Salter, the Spanish fitness equipment giant, is poised for a remarkable transformation in the bodybuilding machines industry. In a significant move, the company’s CEO, Marta Salter, has revised the 2023 turnover projections, elevating them to an impressive €14 million. This upward adjustment marks a staggering 10% growth over the previous year, according to the company’s Managing Director, Marta Peydro. The surge in revenue has been primarily catalyzed by a substantial 25% surge in exports, with a strategic focus on key markets such as the Netherlands, Sweden, Finland, and Portugal.

Salter, a prominent player in the fitness equipment sector, has recalibrated its year-end revenue expectations, fueled by a successful September campaign and robust export figures. According to the CEO, the company is on track to achieve a remarkable €14 million in turnover in 2023, surpassing earlier forecasts from June when expectations were set at €12.5 million. Marta Salter attributed this remarkable growth to a year marked by political elections and a flurry of tenders, with municipal gyms emerging as the company’s primary clientele. Salter also counts major retail giants such as El Corte Inglés, Amazon, and Decathlon among its valued clients.

This year has witnessed Salter achieving significant milestones and realizing its goals, including advancing its cloud-based initiative, Salter Cloud. This innovative ecosystem in the cloud, developed in-house by Salter, encompasses a digital platform that seamlessly integrates with the new lineup of Salter Smart equipment, spanning both professional bodybuilding and cardio machines as well as home fitness products.

Exports Flourish with a 25% Surge

Salter’s success story is further embellished by its impressive export figures, which have surged by a remarkable 25% compared to the previous year. Key export destinations include the Netherlands, Sweden, Finland, Portugal, the Middle East, specifically the United Arab Emirates, and South America, with a notable presence in Chile. “Our priority for expansion lies in identifying countries with untapped potential, limited competition, and strong local partners or distributors,” added the CEO.

A New Force in the Making

As the company charts its course in the short and medium term, it is committed to expanding its ecosystem to encompass the “widest array of equipment possible.” Additionally, Salter is diligently working on a groundbreaking new product line set to make its debut at the 2024 FIBO show. “We anticipate a trend where traditional plate weight machines are phased out in favor of motorized machines, reflecting evolving gym preferences,” Marta Salter commented.

A Paradigm Shift: 40% Household Products

The COVID-19 pandemic wrought a transformation in consumer behavior, which, in turn, impacted Salter’s business strategies. During the gym shutdowns, there was a surge in demand for home fitness products, capturing a significant share of the market. However, as the situation normalized, Salter witnessed a resurgence of demand for professional fitness equipment, with “household demand returning to pre-pandemic 2019 levels,” remarked the business leader. Salter’s core strength lies in its professional-grade sports facility equipment.

The year 2023 has witnessed an industry-wide boom, rejuvenating a sector that had previously seen limited activity. “Even in the hotel sector, we’ve seen substantial renovations and expansions,” noted Marta Salter. In the current quarter, home fitness products constitute 40% of total sales, while the professional line accounts for the remaining 60%, reflecting the evolving landscape of consumer preferences.