Case Study
Oct 15, 2023

FItness Superstore multi-vendor marketplace success

Written by

Fitness Superstore is the United Kingdom's leading fitness equipment marketplace, providing a comprehensive range of cardiovascular and weight training products for fitness enthusiasts and professionals alike. Since its inception in 1994, Fitness Superstore has made a name for itself as the go-to destination for quality fitness equipment.

With Vendo, starting your own multi-vendor marketplace is more affordable and straightforward than ever. You can begin selling products from numerous vendors and go live within days, all without the burden of managing inventory and shipping. 

Vendo operates in a streamlined dropshipping model, relieving you of the logistical complexities and allowing you to focus on growing your marketplace.



Founded in 1994, Fitness Superstore quickly rose to prominence in the fitness equipment retail industry. The company's success can be attributed to its commitment to delivering high-quality fitness products to its customers, combined with fast and efficient delivery and installation services. Over the years, Fitness Superstore has expanded its reach and offerings, solidifying its position as the UK's largest specialist fitness equipment retailer.

Why It Is Successful

Fitness Superstore's remarkable success can be attributed to several key factors:

Unrivaled Product Range

The marketplace offers an extensive range of fitness equipment, including multi-gyms, free weights, treadmills, exercise bikes, elliptical trainers, rowing machines, and more. This vast selection caters to a wide range of fitness needs and preferences.

Largest Showrooms

With the largest fitness equipment showrooms in the UK, Fitness Superstore provides customers with the opportunity to see, touch, and test the products in person. The flagship store in Northampton, with 15,000 sqft, serves as the hub for customer interactions and product showcases.

Dedicated Commercial Sales

Fitness Superstore has a specialized department for B2B sales and offers a free gym planning service. This service is invaluable to businesses and institutions looking to set up or upgrade their fitness facilities.

Price Promise

The company's commitment to offering competitive prices is backed by a price promise. If customers find the same product at a lower price elsewhere, Fitness Superstore will match or beat the competitor's price.

Fast Delivery

Fitness Superstore prides itself on delivering fitness equipment quickly. Delivery options vary depending on the product and location, ensuring customers receive their orders in a timely fashion.

How to Replicate Its Success

If you're interested in replicating Fitness Superstore's success, here are some key takeaways:

Diverse Product Range

Offer a wide variety of fitness equipment to cater to different customer preferences and fitness goals.

Showroom Experience

If possible, create a showroom or physical location where customers can interact with products before purchasing.

Specialized Services

Consider offering specialized services, such as B2B sales and consulting for businesses or institutions.

Staff Training

Ensure your staff is well-trained and knowledgeable about the products they sell.

Competitive Pricing

Aim to provide competitive pricing and consider a price-matching policy to attract cost-conscious customers.

Efficient Delivery

Prioritize efficient and timely delivery options to enhance customer satisfaction.

Continuous Expansion

If applicable, plan for expansion to reach a broader customer base.

In conclusion, Fitness Superstore's success as the UK's premier fitness equipment marketplace is a result of its commitment to quality, diversity, and customer satisfaction. By understanding and implementing the key factors that have contributed to its growth, other businesses can aspire to replicate its achievements in the fitness equipment market.

Get started with a marketplace like Fitness Superstore on Vendo!

How to quickly start your own multi-vendor marketplace on Vendo and go live in just a few days

  1. Sign Up and Start a Free Trial: Begin by signing up for Vendo's free trial to explore its features and capabilities.
  2. Configure a Storefront: Create a storefront that aligns with your brand identity, ensuring a cohesive and on-brand appearance.
  3. Onboard Brands: Invite your preferred brands or choose from Vendo's brand catalog to enrich your product offerings.
  4. Select Products: Curate product collections manually or automate the process to efficiently manage your catalog and meet customer demands.
  5. Start Selling: Link to your marketplace on your website, share it on social media, and include it in your newsletters to reach a broader audience.
  6. Get Paid Quickly: Get paid as soon as products are shipped by the vendors.


Start a multi-vendor marketplace
Written by
Start a Marketplace
Get started
Get started
Get more marketplace case studies & insights
Check Icon
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

Related blog posts

Start a free trial

Start your own marketplacE

Vendo lets you start a multi-brand marketplace, in 14 days or less, with products from amazing domestic brands fulfilling your customers' orders. Let them shop on your website, from a newsletter, social, mobile app.

Join vendo. It's free.