A year after joining Decathlon’s UK marketplace with a limited assortment, Northern Gym Equipment has expanded to more than 300 listings and entered selected stores.
Home fitness brand Northern Gym Equipment has become one of the top-selling partner brands on Decathlon’s UK marketplace, with online sales through the retailer increasing more than 350 percent since the partnership launched a year ago.
From limited launch to top seller
NGE, a challenger brand founded in 2024 by three brothers, joined Decathlon’s online marketplace in July 2025 with a limited product selection. Within six months, it had become one of the retailer’s leading home fitness equipment partners, while monthly revenue generated through the platform has increased 4.5-fold.
A blueprint for challenger fitness brands
The development highlights an increasingly common route for challenger fitness brands seeking scale without the inventory commitments associated with a traditional wholesale rollout. By establishing demand through a marketplace model, brands can expand product assortments and strengthen their case for physical retail presence.
From online listing to physical shelf space
For NGE, that progression is already underway. A curated selection of products has recently entered Decathlon stores through the retailer’s marketplace showroom initiative, providing the brand with its first physical presence through the partnership and a potential pathway to broader store distribution.
Range grows to more than 300 products
NGE’s assortment on the platform has expanded to more than 300 products spanning strength training, functional fitness, CrossFit, Hyrox and Pilates equipment aimed at consumers ranging from beginners to advanced users. According to Decathlon, hex dumbbells, cast-iron kettlebells, bumper plates, benches, storage racks and bundled training packages have been among the strongest-performing categories.
Omnichannel strategy extends beyond Decathlon
The Decathlon partnership forms part of NGE’s broader omnichannel expansion strategy. The company recently began working with John Lewis and already supplies Argos. According to the company, it has reported 150 percent year-on-year growth for two consecutive years and has expanded into a 40,000-square-foot headquarters and warehouse facility within three years of its launch.
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