Shopify stores for fitness products: How to sell successfully in the booming fitness market

More and more people are investing in their health - and with it, the demand for high-quality fitness products is growing. Whether dietary supplements, sports equipment or digital training solutions: The fitness market is booming. For retailers, this means an attractive opportunity to get off to a successful start with a professionally set up Shopify store for fitness products.

In this article, you will learn which types of fitness products are particularly in demand, which trends you should keep an eye on in 2025 and how you can implement your own online fitness store effectively and scalably with the help of Shopify.

Which fitness products can be sold online?

Fitness products include all items that promote physical activity, regeneration or a healthy lifestyle. These include the following products that can be sold online:

• Training equipment such as dumbbells, kettlebells or resistance bands

• Nutritional supplements such as protein powder, creatine, magnesium or omega-3

• Sportswear and accessories, including yoga mats, water bottles or heart rate monitors

• Digital solutions such as fitness apps or online training plans

Thanks to this variety, product categories can be tailored to specific target groups - from beginners to dedicated amateur athletes to professional athletes.

➤ Hint:

Offer clearly structured product information, application examples and visual instructions. This increases trust and reduces the return rate.

Why Shopify for fitness retail? The platform offers these features

1. Product variants and bundles

Fitness products such as supplements or clothing are often sold in different versions or as sets. With bundles, you can increase your average basket values and offer customers attractive combination deals. Shopify allows you to create different variants of a product (e.g. color, size, weight) directly in the product editor.

For more complex bundles or sets, apps from the Shopify App Store are recommended. Shopify offers its own Shopify Bundles app, which is perfectly tailored to the Shopify interface.

2. Subscription models for recurring purchases

Many fitness products such as nutritional supplements, protein powder or protein bars are purchased on a regular basis. A subscription model creates long-term customer loyalty and predictable sales. Shopify offers a simple subscription system for recurring payments with “Shopify Subscriptions” (integrated in Shopify Payments).

Apps such as Recharge Subscriptions or Seal Subscriptions are suitable for extended subscription functionalities.

3. Digital products and online courses

In addition to physical products, some fitness stores also offer digital content such as training plans, nutrition programs or video courses - an ideal addition to the product range and an additional source of income. Shopify allows you to create digital products, but these must be delivered manually or via an app.

Apps such as Digital Downloads (from Shopify itself) or Sky Pilot for protected video content and training plans are suitable for this.

4. Customer reviews

Trust is particularly important in the fitness sector. Authentic reviews on the effectiveness, quality or use of your products increase credibility and encourage purchasing decisions.

Shopify does not currently offer a native solution for reviews, but the Shopify App Store offers a large selection, including apps such as Judge.me or Yotpo.

5. Cross-selling and upselling

People who buy a fitness product are often interested in complementary items. You can increase your sales through targeted cross-selling strategies, for example by recommending a water bottle when buying a protein powder. Shopify itself offers limited options for this, for example by displaying similar products on the product page.

For more advanced cross-selling and upselling options, we recommend apps such as ReConvert Upsell & CrossSell.

6. Mobile optimization and responsive design

All Shopify themes are automatically mobile-optimized - a clear advantage, as many customers research or buy fitness products on the go.

If you want to make the mobile shopping experience even more targeted, apps such as Tapcart or Shopney offer the option of making your store available as a native app in the Apple or Google store. This is also possible with Stikky. Mobile apps have been implemented for Asphaltgold or LFDY, for example.

7. Email marketing and customer loyalty

Shopify Email provides you with a simple tool for sending newsletters and discount promotions directly to your customers. Fitness stores can use it to advertise targeted training plans, discount campaigns for regular customers or seasonal offers.

For automated campaigns, segmentation or complex funnels, we recommend Klaviyo. This allows you to create exciting flows for your fitness customers and sell your fitness products in an even more targeted way.

8. Integration of influencer marketing

Fitness products can be excellently marketed via influencers and fitness coaches. With an affiliate system, collaborations can be handled professionally and transparently.

You can use Shopify's own Shopify Collabs app, for example, or you can use one of the many other apps in the app store, including Enlistly Affiliate, Influencer.

With the right strategy and a professional setup, both digital and physical products can be sold efficiently.

9. Storytelling and content marketing with Shopify

Fitness products are a matter of trust - content is more convincing here than traditional advertising. With Shopify, brand stories, application tips and background information can be integrated directly on home and product pages. Particularly strong: authentic before and after pictures, testimonials or reviews with photos.

Tools such as Yotpo or Okendo integrate such content seamlessly. A dedicated blog with training tips or nutrition guides also strengthens expertise and boosts SEO. This turns an online store into a credible brand with a real community.

10. Mega menus and filtering

Fitness customers usually shop with specific goals in mind: Muscle building, weight loss, endurance, regeneration or special diets. An intelligent menu and filter system is therefore crucial for quickly finding the right product category.

With the Shopify Search & Discovery app, individual filters can be set up - for example according to ingredients, taste, form (e.g. powder or bar) or diet types such as vegan or sugar-free. Additional filters such as “pre-workout” or “30 portions” can be added via meta fields. This not only improves user guidance, but also ensures a smooth shopping experience on mobile devices.

Selling fitness products with Shopify: how Latori customers do it

Bodylab24

At Bodylab, customers can find a wide range of fitness products, including nutritional supplements, proteins and accessories such as clothing and drinking bottles. Bodylab focuses primarily on detailed categorization and filtering so that customers can find the product they are looking for quickly and easily. Customers also have the option of choosing the right product for them from various bundles.

In its blog, the brand also provides tips on topics such as training, nutritional supplements and a large selection of recipes. The store experience is rounded off by the Bodylab Toolbox, where customers can calculate their ideal values.

Bodyshake

Bodyshake also relies on Shopify to sell its fitness products. Customers can find an extensive selection of different supplements and other accessories, such as shakers. To guide customers directly to the products they need, Bodyshake relies not only on categorization by product, but also by the goal the customer wants to achieve. The brand's blog also provides support with information on achieving goals, ingredients and recipes.

Cellavent

Cellavent is not just a fitness store, but a store for nutritional supplements that are also relevant for athletes and fitness enthusiasts. Customers can find special fitness products in the sports category. Here, products can then be filtered according to criteria such as raw materials, target group or dosage form. Customers also have the option of putting together individual bundles and purchasing them as part of a subscription model.

Fitness trends 2025: What you need to know

The fitness market continues to develop dynamically. The following trends in particular are emerging for 2025:

• Personalization: whether DNA-based nutrition plans or individualized supplement stacks - customers expect tailor-made offers.

• Digital supplementation: Online courses, apps and virtual training partners are increasingly complementing physical products.

• Sustainability: Environmentally friendly packaging, CO₂-compensated deliveries and vegan supplements are no longer a trend, but standard.

• Micro-communities: target groups such as fitness for women over 50 or HIIT for office workers enable highly specific product and content strategies.

What are the advantages of selling fitness products in e-commerce?

• High margins, especially for nutritional supplements

• Repurchase rates through consumer products

• Emotionally strong product worlds, ideal for content marketing

• Subscription potential, e.g. for monthly boxes or cure plans

• Community commerce: building strong brand loyalty through social media, challenges or user-generated content

• Reviews: Strengthen trust and conversion through authentic customer feedback

With a professional Shopify setup, these benefits can be implemented directly, for example through the integration of loyalty programs, a subscription app or proven Yotpo rating tools.

Conclusion: Start your fitness store now

Whether you want to produce your own fitness products or sell existing brand products - now is the right time for a Shopify fitness store. Rely on clear structures, strong product worlds and modern functions.