BOOMFIT launches multi-brand marketplace for fitness and wellness equipment

BOOMFIT is no longer just selling equipment one order at a time. On June 3, the Portuguese fitness brand launched a multi-brand marketplace built to bring fitness, performance, recovery, and wellness products into one digital ecosystem, starting with more than 350 new pieces of equipment and more than 30 integrated brands.

That matters because the pitch goes beyond assortment. BOOMFIT says the marketplace is designed to simplify discovery in one place, giving operators a faster way to compare and source gear across categories that are increasingly bought together. For gyms and studios in Barcelona, where space is tight and member expectations keep rising around recovery and premium services, the appeal is obvious: fewer purchasing friction points, broader choice, and a single supplier handling more of the stack. The harder question is whether that convenience makes procurement easier or shifts more control to one intermediary.

BOOMFIT’s broader company profile helps explain the move. Founded in 2016, the company describes itself as a Portuguese fitness brand with a 100% online model, and says it is expanding across Europe with a focus on Portugal, Spain, France, Italy, and Germany. Its own positioning leans heavily on consistency, speed, and reliability, with complete equipment solutions tailored to each client’s space, usage profile, and performance goals. The marketplace fits neatly into that language, turning a product catalog into a more unified purchasing system.

The category mix also shows how far the wellness economy has blurred its edges. BOOMFIT’s marketplace spans fitness, combat sports, recovery, health, yoga and pilates, and interactive training, a spread that reflects how operators now build member experiences around more than barbells and machines. In small-format studios, reformer Pilates spaces, and premium training clubs, the equipment decision is increasingly tied to the brand promise. BOOMFIT is betting that the winning supplier will be the one that can supply the whole experience, not just a single SKU.

The launch extends a strategy BOOMFIT has been building for more than a year. In April 2025, the company introduced its first exclusive line of professional training machines and said it aimed to equip 100 gyms in Europe over the next two years. It later said a strategic agreement with Fitness UP would open 100 gyms in the Iberian Peninsula by 2026. A trade report also says BOOMFIT handles more than 1,000 orders per day and serves thousands of gyms. Taken together, the signals are clear: BOOMFIT is pushing from seller toward platform, and the next battle in fitness retail may be over who becomes the easiest place to buy everything at once.