Introduction

In the global consumer landscape, the fitness equipment market has been experiencing significant growth due to the increasing awareness of health and fitness. With the rise of digital platforms, TikTok has emerged as a powerful tool for promoting and selling fitness equipment in the US. Its unique features such as short videos, viral trends, and a large user base provide an excellent opportunity for brands and merchants to reach a wide audience. This article will analyze the fitness equipment market on TikTok in the US, focusing on market trends, sales conditions, and key insights for cross-border merchants.

Category Market Overview

The fitness equipment market in the US has been expanding steadily in recent years. According to authoritative sources, the market size has been growing due to factors such as the growing popularity of home workouts, the increasing number of fitness enthusiasts, and the convenience of online shopping. Consumer demand has also been changing, with a greater emphasis on portable, multifunctional, and affordable fitness equipment. TikTok has played a significant role in this market by providing a platform for brands and merchants to showcase their products and connect with consumers.

Sales Situation of the Specific Category

On TikTok Shop in the US, the fitness equipment category has shown interesting sales performance. The total GMV for the week of 2025/01/05 - 2025/01/11 was $556.96 million, with a slight quarter-on-quarter decrease of -1.17%. The sold count was 111,100, showing a 0.28% increase. Some of the top-selling products included the Stair Stepper for Exercise, Mini Steppers with Resistance Band, Hydraulic Fitness Stepper Exercise Home Workout Equipment for Full Body Workout, which had a sold count of 9,766 and a GMV of $237,200 with an 18.28% GMV qoq increase. Another popular product was the HOTWAVE Vibration Plate 66HZ 120 Levels with Lymphatic Drainage Machine Full Body Fitness Vibration plate Home Workout Equipment Home Gym Kit, with 5,485 units sold and a GMV of $431,200, despite a -0.68% GMV qoq decrease. The popularity of these products can be attributed to their functionality, affordability, and the effective marketing on TikTok.

Brand Case Analysis of the Specific Category

Several brands have performed well in the fitness equipment market on TikTok in the US. For example, Merach fitness had a GMV of $855,800 for the week of 2025/01/05 - 2025/01/11, with a -2.91% GMV qoq decrease. They sold 16,300 units and had an average price of $52.41. Their success can be attributed to their wide range of products and effective marketing strategies on TikTok. Another notable brand is Fitnessathome, which had a GMV of $809,900 with a -3.72% GMV qoq decrease. They sold 20,100 units and had an average price of $40.37. Their focus on providing affordable and accessible fitness equipment has helped them gain popularity on the platform. HOTWAVEUS also had a strong performance, with a GMV of $588,100 and a -0.17% GMV qoq decrease. They sold 8,914 units and had an average price of $65.98.

Conclusion

Overall, the fitness equipment market on TikTok in the US shows both opportunities and challenges for cross-border merchants. The market is growing, but competition is also intense. To succeed, merchants should focus on offering high-quality, affordable, and multifunctional products. They should also leverage TikTok's unique features such as short videos and viral trends to effectively market their products. Looking ahead, the market is expected to continue to grow, with an increasing demand for innovative fitness equipment. Merchants who can adapt to these trends and provide excellent customer service will be well-positioned to succeed in this market.