Fitness Equipment Profit Margin — Benchmarks & Data
Published June 2026 · Industry benchmark data
Fitness Equipment Profit Margin Benchmarks
35%
Avg gross margin (25–45%)
8%
Avg net margin (5–11%)
45%
Avg COGS (35–55%)
Online fitness stores typically see gross margins of 25–45% and net margins of 5–11%. The gap between gross and net comes from advertising costs (8–16% of revenue), shipping (6–14%), and refunds (3–8%).
Where the Money Goes
For every $100 in revenue, a typical fitness store keeps about $8 after all costs. COGS takes $45, advertising takes $12, shipping takes $10, and refunds claim $5 of gross revenue before accounting for payment processing fees.
Profit Example
Revenue: $100,000
COGS (45%): -$45,000
Ad spend (12%): -$12,000
Shipping (10%): -$10,000
Refunds (5%): -$5,000
Payment fees (2.9%): -$2,900
Net profit: $25,100 (25.1% margin)
To see your actual numbers, use the CSV Profit Checker with your Shopify data or the Profit Calculator for a quick estimate.
Frequently Asked Questions
What is the average profit margin for fitness stores?
Online fitness stores average 25-45% gross margin and 5-11% net margin. COGS typically runs 35-55% of revenue, with advertising at 8-16%.
What is a good net margin for a fitness store?
A net margin above 11% is strong for fitness stores. The average is 8%. Below 5% indicates you need to review COGS, ad spend, or pricing.
How do I calculate my fitness store profit margin?
Profit margin = (Revenue - COGS - Refunds - Fees - Shipping - Ads) / Revenue. Use our Profit Calculator to plug in your numbers, or the CSV Profit Checker for exact figures from your Shopify data.
What eats into fitness store margins the most?
COGS (35-55%) and advertising (8-16%) are the two largest costs for most fitness stores. Reducing either by even 2-3 percentage points significantly improves profitability.
How can I improve my fitness store margins?
Three levers: reduce COGS by negotiating with suppliers or private-labeling, lower ad costs by building email and social channels, and increase average order value with bundles and upsells.