Fitness360
Fitness360 is a Danish fitness equipment company that designs and distributes its own brand of strength, cardio, and functional training gear. It serves private consumers via e-commerce and commercial clients (fitness centers, hotels, schools, government) through project-based B2B solutions including 3D visualization and installation.
- Company typePrivate
- Founded2014
- HeadquartersThem, Denmark
- Headcount1–10
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Fitness360 does
Fitness360 is a Danish fitness equipment company operating under MH Sports Gear ApS, founded by Mike Høgfeldt and headquartered in Them, near Silkeborg, Denmark. The company maintains a 400 sqm showroom and warehouse, and distributes its own Fitness360-branded range — including power racks, rigs, storage systems, benches, strength machines, cardio equipment, and functional training accessories — alongside partner brands such as MM Custom Gym.
The company operates a dual-channel model. On the B2C side, it runs the fitness360.dk e-commerce site with per-unit pricing, individual delivery, and a Click & Collect option. On the B2B side, it offers an end-to-end commercial gym solution: needs consultation, 3D space visualization, equipment specification, financing facilitation via DLL, logistics, on-site installation, and post-installation service. A dedicated B2B portal grants registered commercial accounts discounts of 20–50% off standard retail pricing. Served verticals span fitness centers, CrossFit boxes, hotels, schools, sports clubs, corporate offices, physical therapy clinics, and public institutions (including Region Sjælland and Politiskolen).
Revenue mechanics combine one-time hardware sales (B2C and B2B project) with professional services revenue (consultation, 3D design, delivery, installation, maintenance) and facilitation fees derived from DLL financing arrangements. The company is founder-led, has no disclosed external institutional funding, and operates exclusively within Denmark. Its catalog has expanded recently to include HYROX-format training equipment and boxing equipment, and it holds CSR certifications valid through 2025, supporting institutional procurement eligibility.
Fitness360 firmographics
Firmographics- Name
- Fitness360
- Legal name
- MH Sports Gear ApS
- Website
- https://fitness360.dk
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Fitness360 is a Danish fitness equipment company that designs and distributes its own brand of strength, cardio, and functional training gear. It serves private consumers via e-commerce and commercial clients (fitness centers, hotels, schools, government) through project-based B2B solutions including 3D visualization and installation.
- Ownership category
- akta.pro rank
Fitness360 industry classification
Industry- Product category
- Fitness Equipment
- NAICS
- Sporting and Athletic Goods Manufacturing (33992), Sporting Goods Retailers (45911)
- 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), Cardio Equipment Retail (Treadmills, Bikes, Rowers, Ellipticals) (CRAMADAA), Fitness, Exercise & Gym Equipment Distribution (CRAOAJAG)
Keywords
Where Fitness360 is headquartered
LocationHeadquarters
- HQ city
- Them
- HQ country
- Denmark
- HQ region
- Europe
Offices2 records
Markets served
Fitness360 business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Equipment Sales: One-time sales of fitness equipment including strength machines, cardio equipment, free weights, racks, rigs, flooring, and accessories. Revenue generated from both B2B project sales and B2C e-commerce transactions. Equipment sold under Fitness360 own brand as well as branded partners like MM Custom Gym.
- Professional Services: Project management, consulting, design, 3D visualization, delivery, and installation services for complete gym solutions. Includes ongoing maintenance and service agreements for commercial customers.
- Financing Services: Facilitation of equipment financing through DLL partner, allowing customers to spread payments over time. Commission or arrangement fee earned from financing partnerships.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing for B2C customers |
| Unit Pricing | Pay-as-you-go | B2B login pricing with 20-50% discounts |
| Other | Multi-year contract | Financing through DLL |
| Other | Multi-year contract | Installation and service packages |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels5 records
Fitness360 product offering
Product offeringCore offering
Fitness360 designs, manufactures, and sells fitness equipment including strength machines, cardio machines, free weights, power racks, rigs, flooring, and storage solutions under its own brand. The company serves both individual consumers via an e-commerce platform and business customers via dedicated B2B project sales, providing end-to-end services that include consultation, 3D visualization, financing, delivery, and installation.
Product overview
Fitness360 is a Danish fitness equipment company offering a comprehensive portfolio of strength and cardio training equipment for both commercial and residential use. The product range includes cardio machines (treadmills, rowing machines, cross-trainers), pin-loaded and plate-loaded strength machines, cable stations, free weights (dumbbells, kettlebells, barbells, weight plates), functional training equipment (plyo boxes, battle ropes, sandbags), training racks and rigs, flooring solutions, and storage systems. The company also provides B2B solutions including 3D visualization, financing through DLL, delivery, assembly, and service agreements. The B2B Login program offers commercial customers discounts up to 50%. Products are available through their e-commerce platform, 400 sqm showroom, and commercial project services.
Differentiator
Problem solved
Functional benefit
Products and services
- Cardio Machines (Cardiomaskiner) Cardio training equipment including treadmills, exercise bikes, rowing machines, cross-trainers, ski machines, and stair climbers for cardiovascular workouts in both home and commercial settings.
- Strength Machines (Styrkemaskiner) Professional strength training machines including pin-loaded machines, plate-loaded machines, cable stations, and training benches for commercial fitness facilities and serious home gyms.
- Power Racks and Rigs (Racks og Rigs) Squat racks, freestanding rigs, wall-mounted rigs, and outdoor racks for strength training setups, including modular build-your-own systems with add-on and expand options.
- Dumbbells and Kettlebells (Håndvægte og Kettlebells) Free weights including hexagonal dumbbells ranging from 1-45 kg and competition kettlebells in cast iron with black powder coating, available in 8-48 kg with consistent sizing across all weights.
- Barbells and Weight Plates (Vægtstænger og Vægtskiver) Olympic weight bars, bumper plates, and small colored technique plates (0.5-2.5 kg) made of high-density rubber for weightlifting and Olympic lifting exercises.
- Functional Training Equipment (Træningsudstyr) Functional training equipment including plyo boxes, prowlers, pull-up bars, battle ropes, sandbags, jump ropes, weight vests, training mats, grips, massage balls, and foam rollers.
- Gym Flooring (Træningsgulv) Rubber tiles, rolled rubber flooring, turf for prowler tracks, and Olympic lifting platforms for gym flooring solutions.
- Storage Solutions (Opbevaring) Storage systems for weights, dumbbells, kettlebells, and barbells including wall-mounted, freestanding, and modular build-your-own storage options.
- Home Gym Packages (Home Gym Pakker) Complete home gym setup bundles including racks, weights, and accessories sold at discounted bundle prices for residential customers.
- B2B Complete Gym Solutions (Erhvervsløsninger) End-to-end commercial fitness solutions including consultation, 3D visualization, financing through DLL, delivery, assembly, and service agreements for businesses, fitness centers, CrossFit boxes, hotels, schools, and public institutions.
- B2B Login Program Business customer membership offering fixed B2B prices with discounts up to 50% on the entire product range, faster order processing, and exclusive offers; free registration with no binding agreements.
- 3D Visualization (3D Visualisering) 3D visualization service that lets B2B customers preview their training environment before purchase, showing layout, equipment placement, colors, and space utilization.
- Equipment Financing (Finansiering) Financing solutions through DLL partner allowing both B2B and B2C customers to spread equipment payments over time while maintaining liquidity.
- Showroom Visits Physical showroom in Them, Silkeborg where customers can view and test fitness equipment before purchase; open weekdays by appointment.
Companies that use Fitness360
Customer profileNamed customers10 records
Segments2 records
Ideal customer profiles2 records
Fitness360 technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Fitness360 partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights5 records
Fitness360 competitors and assessment
Company assessmentDirect peers
- ATX Fitness: European commercial fitness equipment brand (formerly part of Hans Turck group) with strength machines, racks, rigs, and functional training gear. Comparable product mix and European B2B commercial focus.
- Concept2: Manufacturer of rowing machines and ergometers (also ski erg, bike erg). Overlaps Fitness360 on cardio equipment category with strong own-brand positioning and direct-to-consumer sales.
- Rogue Fitness: US-based strength equipment and rig specialist with strong direct-to-consumer e-commerce and own-brand modular rigs/racks. Highly comparable to Fitness360's own-brand strength, rack/rig, and free-weight product focus and modular build-your-own positioning.
- Gymleco: Swedish manufacturer of commercial strength and functional training equipment with own-brand product lines. Directly comparable to Fitness360 on pin-loaded strength machines, racks, and Nordic regional footprint.
- Gym80: German-based commercial strength equipment manufacturer with modular systems and B2B project sales. Comparable product mix in strength machines, racks, and storage; serves a similar commercial gym customer base in Europe.
- Eleiko: Swedish-based premium strength equipment and Olympic lifting platform manufacturer. Closely comparable to Fitness360's barbell/plate, rack, and strength machine categories as well as Nordic European heritage.
- Bodytone: European commercial fitness equipment brand covering cardio, strength, and functional training. Overlaps Fitness360 on full-gym equipment portfolios and B2B project delivery.
- Sport-Tiedje / Fitshop: Europe's largest fitness equipment retailer with a Danish storefront and broad multi-brand catalog (cardio, strength, accessories). Closely comparable to Fitness360's B2C e-commerce model and Denmark presence, though at much larger scale.
Broad incumbents
- Life Fitness: Global commercial fitness equipment manufacturer (cardio, strength, Hammer Strength). Comparable to Fitness360 across the full commercial gym equipment spectrum but at much larger scale and broader geographic reach.
- Technogym: Global premium fitness equipment manufacturer and connected-fitness platform. Overlaps Fitness360 in commercial cardio/strength equipment but operates as a global broad-line incumbent with enterprise wellness solutions.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Fitness360 social profiles
Digital presenceFitness360 financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fitness360 leadership team
Management profileNumber of profiles
Profiles1 record
Fitness360 funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fitness360 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 Fitness360
What does Fitness360 do?
Fitness360 designs, manufactures, and sells fitness equipment including strength machines, cardio machines, free weights, power racks, rigs, flooring, and storage solutions under its own brand. The company serves both individual consumers via an e-commerce platform and business customers via dedicated B2B project sales, providing end-to-end services that include consultation, 3D visualization, financing, delivery, and installation.
Is Fitness360 a public or private company?
Fitness360 is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Fitness360 founded?
Fitness360 was founded in 2014. It employs 1 to 10 people.
Where is Fitness360 based?
Fitness360 is headquartered in Them, Denmark, in the Europe region.
How does Fitness360 make money?
Three revenue lines are on record. Equipment Sales are the primary driver. The others are professional Services and financing Services.
Who are Fitness360's main competitors?
Direct peers on record are ATX Fitness, Concept2, Rogue Fitness, Gymleco, Gym80, Eleiko, Bodytone and Sport-Tiedje / Fitshop. Broad incumbents are Life Fitness and Technogym.
Does Fitness360 have an API?
No public API is recorded for Fitness360.
What industry is Fitness360 in?
Fitness360's product category is Fitness Equipment. 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.