Verhoeven Group

What Verhoeven Group does

Verhoeven Group Limited (VGL) is a privately held New Zealand company headquartered in Hamilton that operates as a multi-brand distribution and retail group for premium lifestyle and leisure products. The business is organized around two distinct verticals: commercial and residential fitness equipment, distributed under Life Fitness, Hammer Strength, and The Fitness Depot brand storefronts; and water sports recreational products, distributed under Surf, Ski n Ride, Nautique, Supreme Tow Boats, and Matrix Boats. Verhoeven Group does not manufacture these products; rather, it acts as the New Zealand market representative for international premium brands, with each brand operating through its own dedicated website (lifefitness.co.nz, thefitnessdepot.co.nz, surfskiride.co.nz, nautiquenz.co.nz). The revenue model is hardware sales through these brand-specific e-commerce channels and direct customer engagement via the group's central contact infrastructure. Lead generation sources include Google, word of mouth, Facebook, Instagram, and LinkedIn, with a single LinkedIn corporate page as the documented social presence. The group has been recognized multiple times in the Deloitte Fast 50, which ranks New Zealand's fastest-growing companies, and has received the Master of Growth award, indicating a sustained multi-year growth track record despite the absence of disclosed financials, headcount, or founding date. No AI, software, or proprietary technology stack is mentioned; the business is straightforward physical-product distribution serving two distinct end-markets (commercial/residential fitness and recreational boating) within a single country (New Zealand).

Name

Verhoeven Group

Legal name

Verhoeven Group Limited

Website

https://verhoevengroup.co.nz

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

Verhoeven Group Limited is a Hamilton, New Zealand-based multi-brand distributor of premium fitness equipment (Life Fitness, Hammer Strength) and water sports boats (Nautique, Supreme, Matrix), serving commercial gyms and recreational boating consumers through dedicated brand-specific e-commerce websites across New Zealand.

Ownership category

akta.pro rank

Product category

Fitness Equipment and Marine Distribution

NAICS

Sporting and Recreational Goods and Supplies Merchant Wholesalers (423910)

akta.pro primary industry

Water Sports Equipment Retail (Wake, Ski, Tow, Tubes) (CRAMAIAC)

akta.pro secondary industry

Luxury Yacht Tenders & Support Craft Manufacturing (IMAJAMAK)

Keywords

• Premium fitness equipment
• Commercial gym equipment
• Water sports boats
• Marine distribution
• Lifestyle brand portfolio

Headquarters

HQ city

Hamilton

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Premium Lifestyle and Leisure Product Distribution: Verhoeven Group generates revenue through the distribution and sale of premium branded fitness and water sports products across New Zealand. The group represents multiple established brands including Life Fitness, Hammer Strength, Nautique, Supreme Tow Boats, and Matrix Boats, operating brand-specific retail and distribution channels.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Verhoeven Group Limited is a New Zealand-based multi-brand distributor that sells premium fitness equipment (Life Fitness, Hammer Strength) and premium tow/recreational boats (Nautique, Supreme Tow Boats, Matrix Boats) through brand-dedicated websites and retail outlets. The group operates as a channel partner for established international brands, supplying commercial gyms, fitness facilities, and water sports consumers across New Zealand.

Product overview

Verhoeven Group is a New Zealand-based company specializing in premium lifestyle and leisure products through a portfolio of complementary brands. The company operates two main product categories: fitness equipment (Life Fitness, Hammer Strength, The Fitness Depot) serving commercial gyms and fitness facilities, and water sports/boats (Surf Ski n Ride, Nautique, Supreme Tow Boats, Matrix Boats) serving the recreational marine market. The group functions as a multi-brand distributor and retailer rather than a single unified product platform.

Differentiator

Problem solved

Functional benefit

Brands

• Life Fitness: Premium fitness equipment brand
• Hammer Strength
• The Fitness Depot
• Surf, Ski n Ride
• Nautique
• Supreme Tow Boats
• Matrix Boats

Products and services

• Life Fitness Premium commercial and residential fitness equipment brand (cardio and strength) distributed by Verhoeven Group in New Zealand through the dedicated lifefitness.co.nz website. Targeted at commercial gyms, fitness facilities, and home users seeking premium equipment.
• Hammer Strength
• The Fitness Depot
• Nautique New Zealand
• Supreme Tow Boats
• Matrix Boats
• Surf, Ski n Ride

Segments1 record

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core.

• Life FitnesscoreChannel Partner/ Reseller/ DistributorVerhoeven Group distributes Life Fitness and Hammer Strength fitness equipment products in New Zealand through dedicated brand websites at lifefitness.co.nz.
• NautiquecoreChannel Partner/ Reseller/ DistributorVerhoeven Group distributes Nautique tow boats in New Zealand through nautiquenz.co.nz, representing the premium wake and surf boat brand.
• Supreme Tow BoatscoreChannel Partner/ Reseller/ DistributorVerhoeven Group distributes Supreme Tow Boats through the Surf, Ski n Ride brand website, representing another premium water sports boat manufacturer.
• Matrix BoatscoreChannel Partner/ Reseller/ DistributorVerhoeven Group distributes Matrix Boats through the Surf, Ski n Ride brand website, expanding the water sports boat portfolio.

Scale indicators1 record

Recent moves5 records

Expansion highlights2 records

Direct peers

• Torpedo7: Major New Zealand outdoor and adventure equipment retailer. Comparable to VGL because it operates a multi-brand, NZ-only distribution and retail model for premium outdoor/water sports lifestyle products, serving the same affluent NZ consumer base.
• OneWater Marine: US/UK-based premium boat retailer. Closely comparable to VGL's boat distribution vertical: multi-brand premium leisure marine retail, dependent on OEM relationships (similar to Nautique/Supreme), and exposed to the same discretionary demand cycle.
• MarineMax: Largest US recreational boat dealer. Comparable to VGL's Nautique/Supreme/Matrix boat distribution business because it operates a multi-brand premium boat retail model with dedicated brand storefronts and similar supplier economics.

Broad incumbents

• Technogym: Italian premium fitness equipment manufacturer. Comparable to VGL's fitness distribution vertical as a global premium-tier incumbent that competes for share of premium commercial gym accounts in NZ, sometimes via third-party distributors.
• Life Fitness (KPS Capital portfolio): Global premium commercial fitness equipment manufacturer and VGL's principal brand partner. Comparable because it sits in the same premium tier and exercises direct channel influence that materially shapes VGL's competitive environment in NZ.
• Peloton Interactive: Global connected fitness incumbent. Comparable as a broad-based premium-tier fitness competitor that increasingly bypasses traditional distributors via direct-to-consumer channels — the same structural risk VGL faces from its OEM principals.
• Correct Craft (Nautique parent): US-based parent of Nautique, Supreme Tow Boats, and Matrix Boats — VGL's three principal boat partners. Comparable as the global manufacturer that controls brand strategy, distribution policy, and product roadmap directly impacting VGL's marine vertical.

Regional players

• Les Mills International: New Zealand-founded global fitness programming and equipment brand. Comparable to VGL as a NZ-rooted premium fitness brand leveraging international partnerships, although Les Mills operates more in content/programming than equipment distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/verhoeven-group

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 Verhoeven Group