Fitness Warehouse

What Fitness Warehouse does

Fitness Warehouse Inc. (DBA Fitness Warehouse USA and Wisthoff's Fitness Warehouse) is a privately held specialty fitness equipment retailer founded in 2009 and headquartered in Soddy Daisy, Tennessee. The company operates a direct-to-consumer e-commerce storefront at fitnesswarehouseonline.com supported by phone-based inside sales (toll-free and local lines) and a dedicated wholesale division for commercial accounts. It carries a catalog of 306 products across 271 brands, positioning itself as an authorized dealer for premium manufacturers including Life Fitness, Technogym, Landice, Precor, BodyCraft, Spirit, Cybex, StairMaster, and VersaClimber. Product categories span treadmills, ellipticals, upright and recumbent bikes, indoor cycles, rowers, stair climbers, multi-station gyms, vibration plates, and medical/rehabilitation equipment, with price points ranging from approximately $179 for accessories to over $7,000 for premium commercial treadmills.

The business model is primarily one-time hardware resale, supplemented by repair and rental services, white-glove professional installation, and volume-based wholesale transactions for fitness facilities. Distribution is single-country domestic (United States), with the customer base spanning commercial fitness facilities, individual home users, and medical/healthcare settings. The company emphasizes a "Lowest Price Quote Guarantee," price matching, free inside delivery on select products, and personalized account management as its primary differentiators. Customer testimonials indicate repeat commercial relationships and geographic reach across at least Illinois, Colorado, Connecticut, Massachusetts, Nevada, Georgia, Louisiana, New Jersey, and Pennsylvania. The company has 27 employees, no disclosed external funding, and no public listing, indicating a founder/family-owned small business operating a stable, mature e-commerce operation.

Name

Fitness Warehouse

Legal name

Fitness Warehouse Inc.

Website

https://fitnesswarehouseonline.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Fitness Warehouse is a US-based e-commerce retail platform founded in 2009, selling commercial and residential fitness equipment from 271 premium brands to commercial gyms, home users, and medical/rehabilitation facilities.

Ownership category

akta.pro rank

Product category

Fitness Equipment Retail

SIC

Wholesale-Machinery, Equipment & Supplies (5080)

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), Gym Flooring, Storage & Facility Accessories Retail (Mats, Tiles, Racks, Mirrors) (CRAMADAJ), Fitness, Exercise & Gym Equipment Distribution (CRAOAJAG)

Keywords

• Fitness equipment retail
• Commercial cardio equipment
• Home gym equipment
• Strength training equipment
• Rehabilitation fitness equipment

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Fitness Equipment Sales: One-time hardware sales of fitness equipment including treadmills, ellipticals, bikes, rowers, and strength equipment. Products are sold at various price points ranging from approximately $179 for accessories to over $7,000 for high-end commercial equipment.
2. Repair and Rental Services: The company offers repair services and equipment rental options for fitness equipment, providing recurring service revenue from existing customer base.
3. Wholesale: Bulk equipment sales to fitness centers, gyms, and commercial facilities through wholesale channel.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels3 records

Core offering

Fitness Warehouse is an authorized multi-brand e-commerce retailer of commercial and residential fitness equipment, selling treadmills, ellipticals, upright and recumbent bikes, indoor cycles, rowers, stair climbers, multi-station gyms, vibration plates, and medical/rehabilitation equipment from 271+ brands including Life Fitness, Technogym, Landice, Precor, BodyCraft, Spirit, Cybex, StairMaster, and VersaClimber. The company also offers equipment repair, equipment rental, wholesale pricing, and white-glove professional installation as ancillary services.

Product overview

Fitness Warehouse is a specialty fitness equipment retailer offering a comprehensive portfolio of cardio and strength equipment from multiple premium brands. The product offering centers on commercial and residential fitness equipment including treadmills (Life Fitness, Technogym, Landice, BodyCraft, Spirit, Precor), ellipticals, upright and recumbent bikes, indoor cycling bikes, rowing machines (Bodycraft VR series, First Degree, Viking), stair climbers (StairMaster, VersaClimber), multi-station gyms, and medical/rehabilitation equipment. The company positions itself as an authorized dealer for major fitness brands, offering equipment across price points from entry-level residential to commercial-grade machines. Beyond equipment sales, services include repair, rental, wholesale programs, and professional installation. Featured products include Life Fitness Club Series+ bikes, Landice rehabilitation treadmills, Precor adaptive motion trainers, and various Spirit Fitness cardio machines.

Differentiator

Problem solved

Functional benefit

Products and services

• Treadmills Cardio equipment category offering commercial and residential treadmills from brands including Life Fitness, Technogym, Landice, BodyCraft, Spirit, and Precor.
• Ellipticals Low-impact cardio elliptical trainers with varying resistance levels and programs for home and commercial use.
• Upright Bikes Stationary upright exercise bikes for cardio training in home and gym settings.
• Recumbent Bikes Seated recumbent exercise bikes with back support for comfortable cardio workouts.
• Indoor Cycles Spinning bikes designed for indoor cycling classes and individual training sessions.
• Rowers Rowing machines providing full-body cardio workouts using air, magnetic, or fluid resistance.
• Steppers & Stair Climbers Stair climbing machines including StairMaster and VersaClimber products for vertical cardio training.
• Multi-Station Gyms Multi-station strength training equipment for commercial or home gym setups.
• Medical Fitness Equipment Rehabilitation and medical-grade fitness equipment for physical therapy and clinical settings.
• Vibration Plates Whole body vibration training equipment for muscle conditioning.
• Life Fitness Club Series+ Recumbent Lifecycle Commercial-grade recumbent lifecycle bike with advanced console options for club and fitness center use, priced at $3,799.
• Life Fitness Platinum Series Treadmill with Discover SI Console 10" Premium commercial treadmill with Discover SI touchscreen console for immersive fitness experience, priced at $7,499.
• Landice L7 (L790) RTM Rehabilitation Medical Treadmill Medical-grade rehabilitation treadmill designed for physical therapy and clinical rehabilitation use, priced at $4,295.
• Precor AMT 835 with Open Stride Technology Adaptive motion trainer with Open Stride technology providing customizable elliptical-like motion, priced at $4,695.
• Technogym Jog Forma Treadmill Commercial treadmill from Technogym designed for fitness facilities and clubs, priced at $5,099.
• VersaClimber SM Sport Model Commercial-grade vertical climbing machine with variable resistance for full-body cardio training, priced at $4,899.
• Spirit Fitness XT185 Treadmill Entry-level treadmill designed for walking and hiking with basic features, priced at $1,899.
• BodyCraft SpaceWalker Treadmill Space-saving treadmill with innovative walking motion design for home use, priced at $1,199.
• Repair & Rental Services Repair services and equipment rental options for fitness equipment maintenance and flexible short-term use.
• Wholesale Wholesale pricing options for bulk fitness equipment purchases by commercial facilities, gyms, and resellers.
• White Glove Professional Installation Professional delivery and setup services for fitness equipment purchases.

Quantifiable outcome

• Customers report high satisfaction with delivery timing and responsive problem resolution

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Global Fitness: Authorized dealer of premium commercial fitness brands with both residential and commercial customer focus. Directly comparable in go-to-market and brand portfolio overlap.
• Fitness Superstore: Specialty retailer of treadmills, ellipticals, bikes, and strength equipment from premium brands with showrooms and online sales. Highly comparable in assortment breadth and authorized-dealer positioning.
• 2nd Wind Exercise Equipment: Specialty fitness equipment retailer offering new and used cardio and strength equipment across multiple brands with installation services. Closest comparable to Fitness Warehouse in product mix, authorized-dealer model, and commercial/residential customer base.
• National Fitness Equipment: Multi-brand specialty retailer of residential and commercial fitness equipment, including treadmills, ellipticals, and strength lines from Life Fitness, Precor, and similar brands. Direct competitor in the US specialty fitness retail channel.
• Treadmill Doctor: Specialty retailer focused on treadmills and cardio equipment with strong service/repair orientation. Comparable in scale, e-commerce emphasis, and service-led value proposition.

Emerging players

• Rep Fitness: Direct-to-consumer strength equipment brand with growing catalog of racks, benches, and accessories. Adjacent competitor for home-gym and strength buyer wallet share.
• Body-Solid: Manufacturer and retailer of strength and home-gym equipment with both consumer and commercial channels. Comparable in product breadth across strength categories and B2B/wholesale orientation.
• Rogue Fitness: Originally strength-focused, Rogue has expanded into cardio and full home-gym equipment with strong DTC and fitness-community positioning. Competes for share of premium home-gym and functional fitness buyer demand.

Broad incumbents

• Dick's Sporting Goods: Large sporting goods retailer carrying cardio and strength equipment across multiple brands. Represents the scaled, omni-channel incumbent against which specialty retailers compete on assortment and service.
• NordicTrack (iFIT): Connected fitness brand selling treadmills, bikes, and rowers directly to consumers. Threatens specialty retailers by offering integrated hardware + content subscriptions that bypass authorized-dealer channels.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/fitnesswarehouseinc
• LinkedInlinkedin.com/company/fitness-warehouse

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 Warehouse