Fitmoda

What Fitmoda does

Fitmoda is a Turkish omnichannel specialty retailer of fitness apparel, sports accessories, and exercise equipment, sold through its e-commerce platform at fitmoda.com and a network of 60+ physical retail stores located in shopping malls (AVMs) and street-level addresses across Istanbul, Ankara, İzmir, Antalya, Adana, Bursa, Gaziantep, and roughly a dozen additional cities. The legal operating entity is Dikey Vitamin Kozmetik ve Gıda Takviyeleri Pazarlama Ticaret Anonim Şirketi, headquartered in Maslak, Sarıyer, Istanbul, which also owns the Supplementler.com (established 2006, Turkey's largest sports-nutrition e-commerce site), Vitaminler.com, Sporcard.com, and associated content platforms. Fitmoda's assortment spans five core categories — men's sportswear, women's sportswear, sports accessories, gloves and protective gear, and fitness equipment — combining its proprietary MuscleCloth brand with international labels such as Under Armour, Puma, and Nike, alongside Contigo, Harbinger, and Kingsize Nutrition.

The commercial engine is a B2C unit-pricing model with prices listed in Turkish Lira ranging from approximately 249 TL (towels) to 2,499 TL (backpacks), supported by credit-card installment options (2, 3, 6, or 9 months, interest-free) and cash-on-delivery. The platform is built on ASP.NET with session-based authentication; payments flow through iyzico's PCI DSS-compliant virtual POS, and orders are fulfilled via DHL Kargo and Aras Kargo with same-day shipping on weekday orders placed before 18:00. Customer retention is driven by the Ödül Programı loyalty scheme (3x points per purchase, tiered discounts up to 10% at the VIP level), supplemented by 30-day free returns, free nationwide shipping, native iOS and Android apps, and standard marketing automation tools (Google Analytics, Google Ads, Facebook and TikTok pixels, Criteo, Visilabs). Revenue is generated almost entirely from one-time product transactions within Turkey, with no subscription or recurring contract layer beyond the loyalty-points discount mechanism.

Name

Fitmoda

Legal name

Dikey Vitamin Kozmetik ve Gıda Takviyeleri Paz. Tic. A.Ş.

Website

https://fitmoda.com

Company type

Private

Operating status

Operating

Short description

Fitmoda is a Turkish omnichannel specialty retailer selling fitness apparel, sports accessories, and exercise equipment to individual consumers via fitmoda.com and 60+ physical stores across Turkey. The platform combines the proprietary MuscleCloth brand with international labels such as Under Armour, Puma, and Nike.

Ownership category

akta.pro rank

Product category

Sportswear and Fitness Equipment Retail

NAICS

Clothing and Clothing Accessories Retailers (45811), Sporting Goods Retailers (45911)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Training & Cross-Training Footwear & Apparel Retail (CRAMACAD)

akta.pro secondary industries

Strength Training Equipment Retail (Racks, Benches, Barbells, Plates) (CRAMADAB), Functional Training & Conditioning Accessories Retail (Bands, Suspension Trainers, Agility/Ladders, Sleds) (CRAMADAD), Running & Endurance Wear (CRAAAEAD)

Keywords

• Sportswear retail
• Fitness apparel
• Fitness equipment
• Sports accessories
• Athletic wear

Headquarters

HQ city

Sariyer

Offices54 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales — Men's Sportswear: Fitmoda generates revenue through direct product sales to consumers. The men's sportswear category includes tank tops, long-sleeve shirts, short-sleeve shirts, shorts, sweatpants, tights, sweatshirts, hoodies, sports shoes, and flip-flops. Products are sold at fixed retail prices in Turkish Lira.
2. Product Sales — Women's Sportswear: Women's sportswear category includes sports bras, tank tops, short-sleeve shirts, shorts, tights, sweatpants, sweatshirts, hoodies, sports shoes, and flip-flops. Revenue is generated through one-time product transactions at listed retail prices.
3. Product Sales — Sports Accessories: Accessories category includes sports bags, caps and beanies, shakers and water bottles, jewelry and patches, socks, towels, thermoses, and storage containers and scoops, sold as one-time purchases.
4. Product Sales — Fitness Equipment & Gloves: Includes fitness gloves, lifting straps, knee/wrist/elbow supports, weight belts, resistance bands, yoga mats, foam rollers, dumbbells and weight sets, health/Pilates balls, pull-up bars, jump ropes, and benches. Sold as one-time product purchases.
5. Loyalty Program — Ödül Programı: Fitmoda operates a loyalty rewards program where customers earn 3x points on purchases. Accumulated points unlock tiered discount levels (Bronze 0%, Silver 2.5%, Gold 5%, Platinum 7.5%, VIP 10%). The loyalty program incentivizes repeat purchases and increases customer retention.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Fitmoda is an omni-channel retailer of fitness apparel, sports accessories, and fitness equipment for men and women in Turkey. It sells its own proprietary brand MuscleCloth alongside multi-brand inventory (Under Armour, Nike, Puma, Kingsize Nutrition, Contigo, Harbinger) through a Turkish-language e-commerce website, iOS and Android mobile apps, and more than 60 physical retail stores across major Turkish cities, offering same-day shipping, free delivery, cash-on-delivery, credit card installments, and a tiered loyalty rewards program.

Product overview

Fitmoda is an e-commerce platform specializing in fitness apparel, sports accessories, and workout equipment. The company operates a unified platform combining its own proprietary brand (MuscleCloth) with multiple third-party sportswear brands (Under Armour, Puma, Nike, Kingsize Nutrition, Contigo, Harbinger). Product portfolio is organized into five core categories: Men's Sportswear, Women's Sportswear, Sports Accessories, Gloves & Protective Gear, and Fitness Equipment. Fitmoda also offers a mobile application available on iOS and Android platforms, complementing its responsive web platform for online retail operations across Turkey.

Differentiator

Problem solved

Functional benefit

Products and services

• Men's Sportswear (Erkek Spor Giyim) Men's athletic apparel category including tank tops/sleeveless shirts, short-sleeve T-shirts, long-sleeve T-shirts, shorts, sweatpants, tights/base layers, sweatshirts and hoodies, sports shoes, and flip-flops, sold to male consumers for gym, training, and casual active use.
• Women's Sportswear (Kadın Spor Giyim) Women's athletic apparel category including sports bras, tank tops/sleeveless shirts, short-sleeve T-shirts, shorts, tights, sweatpants, sweatshirts and hoodies, sports shoes, and flip-flops, sold to female consumers for gym, yoga, pilates, running, and casual active use.
• Sports Accessories (Spor Aksesuar) Sports accessory category including gym bags, hats and beanies, shakers and water bottles, jewelry and patches, socks, towels, thermoses, and storage containers with measuring scoops.
• Gloves and Protective Gear (Eldiven & Koruyucular) Fitness gloves, weightlifting straps, knee supports, wristbands, elbow supports, and weight belts sold for workout protection and performance enhancement.
• Fitness Equipment (Fitness Ekipmanları) Training equipment including resistance bands, yoga mats and exercise pads, foam rollers and massage balls, dumbbells and weight sets, health and pilates balls, pull-up and dip bars, jump ropes, benches and crunch equipment, and other training gear.
• MuscleCloth Brand Line Fitmoda's proprietary brand of sportswear, shakers, gym bags, and fitness accessories, prominently featured and sold directly by Fitmoda.
• Fitmoda Mobile App (iOS and Android) Native mobile applications distributed on the Apple App Store and Google Play Store that provide Fitmoda's shopping, account, loyalty program, and order management functionality on iOS and Android devices.

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

Partnerships

Eleven partnerships are on record, tiered core, major and minor.

• DHL KargocoreChannel Partner/ Reseller/ DistributorDHL Kargo is one of two logistics partners (alongside Aras Kargo) that handles all domestic shipping for Fitmoda orders across Turkey. DHL is one of Turkey's most widespread distribution networks, enabling nationwide delivery. Orders placed before 18:00 on weekdays are shipped same day.
• Aras KargocoreChannel Partner/ Reseller/ DistributorAras Kargo is one of two primary logistics partners (alongside DHL Kargo) handling all domestic deliveries for Fitmoda orders within Turkey. Used for both outbound shipping to customers and inbound returns. Together they provide the most widespread domestic distribution coverage.
• iyzicocoreTechnology or Integrationiyzico provides the payment processing infrastructure (virtual POS) for Fitmoda's e-commerce platform. Credit card payments are processed through iyzico's payment systems. Customer card information is stored with iyzico, not on Fitmoda's servers, in accordance with PCI DSS standards. iyzico is a leading Turkish payment services provider.
• Dikey Vitamin Kozmetik ve Gıda Takviyeleri Paz. Tic. A.Ş.coreOthersDikey Vitamin Kozmetik ve Gıda Takviyeleri Paz. Tic. A.Ş. is the parent company and brand operator of Fitmoda. The company also operates supplementler.com (Turkey's largest sports nutrition e-commerce site since 2006), vitaminler.com, sporcard.com, and associated content platforms including blog.supplementler.com, eniyivitamin.com, proteintozu.com, blog.fitmoda.com, and marketotomat.com. Dikey Vitamin controls all Fitmoda operations, IP, logistics, and vendor relationships.
• MuscleClothmajorChannel Partner/ Reseller/ DistributorMuscleCloth is a featured brand on Fitmoda, offering a range of sportswear including tank tops, t-shirts, shorts, sweatshirts, backpacks, shakers, towels, and training accessories. Multiple MuscleCloth products are featured prominently in the site's promotional banners and product listings.
• Under ArmourmajorChannel Partner/ Reseller/ DistributorUnder Armour is a prominent international sportswear brand featured on Fitmoda, with products including sports bras, shorts, shakers, and hats/caps. Listed as one of the 'Featured Brands' (Öne Çıkan Markalar) on the homepage.
• NikemajorChannel Partner/ Reseller/ DistributorNike is featured as one of the prominent brands on Fitmoda. Products span multiple categories including sportswear and accessories.
• PumamajorChannel Partner/ Reseller/ DistributorPuma is a featured brand on Fitmoda, with products including weight training gloves, shorts, and sports bags listed on the platform.
• ContigominorChannel Partner/ Reseller/ DistributorContigo is listed among the featured brands on Fitmoda, primarily offering water bottles and beverage containers.
• HarbingerminorChannel Partner/ Reseller/ DistributorHarbinger is listed as one of the featured brands on Fitmoda, known for fitness gloves and training accessories.
• Kingsize NutritionminorChannel Partner/ Reseller/ DistributorKingsize Nutrition is featured as one of the brands on Fitmoda, offering oversized t-shirts and casual athletic wear.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Hepsiburada: Major Turkish e-commerce platform with broad sporting goods assortment and its own logistics network. Overlaps with Fitmoda's product categories and is a meaningful alternative for Turkish sportswear shoppers.
• Trendyol: Turkey's largest e-commerce marketplace with deep assortment across sportswear and equipment sold by third-party merchants. Increasingly competes with Fitmoda on selection, logistics, and price in the same product categories.
• LC Waikiki: Major Turkish-origin apparel retailer with extensive physical and digital presence. While not exclusively sportswear, it competes with Fitmoda in athleisure and casual activewear, and shares the omnichannel retail model.
• Boyner: Leading Turkish multi-category apparel and lifestyle retailer with department-store and digital formats. Adjacent competitor to Fitmoda for fashion-forward shoppers who also buy activewear.

Others

• Supplementler.com: Sister company under Dikey Vitamin, Turkey's leading sports nutrition e-commerce platform since 2006. Not a direct competitor but a strategic ecosystem partner — the primary cross-sell and traffic source for Fitmoda within the parent group's portfolio.

Direct peers

• Intersport: International sports retail chain selling multibrand athletic apparel, footwear, and equipment through physical stores and e-commerce. Closely comparable to Fitmoda as a multibrand sports retailer serving mass-market fitness consumers.
• Sportive (Teknosa Sportive / Hepsiburada vertical): Turkey-based multibrand sportswear and equipment retailer with both online and physical presence. A direct domestic competitor to Fitmoda in the Turkish fitness apparel and accessories market.
• Decathlon: Global multibrand sporting goods and fitness apparel retailer with a strong physical-store presence and growing e-commerce. Directly comparable to Fitmoda across product categories (training apparel, footwear, fitness equipment) and omnichannel strategy.

Emerging players

• Nike Direct (Nike.com Turkey): Nike's official direct-to-consumer channel in Turkey, including online store and select retail. Represents the rising brand-direct threat that could erode Fitmoda's share of Nike-related sales.
• Puma Direct (puma.com Turkey): Puma's official direct e-commerce and selective physical retail in Turkey. As Puma expands D2C, Fitmoda faces the same reseller-disintermediation risk as with Nike and Under Armour.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance2 records

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 Fitmoda