Our Story: Professional Performance, Accessible to All
The Gap
For too long, high-performance fitness equipment was locked behind the doors of elite studios and commercial gyms. We saw this disparity first hand in 2020; as the world shifted to training at home, athletes across all disciplines were being let down by “consumer-grade” equipment that lacked durability and precision.
Whether it was strength training, cardiovascular conditioning, or holistic movement, we knew that “good enough” wasn’t enough for those serious about their progress.
Proven Roots, Modern Innovation
Modern Fitness wasn’t born overnight; we are a specialised division of The Modern Group established in 2011 and we supply over 9000 products from a range of different sectors. While many fitness brands appeared out of nowhere during the lockdown, we arrived with a decade of expertise in online retail sales of outdoor living products, domestic heating products, camping equipment, ladders and material handling.
As a group that manages a substantial international supply chain of over 9,000 products, we didn’t have to “figure out” logistics or quality control—it’s in our DNA. Our goal is supplying affordable high end products with a focus on unrivalled customer support. We realised that by leveraging our existing trade networks and huge buying power, we could change the fitness industry to supply high quality, affordable equipment without compromising quality.
Our Solution
We founded Modern Fitness to bridge the gap between flimsy home fitness products and over-priced commercial equipment. By stripping away the gatekeeping of the specialist fitness industry and utilising our established infrastructure, we bring professional-grade materials—from Aviation-Grade Aluminium and Precision-Engineered Steel to Solid Maple and Industrial Spring Systems—directly to your door.
From strength building equipment to specialist conditioning apparatus, we provide the same found in world-class facilities, repurposed for your space, without the traditional “specialist” price markup.
Our Mission
To provide every UK athlete—from the home-gym enthusiast to the professional conditioning coach—with the fitness equipment they need to exceed their goals without compromise. We don’t just sell “fitness equipment”; we provide professional-grade apparatus engineered for the modern world with a real focus on quality and customer support.
