Fitness Equipment E-commerce Benchmarks
Typical benchmark ranges for online fitness stores. Figures are editorial estimates compiled from public research and practitioner experience — not formal citations or aggregated merchant data.
Want to know how these ranges are sourced and calculated? Read our methodology.
Fitness Equipment profit benchmarks — at a glance
Online fitness stores average a 35% gross margin and a 8% net margin, with a typical refund rate of 5% and customer acquisition cost of $34.
These are typical ranges compiled from public e-commerce research, company filings, and practitioner experience — not formal citations. See how these figures are calculated →
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.
At a Glance
35%
Avg gross margin
8%
Avg net margin
3x
Avg ROAS
$34
Avg CAC
$85
Avg order value
$260
Avg CLV
Profit Margin
View details →ROAS
View details →Customer Acquisition
View details →Order Value
View details →Lifetime Value
View details →Compare your store to these benchmarks
Drop your Shopify Orders CSV into the CSV Profit Checker or use the Profit Calculator to see how your margins compare to the fitness industry average.
Read the full Fitness Equipment profit guide
Want the narrative breakdown behind these numbers? See our Fitness Equipment store profit margin guide for costs, seasonality, and margin-improvement tactics.
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