The fitness industry is fast-moving, trend-driven and increasingly global. From viral product launches to ongoing global disruption, fitness brand’s supply chains are under more pressure than ever.
We sat down with Stockwells National Sales Executives Ela Ikiz, Olivia Skondras, and Jack Stockwell to explore fitness brand freight in 2026.
Dive into what’s changing, what’s driving it, and how fitness brands can build supply chains that give them an advantage in the market.
From operational function to competitive advantage
For years, supply chain decisions came down to one question: how do we source at the lowest possible cost? That’s no longer the case.
“Fitness brands are moving away from treating supply chains as a purely operational function and are now viewing them as a competitive advantage,” Jack said.
“Brands are placing greater focus on resilience, visibility, and speed to market rather than simply sourcing products at the lowest possible cost.”
Ela noted how changing consumer demands come into play. Fitness brands have moved away from importing large volumes to avoid overstock, and are reviewing their supplier relationships more critically than before.
The drivers behind this shift come down to three things: cost, customer expectations, and competition.
Consumers now expect products faster than ever, while brands need to protect themselves from disruption, stock shortages and unpredictable demand.
Add social media into the mix and the pressure only grows. A single viral post can send spike sales overnight, and brands without a flexible supply chain simply can’t react fast enough.
Diversifying manufacturing locations
One of the clearest trends the Stockwells team is seeing is a move away from single-country manufacturing. Fitness brands are increasingly spreading production across multiple regions to reduce risk and improve flexibility.
“Fitness brands are shifting products to countries like India, Vietnam, and Indonesia due to the competitive labour costs,” Ela said.
Olivia added that spreading production can help build resilience.
“Some fitness brands are also looking at sourcing from multiple countries simultaneously, allocating different product lines to different suppliers to reduce reliance on a single manufacturing market,” Olivia said.
But diversification isn’t without its challenges. Ela explained that fitness brands often underestimate the hidden costs of managing multiple supplier relationships across different markets.
“Higher costs, the quality of product, and compliance regulations in each country are different. Suppliers usually are not aware of this, which falls back on the importer,” Ela said.
She noted that high risk countries can mean offshore treatment costs, like Brown Marmorated Stink Bug (BMSB) fumigation.
From a freight perspective, sourcing from multiple countries also means more moving parts: different compliance rules, varied routing and equipment availability with carriers. And, often the added expense of travelling to inspect manufacturing sites before locking in a partnership.
Global disruption impacts
Global freight has been in a state of near-constant volatility over the past few years, and fitness brands have felt the effects.
Jack emphasised the impact of disruptions like higher freight costs, longer lead times, equipment shortages and fluctuating capacity.
“For fitness brands that rely on seasonal sales periods or product launches, even small supply chain disruptions can have a significant impact on revenue and customer satisfaction,” he noted.
So how does Stockwells help clients weather these moments?
“We’ve supported fitness brands facing delayed shipments and stock shortages by identifying alternative shipping routes, prioritising urgent stock movements, and providing transparent communication throughout the supply chain,” he said.
“Having access to flexible transport solutions allowed these businesses to minimise disruptions and maintain supply to their customers.”
The brands that handle disruption best share a common trait: they plan ahead and maintain flexibility.
“[The strongest brands] diversify suppliers, forecast demand accurately, hold appropriate safety stock, and work closely with logistics partners to gain visibility over their supply chain.
“Businesses that rely on a single supplier or leave planning until the last minute are generally more vulnerable to disruption.”
Holding stock locally vs just-in-time
The debate between local stockholding and just-in-time inventory is one every fitness brand is having right now, and there’s no one-size-fits-all answer.
“Holding stock locally provides faster delivery times, improved customer service, and greater protection against supply chain disruptions,” Jack said.
However, there’s a trade-off. Holding stock locally can mean increased warehousing and inventory holding costs.
“A just-in-time model reduces inventory costs but leaves businesses more exposed to delays and supply shortages.”
For most growing fitness brands, local warehousing in Australia is often realistic. However, the key is working with a freight forwarder like Stockwells to find the right strategy – one that finds the right balance between stock availability and storage costs.
Speed to market vs cost trade-offs
For fitness companies, Missing a launch window or running out of stock at the wrong moment can mean lost sales, disappointed customers, and lasting brand damage.
But moving quickly comes at a cost, and knowing when to spend on speed is where experience pays off.
Air freight, for example, is significantly more expensive than sea freight, but there are moments where it’s the right call.
Ela pointed to specific scenarios, like shortage of stock, Christmas and EOFY sales, or stocktake sales.
She added that the consequences of getting speed-to-market wrong add up quickly, causing issues with, “quality and insufficient quantity, delays, and compliance.” All of which can undo months of marketing effort.
How Stockwells supports fitness brands
With over 55 years of experience in freight forwarding, Stockwells helps fitness brands navigate every layer of their supply chain in 2026 – from choosing the right manufacturing partners overseas to managing compliance, freight strategy and delivery into Australia.
“We provide cost efficient solutions, visibility, communication, and compliance support ensuring cargo arrives on time without any delays,” Olivia said.
Looking ahead, the team expects the smartest fitness brands will lean more heavily on AI for stocktake management and market trend forecasting.
The team’s final piece of advice? Be proactive, not reactive.
“Businesses that regularly review suppliers, freight strategies, and inventory levels are usually better positioned to handle unexpected market changes and continue growing,” Olivia said.
Ready to rethink your supply chain?
Whether you’re launching a new product line, expanding into new markets, or looking to build more resilience into your existing operations, Stockwells’ team is here to help.
Get in touch with Stockwells at [email protected] to see how we can support your fitness brand’s supply chain in 2026 and beyond.