Industry benchmarks for Fitness Gear
Break-even ROAS for fitness gear is about 2.1x, with shipping on weighted and bulky equipment eating 11-16% of order value. Prospecting CPMs run $13-22 outside January and jump 30-50% during the new year window when every fitness brand bids simultaneously. Conversion sits at 1.4-2.8%, and returns land at 8-15%, concentrated in apparel-adjacent and sizing-dependent items. The category average achieved ROAS is around 2.3x.
Seasonality management is the lever most fitness brands ignore. Shifting 30-40% of annual budget into February through April, when CPMs drop back to baseline but intent is still elevated, produces the same volume at 20-30% lower media cost. On the margin side, freight class is the constraint: consolidating a kettlebell and a mat into one carton rather than two saves $8-14 per order and drops break-even from 2.1x to roughly 1.8x. Accessory attach rates of 25%+ do more for contribution than discounting the hero SKU.
Frequently asked questions
Break-Even ROAS Calculator for Fitness Gear, answered.
What is a good ROAS for fitness gear?
Above 2.1x is profitable at typical freight costs, with the category averaging about 2.3x.
How much do January CPMs affect fitness ROAS?
Prospecting CPMs rise 30-50% in the new year window, which can push an otherwise profitable account below break-even for four to six weeks.
What is the biggest margin lever in fitness gear?
Shipping consolidation. Combining items into a single carton saves $8-14 per order and moves break-even ROAS from about 2.1x to 1.8x.