The Fitell Story
ABOUTUS
Founded in 2007 and headquartered in New South Wales, Australia, we are an online retailer of gym and fitness equipment. Our mission is to build an ecosystem with a whole fitness and wellness experience powered by technology to our customers. With over 100,000 satisfied customers and a strong base of repeat customers, we offer an extensive range of products both under our proprietary brands and other brand names. Our brand portfolio can be categorized into three proprietary brands under our Gym Direct brand umbrella: Muscle Motion, Rapid Motion, and FleetX, in over 2,000 stock-keeping units (SKUs).
OUR MISSION
To build an ecosystem with a whole fitness and wellness experience powered by technology
Our commitment to providing an enhanced fitness and wellness experience drives us to constantly innovate. In 2021, we launched three new business verticals that leverage cutting-edge technology
1
Smart Connected Equipment
includes interactive bikes and workout mirrors
2
AI-powered interactive platform
Online training content and capability to interact with trainers, follow members and track workout progress
3
Boutique fitness clubs licensing
Target at health-conscious customers with higher disposable incomes with an engaging fitness community in both online and offline setting