply, delivery, and professional installation across all Australian states and territories, with finance and lease options available for capital expenditure projects.

Quantifiable outcome

• Titanium USA Elite Series bumpers tested to survive 9000+ drops
• +3 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Titanium USAcoreTechnology or IntegrationTitanium USA is the primary equipment brand sold by Commercial Fitness Equipment. This appears to be an exclusive or preferred distribution/supply relationship. Titanium USA manufactures commercial-grade fitness equipment including treadmills, smith machines, functional trainers, weight stacks, and accessories that CFE distributes across Australia.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Market position

Strengths4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

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 Commercial Fitness Equipment