South Korean fitness equipment brand DRAX fit is accelerating its business development in the European fitness market. Positioned under the motto “Designed by Science,” the company is promoting training solutions that combine exercise science, digital management systems and commercial fitness equipment for gyms, health facilities and rehabilitation-oriented training environments.
Information on DRAX’s official website shows that the company traces its history to 2001, when Dobione Co., Ltd. was established. Its early business focused on the research, development and manufacturing of indoor training equipment. In recent years, DRAX has expanded internationally through overseas branches, distribution networks and acquisitions. The company says it has established business networks in the United States, Germany, Japan and Australia, and exports products to 43 countries.
In Germany, DRAX’s company history states that it acquired VIBRAFIT Fitness in 2022. According to fitnessmarkt.com, the acquisition gave DRAX access to local market knowledge as well as existing sales and service networks, supporting its entry into the German market.
DRAX’s product portfolio includes treadmills, ellipticals, exercise bikes, stair climbers and strength training equipment. The company says it holds more than 92 domestic and international patents and 110 industrial property rights. Industry media reports have also highlighted products such as the SpeedSync automatic speed-adjusting treadmill and MyMountain, a machine that combines the functions of a treadmill and a stair climber.
Digitalization is a key part of DRAX’s European strategy. The company describes HIRAX as a fitness center concept equipped with a sports science-based artificial intelligence platform, IoT-connected exercise equipment and a digital management system. According to fitnessmarkt.com, the concept is designed for partially or fully automated fitness facilities and aims to connect members, trainers and operators while making training processes more efficient.
DRAX’s European expansion comes as the regional fitness industry continues to grow. The 2025 European Health & Fitness Market Report by EuropeActive and Deloitte showed that the number of fitness club members in Europe rose to 71.6 million in 2024, with industry revenue reaching about €36 billion. In Germany, memberships reached 11.7 million and revenue stood at around €5.8 billion. A later report covering 2025 showed that European fitness memberships increased further to 75.5 million, with revenue rising to €39.1 billion; Germany recorded about 12.36 million members.
Industry observers say that continued investment by European fitness operators in digitalization, personalized training and automated operations could create opportunities for equipment suppliers with integrated smart training solutions. However, DRAX’s long-term performance in Europe will depend on its distribution network, after-sales service capabilities, pricing competitiveness and partnerships with local operators.
