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.

FitLab, the parent company behind fitness equipment brands Assault Fitness and RPM Training, has filed for bankruptcy. The filing puts the future of the two brands, known in the functional fitness community for products like the Assault Bike and jump ropes, into question, including ongoing warranties, orders and support for customers and gyms that rely on their equipment.