Fitness Engros

Name

Fitness Engros

Legal name

Fitness Engros A/S

Website

https://fitnessengros.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Fitness Equipment Retail

NAICS

Sporting Goods Retailers (45911), Sporting Goods, Hobby, and Musical Instrument Retailers (4591)

akta.pro primary industry

Fitness, Exercise & Gym Equipment Distribution (CRAOAJAG)

akta.pro secondary industries

Fitness Equipment & Performance Accessories Retail (CRAMABAD), Home Gym Systems & Smart Fitness Equipment Retail (Connected Mirrors, Smart Bikes, All-in-One Gyms) (CRAMADAG), Cardio Equipment Retail (Treadmills, Bikes, Rowers, Ellipticals) (CRAMADAA), Yoga, Pilates & Mind-Body Accessories Retail (Mats, Blocks, Reformers, Rings) (CRAMADAE)

Keywords

• Fitness equipment retail
• Commercial gym equipment
• Home gym solutions
• Fitness equipment distribution
• Exercise equipment supplier

Headquarters

HQ city

Taastrup

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Fitness Equipment Sales: Primary revenue stream from selling fitness equipment, machines, and accessories to private customers and businesses. The company carries over 10,000 products across categories including cardio, strength, functional training, yoga/pilates, and recovery equipment.
2. Service and Repair: Revenue from service, repair, and maintenance of fitness equipment through their country's largest service department with experienced technicians available throughout Denmark.
3. Installation and Setup: Revenue from visualization, installation, and setup services for home gyms and fitness centers, helping customers configure their equipment purchases.
4. Financing: The company offers financing options for equipment purchases, suggesting a revenue stream from financing arrangements.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Fitness Engros is a multibrand retailer and distributor of fitness equipment, offering more than 10,000 products across cardio, strength, functional training, yoga/pilates, recovery, accessories, and storage/flooring categories. The company supplies both private home gym customers and commercial buyers (fitness centers, physiotherapists, schools, and sports associations) across Denmark, Sweden, and Norway, supported by consultation, 3D design, installation, repair and maintenance, and financing services.

Product overview

Fitness Engros is a multi-brand fitness equipment retailer and wholesaler operating as a single unified e-commerce platform with physical showroom capabilities. The product portfolio encompasses over 10,000 products across six main categories: Cardio Equipment (treadmills, rowing machines, bikes, crosstrainers), Strength Equipment (free weights, machines, racks, benches), Functional Training Equipment (CrossFit, HIIT, HYROX, rigs), Body & Mind Equipment (yoga, pilates, reformers, recovery), Accessories (grips, straps, resistance bands, timers, heart rate monitors), and Inventory/Flooring (storage, rubber flooring, wall bars). The company also offers exclusive distribution of brands including Assault Fitness, gym80, Lifemaxx, SQ&SN, Crossmaxx, and StairMaster. Additional services include outlet/pre-owned equipment sales, a showroom experience in Taastrup, and Denmark's largest service department with nationwide technicians.

Differentiator

Problem solved

Functional benefit

Products and services

• Cardio Equipment A product category offering airbikes, arm cycles, bike ergs, climbers, crosstrainers, indoor bikes, treadmills, stationary bikes, rowing machines, seated cycles, ski ergs, step machines, and stair machines for both private home gyms and commercial fitness facilities.
• Strength Equipment Strength training equipment including dual adjustable pulleys, GHD and booty machines, cable towers, multi-machines, strength machines, free weights, BodyPump sets, dumbbells, kettlebells, dumbbell racks, platforms, pull-up/dip/leg raise stations, racks, training benches, weight plates, barbell sets, barbells, and weight sets.
• Functional Training Equipment Functional training gear including boxing equipment, challenge and sandbags, core and agility gear, CrossFit gear, HIIT equipment, HYROX gear, OCR obstacles, storage solutions, prowlers and sleds, sling trainers, step benches, training balls, and training mats.
• Training Rigs Training rig solutions including container gyms, indoor rigs, outdoor rigs, and individual rig parts for indoor and outdoor setups.
• Body & Mind Equipment Yoga and pilates equipment (pilates balls, reformer machines, reformer accessories, yoga blocks, yoga belts, yoga mats) plus recovery equipment (foam rollers, massage balls, massage pistols, mobility tools, personal care, recovery and rehab products, sleep products).
• Fitness Accessories Fitness accessories including belts, books, water bottles, grips, caps, knee and elbow supports, merchandise, posters and roll ups, jump ropes, straps, bags, resistance bands, wrist wraps; plus technical accessories such as heart rate monitors, timers, scales and body analysis, and spare parts.
• Storage & Flooring Solutions Storage solutions for BodyPump, balls, dumbbells, kettlebells, mats, shelves, weight plates, and barbells, plus wall bars/ribs, rubber tiles, puzzle flooring, ramps, rolled flooring, and turf.
• Service & Maintenance Repair and maintenance of fitness equipment performed by Denmark's largest service department, with experienced technicians available throughout the country.
• Installation, Setup & 3D Visualization Visualization, installation, and setup support for home gyms and commercial fitness centers to help customers configure their equipment purchases.
• Outlet & Pre-owned Equipment Outlet offering of used, demo, and nearly-new fitness equipment sold at discounted prices.
• Showroom Experience Physical showroom at Snedkervej 4-6, 2630 Taastrup where private and business customers can view and test fitness equipment before purchasing.
• Financing for Equipment Purchases Customer financing options provided for fitness equipment purchases, broadening accessibility of higher-priced items.

Quantifiable outcome

• 365-day return policy for customer peace of mind
• +1 more outcomes

Named customers8 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

14 partnerships are on record, tiered core and minor.

• Assault FitnesscoreChannel Partner/ Reseller/ DistributorExclusive distributor relationship. Fitness Engros is an exclusive distributor of Assault Fitness products in their operating markets (Denmark, Sweden, Norway), providing them preferred access to this premium cardio and conditioning equipment brand.
• gym80coreChannel Partner/ Reseller/ DistributorExclusive distributor relationship for gym80 strength training equipment, a well-established brand in commercial fitness equipment.
• LifemaxxcoreChannel Partner/ Reseller/ DistributorExclusive distributor partnership for Lifemaxx fitness equipment, providing exclusive market access for this brand in Nordic markets.
• SQ&SNcoreChannel Partner/ Reseller/ DistributorExclusive distributor of SQ&SN products including competition kettlebells, weight plates, and training accessories. Active promotional partner with dedicated campaigns.
• CrossmaxxcoreChannel Partner/ Reseller/ DistributorExclusive distributor for Crossmaxx functional training equipment brand, serving the functional fitness and CrossFit market segment.
• StairMastercoreChannel Partner/ Reseller/ DistributorExclusive distributor relationship for StairMaster step climbing machines and stair climbing equipment, a leading brand in cardio training.
• Body BikeminorChannel Partner/ Reseller/ DistributorFeatured brand partner for indoor cycling bikes. Active promotional campaigns featuring Body Bike Phantom with 15% savings offers.
• BH FitnessminorChannel Partner/ Reseller/ DistributorFeatured brand of cardio equipment including treadmills, elliptical trainers, and exercise bikes.
• Concept2minorChannel Partner/ Reseller/ DistributorReseller of Concept2 rowing equipment including SkiErg, BikeErg, and RowErg products.
• WahoominorChannel Partner/ Reseller/ DistributorReseller of Wahoo fitness technology products including connected fitness devices and sensors.
• HypericeminorChannel Partner/ Reseller/ DistributorFeatured brand for recovery equipment including percussion massage guns and compression therapy devices.
• BlackrollminorChannel Partner/ Reseller/ DistributorReseller of Blackroll foam rollers and recovery/mobility equipment.
• MerrithewminorChannel Partner/ Reseller/ DistributorReseller of Merrithew yoga and pilates equipment including reformers and accessories.
• NautilusminorChannel Partner/ Reseller/ DistributorReseller of Nautilus strength training machines and commercial fitness equipment.

Scale indicators5 records

Recent moves4 records

Expansion highlights5 records

Broad incumbents

• Technogym: Global premium fitness equipment manufacturer and brand that competes with the third-party brands distributed by Fitness Engros and increasingly sells direct to commercial operators.
• Decathlon: Global mass-market sporting goods retailer with a growing fitness equipment assortment at lower price points, competing for the same home-gym and entry-level commercial customers as Fitness Engros.
• Life Fitness: Major global commercial fitness equipment manufacturer whose products overlap with the commercial assortment carried by Fitness Engros and which also markets direct to fitness operators.
• Intersport: Global sporting goods retail cooperative with strong Nordic presence; offers fitness equipment as part of a much broader assortment and competes for the same consumer wallet.

Direct peers

• Fitness Superstore: UK multibrand fitness equipment retailer with showrooms and broad assortment across cardio and strength, comparable in breadth of catalog and customer base to Fitness Engros.
• GymCompany: European multibrand retailer of strength, cardio, and functional training equipment for both home and commercial use, with comparable B2B and B2C customer mix and consultative sales positioning.
• Sport-Tiedje: Europe's largest multibrand home fitness equipment retailer with a similar e-commerce plus showroom plus service model across multiple countries, making it the closest structural comparable to Fitness Engros.
• PowerHouse Fitness: UK-based multibrand fitness equipment retailer offering cardio, strength, and commercial equipment online and through showrooms, with a similar one-stop-shop proposition for home and commercial buyers.

Regional players

• XXL Sport: Nordic sporting goods retailer active across Norway, Sweden, Denmark, and Finland offering broader sports equipment and apparel; overlapping assortment in fitness accessories but operating a much wider retail concept.

Emerging players

• Bodytone: European fitness equipment brand with growing direct distribution and B2B sales channels that overlaps with the brands distributed by Fitness Engros and could compete for commercial customers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/fitnessengros1
• Facebookfacebook.com/fitnessengros
• LinkedInlinkedin.com/company/fitness-engros
• Instagraminstagram.com/fitnessengros

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 Fitness Engros