Fitness Equipment Etc

What Fitness Equipment Etc does

Fitness Equipment Etc. is a privately held, New Hampshire-based fitness equipment retailer founded in 1990. The company operates a hybrid retail model combining a physical by-appointment showroom (currently transitioning from Salem, NH to a new Plaistow, NH location targeted for June 30, 2026) with a WordPress-based e-commerce storefront at fitnessequipmentnh.com. Its catalog spans 500+ product variations across cardio (ellipticals, bikes, rowers, treadmills, stairclimbers), strength (benches, dumbbells, freeweights, home gyms, kettlebells, power racks), commercial equipment, accessories, and storage, sourced from 207+ brands including Assault Fitness, Spirit Fitness, BodyCraft, BodySolid, Horizon, Landice, Concept2, PowerBlock, Schwinn, Bowflex, TRX, and Xterra.

The company sells to four customer segments: individual fitness enthusiasts (primary), corporate wellness programs, fire and police departments, and fitness centers. Pricing is anchored on a consistent "always below MSRP" positioning, with concrete examples such as the Spirit XBR95 listed at $1,999 versus a $2,299.99 MSRP. Distribution is local: free curbside delivery within 15 miles of the showroom for orders over $500, optional paid in-home setup, plus nationwide reach via the e-commerce site. Two retention/acquisition mechanisms have been introduced — a Preferred Customer loyalty program with tiered discounts at $5,000 and $10,000 annual spend, and a referral program paying 5% cash-back or 8% store credit.

Revenue mechanics are predominantly one-time equipment sales, supplemented by referral incentives and paid delivery/setup services. There is no disclosed headcount, no external investment, no parent company, and no SaaS or subscription revenue stream beyond the spend-threshold loyalty discount structure. The firm presents as a single-location, founder-operated specialty retailer with a 35-year operating history but limited publicly observable scale or growth metrics.

Name

Fitness Equipment Etc

Legal name

Fitness Equipment Etc.

Website

https://fitnessequipmentnh.com

Company type

Private

Founded year

1990

Operating status

Operating

Short description

Fitness Equipment Etc. is a privately held New Hampshire fitness equipment retailer founded in 1990, operating a single by-appointment showroom (relocating from Salem to Plaistow) and an e-commerce site selling 500+ products from 207+ brands below MSRP to individual enthusiasts, corporate clients, fire and police departments, and fitness centers.

Ownership category

akta.pro rank

Product category

Fitness Equipment Retail

NAICS

Sporting Goods Retailers (45911), Sporting and Recreational Goods and Supplies Merchant Wholesalers (423910), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)

akta.pro primary industry

Fitness Equipment & Performance Accessories Retail (CRAMABAD)

akta.pro secondary industries

Sporting Goods, Outdoor & Fitness Marketplaces (CRAFABAI), Cardio Equipment Retail (Treadmills, Bikes, Rowers, Ellipticals) (CRAMADAA), Strength Training Equipment Retail (Racks, Benches, Barbells, Plates) (CRAMADAB), Fitness, Exercise & Gym Equipment Distribution (CRAOAJAG)

Keywords

• Fitness equipment retail
• Cardio equipment sales
• Strength training equipment
• Commercial gym equipment
• Home gym supplies

Headquarters

HQ city

Salem

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Equipment Sales: One-time sale of fitness equipment including cardio machines, strength equipment, and accessories. Products sold below MSRP. Revenue from both in-store and online purchases.
2. Referral Program Commission: Earns commission from customer referrals. Referrers receive 5% cash-back or 8% store credit when referred customers make in-store purchases. Monthly cash-out payments available.
3. Delivery and Setup Services: Provides free curbside delivery within 15 miles of Salem showroom location for orders over $500. Offers in-home equipment setup for a nominal fee.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Fitness Equipment Etc. is a New Hampshire-based retailer (founded 1990) that sells fitness equipment both online and through a physical showroom, offering cardio machines, strength equipment, commercial-grade machines, accessories, and storage from 207+ brands, always priced below MSRP. The company also provides free local delivery within 15 miles, a referral rewards program, and a tiered Preferred Customer loyalty program for high-volume buyers.

Product overview

Fitness Equipment Etc. is a fitness equipment retailer founded in 1990, operating as an e-commerce platform with a showroom in Plaistow, NH (formerly Salem, NH), offering products always below MSRP. The company represents over 207 brands and sells a comprehensive portfolio of cardio equipment (ellipticals, bikes, rowers, treadmills, stairclimbers), strength equipment (benches, dumbbells, freeweights, home gyms, power racks), commercial equipment, accessories, and storage solutions. Services include free local delivery, a referral program, and a Preferred Customer loyalty tier. A new showroom in tax-free Plaistow, NH is planned for June 30, 2026.

Differentiator

Problem solved

Functional benefit

Products and services

• Cardio Equipment Cardiovascular equipment category including ellipticals, bikes (recumbent, spinning, upright), rowers, treadmills, stairclimbers, and vertical climbers sold below MSRP.
• Strength Equipment Strength training equipment category including benches, dumbbells, freeweights, home gyms and multifunction trainers, kettlebells, and power racks and Smith machines.
• Specials Discounted and promotional items including pre-owned equipment, overstock, and clearance deals.
• Commercial Equipment Heavy-duty equipment designed for commercial gym and institutional use, including commercial-grade benches, bikes, ellipticals, and strength machines.
• Storage Solutions Equipment storage solutions including medicine ball racks, plate trees, dumbbell racks, and Olympic bar holders.
• Accessories Fitness accessories including ab wheels, jump ropes, resistance bands, heavy bags, and miscellaneous gym gear.
• Free Local Delivery Service Free curbside delivery within 15 miles of the Salem, NH showroom for purchases over $500, with in-home equipment setup available for a nominal fee.
• Referral Program Customer referral incentive program offering 5% cash-back or 8% store credit for customers who refer friends who make in-store purchases, with monthly cash-out via check.
• Preferred Customer Program Tiered loyalty program: $5,000 annual spend yields 10% off all fitness equipment; $10,000 annual spend yields 15% off plus Double Labor Warranty and Free Delivery.

Named customers4 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

Partnerships

13 partnerships are on record, tiered major, core, supporting and minor.

• Assault FitnessmajorChannel Partner/ Reseller/ DistributorAssault Fitness products including Assault Elite Air Bike ($1,499) and Assault AirRunner Curved Treadmill ($3,999) are sold through Fitness Equipment Etc. as authorized reseller.
• Spirit FitnessmajorChannel Partner/ Reseller/ DistributorSpirit is one of the major brands carried, with 29 products including treadmills, bikes, ellipticals, rowers, and benches ranging from $599 to $8,000.
• BodyCraftmajorChannel Partner/ Reseller/ DistributorBodyCraft products including rowing machines, benches, and functional trainers are sold through the store.
• BodySolidmajorChannel Partner/ Reseller/ DistributorBodySolid products including power racks, home gyms, benches, and dumbbell racks are sold through the store.
• Horizon FitnessmajorChannel Partner/ Reseller/ DistributorHorizon products including treadmills, ellipticals, and bikes are sold through the store.
• LandicecoreChannel Partner/ Reseller/ DistributorLandice products including L890 Achieve Treadmill ($6,899) and R7 Achieve Recumbent Bike are sold through the store.
• Concept2coreChannel Partner/ Reseller/ DistributorConcept2 Model D rowing machine with PM5 monitor is sold through the store (price by inquiry).
• PowerBlockcoreChannel Partner/ Reseller/ DistributorPowerBlock adjustable kettlebells, dumbbell stands, and bars are sold through the store.
• PayPalsupportingTechnology or IntegrationPayPal is used as the payment processor for online transactions, providing secure checkout for e-commerce purchases.
• XterraminorChannel Partner/ Reseller/ DistributorXterra products including folding upright bikes and rowing machines are sold through the store.
• TRXminorChannel Partner/ Reseller/ DistributorTRX suspension training products including Rip Trainer and Home Suspension Trainer are sold through the store.
• SchwinnminorChannel Partner/ Reseller/ DistributorSchwinn products including Airdyne bikes, recumbent bikes, and elliptical machines are sold through the store.
• BowflexminorChannel Partner/ Reseller/ DistributorBowflex products including M9 Max Trainer are sold through the store.

Scale indicators3 records

Recent moves8 records

Expansion highlights4 records

Broad incumbents

• NordicTrack / iFit: NordicTrack, owned by iFit, is a leading direct-to-consumer connected fitness brand selling treadmills, bikes, and rowers. It competes directly with Fitness Equipment Etc.'s cardio assortment via national e-commerce, often below MAP, eroding the local showroom advantage on price.
• Academy Sports + Outdoors: Academy Sports + Outdoors is a regional sporting goods big-box retailer carrying treadmills, ellipticals, and strength equipment. Comparable on consumer fitness equipment assortment but much larger in scale and assortment breadth than the single-showroom Fitness Equipment Etc.
• Dick's Sporting Goods: Dick's Sporting Goods is a national big-box sporting goods retailer that carries fitness equipment alongside broader sporting goods. While much larger and broader in assortment, it competes with Fitness Equipment Etc. for the home fitness equipment buyer and benefits from scale advantages on price and selection.
• Life Fitness: Life Fitness is a global manufacturer and distributor of commercial fitness equipment. It supplies the same commercial gyms and fitness centers that Fitness Equipment Etc. serves, and increasingly sells direct, creating channel overlap with the company's commercial segment.

Direct peers

• Play It Again Sports: Play It Again Sports is a franchised new and used sporting goods retailer carrying fitness equipment, weights, and accessories. It overlaps with Fitness Equipment Etc. on the consumer fitness equipment buyer and competes on price for budget-conscious home gym purchasers.
• Rogue Fitness: Rogue Fitness is an Ohio-based direct-to-consumer fitness equipment manufacturer and retailer. It overlaps directly with Fitness Equipment Etc. across strength equipment, racks, barbells, and conditioning products, competing for the same home gym and commercial customer base with a broader e-commerce footprint.
• REP Fitness: REP Fitness is a Colorado-based online fitness equipment retailer specializing in strength racks, benches, and home gym packages. It competes with Fitness Equipment Etc. for the same home strength buyer, often at aggressive price points, and serves a national customer base online.
• 2nd Wind Exercise Equipment: 2nd Wind Exercise Equipment is a multi-store fitness equipment retailer specializing in new and refurbished commercial and residential cardio and strength equipment. It is directly comparable to Fitness Equipment Etc. in product mix, customer segments (commercial gyms, corporate, consumers), and showroom-led retail model.
• American Fitness Equipment: American Fitness Equipment is a multi-state fitness equipment retailer with showrooms across the Northeast and Midwest offering new and refurbished commercial and residential equipment. Comparable to Fitness Equipment Etc. on showroom model, multi-brand assortment, and commercial/corporate customer base.

Regional players

• Johnson Fitness & Wellness: Johnson Fitness & Wellness operates retail showrooms across the Midwest and East Coast selling cardio, strength, and commercial equipment. It is comparable in showroom-led retail model and multi-brand assortment, but its footprint is regional and largely outside New England.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/fitnessequipmentnh
• Instagraminstagram.com/fitetc3838

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 Fitness Equipment Etc