What Fitagon Gmbh does

Fitagon GmbH is a Swiss online fitness equipment retailer and distributor headquartered in Winterthur, Switzerland, founded in 2009. The company operates fitagon.ch, a multi-language (German, French, English, Italian) e-commerce platform that serves as the official Swiss importer for over 30 international fitness brands, including TRX, BOSU, BenchK, FLEXVIT, and Sveltus, alongside its own Fitagon private label of adjustable dumbbells, kettlebells, massage devices, and recovery accessories. The proprietary Fitagon line is differentiated by a registered patent on its quick-adjust weight mechanism, available in Flex and Pro dumbbell variants and a Flex adjustable kettlebell.

The business runs on a direct-to-consumer e-commerce model combined with a dedicated B2B portal (b2b.fitagon.ch) that provides professional fitness studios, gyms, physiotherapists, and trainers with special pricing, real-time availability, and invoicing. Pricing is unit-based and publicly disclosed in Swiss Francs, with entry-level accessories starting around CHF 16.90 and premium equipment (e.g., BenchK wall bars) reaching up to CHF 1,999; a recurring promotional cadence includes seasonal sales of up to 45% and a 10% first-order newsletter discount. A secondary revenue stream comes from professional education, including TRX certification courses and Fitagon's own Kettlebell Basics L1 course.

Fitagon operates exclusively in Switzerland, shipping from its own warehouse at Technoparkstrasse 1 in Winterthur. The company is privately held, shows no evidence of external venture or private equity backing, and reports a headcount of 1-10 employees. Distribution is fully direct (own storefront plus B2B portal), and the value proposition combines authorized-brand distribution, in-house product design, expert consultation, and short domestic delivery lead times.

Name

Fitagon Gmbh

Legal name

Fitagon GmbH

Website

https://fitagon.ch

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Fitness Equipment Retail

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Fitness Equipment & Performance Accessories Retail (CRAMABAD)

akta.pro secondary industries

Free Weights & Kettlebells Retail (Dumbbells, Kettlebells, Weight Sets) (CRAMADAC), Functional Training & Conditioning Accessories Retail (Bands, Suspension Trainers, Agility/Ladders, Sleds) (CRAMADAD), Fitness, Exercise & Gym Equipment Distribution (CRAOAJAG)

Keywords

• Fitness equipment retail
• Home gym equipment
• Functional training gear
• Professional fitness education
• Sports equipment distribution

Headquarters

HQ city

Winterthur

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Infrastructure

Revenue model

1. Fitness Equipment Sales: One-time sales of fitness equipment including adjustable dumbbells, kettlebells, resistance bands, suspension trainers, wall bars, massage products, and accessories. The company operates as both a distributor of third-party brands and a private label manufacturer.
2. Professional Education Courses: The company offers TRX certification courses and Fitagon's own Kettlebell Basics L1 course for fitness professionals

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Fitagon GmbH operates a Swiss e-commerce platform selling functional fitness and home gym equipment, acting as the official Swiss importer and distributor for international brands such as TRX, BOSU, BenchK, FLEXVIT, and Sveltus. It also designs and sells its own Fitagon private-label line, including adjustable dumbbells and kettlebells with a patented adjustment mechanism, wall bars, resistance bands, and massage/recovery devices. The company additionally delivers paid professional fitness education, including TRX certification courses and Fitagon's own Kettlebell Basics L1 course, and serves B2B professional partners via a dedicated ordering portal.

Product overview

Fitagon Gmbh operates a Swiss e-commerce platform specializing in fitness equipment, wellness, and health products for functional training. The company offers a curated portfolio of 30+ international brands including TRX, BOSU, BenchK, FLEXVIT, Sveltus, and 28 proprietary Fitagon private label products. The core offering centers on adjustable dumbbells (Flex and Pro lines with patented adjustment mechanisms), adjustable kettlebells, wall bars, resistance bands, and massage/recovery equipment. Fitagon serves both B2C consumers and B2B professional partners through a dedicated portal, while also providing fitness education and certifications. The company positions itself as an official importer shipping from its own Swiss warehouse with customer service and expert consulting for home gyms, fitness studios, and physiotherapy clinics.

Differentiator

Problem solved

Functional benefit

Brands

• Fitagon Eigenmarke: The company's own product line of fitness and recovery equipment including adjustable dumbbells, kettlebells, massage devices, yoga blocks, and weight cuffs

Products and services

• Fitagon Private Label (Eigenmarke) Product Line Fitagon's own brand of fitness and recovery equipment including adjustable dumbbells, kettlebells, massage devices, yoga blocks, and weight cuffs, with a patented adjustment mechanism. Sold to individual home gym users and B2B professional partners in Switzerland.
• Fitagon Adjustable Dumbbells (Flex and Pro) Adjustable dumbbells with patented adjustment mechanism. Flex range covers 1.1–5.6kg, 5–25kg, and 12.5kg; Pro range covers 3–24kg and 3–32kg. Available in black, white, or chrome finishes. Priced between CHF 119 and CHF 239 per unit.
• Fitagon Adjustable Kettlebell Flex 4.5–18.1kg Adjustable kettlebell with weight range 4.5–18.1kg featuring the patented Fitagon adjustment mechanism in black finish.
• TRX Suspension Training Product Line Official Swiss distribution of the TRX product range including suspension trainers, anchoring solutions, and training tools. Sold to home users and professional studios.
• FLEXVIT Resistance Bands Textile-covered rubber fitness bands with OEKO-TEX certification, suitable for latex allergy sufferers. Includes mini bands, multi bands, powerbands, and standard resistance bands, plus associated mobile app.
• BenchK Wall Bars Modular multifunctional wall bars in natural materials, available in black or white, ceiling heights 220cm–240cm, series 1/2/5/7, with extensive accessories. Premium pricing up to CHF 1,999.
• BOSU Balance Trainer Product Line Official Swiss distribution of BOSU balance trainers in various sizes and colors for home and commercial environments.
• Sveltus Fitness Accessories Product Line Swiss distribution of Sveltus strength, cross-training, and wellness accessories.
• TRX YBELL Versatile weight equipment combining dumbbell, kettlebell, and push-up functions. Available in Neo (10kg, 8kg, 6kg, 4.5kg) and Arc (1.1kg, 2.5kg, 3.2kg) variants.
• Fitagon Massage and Recovery Product Line Recovery and massage equipment including Shiatsu Massager, Massagegun F5, massage balls and sticks, octopus head massager, massage pillow with heat, back stretcher with heat and impulse, and foot massager.
• Fitagon Fitness Education (TRX and Kettlebell Certifications) Paid professional education for trainers including TRX Suspension Training Course, TRX Group Suspension Training Course, and Fitagon's own Kettlebell Basics L1 course.
• B2B Specialist Portal Service Online ordering system for professional partners offering special pricing, real-time product availability, invoice payment option, and saved order history via b2b.fitagon.ch.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Five partnerships are on record, tiered flagship and core.

• TRXflagshipChannel Partner/ Reseller/ DistributorFitagon is the official distribution partner for TRX in Switzerland, offering the complete TRX product range including suspension trainers, training courses, and studio solutions. They provide TRX certification and education programs.
• BOSUcoreChannel Partner/ Reseller/ DistributorOfficial Swiss distributor for BOSU balance training equipment including the BOSU Balance Trainer and related products.
• BenchKcoreChannel Partner/ Reseller/ DistributorSwiss distributor for BenchK wall bars and training stations, offering the full range of modular wall bar systems for home and commercial use.
• FLEXVITcoreChannel Partner/ Reseller/ DistributorOfficial Swiss retailer for FLEXVIT fabric resistance bands, known for their textile-covered rubber bands with OEKO-TEX certification and allergy-friendly properties.
• SveltuscoreChannel Partner/ Reseller/ DistributorSwiss distributor for Sveltus fitness accessories, with over 30 years of experience manufacturing fitness equipment in France, present in 80+ countries.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Others

• TRX: Global functional training brand and Fitagon's flagship distribution partner. Comparable as an ecosystem participant — TRX sells direct globally and licenses its brand/education, while Fitagon is its official Swiss channel and runs TRX certifications, making them simultaneously partners and adjacent competitors in the Swiss market.
• BenchK: Manufacturer of premium modular wall bars sold by Fitagon in Switzerland. Comparable as an adjacent ecosystem participant and brand partner whose direct-to-consumer sales overlap with Fitagon's Swiss channel for the same wall bar products.

Regional players

• Ochsner Sport: Leading Swiss sporting goods retailer with national storefronts and online presence. Comparable as a Swiss multi-category sporting goods retailer selling fitness equipment to the same consumer base, though with a much broader assortment including apparel and footwear.
• Intersport (Switzerland): Swiss chapter of the global Intersport dealer network, operating branded sporting goods stores across Switzerland. Comparable as a Swiss multi-brand sporting goods retailer overlapping with Fitagon on fitness equipment categories, though focused on broader sporting goods.

Broad incumbents

• Decathlon: Global sporting goods retailer with a major Swiss presence offering fitness equipment across price points. Comparable as a broad-spectrum fitness equipment retailer serving the same Swiss consumer, though Decathlon operates its own private labels at scale and across many categories beyond functional training.
• Rogue Fitness: Leading US-based strength and functional fitness equipment manufacturer/retailer. Comparable as a premium, specialist fitness equipment brand selling directly to consumers and professionals, overlapping with Fitagon's strength and functional training assortment.

Direct peers

• Powerhouse Fitness: UK-based specialist fitness equipment retailer with strong home gym and strength training assortment, serving both consumer and commercial customers. Comparable as a specialist fitness e-commerce retailer with similar product depth in dumbbells, benches, and functional training equipment.
• Bowflex: Iconic US adjustable dumbbell and home strength equipment brand with global DTC presence. Directly comparable in the adjustable dumbbell/kettlebell category where Fitagon's patented mechanism competes, though operating at vastly larger scale and with broader US/global reach.
• Sport-Tiedje (Fitshop): Europe's largest specialist fitness equipment e-commerce retailer (also operating in Switzerland via sport-tiedje.ch). Directly comparable as an online-first fitness equipment specialist serving both B2C and B2B customers with home gym equipment, though at significantly larger scale and with broader cardio/strength assortment.
• Gorilla Sports: European online fitness equipment retailer specializing in home gym strength equipment, dumbbells, kettlebells, and benches. Directly comparable in product mix (functional training, free weights, benches) and DTC e-commerce GTM, serving German-speaking markets adjacent to Switzerland.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/fitagon.ch
• LinkedInlinkedin.com/company/fitagon-gmbh

Compliance1 record

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 Fitagon Gmbh