The fitness equipment industry in Europe thrives on innovation and health consciousness. It features a mix of manufacturers, retailers, and technology-driven startups, all focusing on products like gym machines, wearables, and fitness accessories. The market is increasingly driven by the rise of digital solutions, such as apps and online coaching, making fitness more accessible. Notably, there’s a growing demand for eco-friendly and smart equipment as consumers prioritize sustainability. With a trend toward home workouts boosting demand, this sector shows promising growth potential as it continues to adapt to changing consumer habits.


This list highlights a variety of investors in the fitness equipment sector across Europe. They include venture capital firms like Seventure Partners and established corporations such as the Frasers Group. Spread across major cities like London, Paris, and Stockholm, these investors vary in size and age, many having founded their firms in the last two decades. Notably, they collectively engaged in over 400 financing deals in 2024, underlining their strong commitment to fostering innovation and growth in the fitness industry.


Top 12 Fitness Equipment Investors in Europe


1. Crowdcube

  • Website: crowdcube.com
  • Type: Corporate
  • Headquarters: London, England, United Kingdom (UK)
  • Founded year: 2010
  • Headcount: 51-200
  • Number of deals in 2024: 3
  • LinkedIn: crowdcube-limited

Crowdcube is a crowdfunding platform based in London, England, that enables businesses to raise capital through equity investments. Founded in 2010, it connects startups and SMEs with potential investors, facilitating the funding process. Crowdcube promotes diversity and inclusion within its workforce while providing investment management services to its clients. Notably, Crowdcube has been involved in several transactions within the fitness equipment sector, including Fiit, which raised $1,319,596 in March 2022, and Boom Cycle, which raised $5,763 in February 2019. These investments highlight Crowdcube's engagement with fitness-related businesses, making it a relevant player in the fitness equipment investment landscape.


2. Bpifrance French Tech Accélération


Bpifrance French Tech Accélération is a venture capital investor based in Paris, Île-De-France, France, founded in 2015. As a public entity and financial institution, Bpifrance supports entrepreneurs and businesses in France and internationally through various services, including direct funding, export credit insurance, and private equity investments. They aim to foster entrepreneurship and innovation by providing coaching and partnerships to help businesses navigate growth and international expansion. Notably, Bpifrance has participated in significant transactions within the fitness equipment context, such as their involvement in i-Run, which raised €100 million to expand its network of stores and product lines, and Sorius, which specializes in online cycling coaching and raised €500,000 in its first financing round. These transactions highlight Bpifrance's active role in supporting companies that contribute to the fitness and sports industry.


3. Frasers Group

  • Website: frasers.group
  • Type: Corporate
  • Headquarters: London, England, United Kingdom (UK)
  • Founded year: 1982
  • Headcount: 10001+
  • Number of deals in 2024: 20
  • LinkedIn: frasers-group

Frasers Group plc is a corporate investor based in London, England, founded in 1982. The company operates various brands in the sports and fashion sectors, including Sports Direct and Jack Wills, and offers a wide range of products such as clothing, footwear, and sporting goods. Notably, Frasers Group has made significant investments in the fitness equipment industry, including the acquisition of Everlast Worldwide in 2007 for approximately $168.8 million, a brand synonymous with boxing and fitness equipment. In 2020, they acquired the assets of DW Sports for £37 million, which included gym and fitness business assets, further expanding their footprint in the fitness sector. Additionally, Frasers Group operates the Everlast Fitness Club chain, providing fitness services to consumers. Their recent acquisition of Wiggle, a cycling retailer, also indicates their interest in the broader fitness market, making them a versatile player in the retail and fitness industries.


4. Almi

  • Website: almi.se
  • Type: Venture Capital
  • Headquarters: Stockholm, Stockholm, Sweden
  • Founded year: 1994
  • Headcount: 201-500
  • Number of deals in 2024: 7
  • LinkedIn: almi-ab

Almi AB is a financial services company based in Stockholm, Sweden, founded in 1994. It specializes in providing loans, risk capital, and business development support to small and medium-sized enterprises (SMEs) in Sweden. Almi aims to enhance the growth and competitiveness of these businesses through tailored financial solutions and guidance. Among its notable transactions, Almi has invested in MyMOWO, a digital training service that raised 2.8 million in venture capital, indicating its engagement in the fitness sector. Additionally, Almi has participated in funding rounds for other companies like Stepler and Racefox, which may also relate to fitness and training, further demonstrating its potential relevance to the fitness equipment industry.


5. Kima Ventures

  • Website: kimaventures.com
  • Type: Venture Capital
  • Headquarters: Paris, Île-De-France, France
  • Founded year: 2010
  • Headcount: 1-10
  • Number of deals in 2024: 50
  • LinkedIn: kima-ventures

Kima Ventures is a venture capital firm based in Paris, Île-De-France, France, founded in 2010. The firm specializes in investing in early-stage startups across various sectors, backing two startups per week with financial support and mentorship to help them navigate initial challenges and achieve success. Notably, Kima Ventures has invested in Barooders, a France-based used-sporting-goods marketplace, which raised €2.2 million in funding, and Colizey, which raised approximately $2.7 million. These transactions highlight Kima Ventures' engagement in the fitness equipment industry, alongside their broader investment strategy.


6. Enterprise Ireland


Enterprise Ireland is a public entity that serves as the Irish government's enterprise development agency, founded in 1998. It supports Irish businesses at all stages of their growth journey by providing funding, advisory services, and market access assistance. The agency focuses on helping companies scale and compete internationally across various industries, including technology and manufacturing. In the fitness equipment context, Enterprise Ireland has been involved in several relevant transactions, such as investing in Output Sports, which raised $4.8 million in a seed round in January 2025, and participating in a €1.3 million seed investment round for Output Sports in March 2020. Additionally, they have invested in Glofox, a company that specializes in gym and fitness studio management software, which received significant funding in both 2016 and 2017. These transactions highlight Enterprise Ireland's commitment to supporting innovation and growth in the fitness sector.


7. Verdane

  • Website: verdane.com
  • Type: Private Equity
  • Headquarters: Oslo, Oslo, Norway
  • Founded year: 1985
  • Headcount: 51-200
  • Number of deals in 2024: 7
  • LinkedIn: verdane-capital

Verdane is a private equity investment firm based in Oslo, Norway, founded in 1985. The firm specializes in growth equity investments, particularly in technology-enabled companies, and provides capital and hands-on support to help businesses scale. Verdane focuses on digitalization and decarbonization trends, with a diverse portfolio that includes various sectors. Among their notable transactions, Verdane has invested in MM Sports, a company involved in fitness equipment, and led a €95 million funding round for Urban Sports Club, a fitness platform. Additionally, they acquired Eversports, further emphasizing their commitment to the fitness industry. Their acquisition of Silva, a provider of outdoor sports equipment, also aligns with their interest in the sports and fitness sector, showcasing their broader engagement in related markets.


8. Ardian

  • Website: ardian.com
  • Type: Private Equity
  • Headquarters: Paris, Île-De-France, France
  • Founded year: 1996
  • Headcount: 1001-5000
  • Number of deals in 2024: 21
  • LinkedIn: ardian

Ardian is a prominent investment management firm founded in 1996, based in Paris, Île-De-France, France. Specializing in private equity, real assets, and credit solutions, Ardian provides tailored investment strategies to institutional investors, family offices, and pension funds. With a global presence and a commitment to sustainable finance, Ardian aims to create lasting value for its clients. Notably, Ardian has made significant investments in various sectors, including a key investment in Fitnessboutique, which raised an undisclosed amount in a private equity round in February 2011, highlighting their engagement in the fitness equipment industry. Additionally, their involvement with companies like Berlin Brands Group and Chal-Tec GmbH showcases their diverse investment portfolio, although these companies are not directly related to fitness equipment. Nevertheless, their direct investment in Fitnessboutique underscores their relevance in the fitness sector.


9. SoftBank Investment Advisers


SoftBank Investment Advisers, also known as the SoftBank Vision Fund, is a venture capital fund based in London, England, founded in 2017. The fund primarily invests in technology-focused companies, particularly those innovating in artificial intelligence. With a diverse portfolio, SoftBank supports growth-stage technology firms across various sectors, including health tech and fintech. Notably, they have made significant investments in the fitness equipment sector, including a $200 million investment in WHOOP, a performance tracking company, and a $220 million investment in Tempo, a high-tech home weight training system. They also led a $360 million funding round for Keep, a Chinese fitness app, showcasing their commitment to the fitness industry. Their investment in Vuori, an activewear brand, further highlights their engagement in the broader fitness and wellness market.


10. Ldc

  • Website: ldc.co.uk
  • Type: Private Equity
  • Headquarters: London, England, United Kingdom (UK)
  • Founded year: 1981
  • Headcount: 51-200
  • Number of deals in 2024: 15
  • LinkedIn: ldc

Lloyds Development Capital (LDC) is a private equity firm based in London, England, specializing in providing growth capital and strategic support to mid-market businesses across various sectors. Founded in 1981, LDC is part of Lloyds Banking Group and focuses on fostering long-term partnerships to drive business success. Among their notable transactions, LDC acquired a significant minority stake in Mountain Warehouse, an outdoor clothing retailer, and made an undisclosed acquisition of American Golf, a company directly related to fitness equipment. They also backed The Training Room (TTR) in a £20 million funding round, which is involved in fitness training and education. These transactions highlight LDC's commitment to supporting businesses that contribute to the fitness and sports sectors.


11. Altor Equity Partners

  • Website: altor.com
  • Type: Private Equity
  • Headquarters: Stockholm, Stockholm, Sweden
  • Founded year: 2003
  • Headcount: 51-200
  • Number of deals in 2024: 6
  • LinkedIn: altor

Altor Equity Partners is a private equity investment management firm based in Stockholm, Sweden, founded in 2003. The firm specializes in providing consulting services across various sectors, including technology and consumer products, with a focus on enhancing operational efficiency and sustainable growth for its partners. Altor has been involved in several notable transactions in the fitness and sports sector, including investments in SATS GROUP, a leading fitness chain, and XXL Sport & Villmark, a prominent retailer of sporting goods and fitness equipment. Additionally, their acquisition of Rossignol, a brand known for its winter sports equipment, further demonstrates their engagement in the broader fitness and outdoor activity market. Through tailored investment strategies and digital transformation solutions, Altor aims to foster growth in these sectors.


12. EQT Group

  • Website: eqtgroup.com
  • Type: Private Equity
  • Headquarters: Stockholm, Stockholm, Sweden
  • Founded year: 1994
  • Headcount: 1001-5000
  • Number of deals in 2024: 30
  • LinkedIn: eqt-partners

EQT Group is a prominent investment firm based in Stockholm, Sweden, specializing in private equity, infrastructure, real estate, growth equity, and venture capital. Founded in 1994, EQT serves institutional investors by providing expertise in managing diverse investment portfolios across multiple sectors and geographies. Among their notable transactions, EQT led a Series F funding round for Gympass, raising $85 million to support its valuation of $2.4 billion, highlighting their commitment to the fitness and wellness sector. Additionally, EQT's acquisition of a majority stake in XXL Sport & Villmark, a leading sports retail chain in the Nordic region, underscores their strategic interest in expanding within the fitness equipment market. These investments reflect EQT's active role in the fitness industry, alongside their broader investment strategy.



Fitness Equipment Insights: Key Investors in Europe


InvestorHeadquarterSizeFoundedDeals 2024
CrowdcubeLondon, England, United Kingdom (UK)51-20020103
Bpifrance French Tech AccélérationParis, Île-De-France, France1-102015198
Frasers GroupLondon, England, United Kingdom (UK)10001+198220
AlmiStockholm, Stockholm, Sweden201-50019947
Kima VenturesParis, Île-De-France, France1-10201050
Enterprise IrelandDublin, Dublin, Ireland501-1000199848
VerdaneOslo, Oslo, Norway51-20019857
ArdianParis, Île-De-France, France1001-5000199621
SoftBank Investment AdvisersLondon, England, United Kingdom (UK)201-500201714
LdcLondon, England, United Kingdom (UK)51-200198115
Altor Equity PartnersStockholm, Stockholm, Sweden51-20020036
EQT GroupStockholm, Stockholm, Sweden1001-5000199430


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