Introduction

In the global consumer landscape, the fitness equipment market has been witnessing significant growth. With the increasing awareness of health and fitness, consumers are constantly seeking quality fitness equipment to meet their workout needs. TikTok, especially in the US region, has emerged as a powerful platform with unique advantages. It provides a vast reach to a large number of users, enabling fitness equipment brands and merchants to showcase their products effectively. The visual and engaging nature of TikTok content makes it an ideal platform to promote fitness equipment, influencing consumer purchasing decisions.

Category Market Overview

According to the latest data and information sourced from authoritative websites, the fitness equipment market in the US has been expanding steadily. The market size has been on an upward trend, driven by factors such as the growing fitness culture and the need for home workouts. Consumer demand has also been evolving, with a preference for more versatile and space-saving equipment. For instance, there has been an increased demand for foldable exercise machines and portable workout equipment. This shift in demand is in line with the changing lifestyle of consumers who may have limited space at home but still want to maintain their fitness routines.

Sales Situation of the Specific Category

Analyzing the sales performance of fitness equipment on TikTok Shop in the US during the 05 week period 2025/02/02 - 2025/02/08, we observe some interesting trends. The total GMV Gross Merchandise Volume for fitness equipment was 306.23 million dollars. However, it experienced a significant quarter-on-quarter QoQ decline of 36.61%. The sold count was 53,100, with a QoQ decline of 37.73%. Looking at the top-selling products, the "MERACH Vibration Plate Exercise Machine, Lymphatic Drainage Machine, Whole Body Workout Vibration Platform for Wellness and Fitness" had a sold count of 4,184 and a GMV of 340,800 dollars, showing a 22.86% QoQ growth. Another popular product, the "MERACH Adjustable Ab Trainer Machine with LCD Monitor, Foldable Ab Exercise Machine for abs, Arm, Leg, Buttocks Shaper, Core & Ab Trainer at Home Gym" had a sold count of 3,502 and a GMV of 243,100 dollars, with a remarkable 101.17% QoQ growth. The popularity of these products can be attributed to their features that meet the current consumer demands. For example, the vibration plate offers a convenient full-body workout option, while the adjustable ab trainer provides flexibility for different fitness levels and body types.

Brand Case Analysis of the Specific Category

Among the top-performing brands in the fitness equipment market on TikTok in the US during this period, "Merach fitness" had a GMV of 461,400 dollars with a QoQ decline of 27.92% and a sold count of 7,527. "Merach US" also had a significant presence with a GMV of 439,400 dollars and a QoQ decline of 8.44% and a sold count of 5,604. These brands have been employing various strategies to boost their sales. For instance, they often create engaging video content featuring their products in action, demonstrating the effectiveness and ease of use of their fitness equipment. They also collaborate with popular video bloggers on TikTok to increase brand visibility and reach a wider audience. Additionally, offering competitive prices and quality customer service has helped them maintain their position in the market.

Conclusion

Overall, the fitness equipment market on TikTok in the US during the 05 week period showed a mixed picture. While some products and brands experienced growth, the overall market in terms of GMV and sold count faced a decline. For cross-border merchants, it is advisable to focus on product features that align with the evolving consumer demands, such as portability and versatility. Collaborating with popular TikTok video bloggers can significantly enhance brand visibility. Looking ahead, with the continued growth of the fitness culture and the increasing importance of digital platforms like TikTok, the fitness equipment market is expected to witness further developments. Merchants should stay updated with the latest trends and adapt their strategies accordingly to succeed in this competitive market.