Fitbiz Exercise Equipment

What Fitbiz Exercise Equipment does

Fitbiz Exercise Equipment is an Australian specialty fitness equipment retailer founded in 1989 and headquartered in Rydalmere, New South Wales. The company operates a dual-channel distribution model: an e-commerce website (fitbiz.com.au) serving customers across Australia with shipping capability extending internationally, and a physical showroom inside Quantum Business Park displaying 2,000+ products. The catalog spans cardio equipment (treadmills, upright, spin, recumbent, and air bikes, ellipticals, rowers, ski ergs, mini trampolines), strength equipment (benches, home gyms, Smith machines, power racks), free weights (barbells, dumbbells, kettlebells, plates, specialty implements), functional training gear (TRX, plyo boxes, battle ropes, agility equipment), boxing equipment, Pilates and yoga accessories, plus kids fitness products. Supplier relationships include Bodyworx, Matrix, Spirit Fitness, Jumpsport, and WaterRower, allowing positioning across entry-level to commercial-grade price points.

The business generates revenue through three streams: direct equipment sales (the primary stream, transacted both online and in-store), short-term equipment rental primarily in Greater Sydney with 3-month terms, and a hire-to-buy program that converts accumulated rental fees into purchase credits. Pricing is per-unit across the catalog, with home treadmills ranging from approximately $599 to $4,229, commercial treadmills reaching $26,999, and exercise bikes from under $400 to over $6,000. Payment options include Afterpay, ShopHumm Finance, LatitudePay, PayPal, and major card networks. The customer base is fragmented across home gym enthusiasts (primary), commercial gyms and studios, personal trainers (with special wholesale pricing), and families seeking kids fitness equipment. The company maintains no proprietary technology platform, holds no disclosed patents, and operates without institutional funding or parent company affiliation.

Name

Fitbiz Exercise Equipment

Legal name

Fitbiz Exercise Equipment

Website

https://fitbiz.com.au

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

11–50 employees

Short description

Fitbiz Exercise Equipment is an Australian specialty fitness equipment retailer founded in 1989, selling 2,000+ products across cardio, strength, free weights, and functional categories via an e-commerce site, Rydalmere showroom, and hire-to-buy program serving home users and commercial gyms across Australia.

Ownership category

akta.pro rank

Product category

Fitness Equipment Retail

NAICS

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

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), Functional Training & Conditioning Accessories Retail (Bands, Suspension Trainers, Agility/Ladders, Sleds) (CRAMADAD), Yoga, Pilates & Mind-Body Accessories Retail (Mats, Blocks, Reformers, Rings) (CRAMADAE)

Keywords

• Fitness equipment retail
• Cardio machines
• Strength training equipment
• Exercise accessories
• Home gym equipment

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Equipment Sales: Primary revenue stream from selling fitness equipment directly to consumers and businesses through online and showroom channels. Products include cardio machines, strength equipment, functional training gear, and accessories.
2. Equipment Rental/Hire: Short-term equipment rental service in Sydney with free delivery and pickup for Greater Sydney area. Rental periods typically span 3 months with options to extend. Revenue generated from recurring hire fees.
3. Hire-to-Buy Conversion: Conversion program where hire fees are partially or fully credited toward purchase of new equipment, driving both rental revenue and eventual sales.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Fitbiz Exercise Equipment is an Australian specialty fitness equipment retailer operating since 1989. The company sells cardio machines, strength training equipment, free weights, functional training gear, boxing equipment, Pilates and yoga accessories through an e-commerce website and a physical showroom in Rydalmere, NSW. It also operates a short-term equipment hire program with hire-to-buy conversion for Greater Sydney customers and serves both home and light commercial buyers across Australia.

Product overview

Fitbiz Exercise Equipment is an Australian fitness equipment retailer offering an extensive portfolio of 2,000+ products across multiple categories. The core offering spans cardio equipment (treadmills, exercise bikes, spin bikes, recumbent bikes, air bikes, ellipticals, rowers, ski ergs, mini trampolines, steppers), strength equipment (benches, home gyms, smith machines, power racks, power towers, cross fit rigs), free weights (barbells, dumbbells, kettlebells, clubbells, weight plates, medicine balls, Bulgarian bags, weight vests), functional training gear (TRX suspension trainers, ab wheels, resistance bands, plyometric boxes, battle ropes, agility equipment), boxing equipment (bags, gloves, protective gear, focus pads), and specialty categories (Pilates reformers and mats, yoga props, inversion tables, kids fitness equipment). Additional services include equipment hire with hire-to-buy options for customers wanting to try before they buy. The company operates a physical showroom in Rydalmere, NSW with Australia-wide delivery.

Differentiator

Problem solved

Functional benefit

Products and services

• Home Treadmills Electric walking and running treadmills designed for home use, ranging from entry-level to high-performance models with various motor sizes (1.5HP to 3.5HP) and features like auto incline and preset programs.
• Commercial & Light Commercial Treadmills Heavy-duty treadmills built for commercial gym environments, featuring AC motors, higher weight capacities, and advanced console options for high-frequency use. Priced $4,899-$10,049 from premium brands such as Matrix, Spirit, Vision, Precor, and True Fitness.
• Upright Exercise Bikes Stationary upright bikes for cardio workouts, including manual and programmable models with features like Bluetooth connectivity, magnetic resistance, and console feedback.
• Spin Bikes Indoor cycling bikes designed to simulate road cycling, featuring flywheel resistance systems, adjustable seats and handlebars, and commercial-grade frames.
• Recumbent Bikes Low-impact exercise bikes with supported backrests, reducing strain on lower back. Feature airflow backrests, gel seats, and customizable programs.
• Air Bikes Dual-action bikes with fan-based resistance that scales with workout intensity. Work both upper and lower body simultaneously for high-intensity interval training.
• Elliptical Cross Trainers Low-impact cardio machines providing full-body workouts through combined arm and leg motion. Include suspension ellipticals, front-drive, and incline trainer models from brands such as Octane.
• Rowing Machines Cardio machines offering full-body workouts using water, magnetic, or air resistance systems. Range from home-use models including WaterRower Oak S4 and A1 Home ($1,650-$2,100) to commercial-grade rowers.
• Ski Ergs Upper body cardio trainers simulating cross-country skiing motion. Wall-mounted units with monitors for tracking performance metrics.
• Mini Trampolines & Rebounders Compact fitness trampolines for low-impact cardio and bouncing workouts. Include stackable models with optional handlebars and fitness tracking accessories. Featured JumpSport models (350PRO, 550F, 570PRO) priced $647-$1,257.
• Steppers & Cranks Compact cardio equipment including mini pedal exercisers for under-desk use and stair-stepping machines for home gyms.
• Strength Benches Weight training benches including adjustable FID benches, flat benches, ab benches, and bench press stations for strength training.
• Home Gyms & Functional Trainers Complete pin-loaded gym systems and functional trainers providing multiple workout stations for full-body strength training.
• Smith Machines Guided barbell systems with safety stops and hooks for controlled weight training exercises.
• Power Racks, Squat Stands & Power Towers Heavy-duty steel frames for free-weight training including power racks, squat stands, cage systems with safety features, and vertical workout stations with pull-up bars, push-up handles, and dip stations.
• Cross Fit Rigs & Frames Modular training systems for CrossFit-style workouts with multiple stations for pulling, pressing, and functional movements.
• Free Weights (Barbells, Dumbbells, Kettlebells, Plates) Olympic and standard barbells, rubber hex and vinyl-coated dumbbells, cast iron and rubber-coated kettlebells, clubbells and macebells, and Olympic/standard weight plates for barbell loading and strength training.
• Functional Training Equipment TRX suspension trainers, ab wheels and crunches, resistance bands (power, loop, tube, flat), plyometric boxes, battle and climbing ropes, agility cones, ladders and sleds for varied functional and bodyweight training.
• Boxing Equipment Heavy bags, speed bags, and free-standing punching bag systems, training gloves, sparring gloves and focus mitts, headgear and protective sparring gear, focus pads, kick shields, and speedballs/floor-to-ceiling balls for boxing and martial arts training.
• Pilates Equipment Spring-resistance Pilates reformers (e.g., Pilates H1 Home Reformer at $2,529), reformer accessories/attachments, Pilates balls, rings, socks, and exercise mats (8mm+ thickness).
• Yoga Equipment Non-slip yoga mats (e.g., Omni Yoga Mat at $24.99), cork and foam yoga blocks, yoga wheels, and straps/bands/harnesses for practice and stretching.
• Gym Accessories & Body Supports Lifting belts, training gloves, lifting straps, gym towels, magnesium gym chalk, ankle/back/elbow/knee/wrist support braces, inversion tables, and body composition weight scales.
• Kids Fitness & Active Play Equipment Active play equipment for children including scooter boards, kids boxing sets, trampolines, teepee tents, and soccer goals to build coordination and strength.
• Equipment Hire Service Short-term rental program for treadmills, bikes, and strength equipment with free delivery and pickup in Greater Sydney. Includes hire-to-buy conversion options with discounts toward purchase (e.g., Walker Treadmill from $450 for 3 months, Jogger from $399.50, Runner from $899).

Quantifiable outcome

• 4.5 star rating from 276 Google reviews

Named customers4 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

Integration12 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• AfterpaycoreGTM or Marketing PartnerBuy Now Pay Later payment option available both online and in-store, enabling customers to spread payments over time. Key payment option prominently featured throughout the website.
• ShopHumm FinanceminorGTM or Marketing PartnerAlternative Buy Now Pay Later financing option for customers preferring this service over Afterpay.
• LatitudePayminorGTM or Marketing PartnerAdditional installment payment option providing customers with flexible payment choices.
• PayPalcoreGTM or Marketing PartnerDigital payment processor integrated into checkout for secure online transactions.
• BodyworxcoreTechnology or IntegrationMajor supplier brand offering home and commercial fitness equipment including treadmills, bikes, benches, and rowers. Featured extensively across cardio and strength categories.
• MatrixcoreTechnology or IntegrationPremium commercial fitness equipment brand providing high-end treadmills, ellipticals, and bikes. Products featured at premium price points ($3,000-$10,000+).
• Spirit FitnesscoreTechnology or IntegrationQuality equipment brand spanning commercial treadmills, bikes, and ellipticals. Products positioned in mid-to-premium commercial range.
• JumpsportcoreTechnology or IntegrationPremium rebounder and mini trampoline brand. Products include 350PRO, 550F, and 570PRO models ranging $647-$1,257.
• WaterRowercoreTechnology or IntegrationSpecialty rowing machine brand known for wooden design rowers. Products include Oak S4, A1 Home, and accessories at premium price points ($1,650-$2,100).

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Powerhouse Fitness: UK-based fitness equipment retailer with extensive showroom and online presence selling cardio and strength equipment. Comparable business model and product breadth to Fitbiz, but operating in a different geography.

Broad incumbents

• Life Fitness: Global incumbent manufacturer of commercial-grade cardio and strength equipment. Directly relevant as a brand Fitbiz already resells, and as the dominant incumbent whose commercial distribution relationships underpin its commercial-gym revenue stream.
• Matrix Fitness: Commercial fitness equipment manufacturer supplying premium treadmills, ellipticals and bikes. Functions both as a key supplier to Fitbiz and as a broader incumbent whose direct sales could compete with Fitbiz's commercial channel.
• NordicTrack (iFIT): Major connected fitness brand selling premium treadmills, bikes and ellipticals directly to consumers globally. Competes with Fitbiz at the higher-end connected cardio price points, particularly in the Australian market via its own e-commerce site.

Direct peers

• Fitness Depot: Australia's largest specialty fitness equipment retailer with multiple showrooms and an online store. Directly comparable to Fitbiz in product range (cardio, strength, free weights), target customer segments (home + commercial), and hybrid showroom + e-commerce model.
• Elite Fitness Equipment: Australian fitness equipment retailer selling cardio, strength and functional equipment for home and commercial use. Comparable to Fitbiz in product mix, customer targeting and mid-market price positioning, with overlapping geographic reach.
• Australian Barbell Company: Australia-based specialty retailer focused on strength equipment, barbells, dumbbells, plates and functional training gear. Highly comparable to Fitbiz's strength and weights category, with similar target customer (home gym enthusiasts and personal trainers).
• JLL Fitness: Australian online and showroom-based fitness equipment retailer specializing in home and light commercial equipment. Overlaps with Fitbiz in treadmill, bike, strength and accessory categories and direct-to-consumer sales model.

Emerging players

• Rogue Fitness: US-based premium strength, conditioning and functional fitness equipment brand with direct-to-consumer e-commerce. Comparable to Fitbiz's strength and functional equipment offering with overlapping customer base (home gym and serious training enthusiasts).

Others

• Afterpay: BNPL provider and strategic GTM partner to Fitbiz. Included as a peer because the BNPL integration is core to Fitbiz's purchase-conversion funnel, and shifts in Afterpay's economics or merchant terms directly impact Fitbiz's checkout conversion rates.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/fitbizee
• Facebookfacebook.com/FITBIZOfficial
• Instagraminstagram.com/fitbiz.official
• Pinterestpinterest.com.au/fitbizexercise
• LinkedInlinkedin.com/company/fitbiz-exercise-equipment

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 Fitbiz Exercise Equipment