Introduction
The fitness industry is no stranger to global challenges, but the U.S. tariff wars have created a wave of disruption unlike any seen before. From rising costs on steel and aluminum to reciprocal tariffs from India, the EU, Canada, and China to name a few, fitness equipment manufacturers and dealers worldwide are feeling the pressure.
While U.S. brands and their distribution networks face higher prices, longer delays, and shrinking margins, this has opened a rare opportunity for UK and EU manufacturers to strengthen global market presence.
In this article, we’ll explore how these shifts affect the industry and how LaCarene Consulting & Services can help fitness equipment manufacturers with our tailor-made dealer appointment services and setting up and managing dealership networks in 120+ countries.
Global Fitness Equipment Market Overview
According to Statista, the global fitness equipment market is projected to exceed USD 50 billion by 2026, driven by growth in commercial gyms, boutique studios, and the booming home fitness sector.
Short supply chains and reliable distribution channels are now more important than ever to capture this demand.
Dealer Appointment Services & Sales Networks
Strong dealer appointment and management services and efficient sales networks allow manufacturers to:
- Onboard credible dealers quickly.
- Establish reliable distribution channels.
- Deliver after-sales support effectively.
- Scale globally with less operational risk
These capabilities are critical in times of tariff volatility and disrupted supply chains.
U.S. Tariff Strategy and Scope
The U.S. has rolled out sweeping tariffs in 2025, increasing steel and aluminum duties to as much as 50% and expanding coverage to machinery, electronics, and sporting goods.
Wikipedia – Donald Trump & USA. Tariffs 2025
For the fitness equipment industry, these tariffs directly raise costs on:
- Raw materials (steel, aluminum, plastics).
- Electronic components (consoles, sensors, digital integrations).
- Finished goods imported from China and Southeast Asia.
This has led to price spikes across cardio and strength machines, stretching gym budgets and squeezing dealer margins.
Reciprocity: How Other Countries Responded
1. EU & Canada
The European Union and Canada retaliated with 25% tariffs on U.S. sporting goods, exercise gear, and related products. Source: ESPN
2. China
China imposed tariffs up to 125% on U.S. imports, targeting machinery and consumer goods. Source: Wikipedia: China-US Trade Wars
3. India
India raised duties on U.S. products including metals, electronics, and fitness-related categories. Source: The Guardian on Trump Tarrifs
The result: U.S. fitness equipment exports are losing competitiveness in many global markets.
Impact on U.S. Fitness Equipment Dealers
Dealers in the U.S. and abroad are facing unprecedented challenges:
- Higher landed costs: One fitness maker was hit with a $250,000 tariff miss-classification penalty. Source: New York Post – DHL – Echelon Slapped with USD 250,000 Fine
- Price increases: Fitness gear prices have risen for both new and used equipment. Source: Garage Gym Reviews: Tariffs Affecting Gym Equipment
- Supply chain delays: Stricter border checks and compliance red tape slow deliveries. Source: IREFY: The Broader Impact of Trump Tariffs
Effects on Asian Manufacturers
Chinese and Southeast Asian manufacturers are also adapting:
- Relocating production to Vietnam or Indonesia.
- Expanding exports to Europe, Middle East, and South America.
- Offering bundled after-sales packages.
- Exploring reclassification of HS codes to reduce tariffs
Source: BFT Fitness: The Impact of Trump’s Tariffs on China
Retailers & Distributors: Margin Pressures
Tariffs on steel-heavy gym equipment such as racks and leg presses are adding thousands of dollars per shipment. Source: Fit3D- Fitness Equipment Tariffs
To adapt, Dealer and retailers are:
1. Consolidating orders to save on logistics
2. Sourcing regionally to reduce duties
3. Cutting back on SKUs to simplify inventories
4. Raising customer pricing with careful messaging
Opportunity for Non-U.S. Manufacturers
This disruption is a once-in-a-decade opening for UK and EU fitness equipment manufacturers.
They can:
- Offer tariff-free alternatives to U.S. brands.
- Deliver faster with shorter logistics chains.
- Compete on price without compromising on quality
Why UK & EU Brands Can Capitalize
European manufacturers benefit from:
- High trust in engineering quality.
- Access to Commonwealth and EU markets.
- Proximity to raw material hubs.
- Less exposure to U.S.A Centric tariff shocks
- Focus on expanding distribution to countries that have Free Trade Agreement in place.
For smaller but reputable UK/EU brands, this is the right time to scale globally.
Distribution Channels & Supply Chain Redirection
The current shift highlights the importance of:
- Building resilient distribution channels.
- Appointing vetted, long-term dealers.
- Creating regional hubs and local warehouses.
- Blending B2B with e-commerce direct sales.
LaCarene Consulting & Services: Who We Are
LaCarene Consulting & Services is a specialist firm headed by Jonathan Rodrigues with over 30 years of fitness industry experience. Since 2017, his experienced team has been working with sports and fitness distributors and also confidentially working with several small and medium fitness equipment manufacturers based in the United States, Canada, the United Kingdom, and the European Union, helping them to either set up or expand and manage a robust distribution network in over 120 countries.
Our Core Focus
- Designing tailored distribution strategies to match each brand’s goals and market potential
- Identifying and appointing the right distributors, dealers, and retailers for sustainable growth
- Managing dealership networks and monitoring sales performance to ensure consistent results
- Delivering sales and marketing support to dealers across 120+ countries
Schedule your Free Consultation Call today
In-House vs Outsourcing to LaCarenes Team: Cost-Benefit
| Factor | In-house Setup | Outsourced to LaCarene Setup |
| Time to Market | 12 to 24 month | 6 to 12 months |
| Staff Cost and Training | High | Included in our Service Fees |
| Market Knowledge & Contact | Limited | Extensive Global Network |
| Risk & Compliance Burden | High | Low, Supported by experts |
| Flexibility & Scalability | Rigid | Flexible, Scalable per region |
Expert Commentary & Data
Freedom Fitness Equipment notes tariffs continue to raise consumer prices.
Garage Gym Reviews predicts permanent price inflation in gym equipment.
The Guardian confirms manufacturers are hoarding cash and rethinking U.S. exposure.
FAQs
Q1: How do fitness equipment manufacturers benefit from a dealer appointment service?
A dealer appointment service identifies and vets dealers, ensuring faster and safer expansion into new regions.
Q2: How are U.S. tariffs impacting fitness equipment?
Tariffs on metals and finished equipment have increased landed costs by up to 50%, delaying shipments and raising retail prices.
Q3: Can UK and EU brands compete globally during the tariff war?
Yes. They can provide tariff-free alternatives, faster logistics, and trusted quality while U.S. rivals face cost barriers.
Q4: What does LaCarene Consulting offer fitness equipment manufacturers?
We provide dealer appointment services, sales networks, and global distribution strategies across 120+ countries.
Q5: How does LaCarene support fitness equipment manufacturers, dealer appointment service, and setting up and managing dealership networks?
We manage the full process from identifying dealers to training and performance monitoring—helping brands grow globally.
Q6: Is outsourcing distribution expansion more cost-effective than in-house?
Yes. Consulting saves time, reduces staff costs, lowers risks, and speeds entry to market compared with building an internal team.
Conclusion & Call to Action
The global tariff wars have created real pain for U.S. fitness equipment manufacturers and dealers. Yet, they have also opened a golden window for UK and EU brands to expand internationally and seize new markets.
LaCarene Consulting Services is your trusted partner for dealer appointment service, and setting up and managing dealership networks across 120+ countries.
👉 Contact us today to explore how we can grow your global dealer network and future-proof your brand.
About the Author
Jonathan D. Rodrigues is a global sales and marketing consultant with over 30 years of hands-on experience in the fitness and wellness industry. He has worked with leading equipment manufacturers and distributors across 20+ countries, helping brands expand their international presence and build strong dealer networks. Jonathan is the founder of LaCarene Consulting & Services, where he supports fitness and sports equipment companies in setting up and managing distribution networks in 120+ markets worldwide.
👉 Connect with Jonathan on LinkedIn
