DeFactoFIT Teknoloji A.Ş.

What DeFactoFIT Teknoloji A.Ş. does

DeFactoFIT Teknoloji A.Ş., operating under the registered legal name DeFactoFIT Gıda, Perakende, Lojistik ve Teknoloji A.Ş. (DeFactoFIT Food, Retail, Logistics and Technology Joint Stock Company), is a privately held Turkish e-commerce platform positioned as a comprehensive healthy-living (iyi yaşam) marketplace. It is established as a strategic investment of DeFacto, the Turkish fashion retail group. The storefront (defactofit.com) aggregates roughly fifteen product categories including women's, men's and children's activewear, fitness equipment, sports nutrition supplements (whey protein, gainers, amino acids, protein bars), vitamins and minerals, bicycles and cycling gear, camping and outdoor equipment, motor sports equipment, water sports equipment, cosmetics and personal care, and athletic footwear. Distribution is exclusively digital, run through the website and an Android mobile application.

Beyond commerce, the platform runs egitim.defactofit.com, a free content portal offering thousands of training videos across fitness, yoga, pilates, nutrition, and physiotherapy, plus a professional trainer directory connecting end users with certified experts. Brand relationships with international athletic labels (Puma, Helly Hansen, Asics, Oakley, Speedo, Hoka) provide channel/reseller supply; payment financing is enabled through Garanti Bank (Yapı Kredi) with installment options. Marketing is multi-channel via Instagram, YouTube, LinkedIn, and WhatsApp. The company has not disclosed revenue, headcount, funding rounds, pricing structure, AI/ML capabilities, integrations, APIs, leadership changes, awards, or geographic expansion beyond Turkey.

Name

DeFactoFIT Teknoloji A.Ş.

Legal name

DeFactoFIT Gıda, Perakende, Lojistik ve Teknoloji Sanayi A.Ş.

Website

https://defactofit.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

DeFactoFIT Teknoloji A.Ş. is a Turkish healthy-living e-commerce platform, owned by retailer DeFacto, that aggregates sports apparel, fitness equipment, nutrition supplements, cosmetics and outdoor gear alongside free professional training videos for fitness enthusiasts and general consumers in Turkey.

Ownership category

akta.pro rank

Product category

Sports & Fitness E-commerce

NAICS

Sporting Goods Retailers (45911), Food (Health) Supplement Retailers (456191), Sporting Goods, Hobby, and Musical Instrument Retailers (4591)

SIC

Sporting & Athletic Goods, Nec (3949), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro industry

PRIMARYCRAMABAD

Fitness Equipment & Performance Accessories Retail

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Sporting Goods Generalist Retail

Keywords

• Fitness e-commerce
• Sports apparel retail
• Wellness marketplace
• Sports nutrition supplements
• Fitness equipment

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel

Distribution channels2 records

Marketing channels5 records

Core offering

DeFactoFIT operates a multi-brand e-commerce platform aggregating sports apparel, fitness equipment, sports nutrition supplements, vitamins, bicycles, camping/outdoor gear, cosmetics, and personal care products from third-party brands such as Puma, Helly Hansen, Asics, Oakley, Speedo, and Hoka. The offering is complemented by a free training video content library and a professional trainer network covering fitness, yoga, pilates, nutrition, and physiotherapy. The platform is accessible via website and mobile application, serving the Turkish consumer market.

Product overview

DeFactoFIT Teknoloji A.Ş. operates a comprehensive e-commerce platform (DeFactoFIT.com) that aggregates sports, fitness, nutrition, and wellness products. The platform serves as a marketplace bringing together activewear clothing for men, women, and children, alongside an extensive range of fitness equipment, sports nutrition supplements (including protein powders, protein bars, amino acids, gainers), vitamins and minerals, bicycles and cycling gear, camping and outdoor equipment, cosmetics and personal care products, motor sports equipment, and water sports gear. The ecosystem includes a free training video platform with thousands of fitness, yoga, and nutrition videos, as well as a professional trainer network connecting users with certified fitness, pilates, yoga, and nutrition experts. The company also offers a mobile application for convenient access to content and shopping.

Differentiator

Problem solved

Functional benefit

Products and services

• DeFactoFIT E-commerce Platform (defactofit.com) Online marketplace bringing together activewear, sports apparel, fitness equipment, sports nutrition supplements, vitamins, bicycles, camping/outdoor gear, cosmetics, motor sports equipment, and water sports gear from multiple third-party brands for Turkish consumers.
• Fitness and Conditioning Equipment Equipment for home and gym workouts including weights, dumbbells, treadmills, elliptical bikes, and fitness accessories targeted at Turkish fitness consumers.
• Sports Nutrition Supplements Protein powders, amino acids, pre-workout formulas, gainers, and nutritional supplements for athletic performance and muscle recovery, sold to fitness and bodybuilding consumers.
• Activewear and Sports Clothing Athletic apparel including t-shirts, leggings, sweatshirts, sports bras, and sportswear for men, women, and children from multiple brands.
• Vitamins and Minerals Vitamin supplements including B vitamins, C, D3, E, K, multivitamins, minerals, and omega-3 products for general wellness consumers.
• Bicycles and Cycling Equipment Bicycles including mountain, electric, and fat bikes as well as children's bikes, alongside cycling accessories, helmets, and spare parts for cycling consumers.
• Camping and Outdoor Gear Camping equipment including tents, sleeping bags, camping chairs, and outdoor accessories for outdoor and camping consumers.
• Cosmetics and Personal Care Beauty and personal care products including skincare, makeup, hair care, and hygiene items from multiple brands for general consumers.
• Sports Shoes and Footwear Athletic footwear including sneakers, running shoes, outdoor shoes, and sport-specific shoes from multiple brands.
• Free Training Videos and Educational Content Free video library at egitim.defactofit.com covering fitness, yoga, pilates, nutrition, and physiotherapy, available to consumers and professionals for home and guided training.
• Professional Trainer Network Online directory connecting professional fitness, yoga, pilates, nutrition, and physiotherapy experts with users seeking guided training and wellness advice.
• Motor Sports Equipment Motorcycle gear, accessories, tires, spare parts, and protective equipment for motor sports enthusiasts in Turkey.
• Water Sports Equipment Swimming, diving, and water sports equipment including swimwear, diving gear, and paddle boards for water sports consumers.
• DeFactoFIT Mobile Application Mobile application providing access to the DeFactoFIT product catalog and free training video content for Turkish consumers on Android devices.

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered minor.

• PumaminorChannel Partner/ Reseller/ DistributorPuma is one of the featured brands on DeFactoFIT platform, sold through the e-commerce channel as part of the sports apparel and footwear category.
• Helly HansenminorChannel Partner/ Reseller/ DistributorHelly Hansen outdoor apparel brand featured on DeFactoFIT platform as part of the outdoor and sportswear product category.
• AsicsminorChannel Partner/ Reseller/ DistributorAsics athletic footwear and sports equipment brand sold through DeFactoFIT e-commerce platform.
• OakleyminorChannel Partner/ Reseller/ DistributorOakley sports eyewear and accessories featured as brand partner on DeFactoFIT platform.
• SpeedominorChannel Partner/ Reseller/ DistributorSpeedo swimwear and water sports equipment brand sold through DeFactoFIT platform.
• HokaminorChannel Partner/ Reseller/ DistributorHoka athletic footwear brand available on DeFactoFIT e-commerce platform.
• Garanti Bank (Yapı Kredi)minorOthers

Recent moves6 records

Expansion highlights5 records

Direct peers

• Under Armour: Global athletic apparel, footwear, and accessories brand with D2C e-commerce and training content (MapMyFitness/UA Connected Fitness). Comparable to DeFactoFIT's athletic apparel category and integrated content angle.
• adidas: Global athletic brand selling footwear, apparel, and equipment direct to consumers and offering adidas Training content platform. Direct overlap with DeFactoFIT's apparel/footwear assortment and content-driven engagement model.
• Vitaminler.com: Turkish online retailer specializing in vitamins, minerals, and sports nutrition supplements. Direct peer for DeFactoFIT's supplements and vitamins category with the same domestic Turkish customer base.
• Supplementler.com: Turkey-focused online sports nutrition retailer selling protein, amino acids, and performance supplements. Closely comparable to DeFactoFIT's sports nutrition assortment and target fitness-oriented customer.
• Decathlon: Global sporting goods omnichannel retailer offering apparel, equipment, and accessories across fitness, outdoor, and wellness categories. Highly comparable to DeFactoFIT's product breadth and target audience, with overlapping assortment in bicycles, fitness equipment, and activewear.
• Nike (Direct): D2C athletic apparel and footwear giant with Nike Training Club content platform serving fitness consumers globally. Directly comparable to DeFactoFIT's combination of athletic apparel/footwear sales plus integrated training content for fitness enthusiasts.

Regional players

• Flo: Major Turkish footwear and sportswear retailer with extensive retail footprint and online presence. Competes with DeFactoFIT in athletic and casual footwear plus activewear within the Turkish market.
• Sportive (LC Waikiki): Turkish value apparel retailer LC Waikiki's Sportive line offers activewear and sports products through a strong online and offline network. Comparable as a Turkish-market activewear retailer with mass-market positioning.

Broad incumbents

• Hepsiburada: Turkey's largest general e-commerce marketplace carrying sports, supplements, outdoor, and lifestyle categories. Overlaps with DeFactoFIT's assortment and target consumer in Turkey while operating a much broader marketplace model with stronger logistics.
• Trendyol: Leading Turkish e-commerce platform with substantial sporting goods, supplements, and outdoor categories and strong mobile-first user base. Competes for the same Turkish consumer wallet as DeFactoFIT with much greater scale and brand assortment.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• YouTubeyoutube.com/@defactofit
• LinkedInlinkedin.com/company/defactofit-teknoloji-a-s
• Instagraminstagram.com/defactofit

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 DeFactoFIT Teknoloji A.Ş.