North America Home Fitness Equipment - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2026-2031)

The north america home fitness equipment market size was valued at USD 4.52 billion in 2025 and estimated to grow from USD 4.71 billion in 2026 to reach USD 5.76 billion by 2031, at a CAGR of 4.12% during the forecast period (2026-2031). This report is Segmented by Product Type (Treadmills, Elliptical Machines, Stationary Cycles, Rowing Machines, and More), Category (Conventional and Smart/Connected Equipment), End User (Male and Female), Distribution Channel (Offline Retail Stores and Online Retail Stores), and Geography. The Market Forecasts are Provided in Terms of Value (USD).

North America Home Fitness Equipment Market Trends and Insights

Rising prevalence of lifestyle-related diseases

Chronic diseases are shifting fitness equipment from a luxury to a cornerstone of preventive health. From August 2021 to August 2023, the Centers for Disease Control and Prevention reported that 15.8% of U.S. adults had diabetes, 11.3% diagnosed and 4.5% undiagnosed. Additionally, 28.7% had two or more cardiovascular risk factors, with diabetes prevalence soaring to 24.2% among obese adults. Physical inactivity, a contributor to 1 in 10 premature deaths, racks up USD 117 billion in annual healthcare costs. This has led payers and employers to experiment with reimbursement programs that subsidize home fitness equipment. The CDC's Active People, Healthy Nation initiative aims to boost physical activity in 27 million Americans by 2027. Yet, only 1 in 4 adults currently meet the combined aerobic and muscle-strengthening guidelines, and fewer than 30% hit the muscle-strengthening benchmarks alone. This disparity is driving a surge in demand for strength-focused workouts. Peloton highlighted this trend, noting over 2 million members engaged in strength workouts in Q2 fiscal 2025. Strength sessions now account for 75% of their cycling workout counts. Furthermore, Peloton's Strength+ app garnered over 220,000 monthly active users just weeks after its December 2024 debut. As urban dwellers seek muscle-strengthening solutions, adjustable dumbbells and compact resistance systems are reaping the benefits.

Surge in adoption of connected/smart equipment

For equipment priced above USD 1,000, connectivity has shifted from a luxury feature to a fundamental expectation. In its 2026 fitness trends survey, the American College of Sports Medicine ranked wearable technology first, mobile exercise apps fourth, and data-driven technology eighth. Adult wearable ownership ranges between 36% to 44%, and fitness app users are projected to exceed 345 million in 2024. Manufacturers are integrating artificial intelligence with connectivity to offer personalized coaching at scale. In September 2024, iFIT introduced over 40 smart models, including the X24 Treadmill with a 40% incline and the X24 Bike with incline and decline capabilities. All models run on a revamped iFIT OS and a beta AI Coach, which curates workouts from over 10,000 sessions, communicates via text, and auto-schedules routines on connected machines. In March 2025, Tonal 2 raised the digital weight limit to 250 pounds and introduced ‘Drop Sets,’ an algorithm designed to accelerate muscle growth by reducing resistance mid-set, along with 'Smart View,' a real-time movement analysis tool offering form correction cues. These AI-driven features generate unique training datasets. Tonal members have collectively lifted 200 billion pounds over 5 billion reps and 35 million sessions, with the platform capturing 50 data points per second per repetition to refine weight-mapping algorithms. Strategically, while hardware margins are improving, evidenced by Peloton's Connected Fitness Products gross margin rising from negative in fiscal 2023 to 14.3% in Q3 fiscal 2025, the focus remains on subscription revenue, which delivers gross margins of 67% to 69%.

High upfront cost of premium smart equipment

Price remains the primary barrier to mass-market penetration of connected systems. Tonal 2 retails at USD 4,295, and Peloton's Tread and Row command similar price points, placing them beyond reach for median-income households absent financing or reimbursement. Peloton's fiscal 2025 results reveal the trade-offs: the company shifted product mix toward higher-margin Tread/Tread+ and refurbished Bike units to improve hardware gross margin from negative in fiscal 2023 to 14.3% in Q3 fiscal 2025, but Connected Fitness Products revenue fell 27% year-over-year to USD 205.5 million as unit volumes contracted. To address affordability, Peloton introduced a USD 95 (USD) / CAD 125 (Canada) used-equipment activation fee in 2024, enabling secondary-market buyers to access the subscription platform; these activations represented roughly 40% of gross subscriber additions in Q2 fiscal 2025. NordicTrack countered with 0% APR financing for 12 or 39 months via TD Bank, and iFIT's partnership with Flex allows customers to finance purchases using pre-tax HSA/FSA funds, effectively reducing the net cost by up to 30%. Despite these innovations, the premium segment's growth is capped by the reality that conventional treadmills and stationary bikes priced below USD 1,000 still command 65.82% of the category in 2024, underscoring that affordability trumps connectivity for the majority of buyers.

Other drivers and restraints analyzed in the detailed report include:

• Convenience-first mindset post-COVID lockdowns
• Insurance reimbursement pilots for home fitness gear
• Re-opening and membership rebound of commercial gyms

Segment Analysis

iFIT will launch its NordicTrack Ultra 1 luxury treadmill in March 2025. Featuring white oak and metal V-shaped uprights, eight strategically placed fans for full-body cooling, and a Stability Engine design for quiet operation, this treadmill reflects the shift from utilitarian cardio tools to statement furniture for living spaces. In 2025, treadmills held a 29.12% market share, highlighting their versatility for walk-jog-run routines and appeal to multi-generational households. Peloton noted that the treadmill market is about twice the size of the stationary-bike market. In Q4 fiscal 2024, Peloton's Tread revenue grew 42% year-over-year, driven by higher-than-expected demand for the premium Tread+. However, stationary cycles are projected to grow fastest at 5.62% through 2031, due to compact designs, affordability, and engaging content ecosystems. Echelon's Worlds, a gamified racing platform launched in June 2024, offers real-time competition with auto-adjusting resistance tied to terrain, appealing to budget-conscious consumers seeking engagement without the USD 4,000-plus price tag.

Strength training equipment, including adjustable dumbbells in North America and resistance systems, is gaining traction as routines shift toward muscle strengthening. In Q2 fiscal 2025, over 2 million Peloton members completed strength workouts, with strength sessions reaching 75% of cycling counts. Peloton's Strength+ app, launched in December 2024, quickly attracted over 220,000 monthly active users. In March 2025, Tonal 2 raised the digital weight limit to 250 pounds and introduced Drop Sets, an algorithm claiming to double muscle hypertrophy speed, and Smart View for real-time movement analysis. Rowing machines cater to a niche but loyal audience, with Hydrow and Echelon offering water-resistance and gamified experiences. Elliptical machines and other types, like stair climbers and multi-function trainers, face challenges as consumers prioritize space efficiency and connected experiences. The Consumer Product Safety Commission ensures safety standards for home fitness equipment, but incidents like Peloton's Tread+ recall due to injury reports underscore the reputational and financial risks of design flaws.

In 2025, conventional equipment held a 65.10% market share, highlighting its price sensitivity and mechanical simplicity. Budget-friendly treadmills, stationary bikes, and free weights under USD 1,000 cater to median-income households and avoid recurring subscription fees, reducing churn risks. Meanwhile, Smart/Connected Equipment, with a 34.90% share in 2025, is projected to grow at 5.95% annually through 2031, driven by features like AI coaching and personalized programming. In September 2024, iFIT launched over 40 smart models with a revamped iFIT OS. Its beta AI Coach curates workouts from a library of 10,000+ sessions, communicates via text, and auto-schedules routines on connected devices. Tonal 2 uses a proprietary dataset of 200 billion pounds lifted over 5 billion reps in 35 million sessions. With 50 data points captured per second per rep, its weight-mapping algorithms predict optimal resistance and provide real-time coaching feedback.

The strategic divide is clear: traditional manufacturers focus on cost and distribution, while connected players rely on recurring subscriptions with gross margins of 67%-69%, far exceeding hardware profits. Peloton’s hardware gross margin improved from negative in fiscal 2023 to 14.3% in Q3 fiscal 2025, driven by a shift to higher-margin Tread/Tread+ and refurbished units, along with lower warehousing and transport costs. However, secondary-market activations, which accounted for 40% of Peloton’s gross subscriber additions in Q2 fiscal 2025, risk cannibalizing new hardware sales, reducing unit volumes even as subscription revenues stabilize. Conventional equipment faces commoditization pressures as platforms like Facebook Marketplace and OfferUp enable peer-to-peer resales, eroding demand for new units.

Complete Report Scope:

• Product Type
  • Treadmills
  • Elliptical Machines
  • Stationary Cycles
  • Rowing Machines
  • Strength Training Equipment
  • Other Product Types
• Category
  • Conventional
  • Smart/Connected Equipment
• End User
  • Male
  • Female
• Distribution Channel
  • Offline Retail Stores
  • Online Retail Stores
• Geography
  • United States
  • Canada
  • Mexico
  • Rest of North America

List of Companies Covered in this Report:

• Peloton Interactive Inc.
• iFit Health & Fitness (ICON Health & Fitness)
• Nautilus Inc. (Bowflex, Schwinn)
• Johnson Health Tech Co. Ltd. (Horizon Fitness)
• Technogym S.p.A.
• Life Fitness
• Sunny Health & Fitness
• Tonal Systems Inc.
• Echelon Fitness Multimedia LLC
• Lululemon Athletica (Mirror)
• Rogue Fitness
• TRUE Fitness Technology
• Precor Inc.
• JAXJOX
• Octane Fitness
• Body-Solid Inc.
• Dyaco International Inc. (Spirit Fitness)
• Core Health & Fitness (Star Trac, StairMaster)
• Hydrow, Inc.
• Yosuda

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support