Founded in Boston in 2014, Tracksmith is an independent running brand built on a deep love for the sport. They craft products, tell stories and create experiences that enrich the running experience.
Oxefit is a fitness technology company offering connected training platforms like XS1 and XP1 that blend AI, robotics, and biomechanics to deliver personalized strength and cardio workouts. Their equipment provides real-time feedback, goal tracking, and advanced performance metrics to help users optimize training outcomes.
Niphean specializes in inflatable paddle boards built for performance, stability, and portability, catering to beginners and seasoned paddlers alike. Their boards come with full accessory kits and are designed for activities like yoga, touring, and family water fun.
SHREDDY empowers women with a comprehensive fitness ecosystem, combining an award-winning workout app, nutritional meal plans, and functional supplements like Supergreens that are clinically proven to support skin health, energy, and gut function. With over 900,000 users, the brand also offers viral protein bars and skincare blends to complement its holistic wellness approach. Through expert-led programming and community-driven challenges, SHREDDY transforms fitness into a sustainable, lifestyle-enhancing journey
Established in 1977 by Jake Burton Carpenter, Burton revolutionized snowboarding by creating high-performance gear that blends innovation, craftsmanship, and sustainability. The brand offers a complete range of snowboarding essentials—including boards, boots, bindings, outerwear, and protective gear—designed to enhance performance across all terrains. Headquartered in Vermont and certified as a B Corporation, Burton emphasizes eco-conscious manufacturing and community-driven initiatives, reflecting its legacy of responsibility and progression
Ascent Protein is a sports nutrition brand offering high-quality protein powders, pre-workout mixes, and recovery products designed to support athletic performance and muscle recovery. Their products are made with minimal ingredients, no artificial flavors or sweeteners, and feature native whey protein sourced directly from milk. Trusted by professional athletes and weekend warriors alike, Ascent focuses on clean, effective fuel for peak performance.
Pvolve is a clinically endorsed fitness platform combining low-impact, functional strength training with proprietary resistance equipment to sculpt and restore the body safely. With workouts guided by a certified clinical advisory board and accessible through on-demand streaming, live virtual sessions, and physical studios across North America, Pvolve supports full-body wellness with minimal joint impact. Endorsed by celebrity advocate Jennifer Aniston and recognized by top health media, the brand focuses on mobility, longevity, and empowering movement.
Gymshark is a fitness apparel & accessories brand from the UK. Consider them the next giant in the sportswear industry.
A deep muscle massage treatment unlike anything you've ever felt. Sports tech equipment to feel better, move better, and recover faster with tension and soreness relief.
Direct-to-consumer (D2C or DTC) fitness brands are companies that sell workout gear, apparel, equipment, and wellness products directly to consumers, primarily through online platforms. This model allows these brands to offer innovative, high-quality products at competitive prices by cutting out the middleman.
Brands like Peloton and Gymshark have disrupted the traditional fitness industry by creating strong online communities and leveraging social media to engage directly with their customers. These brands emphasize not just the quality and functionality of their products but also the lifestyle and community aspect of fitness, encouraging a holistic approach to health and well-being. The D2C model fosters a closer relationship between the brand and its consumers, enabling direct feedback and rapid adaptation to fitness trends and consumer needs.
Among the best direct-to-consumer fitness brands, Peloton stands out for its innovative approach to home exercise, offering high-end exercise equipment integrated with live and on-demand workout classes. Gymshark has made a name for itself with stylish, performance-oriented workout apparel that has garnered a massive following among young fitness enthusiasts.
These brands excel not only through their product offerings but also by creating an engaging community experience, providing motivation, and fostering a sense of belonging among their users. They have effectively utilized digital marketing and social media to build brand loyalty and encourage a continuous dialogue with their customer base. Their success illustrates the power of combining quality fitness products with a strong community focus, setting a new standard in the fitness industry.
The direct-to-consumer fitness category is witnessing several prominent trends, reflecting changes in consumer behavior and technological advancements. There's a growing emphasis on holistic health, with brands offering products and services that address physical, mental, and emotional well-being. The integration of technology, especially through fitness apps and smart equipment, is another significant trend, providing users with personalized workout experiences, tracking, and interactive classes. Additionally, sustainability is becoming increasingly important, with consumers favoring brands that use eco-friendly materials and practices. These trends highlight a shift towards more personalized, tech-integrated, and environmentally conscious fitness solutions, demonstrating the D2C fitness industry's adaptability and commitment to meeting the evolving needs of today's health-conscious consumers.
Everything you need to build a better D2C brand, business and tech stack.
