Fitness Equipment E-commerce Benchmarks

Why these numbers look like this

Fitness equipment sees massive seasonal spikes — January through March can drive 40% of annual revenue as New Year's resolutions kick in — but the rest of the year runs well below average, creating cash flow management challenges. Heavy products mean shipping costs hit 10%+ of revenue, and the 7% refund rate is often driven by customers underestimating the size or weight of equipment they ordered. Smart fitness stores front-load their ad spend into Q1 and use the cash surplus to build inventory for the next cycle.