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About Us


Established in 2011, is an independent retail site that believes in a personal approach to buying which is sadly often lost when shopping online. We encourage customers to search online but pick up the phone and speak to us. We promise we don’t bite and we have extensive experience in selling consumer and commercial gym equipment.

If picking up the phone is not your thing then why not visit us at our showroom  (click here to see a map) in Beaconsfield, Buckinghamshire where you can try out many products and speak to our expert team. Our aim is to offer expert, impartial advice and outstanding customer service to make your purchase a smooth and enjoyable experience.

We know how confusing buying fitness equipment can be, so we have created a team to offer the very best help and advice to help you find the perfect solution. It’s all about offering our customers a new way to learn about and buy the latest technology, without any of the complicated jargon!

Whether you're after a new running machine to replace your broken one, or a whole new set of products for a home  or commercial gym fit out, we've got a huge range of options to choose from.


What makes us different?

Many retailers are incentivised to sell certain brands (often the one’s where they make the highest profit) but this is where we buck the trend. We believe in selling products on face value and will never unknowingly sell something that we don’t believe is suitable. This is why we have established a reputation based on quality of product, technical knowledge and service.

Our team has many years’ experience within the fitness industry working with Personal Trainers and club owners which is why we are confident that we can recommend the product most suited to your requirements.

We also offer a ‘White Glove’ service to make delivery and setup of your products as hassle free as possible. Own up, who has bought something large for the home and ended up spending 5 hours putting it together! Whether it’s a single item delivery or a larger gym project we can deliver and install and even remove existing equipment.

Buying fitness equipment should be an exciting and enjoyable journey but if your mind is getting a workout searching for options online then you may lose interest before you’ve even started. 

Our Team

The core management team has over 45 years experience in fitness, personal training and online management. Meet some of our team....

Russell Dale

One of the founders of with over 10 years experience in the fitness equipment industry. As Commercial Manager with a broad range of responsibilities including online and direct sales and business development. A sports science graduate from Loughborough University, he has a passion for all health, fitness and sport related activities.

Will Broome

Has developed and managed websites since 1999 and keeps things in order behind the scenes, including technical delivery, SEO and online marketing. Now focusing on making THE best fitness equipment website in the UK - stay tuned!

Ian Duncan

Head of Operations. Managing our relationships with key providers and ensuring the stock is in place in the right place!

Catherine Taylor

Our customer services guru! Catherine brings years of experience and knowledge of how to ensure we're not promising things we can't deliver!

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