Born from equal parts vision, passion, and perspiration, FITBENCH is celebrating its five-year anniversary as a dominant, driven player in the fitness industry. What began as a light bulb moment for founder Tyler Danen quickly evolved into an unprecedented equipment category of its own, marked by superior execution and firmly rooted in the landscape of boutique studios and health clubs around the globe.
In fact, while the coronavirus global pandemic largely stalled commercial fitness equipment sales, FITBENCH doubled its business in 2020.
“We were riding a very high trajectory for our business in March 2020,” Danen acknowledged. “Throughout COVID, we worked with new studio owners who took advantage of negotiated lease rates, and our biggest growth was from home exercisers.”
Fully committed to home fitness as an important pillar of its business, the company plans to launch two new products this summer.
With 50 percent of FITBENCH sales coming from international markets, opportunities also abound in health clubs in the U.S., which are seeking to replicate the boutique experience with in-club studios.
From “Aha” Moment to Studio Staple
As a sales rep for Woodway, Danen noticed during fitness studio workouts around the world that he and other participants regularly had to traipse through the class to grab a different set of dumbbells to accommodate the exercises underway. At the end of the session, dumbbells were scattered all over the studio floor.
Danen knew that there had to be a better way and that “Aha!” moment ultimately became FITBENCH – a functional, compact, all-in-one adjustable bench and storage solution. The company officially launched February 16, 2016, in Danen’s basement in Oconomowoc, Wisconsin, with a handful of CAD drawings, a slew of unknowns, and Woodway committed as the first distributor.
Soon after a FITBENCH prototype and final production units emerged as a robust combination of steel, polyurethane foam, and grit. With some welcome support from Woodway, the first of many enthusiastic customers followed, including the prestigious L’Usine and Episod in Paris; Urban Heroes and Classy Fitness in Germany; and Vicious Soul, David Lloyd Leisure, and Virgin Active in the U.K. FITBENCH fans quickly multiplied throughout the Middle East, Australia, Eastern Europe, and the Americas.
Currently with four commercial units that house accessories such as dumbbells, kettlebells, a slam ball, and FITBANDS, FITBENCH has accrued four design and utility U.S. patents, with several more pending worldwide. This versatile tool is now found in 40 states and 25 countries, sold direct and through distributors and big box retailers to studios, health clubs, vertical markets, homes, and the U.S military.
Five years into the adventure, the company is poised for more innovation and growth. “We have a lot more to do,” Danen said. “Expect FITBENCH to have a lasting foothold in the industry for years to come.”
FITBENCH is the all-in-one, space-saving workout bench. We innovate safe and space-saving fitness solutions. Our products are thoughtfully designed to maintain workout intensity and variety, while facilitating quick exercise transitions in a safe and neat manner. These robust, organized, and portable benches deliver exceptional performance that drives participation at boutique studios, health clubs, and vertical market fitness facilities. We are the Benchmark of Fitness.
The information contained in this article is for educational and informational purposes only and is not intended as a health advice. We would ask you to consult a qualified professional or medical expert to gain additional knowledge before you choose to consume any product or perform any exercise.