Online shop for fitness products

Summary / Description

For sale: a successful fitness and lifestyle e-commerce brand specializing in high-quality fitness, recovery, and smart-health products. The brand is well positioned in the German-speaking market with modern product lines including smartwatches, massage devices, SUP boards, and barefoot shoes. It delivers above-average profitability, a ready-to-scale infrastructure, and strong brand recognition that allows an acquirer to immediately benefit from revenue, customer trust, and market share.

Financial highlights and value proposition

- Revenue (last 12 months): €608,000
- Profit (EBIT, last 12 months): approx. €192,000 (profit margin approx. 31.5%)
- Asking price: €75,000
- P/E ratio: 0.39 (price equals less than half a year of earnings)
- Estimated payback for buyer: under 6 months

This margin substantially exceeds typical e-commerce averages of 10 to 15 percent and reflects an efficient, scalable operation. The brand is immediately profitable with no major restructuring required and relatively low fixed costs.

Brand strength and assets

The sale includes a registered word and image trademark, professional branding and corporate design, and a clear positioning within the high-growth fitness, health, and lifestyle segment. Proven product lines provide a solid base for continued revenue and customer loyalty.

Operational infrastructure included in the purchase price

- Fully functional Shopify store with optimized conversion flows
- Established fulfillment and supplier network including a China partner
- Active advertising systems on major platforms with tested creatives
- Tracking, email automations, and CRM structure
- Existing social media channels and an established customer base

The ready-made infrastructure saves months of setup and an estimated €40,000 to €60,000 in initial costs.

Market outlook and growth potential

The market for home fitness, wearables, and recovery products is forecast to grow annually. The brand is positioned to capture increasing demand for smart health and recovery, leverage cross-selling opportunities with the existing customer database, and expand into adjacent areas such as supplements or app integrations. Overall, the business presents clear scaling potential with proven market fit.

Key metrics

Kennzahl Wert
Umsatz (12M) €608,000
Gewinn (12M) €192,000
Verkaufspreis €75,000
ROI für Käufer < 6 Monate
Gewinnmarge 31,5 %
Bewertung / KGV 0,39

Tech Stack
Shopify

Marketing Channels
Google Ads with server-side tracking, Klaviyo, Facebook Ads, SEO

Markets
Germany, Austria, Switzerland, Italy

Target Group
Age: 20 to 45 years (core: 25 to 40 years)
Gender: Men and women (approx. 60/40 female skew)
Residence: Germany, Austria, Switzerland (urban and suburban)
Income: Middle income (approx. €2,500 to €5,000 net)
Marital status: Singles, young couples, young families

Lifestyle: Health and performance oriented, active, tech-savvy
Values: Self-optimization, body awareness, work-life balance
Motivation: Stay fit, look better, reduce stress, promote recovery
Attitude: Open to innovation, familiar with digital tools and wearables
Purchase behavior: Buys online via smartphone or desktop; informed via social media and influenced by reviews and influencers; expects modern design, fast delivery, and ease of use

Interests: Fitness and training, recovery and regeneration, tech and gadgets, outdoor and leisure
Purchase occasions: New fitness starts, device upgrades, gifts

Monetization
By selling products through the online shop, on marketplaces, and via affiliate marketing.

Monthly Costs
- €800 Software
- €10,000 Marketing

Weekly Workload
20 hours

Reasons for Selling
The brand was built with passion and successful market launch. The sale is not motivated by economic necessity but by personal circumstances: the previous partners are separating privately and no longer have the capacity to continue the project with the same intensity. The owners seek a committed buyer who can scale the established foundation and realize the brand’s full potential.

Questions and Answers

Q: What exactly is included in the sale?
A: The sale includes the established fitness and lifestyle brand, registered word and image trademark, fully functional Shopify store, established fulfillment and supplier network, active advertising systems with tested creatives, tracking and email automations, CRM structure, social media channels, and the existing customer base.

Q: What are the recent financials?
A: Revenue for the last 12 months is €608,000 with an EBIT of approximately €192,000, resulting in a profit margin around 31.5 percent.

Q: What is the asking price and valuation multiple?
A: The asking price is €75,000, which corresponds to a P/E ratio of approximately 0.39.

Q: How much time is required to run the business?
A: The current weekly workload is approximately 20 hours.

Q: What are the typical monthly costs?
A: Monthly costs listed include about €800 for software and €10,000 for marketing.

Q: Why is the business being sold?
A: The owners are selling for personal reasons related to a separation and no longer have the capacity to continue operating the brand at the required intensity. The sale aims to place the brand with new owners who can scale it further.

Q: Which markets and customer segments does the brand target?
A: Primary markets are Germany, Austria, Switzerland, and Italy. The core target group is age 25 to 40, health and performance oriented, tech-savvy, and motivated by self-optimization and recovery.

Q: What growth opportunities exist?
A: Opportunities include increased demand for smart health and recovery products, cross-selling to the existing customer base, and expansion into adjacent categories such as supplements or app integrations.