Introduction

In the global consumer landscape, the fitness equipment market has been experiencing significant growth due to the increasing awareness of health and fitness. With the rise of digital platforms, TikTok has emerged as a powerful tool for promoting and selling fitness equipment in the US. Its unique features such as short videos, viral trends, and a large user base provide an excellent opportunity for fitness equipment brands to reach a wider audience and drive sales.

Category Market Overview

The fitness equipment market in the US is substantial and has been growing steadily. According to recent data from authoritative sources, the market size has been expanding as more consumers are investing in home fitness setups. The growth trends indicate a continuous upward trajectory, driven by factors like the convenience of home workouts and the desire to stay fit. Consumer demand has also shifted towards more versatile and compact fitness equipment that can be easily used at home. For example, there is a growing preference for adjustable resistance machines and portable exercise tools.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/05 - 2025/01/11, the fitness equipment category showed interesting sales performance. The total GMV Gross Merchandise Volume for fitness equipment was $556.96 million. However, it experienced a -1.17% quarter-on-quarter QoQ decline. The sold count was 111,100, with a 0.28% QoQ increase. The average price of the sold products was $50.13.

Some of the top-selling products included the "Stair Stepper for Exercise, Mini Steppers with Resistance Band, Hydraulic Fitness Stepper Exercise Home Workout Equipment for Full Body Workout" with 9,766 units sold and a GMV of $237,200, showing an 18.28% QoQ growth. The "HOTWAVE Vibration Plate 66HZ 120 Levels with Lymphatic Drainage Machine Full Body Fitness Vibration plate Home Workout Equipment Home Gym Kit" also had significant sales with 5,485 units sold and a GMV of $431,200, despite a -0.68% QoQ decline. These products' popularity can be attributed to their functionality, suitability for home workouts, and effective marketing on TikTok through engaging videos and influencer endorsements.

Brand Case Analysis of the Specific Category

Several brands stood out in the fitness equipment market on TikTok during this period.

Merach fitness had a GMV of $855,800 with a -2.91% QoQ decline. They sold 16,300 units, had 31 products in the count, and 27 sold products. With 243 video bloggers promoting their products, their average price was $52.41, and the sold count ratio was 15.37%.

Fitnessathome had a GMV of $809,900 with a -3.72% QoQ decline. They sold 20,100 units, had 69 products in the count, and 28 sold products. With 230 video bloggers promoting their products, their average price was $40.37, and the sold count ratio was 14.54%.

Merach US, on the other hand, had a GMV of $689,300 with a 19.26% QoQ increase. They sold 8,927 units, had 30 products in the count, and 21 sold products. With 204 video bloggers promoting their products, their average price was $77.22, and the sold count ratio was 12.38%.

These brands' success can be attributed to their product quality, effective marketing strategies on TikTok such as collaborating with popular video bloggers, and offering a diverse range of fitness equipment to meet different consumer needs.

Conclusion

Overall, the fitness equipment market on TikTok in the US during the analyzed week had its own dynamics. While the category's GMV showed a slight decline QoQ, some individual products and brands managed to achieve significant growth. For cross-border merchants, it is crucial to focus on product quality and functionality that suits the home workout trend. Collaborating with popular TikTok video bloggers can also boost brand visibility and sales. Looking ahead, the market is likely to continue growing as the demand for home fitness equipment remains high, and TikTok's influence in the e-commerce space expands further.