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
Performance Indicator | Assessment |
Website Speed | Shopify-hosted site loads well on desktop; minor mobile optimization needed. |
Product Variation / SKUs | ~20+ rebrandable digital products; potential to expand with more niches. |
AOV (Average Order Value) | Undisclosed; given digital products, likely ~$30–$70 AUD per transaction. |
Customer Lifetime Value (CLTV) | Undisclosed; email list engagement (43% open rate) suggests strong LTV if nurtured. |
Repeat Customer Rate | Not clearly stated; likely modest, supported by automated promos and seasonal pushes. |
Conversion Rate | Not disclosed; platform automation and high review count imply decent conversion efficiency. |
Website Design & UX | Clean, professional, and brand-aligned. Clearly communicates value proposition. |
Brand Positioning | Positioned as a time-saving tool for fitness entrepreneurs. Focused on B2B-solopreneur niche. |
Customer Sentiment | Over 760+ 5-star reviews across platforms; strong public validation. |
Customer Acquisition Cost (CAC) | Not disclosed; given healthy profit margins, CAC is likely efficient via email + Meta ads. |
Scalability Potential | High – platform is automated; scaling product lines and ad spend could drive significant growth. |
Marketing Angle / Repositioning | Currently marketed as a passive-income fitness resource; can be repositioned for international coaches, agencies, or bundled memberships. |
Financials
Month | Revenue (AUD) | Profit (AUD) | Profit Margin |
Jun 2024 | $20,099 | $6,067 | 30.2% |
Jul 2024 | $22,000 | $5,895 | 26.8% |
Aug 2024 | $28,002 | $6,769 | 24.2% |
Sep 2024 | $22,994 | $2,926 | 12.7% |
Oct 2024 | $22,994 | $3,693 | 16.1% |
Nov 2024 | $22,049 | $6,741 | 30.6% |
Dec 2024 | $18,641 | $6,206 | 33.3% |
Jan 2025 | $25,439 | $7,852 | 30.9% |
Feb 2025 | $21,685 | $5,313 | 24.5% |
Mar 2025 | $17,054 | $3,839 | 22.5% |
Apr 2025 | $15,737 | $4,421 | 28.1% |
May 2025 | $14,164 | $212 | 1.5% |
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.