7 Fitness Equipment Company Success Stories [2025]
A fitness equipment business is a type of physical activity-oriented business that produces, assembles, or sells physical fitness equipment.
Generally, fitness equipment is used in gyms, and schools, but can also be applied for personal use. These businesses can be run from a storefront or online service.
A fitness equipment business provides a unique opportunity for people to start their own business. It is an ideal opportunity for those interested in marketing, fitness, management and retail.
In this list, you'll find real-world fitness equipment company success stories and very profitable examples of starting a fitness equipment company that makes money.
1. Bells of Steel ($14.4M/year)
Bells of Steel founder, Kaevon Khoozani, came up with the idea for his fitness equipment business after realizing the lack of availability of equipment for his own strength training. He started by ordering equipment from China and selling it directly to his network, eventually growing the business to achieve $15 million in sales in 2021. His focus on creating high-value products and leveraging word-of-mouth marketing has contributed to the company's success.
How much money it makes: $14.4M/year
How much did it cost to start: $3.5K
How many people on the team: 38
Bells of Steel, an e-commerce fitness equipment company, generated $15 million in sales by creating a high-value product line and focusing on word-of-mouth marketing, email marketing, and social media ads.
2. Ironmaster ($9.25M/year)
Ironmaster was initially a part-time venture started by Matt Dawson's father in the Bay Area of California. Matt grew up working in the business and had a passion for building things. After working his way up in the company, Matt took over the business when his father planned to close it down. He relocated the business, redesigned the adjustable dumbbells, and started manufacturing overseas. With perseverance and smart marketing strategies, Ironmaster became a multi-million dollar company with a solid reputation in the fitness equipment industry.
How much money it makes: $9.25M/year
How many people on the team: 13
Ironmaster, a multi-million dollar company, manufactures and sells their brand of home gym fitness equipment domestically and in over 20 international markets, with their top-selling product being a patented adjustable dumbbell system called Quick-Lock Dumbbells, providing quality strength training gear for individuals who want to have their gym at home.
3. Pulseroll ($2.88M/year)
Founder Paul McCabe came up with the idea for Pulseroll after attending an innovation event in China and seeing a prototype for a vibrating foam roller. Recognizing the benefits of percussion therapy and the market opportunity, he launched the UK's first-ever vibrating foam roller and has since grown Pulseroll into a multi-million pound business with products stocked in over 20 countries.
How much money it makes: $2.88M/year
How much did it cost to start: $10K
How many people on the team: 0
Pulseroll is a multi-million pound business that offers scientifically proven muscle recovery technology and has experienced year-on-year growth of 174%, making it a top competitor in the wellness tech industry.
4. The LOOK Fitness ($480K/year)
Bryan Greene, founder of The LOOK Fitness, came up with the idea for his boutique fitness facility after a successful career in fitness training. Frustrated with the lack of upscale and personalized options for clients, he decided to create a facility that catered to executives, business owners, and everyday gym-goers who wanted a more exclusive workout experience. Despite facing challenges such as a difficult location search and dishonest realtors, The LOOK Fitness now generates $53,000 per month and continues to grow.
How much money it makes: $480K/year
How much did it cost to start: $150K
How many people on the team: 3
Launching and growing a high-end boutique fitness facility in Newport Beach, The LOOK Fitness pulls in $53,000 monthly and demonstrates how founder Bryan Greene overcame prolonged construction delays, stringent COVID-19 closures, and inefficient marketing firms to build a thriving business that caters to executives and fitness enthusiasts.
5. Serena Hannah Athletics ($168K/year)
After discovering her passion for fitness and experiencing the challenges of being a Black athlete, Serena Jenkins-Hannah decided to create a fitness brand that empowers women to shape and tone their hourglass figure. She started by selling her #1 selling item, the Hannah Booty Band System, on Amazon, where she made over $100,000 in sales within a year and a half. However, she faced challenges with Amazon's platform and decided to branch out to Shopify to gain more control over her business.
How much money it makes: $168K/year
How much did it cost to start: $2.5K
How many people on the team: 0
Serena Jenkins-Hannah created a fitness brand, Serena Hannah Athletics, that has generated over $100,000 in sales over a year and a half, with $70,000 of those sales coming during COVID-19, through selling their #1 item, the Hannah Booty Band System, on Amazon, and has now expanded to Shopify to add cash flow.
6. Thor Fitness Europe ($144K/year)
Joel St John, the founder of Thor Fitness, came up with the idea for his CrossFit and lifestyle brand while on his honeymoon. With his background in design and music production, he saw an opportunity to create head-turning products for the CrossFit community. Through validation from friends and social media, he realized he could turn his idea into a reality and started building the brand.
How much money it makes: $144K/year
How many people on the team: 1
Joel St John founded the sustainability-conscious Crossfit and lifestyle brand Thor Fitness, which has become an established household brand within the Crossfit community, with a steady flow of orders coming in from around the world, all while remaining a successful side hustle with monthly revenues of over $12k.
7. Bold Tribe ($112K/year)
In June 2015, Temo Valle founded Bold Tribe with the goal of offering high-quality sports products for CrossFit. After conducting detailed market research, Valle identified resistance bands as the ideal starting product. Through strategic branding and content creation on platforms like YouTube, Instagram, and Facebook, Bold Tribe has become the #1 brand for resistance bands in Mexico, achieving impressive sales growth year after year.
How much money it makes: $112K/year
How much did it cost to start: $300
How many people on the team: 5
Bold Tribe, a Mexico-based company, became the #1 resistance band brand in the country, with a sales growth rate from $25,000 in 2016 to $550,000 in 2020, by initially investing $300 in testing the product through one of the popular marketplaces.
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Download the report and join our email newsletter packed with business ideas and money-making opportunities, backed by real-life case studies.
Download the report and join our email newsletter packed with business ideas and money-making opportunities, backed by real-life case studies.
Download the report and join our email newsletter packed with business ideas and money-making opportunities, backed by real-life case studies.
Download the report and join our email newsletter packed with business ideas and money-making opportunities, backed by real-life case studies.
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