Our firm presents an opportunity to gain a secure and highly profitable foothold in the dynamic and growing field of At Home Exercise Equipment catering to health-conscious people who prefer not going to gyms or fitness centers. The brand currently operates via ecommerce, selling its products on the Amazon platform. This is hardly a small market. The global home fitness equipment market was valued at $10 billion in 2020, and as millions of people commit themselves to getting healthier and staying fit, the impact on sales of fitness equipment designed for home use has been unprecedented and staggering.
This offering recognized that and has established itself as a leader in this space, and on [ external link ], which is the primary sales channel used by the brand at the moment to sell products. All products are Amazon FBA eligible, which means that Amazon customers can have this Exercise Equipment delivered in as few as 1 to 2 days.
While most of the equipment is focused on Ab and Core Training Workouts at the moment, there’s a great deal of room to grow the line of equipment offered now that the business is highly established with an average 4.4-4.5 Product Review Rating (over 4,000 Reviews) for its products. These products, which are selling extraordinarily well, were chosen because very few fitness centers have this kind of equipment for people who do abdominal exercises. The size and weight of these devices were designed to be ideal for home use, and the company is benefitting from customers who are agreeing with them that the equipment is efficient, effective, and easy to use.
This offering is a reminder of the important role that innovation plays in building a loyal customer base and becoming a top seller within an emerging field. If a company sees a gap within a specific industry and fills it, it can experience the same kind of robust profitability this brand has accomplished.
The brand did its research first. Before deciding which SKUs to market, the company explored what kind of home gym equipment had a lower competitive landscape but was also experiencing steadily increasing demand. They discovered certain categories where there was a great deal of opportunity to develop and market high-quality products that would capture market share. It worked, and that system can now be used for further R&D of products to sell on the platform. Recognizing that a growing percentage of people are uncomfortable exercising at gyms, they put their focus on getting ab machines to the market. The company asked its supplier to produce an ab workout machine with solid metal and a curved track to satisfy what customers wanted.
The brand now markets 6 SKUs, including their core and abdominal trainers, ab machine, and ab machine for abs and total body workout. At an Average Order Value of $110, sales have been consistent throughout the year, while there are months when sales sharply peak, including from December through February when people start making their New Year’s resolutions to get back into shape.
Amazon is the ideal platform for this Brand. The company’s ab workout equipment is height adjustable, easy to fold, and specifically designed for home use. As a fast-growing number of Amazon’s customers have discovered the brand, they’ve been enjoying healthy gross margins of 34%.
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