Fitbench Establishes European Entity Amid 60% International Sales Growth

The Wisconsin-based fitness equipment maker’s new Rhein, Germany, outpost will allow it to accelerate deliveries, improve customer support and capitalize on growing demand

FitBench is expanding its international operations as demand for its functional fitness equipment continues to grow outside the U.S.

The Wisconsin-based fitness equipment company has established a new European entity in Weil am Rhein, Germany, following a 60% year-over-year increase in international sales.

The move will allow FitBench to hold inventory and replacement parts within Europe, reducing order turnaround times and simplifying distribution across the European Union. The new operation will also support the company’s existing distributor network while making it easier to sell directly to European customers.

“We have built a strong brand in the U.S., and our international business is growing rapidly,” FitBench founder and CEO Tyler Danen said. “Europe represents a tremendous opportunity for us, and having a local operation gives us the infrastructure to support that growth properly.”

Danen will serve as managing director of the new European entity. Tom Crampton, FitBench’s international sales and marketing director, is based in Europe and will drive the European business day to day.

“Europe has become an increasingly important market for FitBench, and we’re seeing strong demand from both our distribution partners and customers across the region,” Crampton said,

“Establishing a European entity is the natural next step for us,” he added. “It allows us to put inventory closer to our customers, simplify the buying process and dramatically improving the speed at which we can deliver products and accessories.”

FitBench already has distribution partners in several European markets, including Germany, France and the United Kingdom.

The expansion comes as FitBench continues to build out its product portfolio, targeting commercial gym operators looking to maximize floor space and expand functional training offerings.

Earlier this year, the company launched FitRack, a multifunctional training system featuring six integrated stations that can accommodate up to 12 users simultaneously. Designed for small-group training, personal training and functional fitness, the system aims to help gyms increase programming capacity without significantly expanding their equipment footprint.

FitBench has also introduced Fitbag, a gloveless striking solution for boxing workouts. Its signature equipment storage and training systems are used by major gym chains, including Planet Fitness and Snap Fitness.

The new German operation will complement FitBench’s existing headquarters and manufacturing facility in Wisconsin, where the company continues to design and manufacture its equipment.

More from ATN

• Orangetheory Names Former Pizza Hut Exec as New Global President
• Hyrox, HFA Strike Partnership for Fitness Trade Show, Las Vegas Race
• Fitness Dating Apps are Taking Off!
• Just Released: The Business of Wellness, Recovery & Longevity explores the trends and business models driving this rapidly expanding market.
• Want the industry edge? Join ATN Pro for unlimited access, exclusive analysis and event perks.