Element Fitness
Element Fitness (Element Lab SIA) is a Latvian manufacturer of indoor and outdoor functional training equipment, serving fitness clubs, home users, municipalities, and military organizations across Europe with certified rig systems, outdoor gym machines, and tactical fitness solutions.
- Company typePrivate
- Founded2007
- HeadquartersDaugavpils, Latvia
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Element Fitness does
Element Fitness, operating through legal entity Element Lab SIA, is a Latvian manufacturer of indoor and outdoor functional training equipment headquartered in Daugavpils. Founded in 2007, the company designs and fabricates modular rig systems (multi-rigs, LED-rigs, obstacle/ninja rigs, functional training containers, racks and squat stands), outdoor gym machines and training stations, conditioning equipment, and accessories such as barbells, dumbbells, benches, and OCR/ninja grips. Technical differentiation rests on hot-galvanized and (as of 2025) stainless-steel pillar construction for outdoor durability in harsh climates including salt-sea environments, EN1176 and EN16630 European safety certifications enabling public/municipal installations, and a registered EUIPO design for the 4X Gym Case portable mobile training camp.
The company serves four primary customer segments: commercial fitness clubs and studios, individual/family home users, municipalities and public-space operators, and military/tactical training organizations (notably the Latvian National Armed Forces, with FSDI Latvia industry membership). Go-to-market combines a direct-to-consumer e-commerce storefront for standardized products with a sales-led, quote-based custom project motion — including free project visualization delivered within one business day — for fitness clubs, municipalities, and defense customers. Pricing is one-time/perpetual license for catalog items (EUR ~3.80 to EUR 4,900) and quote-based for turn-key installations. Revenue is generated primarily through hardware sales of equipment and custom project solutions; the company has no disclosed subscription, recurring, or software component. Named reference installations span Sweden (Norrkoping Municipality), France (Jungle Box), Greece (Lipsi Island), and Latvia (military), and the company has received EU/national development co-funding (grant Nr. 17.1-1-L-2024/32) to support ongoing development.
Element Fitness firmographics
Firmographics- Name
- Element Fitness
- Legal name
- Element Lab SIA
- Website
- https://elementfitness.eu
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Element Fitness (Element Lab SIA) is a Latvian manufacturer of indoor and outdoor functional training equipment, serving fitness clubs, home users, municipalities, and military organizations across Europe with certified rig systems, outdoor gym machines, and tactical fitness solutions.
- Ownership category
- akta.pro rank
Element Fitness industry classification
Industry- Product category
- Fitness Equipment Manufacturing
- NAICS
- Sporting and Athletic Goods Manufacturing (33992)
- SIC
- Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- Fitness Equipment & Performance Accessories Retail (CRAMABAD)
- 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), Gym Flooring, Storage & Facility Accessories Retail (Mats, Tiles, Racks, Mirrors) (CRAMADAJ)
Keywords
Where Element Fitness is headquartered
LocationHeadquarters
- HQ city
- Daugavpils
- HQ country
- Latvia
- HQ region
- Europe
Offices1 record
Markets served
Element Fitness business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Fitness Equipment Sales: Direct sales of indoor and outdoor functional training equipment including rig systems, racks, benches, storage solutions, and conditioning equipment. Both standardized products and customized project solutions.
- Custom Project Solutions: Turn-key project solutions for fitness clubs, municipalities, and military organizations including design, visualization, and installation services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Home Gym Core - Entry-level compact outdoor training station |
| One time/ perpetual license | Pay-as-you-go | Home Gym Athlete - Advanced home training solution |
| One time/ perpetual license | Pay-as-you-go | 4X Gym Case - Mobile Training Camp |
| One time/ perpetual license | Pay-as-you-go | Backyard Gym - Home Gym Plus |
| Unit Pricing | Pay-as-you-go | Conditioning Equipment (Accessories) |
| Other | Multi-year contract | Custom Project Solutions |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Element Fitness product offering
Product offeringCore offering
Element Fitness designs and manufactures indoor and outdoor functional training equipment, including multi-rigs, racks, squat stands, benches, outdoor gym machines, mobile training camps, and conditioning accessories. The company sells standardized equipment via its e-commerce shop and delivers customized turn-key project solutions (design, visualization, installation) for fitness clubs, municipalities, home users, and military organizations primarily across Europe.
Product overview
Element Fitness is a physical fitness equipment manufacturer offering a comprehensive portfolio of indoor and outdoor training solutions. The product lineup centers on modular Rig Systems for commercial gyms and functional training facilities, complemented by complete Outdoor Gym Equipment for municipalities and public spaces. Key product lines include the 4X Gym Case mobile training solution, Home Gym product family (Core, Family, Athlete), and extensive conditioning equipment. The company also provides specialized OCR/Ninja training accessories, adjustable benches, squat racks, weightlifting bars, dumbbells, and storage solutions. The architecture is a platform-based approach where customers can select from modular components (rig attachments, training stations, storage) to build customized training environments for studios, homes, municipalities, and military applications.
Differentiator
Problem solved
Functional benefit
Products and services
- Rig System Comprehensive indoor training station systems including multi-rigs, LED-rigs, obstacle and ninja training rigs, functional training containers, home gyms, racks, squat stands, and suspension belt frames for commercial and home fitness environments.
- Outdoor Gym Machines Durable outdoor gym machines including Leg Press, Biceps Curl, Shoulder Press, Back Row, Bench Press, Lat Pulldown, Squat, Deadlift, Multilift, and classic collection machines for beginners and children, EN1176 and EN16630 certified for public installations.
- 4X Gym Case - Mobile Training Camp Portable pull-up rack and Olympic lifting stand with dip bars that converts into a compact mobile fitness hub for up to 6 people, designed for tactical teams and outdoor training; assembles in 30 minutes and fits in a van.
- Home Gym Core Compact outdoor training station for everyday functional workouts including pull-up bar, rings, and parallel bars for strength, mobility, and coordination training using bodyweight, priced at €1,685.00.
- Backyard Gym - Home Gym Plus Mid-tier outdoor home gym package with pull-up bars, monkey bars, squat place, ladder, V-shape dip bars, core trainer, and outboard arm for family use, priced at €2,390.00.
- Adjustable Bench Adjustable bench with 7 backrest settings and 3 seat positions, ranging from 0 to 85 degrees, featuring sweat-resistant medical polyurethane covering.
- Squat Rack Pro Professional squat rack with safety bars, options for sports inventory storage, customizable pillar height (2.45m or 2.85m), and bolt-together triangle-plate base for enhanced stability.
- CPR Rack - Compact Training Solution Compact training rack with 10mm thick gauge steel frame, 12 fixed hooks with HDPE plastic cushioning, designed for space optimization and budget-conscious facilities.
- Weightlifting Barbell Heavy-duty weightlifting bar with 200kPSI tensile strength shaft, dual knurl marks (IWF and IPF standards), 2.2m length, 20kg weight, rated up to 900kg load.
- TPU Dumbbell TPU-coated dumbbells with solid steel knurled ergonomic handle, zinc coating, and quad head design that prevents rolling, available in weights 2.5kg to 30kg.
- Storage System 4-tier heavy duty storage rack with 4mm gauge steel construction for organizing kettlebells, dumbbells, slam balls, wall balls, and weightlifting plates.
- OCR/Ninja Training Accessories Ninja Warrior and OCR training accessories including grip training spheres (70mm and 120mm), grip training ropes (nylon and hemp), grip handles, pinch grip trainers, ninja hooks, and ribbed nunchuks.
- Conditioning Equipment Conditioning equipment including plyo boxes (up to 300kg capacity), battle ropes (12m), heavy jump ropes (3m, 38mm diameter), climbing ropes (nylon and hemp), and wooden peg boards.
Quantifiable outcome
- 25+ year lifespan for outdoor equipment
- +1 more outcomes
Companies that use Element Fitness
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles4 records
Element Fitness technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Element Fitness partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- FSDI Latvia (Federation of Security and Defence Industries of Latvia)coreElement Fitness is a member of FSDI Latvia, the Federation of Security and Defence Industries. The company participates in industry events and provides military tactical fitness equipment, demonstrating commitment to national defense capabilities.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Element Fitness competitors and assessment
Company assessmentDirect peers
- Outdoor Fitness UK: UK outdoor fitness equipment supplier and installer of EN16630-certified outdoor gyms for councils, schools, and developers. Comparable niche competitor in European outdoor fitness infrastructure, similar size and segment focus to Element's municipal vertical.
- Escape Fitness: UK-based manufacturer of functional training equipment, rigs, and accessories serving commercial gyms, hotels, and military customers globally. Closest direct peer to Element Fitness in product mix (rigs, functional training, military-grade installations) and target segments, though Escape is materially larger and has a broader global dealer network.
- Playnetic: UK-based outdoor fitness equipment specialist focused on EN16630-compliant outdoor gym installations for municipalities and developers. Closest peer to Element's outdoor gym machines and fitness parks business in scale and European public-sector focus.
- Eleiko: Swedish premium manufacturer of barbells, plates, racks, and strength-training equipment serving commercial gyms and competitive weightlifting. Directly comparable to Element on strength equipment engineering quality and European manufacturing pedigree, though Eleiko is substantially larger and focused on elite/competitive strength sports rather than outdoor and functional training.
- Force USA:
Broad incumbents
- Rogue Fitness: US-based fitness equipment manufacturer dominating the strength-training and rack category worldwide with the broadest range of rigs, bars, plates, and accessories. Competes with Element's indoor rig system, squat racks, and conditioning equipment but at much greater scale, brand recognition, and price-leader position.
- KOMPAN: Danish global leader in outdoor fitness and playground equipment, supplying municipalities and public spaces worldwide. The most directly comparable peer to Element's outdoor gym machines and fitness parks business, but at vastly greater scale, with established global dealer networks and broader playground/outdoor recreation portfolio beyond fitness.
- Technogym: Italian premium global fitness equipment manufacturer offering cardio, strength, and functional training solutions for commercial, hospitality, and home segments. Overlaps with Element on commercial-gym rigs, benches, and strength equipment but operates at premium price points and much larger scale with full ecosystem including connected fitness.
- Life Fitness: US-headquartered global fitness equipment giant (Hammer Strength, Cybex, ICG, etc.) supplying strength and cardio equipment to commercial facilities worldwide. Broadly comparable to Element on strength-training equipment and commercial-gym rigs, but at much greater scale and a more diversified portfolio.
Market position
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Element Fitness social profiles
Digital presenceElement Fitness compliance and trust
Trust signalCompliance3 records
Element Fitness financial estimates
Financial estimateRevenue estimate
Valuation estimate
Element Fitness leadership team
Management profileNumber of profiles
Element Fitness funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Element Fitness M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Element Fitness
What does Element Fitness do?
Element Fitness designs and manufactures indoor and outdoor functional training equipment, including multi-rigs, racks, squat stands, benches, outdoor gym machines, mobile training camps, and conditioning accessories. The company sells standardized equipment via its e-commerce shop and delivers customized turn-key project solutions (design, visualization, installation) for fitness clubs, municipalities, home users, and military organizations primarily across Europe.
Is Element Fitness a public or private company?
Element Fitness is a private company. It is classified as unknown and is currently operating.
When was Element Fitness founded?
Element Fitness was founded in 2007. It employs 11 to 50 people.
Where is Element Fitness based?
Element Fitness is headquartered in Daugavpils, Latvia, in the Europe region.
How does Element Fitness make money?
Two revenue lines are on record. Fitness Equipment Sales are the primary driver. The others are custom Project Solutions.
Who are Element Fitness's main competitors?
Direct peers on record are Outdoor Fitness UK, Escape Fitness, Playnetic, Eleiko and Force USA. Broad incumbents are Rogue Fitness, KOMPAN, Technogym and Life Fitness.
Does Element Fitness have an API?
No public API is recorded for Element Fitness.
What industry is Element Fitness in?
Element Fitness's product category is Fitness Equipment Manufacturing. Its primary akta.pro industry code is CRAMABAD, Fitness Equipment & Performance Accessories Retail, with a secondary code of CRAMADAB, Strength Training Equipment Retail (Racks, Benches, Barbells, Plates). Its NAICS code is 33992 and its SIC code is 3949.