FitLab

Court filings have revealed that FitLab acquired Assault Fitness in 2024 for $55 million, putting a concrete price on a deal that had not previously been made public. The purchase brings one of the best-known names in fitness equipment under the FitLab umbrella. The figure is drawing attention across the fitness industry, where analysts and gym owners are weighing what the valuation says about the strength of the strength-training equipment market.