EB Brands  
Fitness Business product images

Fitness Segment

Launched in 1999, the Fitness Products category has shown tremendous growth over the past several years and now accounts for approximately half of the Company's total net sales. In keeping with its impulse accessory strategy, the Company makes affordable products that complete the consumer's daily fitness regimen.

EB is capitalizing on macro demographic and fitness trends throughout the world, as aging consumers realize the importance of fitness and turn to low impact activities, such as walking, stretching, Pilates, and similar activities aimed at maintaining a proper weight and healthy heart.

EB saw an appealing category in fitness accessories and accelerated the growth of the internal development of its product line with the acquisition of the market-leading Sportline® pedometer product line. EB's acquisition of Sportline enabled the Company to grow its sales of Fitness Products threefold while reducing Sportline's fulfillment and sourcing costs through integration into the Company's existing infrastructure.

The Company markets its Fitness Products under the Sportline, Bally, Valeo, and Everlast™ brands. Sportline, an internal brand, is the pedometer market leader with an estimated 80% market share. The Company also has long-term license agreements with Bally Total Fitness™, the leading fitness club in the U.S., and Everlast, a brand with a strong reputation in boxing and general fitness. Pursuant to these two licenses, EB markets and sells Pilates kits, wrist and ankle weights, slimmer belts, exercise wheels, and other fitness accessories.