Fitshop Group

What Fitshop Group does

Fitshop Group, formerly Sport-Tiedje, is a Germany-headquartered specialty retailer of home fitness equipment founded in 1984 in Schleswig. The company operates a hybrid omnichannel model combining 69 physical retail stores across 9 European countries (Germany, UK, Austria, Netherlands, Switzerland, Belgium, France, Denmark, Poland) with 20+ localized online shops in 12 languages, supported by a 51,000+ m² automated central logistics hub in Osterrönfeld and regional distribution centers in Bodegraven, Glasgow, and Obernau. The assortment of 7,000+ products spans cardio equipment (crosstrainers, treadmills, rowing machines, exercise bikes, smart bikes), strength equipment (power stations, benches, free weights), wellness (massage chairs, yoga), and specialty sports (trampolines, table tennis, boxing), distributed across both third-party brands (NordicTrack, Life Fitness, Bowflex, Peloton, Concept2) and nine proprietary or licensed brands (Taurus, cardiostrong, Darwin Fitness, Kettler, cardiojump, Taurus Wellness, Yogo, Bodymax, Duke Fitness).

Revenue is generated primarily through unit-priced hardware sales to private consumers, supplemented by B2B sales to physiotherapists, fire departments, fitness studios, hotels, and corporate wellness programs, plus after-sales services delivered through 75+ in-house technicians. Pricing tiers span entry-level accessories (€2–10) to professional equipment (€7,500+), with Klarna installment financing for higher ticket purchases. Disclosed revenue reached €203M in 2020 (up 55% YoY from €130.5M in 2019), and the company claims 4M+ customers served across Europe with 98% inventory availability and capacity for 1,000,000 annual orders.

The business is privately held by sole owner Christian Grau (CEO since 2011), having grown organically and through strategic acquisitions (OZI Sport B.V. in Benelux, 2015; Laidir Leisure Ltd/Powerhouse Fitness in UK, 2015) and a recent Kettler brand licensing acquisition from Trisport AG (December 2024). Pan-European rebrand from Sport-Tiedje to Fitshop was completed across all markets between 2023 and 2024. Key partnerships include Holofit (VR training), Miles & More (loyalty), and integrations with iFIT, Kinomap, and Polar for connected fitness content.

Name

Fitshop Group

Legal name

Fitshop GmbH

Website

https://fitshop.de

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

101–250 employees

Short description

Fitshop Group is a privately held, Germany-based specialty retailer of home fitness equipment operating 69 stores and 20+ online shops across 9 European countries. It distributes 7,000+ products via nine proprietary and licensed brands plus third-party brands, serving 4M+ private consumers and B2B customers with a 51,000+ m² automated logistics hub.

Ownership category

akta.pro rank

Product category

Home Fitness Equipment Retail

NAICS

Sporting Goods Retailers (45911), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)

akta.pro primary industry

Fitness Equipment & Performance Accessories Retail (CRAMABAD)

akta.pro secondary industries

Yoga, Pilates & Mind-Body Accessories Retail (Mats, Blocks, Reformers, Rings) (CRAMADAE), Fitness, Exercise & Gym Equipment Distribution (CRAOAJAG)

Keywords

• Home fitness equipment
• Fitness retail
• Exercise machines
• Fitness brand portfolio
• Fitness e-commerce

Headquarters

HQ city

Schleswig, Schleswig-Holstein

HQ country

Germany

HQ region

Europe

Offices14 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Fitness Equipment Sales (B2C): Sale of fitness equipment to private consumers through 69 physical stores and 20+ online shops. Revenue from products including crosstrainers, treadmills, rowing machines, ergometers, strength equipment, and accessories. In 2020, revenue reached 203 million euros.
2. B2B / Business Solutions: Sale of fitness equipment to business customers including physiotherapists, fire departments, fitness studios, hotels, and companies. Provides professional-grade equipment and fitness room solutions.
3. Service and After-Sales: After-sales service including device installation, technical maintenance, warranty support, and consultation. Company operates 75+ technicians and offers assembly services.
4. Financing Services: Installment payment options through financing partners, enabling customers to purchase higher-value equipment through payment plans.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Fitshop Group is Europe's leading home fitness specialty retailer, operating 69 retail stores across 9 European countries and 20+ online shops in 12 languages. The company sells more than 7,000 fitness equipment articles spanning nine proprietary brands — Taurus, cardiostrong, Darwin Fitness, Kettler, cardiojump, Taurus Wellness, Yogo, Bodymax and Duke Fitness — and serves both private consumers and B2B clients such as physiotherapists, fire departments, fitness studios, hotels and corporate customers.

Product overview

Fitshop Group operates as Europe's leading home fitness specialty retailer, combining an e-commerce platform with 69 physical stores across 9 countries. The company offers over 7,000 fitness and sports equipment products through 20+ online shops in 12 languages. The product portfolio centers on five main categories: cardio equipment (elliptical trainers, treadmills, rowing machines, exercise bikes), strength equipment (power stations, weight benches, free weights), wellness products (massage chairs, yoga/pilates gear), and specialty sports (table tennis, trampolines, boxing). The company distributes both third-party brands (NordicTrack, Life Fitness, Kettler, Bowflex, Concept2, Peloton) and nine proprietary brands segmented by market tier: Taurus (premium performance), cardiostrong (mid-tier innovative design), Darwin Fitness (entry-level), Kettler (licensed traditional premium), cardiojump (trampolines), Taurus Wellness (relaxation), Yogo (table tennis), and Bodymax/Duke Fitness (UK market). Fitshop differentiates through its hybrid retail model combining online convenience with in-store product testing and expert consultation across its 25,000+ m² of showroom space.

Differentiator

Problem solved

Functional benefit

Brands

• Kettler: Traditional brand for quality, innovation and enjoyment of movement in sports equipment; license rights acquired December 2024.
• cardiostrong
• Taurus
• Darwin Fitness
• cardiojump
• Taurus Wellness
• Yogo
• Bodymax
• Duke Fitness

Products and services

• Taurus fitness equipment brand

Quantifiable outcome

• 98% inventory availability across European operations
• +3 more outcomes

Named customers6 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

Integration15 records

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Trisport AGcoreOEM/ Whitelabel/ Licensing Partner · 1 December 2024Fitshop acquired exclusive license rights to the Kettler brand for sports equipment and the HOI brand from Swiss company Trisport AG, effective December 1, 2024. Fitshop now produces, markets, and distributes Kettler fitness equipment through B2B and B2C channels for EU, EFTA, and Turkey markets.
• Miles & MoreminorGTM or Marketing PartnerMiles & More loyalty program partnership allowing customers to collect miles with their purchases at Fitshop.
• HolofitcoreTechnology or IntegrationPartnership with Holofit to bring Virtual Reality fitness training to German market. Holofit offers 3D VR fitness app with immersive training environments accessible via VR headset, featuring destinations like Paris, tropical worlds, and Antarctica.

Scale indicators11 records

Recent moves10 records

Expansion highlights6 records

Direct peers

• Decathlon: World's largest sporting goods retailer with extensive fitness equipment assortment and a comparable omnichannel footprint across Europe. Directly competes with Fitshop in cardio, strength, and accessories but at a more value-oriented price positioning and broader sport coverage.
• NordicTrack (iFIT): Premium home fitness brand owned by iFIT, specializing in connected treadmills, bikes, and ellipticals with subscription content. Both companies are featured as retailer and brand, and they increasingly compete on connected-fitness customer mindshare.
• Hammer Sport: German fitness equipment manufacturer and retailer specializing in home cardio and strength equipment. Competes with Fitshop's own Taurus and cardiostrong brands across similar price points and channels.
• Peloton Interactive: Connected-fitness pioneer selling premium bikes and treadmills with bundled content subscriptions. While distribution-led, Peloton competes for the same premium home-fitness buyer and is also retailed via Fitshop.
• Gymcompany: DACH-based fitness equipment specialist retailer offering strength stations, cardio, and free weights via online storefronts. Overlaps directly with Fitshop's mid-range home equipment assortment and target customer.
• Sport-Thieme: Major German sports and fitness equipment retailer serving schools, clubs, and consumers. Competes for institutional B2B fitness room sales and overlapping consumer segments.

Broad incumbents

• Technogym: Italian global leader in professional and home fitness equipment with premium positioning and digital ecosystem. Overlaps with Fitshop's premium/professional tier and B2B segment (hotels, corporate wellness).
• Life Fitness: Major commercial fitness equipment brand (cybex, Hammer Strength, ICG) sold through Fitshop and competing for the same B2B customers in fitness studios, hotels, and corporate wellness.

Others

• Reebok (Authentic Brands Group fitness line): Global athletic brand with growing fitness equipment line including benches, recovery, and connected accessories. Sells through similar DACH retail and online channels, more complementary than head-to-head.

Emerging players

• Kettler (Trisport AG): Heritage German fitness brand whose sports equipment rights were licensed to Fitshop in December 2024. Previously a direct competitor and now a strategic partner and product line within Fitshop's portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@fitshopgroup
• Facebookfacebook.com/fitshopgroup
• Instagraminstagram.com/fitshopgroup
• Pinterestpinterest.de/fitshopgroup
• LinkedInlinkedin.com/company/fitshop-gmbh

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 records

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 Fitshop Group