Liverpool-based Box Step Fitness is transforming the fitness landscape with its unique approach of making high-quality, trend-leading fitness solutions more accessible than ever.
Established in 2019, Box Step Fitness has rapidly gained a reputation as the go-to brand for independent, boutique gyms, luxury hotels and sporting associations across the UK thanks to its unrivalled ability to provide stock as quick as next day as well as offering a bespoke design service for commercial and residential gym spaces.
Through its turnkey solution that seamlessly combines design, manufacture, and installation of premium exercise equipment, Box Step Fitness eliminates the typical barriers of adoption such as high costs and long lead times.
At the heart of the business is founder and CEO Joe Edwards, who brings decades of experience in the fitness industry. A former professional footballer for Oldham Athletic turned physiotherapist, Edwards’ knowledge of the industry’s challenges and passion in this sector provides Box Step the difference in a crowded market.
Box Step Fitness is renowned for its high-end, fashion-forward equipment that combines aesthetic and performance. The equipment uses premium materials, such as aluminium and maple wood, resulting in products that are as visually striking as they are effective. Each piece can be customised with a client’s branding, allowing gyms to create its identity within their spaces.
The successful growth of Box Step Fitness is reflected in its impressive client portfolio. From Premier League side AFC Bournemouth to BABE Fitness Studios, a rapidly growing women’s-only gym in Liverpool, the brand has earned the trust of some of the most respected names in the industry. In London, the PROUD Project has chosen Box Step Fitness to supply its expanding network of Pilates, barre, and reformer studios. Beyond gyms, Box Step equipment has also been installed at the luxurious Puente Romano Hotel & Tennis Club in Marbella, a prestigious five-star destination known for hosting elite athletes such as Novak Djokovic, Carlos Alcaraz, and Andy Murray.
Supporting fitness trends in 2025
Among its extensive range of nearly 40 different pieces of equipment stocked by Box Step Fitness, the Studio Edition Reformer has become the flagship product and bestseller, highlighting Box Step’s ability to identify and be ahead of trending, in demand equipment.
As such, Box Step Fitness is perfectly positioned to capitalise on the growing popularity of Pilates and boutique fitness trends. Between 2019 and 2024, the number of Pilates and yoga studios in the UK grew 4% [1], reflecting the rising demand for lifestyle-focused fitness experiences. As the trend continues, Box Step’s innovative equipment is helping to shape the future of wellness destinations as sales of its Reformer machines have seen an uptick of 750% in the past 12 months.
Joe Edwards states: “I believe Pilates will continue to grow in all forms. As people discover the power of Reformer Pilates, it’s inevitable that other pieces, such as the Pilates Chair and Reformer Tower attachments, will gain popularity.”
The brand is also adapting to broader fitness and wellness trends, including the emergence of independent micro gyms and the growing demand for health-conscious travel. Gen Z travellers, in particular, are prioritising accommodations with robust wellness offerings, prompting hotels to invest in state-of-the-art fitness facilities [2]. Box Step Fitness has already begun collaborating with luxury hotels to create modern, well-equipped gyms that cater to these preferences.
Box Step Fitness is preparing to launch a new line of home gym equipment in 2025. Building on the home fitness boom that began during the COVID-19 pandemic, the company’s domestic offerings are designed to meet the needs of busy individuals seeking convenient and effective workout solutions. Searches for “home gym” surged by over 1,079% during the pandemic, and the trend shows no signs of slowing down.
Edwards says: “The demand for personalised, high-quality home fitness solutions will continue to grow. Home gyms are increasingly popular as people balance working from home with their busy schedules. There is the desire for a more intimate and personal space as well as the need for fast and efficient ways to train, and our new line of equipment is designed to meet that need.”
Box Step Fitness’s rise from a Liverpool-based start-up to a leading provider of premium gym equipment is a testament to its innovative approach and dedication to quality and speed of delivery. With a growing presence in boutique studios, luxury hotels, and soon, home gyms, the brand is shaping the future of fitness one bespoke design at a time.
