Introduction
The global fitness equipment industry continues to feel the ripple effects of the ongoing U.S. tariff wars. Dealers and distributors representing well-known U.S. brands are grappling with supply chain disruptions, delayed shipments, and escalating costs that are threatening their margins and operational stability. Many are actively seeking temporary solutions to meet customer demand, while others are exploring new long-term partnerships with non-U.S. suppliers.
This article is a follow-up to our previous piece on how tariff tensions are reshaping the industry and serves as an update, offering deeper insights into how dealers and distributors are adapting and what opportunities this presents for small and medium-sized fitness equipment manufacturers from Canada, the UK, and Europe to expand their global footprint.
Supply Chain Disruptions Impacting U.S. Brand Dealers
According to industry reports and conversations with dealers worldwide, the impact of tariffs on U.S. branded fitness equipment has been swift and widespread. Some of the main challenges include:
1. Delayed Shipments at Ports
The increase in customs inspections and paperwork has led to significant delays at major shipping hubs. A report by Garage Gym Reviews highlights how gym owners are waiting weeks longer than usual to receive equipment.
2. Rising Costs Affecting Margins
With tariffs on steel, aluminum, and finished goods reaching up to 50%, landed costs have surged. Some dealers report having to increase prices by 20–30% to maintain profitability.
3. Inventory Shortages
Smaller and mid-tier dealers have struggled to maintain stock levels, especially for high-demand cardio and strength equipment. This has led to lost orders and customer churn.
4. Operational Uncertainty
Fluctuating tariff rates, changing trade agreements, and sudden policy announcements have left dealers unsure about forecasting, procurement planning, and financing.
Temporary Solutions: Dealers Buying Locally or Diversifying Inventory
Many dealers are acting fast to avoid service disruptions. Based on discussions with industry players:
- Some are sourcing equipment from regional warehouses to meet immediate customer needs.
- Others are temporarily purchasing lower-cost units from non-U.S. suppliers to fill gaps.
- More established dealers are actively seeking alternative long-term partners to diversify product offerings.
A recent industry article by Freedom Fitness Equipment confirms that dealers are exploring multiple sourcing strategies to stay afloat.
Dealers Looking at Non-U.S. Brands for Sustainable Growth
The more strategic players in the industry are not only seeking stop-gap solutions but are also reevaluating their product lines. They are:
1. Exploring High-Quality Alternatives
Dealers want equipment that matches or exceeds U.S. standards, without the tariff cost burden.
2. Targeting Global Clients
With competition rising, dealers are exploring new markets and cross-selling additional product lines.
3. Negotiating New Partnerships
They are more open to working with lesser-known but reputed brands from Canada, the UK, and Europe that offer reliability, certification, and local support.
This trend is backed by global trade analyses, such as those in The Finance 360, which note that dealers are diversifying to remain competitive amid ongoing trade barriers.
Why This Moment Matters for Non-U.S. Manufacturers
For small and medium-sized fitness equipment manufacturers outside the U.S., this developing situation presents an unprecedented opportunity:
✅ Access to Premium Distribution Networks
Dealers are actively searching for partners they trust—this opens doors for brands that were previously overlooked.
✅ Increased Market Penetration
By addressing immediate supply gaps, manufacturers can rapidly expand into new regions and build brand recognition.
✅ Positioning as a Strategic Partner
Dealers facing long-term uncertainty are eager to form relationships that go beyond price competition, focusing instead on trust, quality, and reliability.
Challenges for Non-U.S. Brands and How to Overcome Them
While the opportunity is clear, non-U.S. manufacturers face hurdles:
- Building Awareness: Dealers may not be familiar with new brands.
- Meeting Quality Expectations: Equipment must meet industry standards and safety certifications.
- Navigating Logistics and Compliance: Import-export rules vary by region and require expert handling.
This is where expert guidance becomes critical.
How LaCarene Consulting & Services Can Help You Seize This Opportunity
At LaCarene Consulting & Services, we specialise in helping fitness equipment manufacturers unlock growth opportunities by connecting them with top-tier distribution partners across the globe.
We assist you in:
- Dealer Appointment Services: Identifying and appointing distributors, dealers, and retailers who align with your brand’s values and growth plans.
- Setting Up and Managing Dealership Networks: Structuring efficient and sustainable networks to ensure smooth operations and consistent market presence.
- Distribution Planning and Compliance Support: Helping you navigate tariffs, customs, and documentation to minimize delays and optimize supply chains.
- Sales and Marketing Assistance: Offering region-specific strategies that enhance brand awareness and accelerate sales.
Our global experience, trusted network, and deep understanding of dealer challenges make us the ideal partner to help you grow in 120+ countries even in uncertain times.
👉 Schedule My Free Consultation Call Today
Real-World Insights (Confidential but Telling)
Through discussions with dealers representing U.S. brands in regions such as Latin America, Europe, and Southeast Asia, we’ve learned that:
- Many are actively pursuing temporary partnerships to meet immediate orders.
- Established players are vetting non-U.S. suppliers for long-term expansion.
- Dealers are more open than ever to diversifying their portfolios, provided they find reliable and certified partners.
While these insights are shared confidentially, they reflect a growing trend one that we help our clients capitalise on, discreetly and effectively.
Conclusion
The ongoing U.S. tariff wars have undoubtedly created turbulence for dealers and distributors working with American fitness equipment brands. Yet, this period of uncertainty is also shaping new opportunities. Dealers are ready to explore new partnerships, diversify their offerings, and build resilient distribution networks.
For Canadian, UK, and European fitness equipment manufacturers, this is the perfect time to step forward with the right support, strategy, and guidance.
LaCarene Consulting & Services is here to help you navigate this landscape, connect with top-tier distributors, and expand your global footprint quickly and confidently.
👉 Learn how we can help you grow globally
Supporting Articles:
The Impact of Tariffs on the Fitness Equipment Industry – Click Here
Tariffs Affecting Gym Equipment Prices (2025) – Click Here
Tariff Shockwaves: U.S. Duties Set To Redefine The Global Fitness Equipment Market – Click Here
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
