The European home fitness equipment distributor, Fitshop Group, recently announced the successful acquisition of the German traditional brand Kettler and the HOI brand rights from Swiss Trisport AG.
This acquisition, effective from October 31, 2024, includes brand rights, existing inventory, and associated online stores. While the specific financial details were not disclosed, the impact of this transaction is expected to be significant.
Founded in 1984 and formerly known as Sport-Tiedje, Fitshop Group has maintained a long-standing partnership with Kettler. Christian Grau, CEO and founder of Fitshop Group, remarked that this acquisition signifies the continuation and deepening of this relationship:
“Since we opened our first store in Schleswig, Kettler has been an important partner for us. This brand has been part of our journey from the very beginning and now becomes an essential member of the Fitshop brand family.”
Kettler is renowned for its home fitness equipment, including exercise bikes, treadmills, and strength training machines, aligning well with Fitshop’s focus on the home fitness market. Grau added, “We understand the influence of Kettler in Germany and across Europe, and we will strive to further enhance the brand’s recognition and product range.”
This transaction has been highly welcomed by both Fitshop and Trisport AG. Melanie Lauer, CEO of Trisport AG, noted, “Fitshop has always been a key sales channel and supporter of the Kettler brand. We are pleased that Kettler has found a new home within Fitshop.”
Fitshop Group has grown to become Europe’s largest home fitness equipment distributor, with operations in nine countries, 67 physical stores, and a strong online presence. The company offers over 7,000 products, including private labels and exclusive partnerships, achieving a revenue of over €124 million in 2023 and employing more than 600 people.
Kettler was established in 1949 by Heinz Kettler, with its headquarters in Saarland, Germany. It became well-known for its high-quality fitness equipment, garden furniture, and children’s toys. Over the years, Kettler earned an excellent reputation in Europe and globally, establishing a wide network of distributors across many countries.
In its early years, large retailers such as Russia’s SportMaster were among Kettler’s distributors. It is reported that the founder of SportMaster opened his first store specializing in Kettler fitness equipment, naming it “KETTLER STORE.”
However, despite being once hailed as the “top home fitness equipment brand in Europe,” Kettler began to decline in the second decade of the 21st century. After multiple restructurings and efforts to revive the brand, Kettler ultimately faced bankruptcy and closure. Its four business divisions were split and sold, with the European fitness equipment division acquired by Swiss distributor Trisport AG. Trisport AG not only continued to sell Kettler products but also launched the HOI By KETTLER brand later.
Despite Trisport AG’s efforts to sustain Kettler’s legacy, it was unable to achieve long-term success. After four years of operation, Trisport AG, headquartered in Switzerland, decided to sell the Kettler brand, returning it to Germany.
With this integration into Fitshop, Kettler is set to continue playing a significant role in the home fitness sector under new support and strategic direction. Fitshop plans to leverage its extensive sales channels and professional expertise to drive Kettler’s further expansion and product line optimization in the European market.
Roger Says：
From 2006 to 2010, I managed fitness equipment projects at KETTLER’s Shanghai office. At that time, KETTLER was a leading and respected brand in the European home fitness market.
After its bankruptcy and closure, many colleagues moved to companies like Trisport and Fitshop (formerly Sport-Tiedje). A decade later, with the potential revival of the Kettler brand, these former colleagues may come together once more.
As the saying goes: “The barracks may change, but the soldiers remain.”
By Roger Yao (cs01@fitqs.com) from Shanghai, China
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