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eCommerce DTC Brand in the Home Fitness Equipment Vertical – $61 AOV – 35,000 Monthly Website Visits – Strong Branding


Website Closers® presents an eCommerce business that built a brand name for themselves with the Home Workout crowd. The company sources home fitness equipment from China and uses various digital marketing tactics to drive traffic and conversions to their offers. In addition, they have created an audience of health-conscious consumers that follow the brand – an opportunity to further market to them is immediately available. Extended workout programs can be tough to commit to for many people looking to make a positive change in their overall health but need to find the time to do it. This brand simplifies the process with a different approach to fitness by allowing users to perform various exercises that work, with less workout equipment. The products are an affordable and easy-to-use alternative to expensive, not to mention inconvenient, gym memberships and are ideal for home workouts or those on the go.

This brand is still growing, so there is an opportunity for a buyer to expand rapidly or enjoy the optimized operations with minimal work required. There’s no question, though, that this online business has done spectacularly well-providing solutions for its customer base.

The reviews verify that despite any initial skepticism consumers may have had, these products work wonders and made working out far less inconvenient. High customer satisfaction rates have led to increased sales and an expanding customer base. Customers noted that these products transformed them in a short space of time and have made a significant difference in their lives. That gives the brand an incredible opportunity to build on its success.

The industry itself remains an immensely lucrative one. The global fitness equipment market was valued at $11.6 billion in 2020 and is projected to reach $14.8 billion by 2028, registering a CAGR of 3.3% through 2028. That gives this company enormous growth opportunities moving forward, but first, let’s consider how they got to this successful position within just two years.

Their customer base is eager for their products. This brand was initially launched through its private label to market a push-up device that targets the chest, shoulders, back or triceps. That product performed well, and the company expanded to a similar, more portable device as well as a product that provides superior support for biceps workouts. The initial board maintains its status as their bestselling SKU, while additional products appeal to ongoing customers. In addition, new SKUs, such as a weighted jump rope, are soon to be released and are budgeted to boost to sales.

Their typical customer today is male between the age of 18 and 54. Their research indicates that customers have tried many other fitness products and services designed as workout solutions before discovering this brand’s viable options. Their existing customers, research suggests, will spend disposable income on the right solution. As a result, sales have been strong, with an Average Order Value of $61.

In a short time, management has systemized this business to the point where the owners spend little to no time running daily operations. The purchasing, distribution, sales, and day-to-day operations are easily taken care of and offer a potential buyer the joy of seamless and stress-free integration. The owner spends only 10 hours weekly on the business, which is highly automated. Tasks include managing advertising, social media, and growth strategies, while the owner’s wife manages customer service, packing and shipping replacements, and financials.

Sales are thriving in the US, and the brand is now expanding its marketing efforts to Australia and the UK. This will undoubtedly drive sales further as they continue to extend operations to customers where demand is rife. Up to 50 orders are being shipped daily from their three 3PL warehouses around the US, set up that way for fast delivery, and with orders quickly increasing, the brand stocks around 4,000 units in inventory. Sales are consistent throughout the year, with peaks around Christmas, January, and summertime.

To market these products, the company put a strong focus on Facebook advertising, which makes up much of their PPC spend, and has provided a ROAS of 3.5x over the lifetime of the business. Additional traffic is driven by Google ads, with a 3.7 ROAS.

As successful as the business is, they have not yet tapped into the industry’s colossal influencer marketing opportunities on Instagram and TikTok. Both options have shown a great return on investment with focused campaigns and work wonderfully in this market. Over the past two years, this brand has provided a considerable benefit to its fast-growing customer base, and the company has enormous growth options as they look to the future. Besides an expanded product line, launching on popular eCommerce sites such as Amazon and Walmart would introduce their SKUs to millions of new customers.

The brand has a similarly prosperous option of establishing a wholesale program that markets its SKUs directly to trainers, sporting goods shops, and fitness facilities. Each option would take this already profitable and successful business to new heights.

All products are sourced and produced in China. They have a relationship with the supplier in China, and all products are sold under their brand. If you’d like to hear more details about this business and the vast amount of scale potential it has, contact Website Closers today.

This DTC eCommerce Company is Represented by:

Tech, Internet & eCommerce Business Brokers

WC 2717

Asking Price
$ 400,000
Cash Flow
$ 262,686
Gross Income
$ 1,183,351
Year Established