Northern Gym Equipment sales surge 350% on Decathlon

Online sales for Northern Gym Equipment through Decathlon rose by more than 350% in the first year of the partnership. The Manchester-based home fitness retailer has also become one of Decathlon's top-selling home fitness partner brands on the retailer's UK website.

Northern Gym Equipment launched on Decathlon's online marketplace with a limited product range and has since expanded its listing to more than 300 products. Monthly revenue from the Decathlon channel increased 4.5 times over the period, according to the company.

The growth gives Northern Gym Equipment a stronger foothold in the UK home fitness market, which remains active after the surge in demand for equipment used outside traditional gyms. Founded in 2024, the business is pursuing a broader retail strategy across digital sales channels and physical store placements.

A selection of its products has also been introduced into Decathlon stores through the retailer's marketplace showroom initiative. The move gives the brand a physical retail presence with Decathlon as the two companies explore wider in-store opportunities across the UK.

Northern Gym Equipment sells standalone equipment and bundled sets for users at different experience levels. Its current Decathlon range covers strength training, functional fitness, CrossFit, Hyrox and Pilates.

Decathlon highlighted hex dumbbells, cast iron kettlebells, bumper plates, benches and storage racks as strong sellers. Exclusive bundles and package sets have also performed well on the platform, the retailer said.

Retail push

The Decathlon relationship forms part of a broader expansion in retail distribution. Northern Gym Equipment recently announced a partnership with John Lewis and said it has also secured arrangements with Argos as it builds out an omnichannel model.

The strategy is designed to reach customers at different points in the buying cycle, from those purchasing their first basic weights to others building full home gym set-ups. The company said it has recorded 150% year-on-year growth for two consecutive years since launch.

The business has also expanded operationally, moving into a 40,000 sq ft headquarters and warehouse. It said growth has been supported by demand from customers ranging from individual home users to personal trainers, coaches, gym owners and physiotherapists.

Market data cited by the company points to a wider structural shift in UK fitness equipment demand. According to Mobility Foresight, the UK fitness equipment market was worth USD $7.2 billion in 2025 and is forecast to reach USD $12.6 billion by 2031, implying compound annual growth of 9.8%.

That backdrop has helped smaller specialist brands gain traction with large retailers seeking a broader mix of products on their marketplaces. For Northern Gym Equipment, the Decathlon partnership appears to have delivered both sales volume and visibility as consumers continue to invest in home-based exercise.

Mahavir Singh Nerwan, Co-Founder and Director of Northern Gym Equipment, described the first year as an important test of how the business could scale through a major third-party retail platform.

"When we first launched with Decathlon, we started with a relatively limited range to understand how the partnership, systems and customer journey worked. To become one of the top partner home gym equipment brands on the platform - which we achieved within just six months of launching - was a huge milestone for us, but what's even more encouraging is the growth that's continued month after month. A 4.5x increase shows us not only how much demand there is for quality home gym equipment, and how well our range suits Decathlon's customer base, but that we're able to scale - and scale fast. It's a very strong, mutually beneficial partnership. Decathlon is a great platform to convey our brand story and message, and also help educate customers on the right products they should be buying. We look forward to developing our relationship even further over the next 12 months," Nerwan said.

The partnership has extended beyond a marketplace listing, with both sides working on promotions, marketing and product presentation.

"Northern Gym Equipment has proved to be an exceptionally strong partner for us over the past year, with its core products - including hex dumbbells, cast iron kettlebells, bumper plates, benches and storage racks - all proving strong sellers, with exclusive bundles and package sets also performing particularly well. The breadth of NGE's offering - coupled with a focus on quality design that really complements the aesthetics of people's homes - makes it a great fit for our online marketplace, and now, our Marketplace Showroom. The Northern team has also worked closely with us to develop promotions, marketing activity and new ways to showcase the range, forming a partnership that goes beyond just listing products on our platform," Popat said.