Lifemaxx Fitness

What Lifemaxx Fitness does

Lifemaxx B.V. (operating as Lifemaxx Fitness) is a Rotterdam-based supplier of fitness and functional training equipment, founded in 1994, claiming more than 30 years of industry experience. The company operates two proprietary brands — LMX® (stylish, modern fitness equipment) and Crossmaxx® (high-intensity functional training equipment including modular rigs and outdoor solutions) — alongside distribution of third-party brands such as Concept2, Assault Fitness, BootyBuilder, GluteBuilder, TRYON, FLR, Impulse, and StarFit. Its catalog exceeds 750 SKUs organized across free weights (dumbbells, barbells, plates, kettlebells, bars), functional training and group fitness, cardio (rowers, indoor bikes, ski trainers, treadmills), racks and benches, cable machines, selectorized and plate-loaded strength equipment, Crossmaxx® Rigs, Crossmaxx® Outdoor installations, and gym flooring, with proprietary lines extended to consumables such as fitness timers, gym chalk, and bar-maintenance products.

The business model is hardware sales through a hybrid distribution architecture: a direct e-commerce platform (lifemaxx.com) serving both B2C consumers and SMB buyers, a B2B dealer network for resellers and large gym outfitters with separate B2B terms, and a Rotterdam showroom for consultative mid-market sales. Pricing is unit-based with VAT-exclusive and VAT-inclusive presentations, and quote-based pricing for larger equipment packages; no subscription or recurring revenue model was identified. Customer segmentation spans commercial gyms and fitness centers (primary), personal training studios, corporate fitness, government and military facilities, outdoor fitness installations, physical therapy practices, home gyms, and hospitality.

The company ships worldwide and reports a customer rating of 9+ from more than 2,000 customers. Headcount is in the 11–50 range, the entity is privately held as a Dutch B.V. with no disclosed external funding or parent company, and there is no evidence of public capital markets activity, M&A, or leadership turnover in the source data. Marketing is content-led across blog, Facebook, Instagram, YouTube, and LinkedIn, primarily supporting top-of-funnel brand awareness rather than transactional demand generation. No AI/ML capabilities, proprietary software, mobile applications, or technology integrations are evidenced.

Name

Lifemaxx Fitness

Legal name

Lifemaxx B.V.

Website

https://lifemaxx.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

Rotterdam-based Lifemaxx Fitness (Lifemaxx B.V.) supplies fitness and functional training equipment through its LMX® and Crossmaxx® brands across 750+ SKUs, serving commercial gyms, fitness facilities, and consumers worldwide via e-commerce, dealer network, and showroom.

Ownership category

akta.pro rank

Product category

Fitness Equipment

NAICS

Sporting Goods Retailers (45911)

akta.pro primary industry

Fitness Equipment & Performance Accessories Retail (CRAMABAD)

akta.pro secondary industries

Strength Training Equipment Retail (Racks, Benches, Barbells, Plates) (CRAMADAB), Free Weights & Kettlebells Retail (Dumbbells, Kettlebells, Weight Sets) (CRAMADAC), Cardio Equipment Retail (Treadmills, Bikes, Rowers, Ellipticals) (CRAMADAA), Fitness, Exercise & Gym Equipment Distribution (CRAOAJAG)

Keywords

• Fitness equipment
• Functional training gear
• Gym outfitting services
• Free weights
• Commercial gym supplies

Headquarters

HQ city

Rotterdam

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

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: Direct B2C and B2B sales of fitness equipment through their e-commerce platform. Products include free weights, cardio equipment, functional training gear, racks and benches, cable machines, and accessories. They offer worldwide delivery and work with dealers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Lifemaxx Fitness supplies and distributes commercial-grade fitness and functional training equipment under its proprietary LMX.® and Crossmaxx® brands. The company offers more than 750 products across categories including free weights, cardio machines, racks and benches, cable machines, modular rigs, outdoor fitness systems, flooring, and maintenance accessories. It complements its own brands with distributed third-party lines such as Concept2, Assault Fitness, BootyBuilder, GluteBuilder, and TRYON, and supports customers through worldwide delivery, personal consultation, and a Rotterdam showroom.

Product overview

Lifemaxx Fitness is a fitness equipment company offering more than 750 products through two proprietary brands: LMX.® (stylish and modern fitness equipment) and Crossmaxx® (high-intensity training equipment). The portfolio is organized across major categories: Free weights (dumbbells, barbells, weight plates, kettlebells, bars), Functional training & groupfitness (boxing, balance training, fitness mats, sleds, fitness balls, resistance bands, suspension trainers, speed/agility equipment), Cardio (treadmills, rowers, indoor bikes, ski trainers), Racks and benches (storage racks, fitness benches, powerracks, halfracks, lifting platforms), Cable machines (single pulleys, dual adjustable pulleys, cable crossover stations), Selectorized equipment, Plate loaded equipment, Crossmaxx® Rigs (modular training systems), Crossmaxx® Outdoor (outdoor fitness equipment), and Fitness flooring (rubber tiles, sprinttracks). The company also distributes third-party brands including BootyBuilder®, Concept2®, FLR®, GluteBuilder®, Impulse, StarFit®, and TRYON®.

Differentiator

Problem solved

Functional benefit

Brands

• Crossmaxx®: Exclusive brand focused on high-intensity training with robust and tough equipment, including rigs, cardio equipment, free weights, plates, bars, racks, benches, and accessories.
• LMX.®

Products and services

• LMX.® Exclusive brand offering an extensive line of stylish and modern fitness equipment, providing comprehensive coverage across free weights, accessories, and functional training equipment for gyms, studios, and home users.
• Crossmaxx® Exclusive brand focused on high-intensity training with robust and tough equipment including rigs, free weights, cardio machines, flooring, and gymnastics equipment for commercial and functional fitness facilities.
• Free weights Comprehensive range of free weight equipment including dumbbells (PU, rubber, chromed, hexagon, adjustable, vinyl), fixed barbells, weight plates (bumper, competition, powerlift, fractional, hi-temp), kettlebells, macebells, and storage racks for gyms and home training.
• Functional training & group fitness Wide range of functional training and group fitness equipment including boxing gear, balance training, fitness mats, steps, pump equipment, plyo boxes, yoga & pilates, sleds, fitness balls, sandbags, resistance bands, fitness ropes, race zones, suspension trainers, speed/agility gear, grip training, rollers, elastic bands, weight training, rigs, and push-up equipment for gyms and group classes.
• Cardio equipment Cardio machines including Crossmaxx® and Assault AirRunner treadmills, Concept2 rowers, Crossmaxx® Air bike, Concept2 BikeErg, Assault AirBike, Concept2 SkiErg, and StrengthErg equipment for commercial gyms, studios, and home cardio use.
• Racks and benches Storage and training equipment including Crossmaxx® storage racks, fitness benches (flat, adjustable, hip thrust, squat & split squat), freeweight racks, functional fitness racks, powerracks, halfracks, lifting platforms, BootyBuilder and GluteBuilder benches and racks, and dual adjustable pulleys for strength facilities.
• Cable machines Cable machine equipment including single pulleys, dual adjustable pulleys, and cable crossover / multi-station machines for resistance training in commercial gyms.
• Crossmaxx® Rigs Modular training rig systems available in multiple configurations: complete setups, individual components, free-standing models, half-rack models, wall-mounted models, wall-storage models, wall-storage-pull-up models, and pulley models for functional fitness facilities.
• Crossmaxx® Outdoor Outdoor fitness equipment including complete rig setups, components, container models, and free-standing models designed for outdoor gym environments such as parks, boot camps, and public recreation areas.
• Fitness flooring Gym flooring solutions including rubber fitness flooring (premium, fine granulate tiles, standard granulate tiles, fire-retardant tiles, jigsaw tiles), sprint tracks, doormats, and noise reducing floors for gym installations.
• Selectorized equipment Weight stack machines with pre-selected resistance levels for guided strength training exercises.
• Plate loaded equipment Strength training machines where users load weight plates manually for resistance training.
• LMX1282 Crossmaxx® 4 digit timer (with remote) Fitness timer with 4-digit display and remote control for tracking workout intervals, suitable for HIIT, Tabata, EMOM, and AMRAP workouts; wall-mountable or portable.
• LMX1283 Crossmaxx® 6 digit timer (with remote) Fitness timer with 6-digit display and remote control for advanced workout tracking and interval training with clear audible beeps.
• LMX1830 Crossmaxx® Multi-purpose Oil 110ml High-quality multi-purpose cleaning, maintenance, and care oil for barbells and fitness equipment that protects against rust formation and provides long-term lubrication of moving parts; 110ml container.

Segments8 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Concept2coreChannel Partner/ Reseller/ DistributorLifemaxx distributes Concept2 products including rowers (Concept2 rowers), indoor bikes (Concept2 BikeErg), and ski trainers (Concept2 SkiErg). These are premium cardio equipment products that complement Lifemaxx's fitness equipment catalog.
• Assault FitnesscoreChannel Partner/ Reseller/ DistributorLifemaxx distributes Assault Fitness cardio products including Assault AirRunners (treadmills) and Assault Airbikes. These products fill the air bike and air runner categories in their cardio equipment lineup.
• TRYONminorChannel Partner/ Reseller/ DistributorTRYON produces cable attachments that Lifemaxx distributes under their accessories category. TRYON attachments are part of Lifemaxx's cable attachment product line.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Life Fitness: Global commercial fitness equipment incumbent offering cardio, strength, and functional training products with broader catalog and service network than Lifemaxx.
• Technogym: Premium global fitness equipment and digital wellness platform serving commercial, hospitality, and home segments with connected products that Lifemaxx does not currently match.

Direct peers

• Physical Company: UK fitness equipment distributor serving commercial gyms and PT studios with a similar mix of strength, functional, and accessory products via B2B and B2C channels.
• Escape Fitness: Global functional training equipment supplier with comparable product categories (rigs, bags, accessories) and similar commercial gym and PT studio customer base.
• Perform Better: Functional training and athletic performance equipment distributor with a comparable catalog model serving trainers, strength coaches, and performance facilities.
• Rogue Fitness: US-based manufacturer and direct-to-consumer seller of strength and functional training equipment (rigs, barbells, plates) competing for the same commercial gym and home gym buyer.
• Gym80: German strength training equipment manufacturer/distributor with comparable positioning in racks, benches, plate-loaded equipment, and free weights for commercial buyers in Europe.
• Watson Gym Equipment: UK-based B2B/B2C distributor of commercial and functional fitness equipment with a comparable catalog model (free weights, rigs, functional accessories) and similar target customer base of commercial gyms.

Emerging players

• Rep Fitness: Direct-to-consumer strength equipment brand with growing commercial presence in power racks, benches, barbells, and plates — competing for the same commercial and home gym buyer as Lifemaxx.

Regional players

• Eleiko: Swedish premium strength training equipment brand with overlapping barbells, plates, racks, and platform products targeting commercial gyms and competition settings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCD4Q8-X34068IrMAvLw4pRg
• Facebookfacebook.com/Lifemaxxfitness
• LinkedInlinkedin.com/company/lifemaxx
• Instagraminstagram.com/lifemaxxfitness

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 Lifemaxx Fitness