Fitshop Group

What Fitshop Group does

Fitshop Group is a privately held, family-owned omnichannel retailer of home fitness equipment, founded in 1984 in Schleswig, Germany by former table tennis Bundesliga player Ulrich Tiedje, and led since March 2011 by sole owner and CEO Christian Grau. Operating under the unified "Fitshop" brand (formerly Sport-Tiedje), the company runs 69 physical retail showrooms across nine European countries — Germany, the United Kingdom, Austria, Switzerland, the Netherlands, Belgium, France, Denmark, and Poland — alongside 20+ online shops in 12 languages, supported by a 51,000+ m² central logistics hub in Osterrönfeld (operational May 2023) and satellite warehouses in the UK, Netherlands, and Switzerland. The catalog spans more than 7,000 articles covering endurance equipment (crosstrainers, treadmills, rowing machines, ergometers, indoor/smart bikes), strength equipment (power stations, benches, dumbbells), core training, recovery, wellness, and adjacent categories such as trampolines and table tennis.

The core offer rests on a portfolio of nine private-label and licensed brands — Kettler (exclusive sports-equipment license from Trisport AG since December 2024), cardiostrong, Taurus, Darwin Fitness, cardiojump, Taurus Wellness, Yogo, Bodymax, and Duke Fitness — alongside third-party brands including NordicTrack, Life Fitness, Matrix, Bowflex, and Peloton. Differentiated internal capabilities include the "Fitshop Testurteil" manufacturer-independent product evaluation methodology performed by sports scientists, performance athletes, and 75+ in-house service technicians, plus an installation and maintenance network of 75+ technicians and 45 transporters serving installed equipment across Europe. Pricing ranges from approximately €14.90 (entry-level accessories) to €3,299+ (premium treadmills) with Klarna installment financing, a €99 free-shipping threshold, and Miles & More loyalty integration.

Revenue is generated through four streams: consumer hardware sales via retail and e-commerce, dedicated B2B Business Solutions (hotels, corporate fitness facilities, fire departments, physiotherapy practices, fitness studios), after-sales service contracts, and own-brand wholesale-equivalent margin capture. The company reported €203M revenue in 2020 (up 55% from €130.5M in 2019) processing over one million orders, served by 700+ employees with a 4-million-customer installed base across Europe. B2B and consumer channels are addressed through separate GTM motions (omnichannel DTC plus field sales), shop-in-shop partnerships with KARSTADT sports and Intersport, and a content marketing engine across blog, social, podcast/video, and ISPO Munich event presence.

Name

Fitshop Group

Legal name

Fitshop GmbH

Website

https://fitshop.de

Company type

Private

Operating status

Operating

Short description

Fitshop Group is Europe's leading home fitness specialist, operating 69 physical retail showrooms and 20+ online shops across 9 European countries. Privately held and family-owned since 1984, it sells cardio, strength, and wellness equipment under nine proprietary and licensed brands.

Ownership category

akta.pro rank

Product category

Home Fitness Equipment Retail

NAICS

Sporting Goods Retailers (45911), Sporting Goods, Hobby, and Musical Instrument Retailers (4591), Sporting and Recreational Goods and Supplies Merchant Wholesalers (423910)

SIC

Retail-Miscellaneous Shopping Goods Stores (5940)

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), Yoga, Pilates & Mind-Body Accessories Retail (Mats, Blocks, Reformers, Rings) (CRAMADAE), Recovery, Mobility & Therapy Accessories Retail (Foam Rollers, Massage Guns, Braces, Taping) (CRAMADAF), Fitness, Exercise & Gym Equipment Distribution (CRAOAJAG)

Keywords

• Home fitness equipment
• Fitness equipment retail
• Commercial fitness solutions
• Omnichannel sporting goods
• Cardio strength equipment

Headquarters

HQ city

Schleswig

HQ country

Germany

HQ region

Europe

Offices20 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Fitness Equipment Sales: Core revenue stream from selling fitness equipment (cardio, strength, accessories) through physical stores and online channels. Products range from entry-level to professional-grade equipment with prices from €14.90 to €3,299+.
2. E-commerce Platform Commission: Revenue from 20+ online shops across Europe with integrated logistics and fulfillment. Order processing with same-day capability and 98% inventory availability.
3. B2B Business Solutions: Specialized sales division for commercial customers including hotels, corporate fitness facilities, physiotherapy practices, fire departments, and fitness studios requiring complete fitness room solutions.
4. After-Sales Services: Technical service, device installations, maintenance, and warranty support provided by in-house technician network. Installation services available as add-on to equipment purchases.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Fitshop Group retails home and commercial fitness equipment across Europe through 69 physical specialty stores and 20+ online shops in 12 languages, offering cardio, strength, recovery, and wellness products under nine proprietary brands (Kettler, cardiostrong, Taurus, Darwin Fitness, cardiojump, Taurus Wellness, Yogo, Bodymax, Duke Fitness) alongside third-party brands. The company complements equipment sales with expert in-store consultation, in-house installation and maintenance by 75+ technicians, manufacturer-independent product testing, and a dedicated B2B Business Solutions division serving hotels, corporate fitness rooms, physiotherapy practices, fire departments, and fitness studios.

Product overview

Fitshop Group is a pan-European omnichannel fitness equipment retailer and online marketplace operating across Germany, UK, Austria, Switzerland, Netherlands, Belgium, France, Denmark, and Poland. The company offers a unified platform combining a multi-language e-commerce operation (20+ online shops in 12 languages) with 69 physical showrooms spanning 25,000 m² of display space. The portfolio is anchored by nine private-label brands — Kettler (heritage licensed), cardiostrong, Taurus, Darwin Fitness, cardiojump, Taurus Wellness, Yogo, Bodymax, and Duke Fitness — covering the full fitness spectrum from endurance (crosstrainers, treadmills, rowing machines, ergometers, recumbent bikes, indoor bikes) and strength (power stations, weight benches, dumbbells, free weights) to core training, trampolines, table tennis, boxing, massage/wellness, and yoga/Pilates. The company also stocks third-party brands including NordicTrack, Life Fitness, Matrix, Bowflex, and Peloton. Fitshop tests and rates every product it sells, providing expert evaluations across equipment, movement quality, ergonomics, and stability.

Differentiator

Problem solved

Functional benefit

Brands

• Kettler: Traditional brand for quality, innovation and enjoyment of movement. Since December 2024, Fitshop holds exclusive licensing rights for Kettler fitness equipment.
• cardiostrong
• Taurus
• Darwin Fitness
• cardiojump
• Taurus Wellness
• Yogo
• Bodymax
• Duke Fitness

Products and services

• Crosstrainer (Elliptical Trainers) Full-body elliptical trainers for low-joint-impact endurance workouts, sold under multiple own and third-party brands across all European online shops.
• Laufband (Treadmills) Running machines for indoor cardiovascular training, ranging from entry-level to commercial-grade models including NordicTrack Commercial 2450.
• Rudergerät (Rowing Machines) Indoor rowing machines for full-body strength and endurance training, including joint-friendly options.
• Ergometer (Upright Exercise Bikes) Upright exercise bikes with adjustable resistance for cardiovascular conditioning, available across multiple brands and price points.
• Liegeergometer (Recumbent Bikes) Recumbent bikes with reclined seating for joint-friendly and back-relieving endurance workouts, also suitable for rehabilitation use; a representative model is the cardiostrong Liegeergometer BC70.
• Indoor Bike / Smart Bikes Stationary spin bikes for high-intensity indoor cycling training, including smart bikes with companion app integration.
• Kettler (Proprietary Brand) Heritage fitness brand exclusively licensed by Fitshop since December 2024 for the sports equipment category across EU, EFTA, and Turkey, offering a broad range of fitness equipment with focus on quality, innovation, and design.
• cardiostrong (Proprietary Brand) Own-brand cardio equipment featuring innovative design, high-quality materials, and intuitive operation, targeting quality-conscious beginners, ambitious endurance athletes, and families; ISPO Gold Award-winning product line.
• Taurus (Proprietary Brand) Performance-focused own brand covering strength and endurance fitness equipment including power stations, professional indoor bikes, dumbbells, and kettlebells, serving ambitious private customers and commercial clients.
• Darwin Fitness (Proprietary Brand) Entry-level own brand offering endurance and strength equipment in a modern, youthful design, suitable for price-conscious beginners seeking moderate home training solutions.
• cardiojump (Proprietary Brand) Own brand for trampolines and recreational sports equipment combining sport and fun, offering stable outdoor and indoor trampolines plus airtrack mats.
• Taurus Wellness (Proprietary Brand) Own brand for wellness products including massage chairs in various sizes and portable massage devices for relaxation and post-workout recovery.
• Yogo (Proprietary Brand) Own brand offering table tennis paddles and balls with quality and precision for indoor and outdoor play, plus Pickleball equipment.
• Duke Fitness (Proprietary Brand for UK) Value-priced own brand for the UK market, offering entry-level training devices for beginners.
• Kraftstation (Power Stations) Multi-station strength training machines for comprehensive resistance exercise across user levels.
• Hantelbank (Weight Benches) Adjustable weight benches for free weight and dumbbell training exercises.
• Hanteln & Hantelscheiben (Dumbbells & Weight Plates) Free weights including dumbbells, kettlebells, and weight plates for strength training.
• Bauchtrainer & Rückentrainer (Core & Back Trainers) Core training equipment for abdominal and back muscle strengthening and posture improvement.
• Trampolin (Trampolines) Fitness trampolines and garden trampolines for cardio, coordination, and recreational use.
• Tischtennis (Table Tennis) Table tennis tables, paddles, and accessories for indoor and outdoor play.
• Boxsport (Boxing Equipment) Boxing training equipment including speed ropes and heavy bags.
• Massagesessel & Massagegeräte (Massage Chairs & Devices) Massage chairs and portable massage devices for wellness and recovery.
• Yoga & Pilates Equipment Yoga mats, gymnastics mats, and Pilates equipment for flexibility and core training.
• Reformer (Pilates Reformers) Pilates reformer machines for resistance-based full-body conditioning.
• Springseile (Jump Ropes) Skipping ropes for cardio, coordination, and full-body conditioning workouts.
• Rollentrainer (Roller Trainers) Indoor bike trainers for simulating outdoor cycling on the road bike.
• Vibrationsplatte (Vibration Plate) Whole-body vibration training devices for muscle activation and toning.
• Faszientraining & Faszienrollen (Foam Rollers) Foam rollers and fascia training tools for muscle recovery and mobility.
• Bodenschutzmatten (Floor Protection Mats) Floor protection mats that shield floors from scratches and sweat while providing noise insulation for fitness equipment.
• Fitshop Multi-Online-Shop Platform More than 20 daily-updated online shops across 12 languages in 9+ European countries offering over 7,000 articles, alongside 69 physical retail locations with 25,000+ m² of exhibition space.
• Fitshop B2B Business Solutions Dedicated division for commercial customers including hotels, corporate fitness facilities, physiotherapy practices, fire departments, and fitness studios, offering complete fitness room setup with professional-grade equipment, installation, and maintenance services.
• Installation and Maintenance Service On-site device installation and technical maintenance provided by 75+ in-house service technicians and 45 transporters across Europe, available as an add-on to equipment purchases.

Quantifiable outcome

• 55% revenue growth in 2020 (from €130.5M to €203M)
• +3 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Trisport AGcoreOEM/ Whitelabel/ Licensing Partner · 1 December 2024Acquired exclusive licensing rights for Kettler sports equipment brand and HOI trademark from Swiss company Trisport AG, effective December 1, 2024. Covers EU, EFTA, and Turkey markets for production, marketing, and distribution of Kettler fitness equipment.
• Miles & MoreminorGTM or Marketing PartnerLoyalty program partnership allowing customers to collect Miles & More miles on purchases. Earns approximately 1 mile per €2 spent.
• KARSTADT sportsminorChannel Partner/ Reseller/ DistributorShop-in-Shop partnership with KARSTADT sports chain providing consultation and sales areas for fitness equipment in 21 stores nationwide.
• Intersport VoswinkelminorChannel Partner/ Reseller/ DistributorShop-in-Shop partnership at Kiel-Schwentinental location offering expanded physical retail presence within established sports retail environment.
• Laidir Leisure Ltd. (Powerhouse Fitness)coreStrategic or Co-development PartnerAcquired in November 2015, Powerhouse Fitness was the second-largest home fitness provider in Great Britain. All UK locations rebranded to Fitshop by March 2024, strengthening UK market presence.
• OZI Sport B.V.coreStrategic or Co-development PartnerAcquired in April 2015, OZI Sport was a leading fitness equipment provider in Belgium and the Netherlands. Added 4 stores plus multiple websites including rental and clearance sites.

Scale indicators12 records

Recent moves11 records

Expansion highlights6 records

Broad incumbents

• Life Fitness: Life Fitness is a leading global commercial fitness equipment manufacturer whose products are retailed by Fitshop. It is comparable to Fitshop's commercial/B2B offering (third-party brands retailed alongside Taurus private label) and is independently a recognized premium fitness brand.
• Technogym: Technogym is a global premium commercial and home fitness equipment manufacturer serving hotels, corporate facilities, and high-end home users. It is comparable to Fitshop's B2B division and Taurus premium private-label positioning in commercial fitness equipment.

Regional players

• Frasers Group (Sports Direct): Frasers Group, parent of Sports Direct, is a UK-headquartered multi-category sporting goods retailer with significant European presence. It is a regional peer for European sporting goods retail, though its assortment is dominated by apparel/footwear rather than fitness equipment.
• JD Sports: JD Sports is a UK-headquartered sports fashion and footwear retailer with extensive UK and European store presence. It is a regional peer operating primarily in UK/Europe sports retail, with limited but growing fitness equipment exposure compared to Fitshop's fitness-specialist focus.

Direct peers

• Decathlon: Decathlon is the largest sporting goods retailer in Europe, operating hundreds of stores and a multi-category e-commerce platform that includes substantial home fitness equipment. It is the most directly comparable European sporting goods retailer to Fitshop in terms of omnichannel breadth, though Decathlon's assortment spans all sports rather than specializing in home fitness.
• HAMMER Sport: HAMMER (under the FINNLO/MAF group) is a German fitness equipment brand and online retailer specializing in strength and cardio equipment for home use. It is comparable to Fitshop as a specialized German home fitness equipment seller with a similar product breadth and target customer.
• INTERSPORT: INTERSPORT is a global sporting goods retail cooperative with thousands of stores across Europe that sells fitness equipment alongside broader sporting goods. It competes with Fitshop for the same European home fitness consumer through both physical stores and online channels.
• SportScheck: SportScheck is a German sporting goods retailer with both online and physical store presence, selling fitness equipment and apparel. It is a directly comparable German-headquartered omnichannel sports retailer competing with Fitshop in the DACH market.

Emerging players

• Peloton: Peloton is a leading connected fitness brand selling bikes, treadmills, and subscription content direct to consumers. It competes with Fitshop for the home cardio end consumer and is even retailed through Fitshop's online shop, illustrating the convergence of DTC and retail.
• NordicTrack: NordicTrack (iFIT) is a major DTC fitness equipment brand focused on treadmills, bikes, and rowers with connected training content. It is a key third-party brand resold by Fitshop and a direct competitor for premium home cardio equipment consumers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@fitshopgroup
• Facebookfacebook.com/fitshopgroup
• Instagraminstagram.com/fitshopgroup
• Pinterestpinterest.de/fitshopgroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 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