Overview

The Fitness Stall is a fully digital, low-maintenance fitness brand operating on Shopify and Etsy, delivering customizable fitness templates, recipe guides, and an expansive library of over 600 exercise videos. Established two years ago and headquartered in Australia, the business serves a niche B2B segment of online fitness professionals, health entrepreneurs, and personal trainers in primarily English-speaking countries.

With ~$415K in lifetime revenue and an average monthly net profit of ~$5,000 AUD, the business demonstrates a lean, automated model supported by email marketing (Klaviyo), paid Meta ads, and two streamlined storefronts. This "plug-and-play" brand has achieved profitability with minimal founder involvement (10–15 hours/week), yet shows room for reinvestment and strategic growth.

The current owner is exiting to pursue other ventures, which has recently impacted performance and raises pertinent questions regarding untapped scalability.

Key Insights

Website Performance & Brand Presence

Financials

Key Financial Metrics:

• 12-Month Revenue: $248,523 AUD

• 12-Month Profit: $59,963 AUD

• Average Monthly Profit: ~$4,996 AUD

• Profit Margin: 24%

• Valuation Multiples:

  • Profit Multiple: 1.9x (Fair for size, age, and risk profile)

  • Revenue Multiple: 0.4x (Undervalued for digital brand with positive margin)

Marketing (Paid & Organic)

• Paid Acquisition: Primarily through Meta Ads, using tested creatives and pixel data. Cost per acquisition (CPA) is not provided but appears efficient given profit margins.

• Email Marketing: Strong performance with ~3,000 engaged Klaviyo subscribers (43% open rate), driving ~$2,900 AUD/month in revenue.

• Organic Presence:

  • 2,000+ Instagram followers

  • High-quality SEO-optimized product pages

  • Strong Shopify & Etsy review credibility

• Brand Assets: Includes tested ad creatives, email flows, and Canva templates — positioning the buyer for plug-in scale.

Operational Efficiency

• Time Investment: 10–15 hours/week

• Automated Systems:

  • Shopify + Skypilot for fulfillment

  • Etsy with low-maintenance product delivery

  • Klaviyo flows for retention and remarketing

• Manual Tasks:

  • Monitoring/testing ads

  • Handling occasional support

  • Updating listings/promotions

• SOPs Provided: Complete documentation and 30-day support offered post-sale.

Customer Data & Relationships

• Customer Base:

  • Fitness coaches, trainers, wellness entrepreneurs

  • Predominantly in US, UK, Australia, Canada

• Email List: ~3,000 with high open and engagement rates

• Loyalty: Seasonal promotions and email automation drive moderate repeat business

• Social Proof:

  • 621+ 5-star reviews on Shopify

  • 139+ on Etsy

• Trustpilot: No current reviews; opportunity to build trust via this platform.

Legal & Compliance Due Diligence

• Business Structure: Assumed sole proprietorship or small registered entity (to be verified)

• Domains Owned: thefitnessstall.com and thefitnessstall.store

• IP Ownership: Brand assets, digital content, and videos appear to be fully owned and transferrable

• Licensing: Since content is rebrandable, ensure there are no third-party copyright conflicts

• Privacy Compliance: Shopify and Klaviyo standards likely adhered to, but a privacy policy and GDPR compliance check is recommended

Challenges Identified

• Declining Performance (May 2025): A significant profit drop to just $212 AUD—attributed to diversification of focus—raises concern over operator dependency or marketing inconsistency.

• Customer Acquisition Data Gaps: No clear CAC, CPA, or ROAS reported—important metrics for paid scalability.

• Limited Product Breadth: 20+ templates is a lean offering; lacking product diversity limits cross-sell/Upsell strategies.

• No Subscription Model: Despite being ripe for recurring revenue, there’s no subscription or membership in place.

• No Trustpilot Presence: While Shopify/Etsy reviews are strong, absence on larger review aggregators may affect trust for scaling B2B outreach.

Recommendations

• Request Seller Disclosure: Acquire detailed breakdowns of:

  • Monthly traffic and CAC

  • Conversion rates (Shopify + Etsy)

  • Customer retention and LTV

  • Reasons for May performance dip

• Growth Playbook:

  • Launch new niche-specific templates (e.g., yoga, bodybuilding, prenatal fitness)

  • Add a subscription/membership model (monthly guide drops)

  • Expand internationally with localized content

  • Leverage Instagram and YouTube shorts for organic traffic

  • Introduce partner/affiliate program to scale reach

• Due Diligence Actions:

  • Verify full rights to all digital assets and videos

  • Confirm business registration and IP ownership

  • Ensure GDPR/privacy compliance for email systems

Conclusion

The Fitness Stall offers a compelling opportunity for acquisition, especially for buyers seeking a low-lift, cash-flowing digital brand. The business is well-built with strong automation, a loyal niche audience, and scalable infrastructure. However, the recent dip in profitability and gaps in customer acquisition metrics highlight the need for further inquiry.

The 1.9x profit multiple and 0.4x revenue multiple reflect a fair — potentially undervalued — position for a 2-year-old digital asset. With enhanced focus, new product development, and a refined growth strategy, this brand has the potential to double in value within 12–18 months.

Next Steps: Initiate seller dialogue to clarify May performance, customer acquisition costs, conversion metrics, and explore reasons for exit more deeply.