Gold company profile
D2F Fitness
D2F Fitness specialises in providing fitness equipment tailored to your gym’s needs, but goes further - offering complete solutions to optimise your space using extensive industry connections and expert knowledge.
Find out more about D2F Fitness here...
Find out more about D2F Fitness here...
D2F Fitness: News and press releases
18 Dec 2025
D2F Fitness has officially launched its latest in-house product range, Altrafit Elements, a
new range of gym equipment designed specifically for independent gyms.
16 Dec 2025
D2F takes pride in its ability to adapt and respond to even the most unusual requests,
demonstrating a commitment to excellence that extends well beyond conventional
expectations.
09 Dec 2025
D2F is proud to be the official merchandise partner for The Boat Race – the iconic sporting
event between the University of Oxford and the University of Cambridge.
PRESS RELEASE: Altrafit Elements: the new product range from D2F Fitness
01 Dec 2025
D2F Fitness’ has officially launched its latest in-house product range, Altrafit Elements,
a new range of gym equipment designed specifically for independent gyms and the newest
addition to its expanding portfolio.
30 Oct 2025
In a sector where training trends, consumer behaviours and member expectations shift
rapidly, future-proofing your facility is critical. D2F Fitness specialises in creating
fitness environments that are designed to evolve with the industry’s tomorrow.
PRESS RELEASE: Bespoke rigs for a unified gym experience at Places Leisure
29 Oct 2025
When Places Leisure sought out rigs and storage solutions that would declutter the gym
floor and deliver high-performance functionality for their members, they turned to D2F for
an answer.
20 Oct 2025
D2F Fitness specialise in delivering bespoke solutions that are specifically tailored to
meet the unique needs of each client. D2F’s high quality, custom offerings was the perfect
choice for Fitness Factory.
PRESS RELEASE: Dedication to quality, relationship building and innovation: How D2F has worked with Everyone Active for over a decade
26 Aug 2025
In an industry where reliability, quality, and consistency matter just as much as innovation,
long-term partnerships are a true sign of trust and performance. D2F’s ongoing relationship
with Everyone Active reflects that legacy perfectly.
21 Aug 2025
Leveraging longstanding relationships and extensive industry knowledge, D2F launches
Altrafit: a homegrown brand designed to meet the real-world needs of fitness operators while
keeping costs under control.
PRESS RELEASE: D2F's evolution as a multi-faceted brand encompassing three pillars: Fitness, Bespoke, and Equipped
19 Aug 2025
D2F has been on a journey that’s seen them evolve from a trusted name in fitness supply into
a multi-faceted brand encompassing three pillars: Fitness, Bespoke, and Equipped.
10 Jul 2024
Altrafit has taken further steps to cement its reputation as a provider of high-quality,
affordable functional fitness equipment that is built to last with the development and
introduction of a new functional fitness keg for luxury gym operator, Third Space.
D2F Fitness: featured in our publications
Strength: Strong moves
Health Club Management 2025 issue 11
The world of strength training is evolving at a rapid
pace, driven by robust consumer demand. Juile Cramer
speaks to suppliers about their latest launches
Concepts : Design for success
Health Club Management 2025 issue 10
Julie Cramer looks at
gym projects where
the combination of
expert-led design
and functionality
have elevated the
space to a new level
Sponsored: D2F – Brand elevation
Health Club Management 2025 issue 3
From England cricket to the Boat Race,
D2F’s Matt Aynsley explains how the company’s bespoke division is excelling
in the clothing and accessories market
Gym design: Futureproof
Health Club Management 2024 issue 9
Julie Cramer asks
suppliers about their
approach to design and
the best ways to future-
proof the gym floor
Sponsored: D2F – take a fresh look
Health Club Management 2024 issue 3
D2F had updated its brand styling to keep pace with
business growth. MD, John Lofting and operations
director, Matt Aynsley, explain the rationale
Specifier: Strong growth
Health Club Management 2024 issue 3
Industry suppliers are responding to the exponential increase in
consumer demand for strength training with a raft of new and
innovative launches and concepts, as Steph Eaves reports
About D2F Fitness
D2F is able to deliver almost anything someone in the fitness space might need for their business, from premium fitness equipment at sensible prices, design, installation and project management, to high quality custom apparel and accessories.
The business has three divisions: Fitness, Bespoke and Equipped
• D2F Fitness specialises in supplying gym equipment and accessories, fully custom fitness products, and expert installation services.
• D2F Bespoke is dedicated to creating high-quality custom apparel and accessories, as a trusted supplier to some of the world’s biggest sporting and cultural events.
• D2F Equipped offers end-to-end solutions from design and installation, to full project management, having completed thousands of gym and equipment installs for facilities worldwide.
Background
D2F Fitness has provided commercial fitness equipment and flooring to the industry for over 15 years, but the business now goes beyond just fitness products. In 2022, D2F introduced its Fitness, Equipped and Bespoke divisions to highlight the breadth of its offering, and in January 2023 launched its in‑house equipment brand Altrafit.
Product range and services
D2F Fitness specialises in providing fitness equipment tailored to your gym’s needs, but goes further - offering complete solutions to optimise your space using extensive industry connections and expert knowledge.
Whether it’s tailored rigs, functional training zones, free weights or specialised kit, D2F Fitness delivers fully bespoke projects from design through to installation and ongoing support and maintenance. The team at D2F can help bring your gym visions to life, working with you to bring your gym together- right down to the installation process.
D2F Fitness recently introduced Altrafit, its in-house fitness brand. Altrafit produces durable, cost-effective equipment including barbells, kettlebells, bumper plates, racks, benches, studio kit, and accessories, designed to meet the needs of gyms, studios and leisure centres. Altrafit combines competitive pricing with high-quality materials and market-leading warranties, making professional-grade kit accessible to a broad range of customers.
D2F Bespoke goes beyond typical branded merchandise, offering full customisation down to the finest details, including bespoke labels, swing tags etc. This level of personalisation has amplified some of the UK’s biggest sporting brands – producing truly unique apparel and accessories for prestigious events such as The Olympics, The Boat Race, as well as the Commonwealth Games.
Its extensive product range includes custom outerwear, leisurewear, caps, scarves, mugs, plush toys, with the capability to produce anything else clients request. Every order undergoes a thorough sampling process, with ethical sourcing and quality control embedded at every stage to guarantee consistency and excellence in delivery.
D2F Equipped excels in design, installation, method statements, risk assessments, and project management. From top-of-the-line gym equipment and installation, to non-fitness environments, offering a complete end-to-end solution. D2F Equipped can source the best solutions and equipment for your project and vision, while considering your budget and needs.
Shows attending
• Sport Show China
• FIBO
• Perform X
• Spring Fair
• Brand Licensing Europe
case study: Dedication to quality, relationship building and innovation: How we’ve worked with Everyone Active for over a decade
In an industry where reliability, quality, and consistency matter just as much as innovation, long-term partnerships are a true sign of trust and performance. At D2F, we’re proud to have been a key supplier of gym equipment to leading operators for over a decade – and few partnerships reflect that legacy better than our ongoing relationship with Everyone Active.
As Matt Hague, Regional Fitness Business Manager at Everyone Active, puts it, “We need a partner that can deliver on time and to budget, and D2F can always be relied upon. D2F definitely delivers on both quality and price.” This level of collaboration doesn't happen overnight. It’s built over years of consistently delivering what matters most – dependable service, competitive pricing, and equipment that performs.
20 years in the making: contract signing until 2032
In 2012, D2F was a small, growing business entering the tender process for Everyone Active, and fortunately our pricing and service focus won out and we supplied a range of functional kit, free weights and studio equipment to Plymouth Life Centre.
Fast forward to today, and we’ve done over 300 installs for Everyone Active centres across the UK, providing everything from flooring to rigs and racks and we’re proud to say we’ve just signed an agreement to continue supplying Everyone Active until 2032. That will mark 20 years of collaboration, innovation, and shared goals.
The introduction of Altrafit
A major inflection point in the partnership was the introduction of Altrafit – our in-house brand, which allows us to offer even more value to clients, offering high quality products without the price tag. With Altrafit, we’ve been able to reduce costs and increase flexibility, enabling more refurbishments and broader equipment rollouts across sites.
When Everyone Active needs something specific, we’ve got the ability to tweak, adapt or even create products from scratch. We control our full supply chain – which means if a supplier stops making a piece of kit Everyone Active loves, we can recreate it to their spec.
Pivoting during unprecedented times: COVID-19
Like the entire industry, the pandemic was a massive challenge. Everyone Active had to close sites and saw a drop in revenue – but they didn’t want to lose touch with their members. D2F stepped in quickly to help launch an online Shopify store, giving Everyone Active members access to fairly priced home fitness equipment. What started as a quick fix turned into a meaningful way for Everyone Active to support their community, and we were proud to be part of that process.
Looking Ahead: Innovating for the Future
Looking ahead, we want to be Everyone Active’s first call when something new is on the horizon. The D2F team are currently working on new concepts for gym-floor and studio-based group exercise, with a focus on power training.
Everyone Active have always valued the quality and price of our equipment and the feedback from their team over the years has been consistently positive. But more than that, there’s a sense of loyalty and shared journey, and we feel so proud to reflect on how far we’ve come since the first install at Plymouth Life Centre. By the time 2032 rolls around, we’ll have been working with Everyone Active for two wonderful, dumbbell-filled decades.
As Matt Hague, Regional Fitness Business Manager at Everyone Active, puts it, “We need a partner that can deliver on time and to budget, and D2F can always be relied upon. D2F definitely delivers on both quality and price.” This level of collaboration doesn't happen overnight. It’s built over years of consistently delivering what matters most – dependable service, competitive pricing, and equipment that performs.
20 years in the making: contract signing until 2032
In 2012, D2F was a small, growing business entering the tender process for Everyone Active, and fortunately our pricing and service focus won out and we supplied a range of functional kit, free weights and studio equipment to Plymouth Life Centre.
Fast forward to today, and we’ve done over 300 installs for Everyone Active centres across the UK, providing everything from flooring to rigs and racks and we’re proud to say we’ve just signed an agreement to continue supplying Everyone Active until 2032. That will mark 20 years of collaboration, innovation, and shared goals.
The introduction of Altrafit
A major inflection point in the partnership was the introduction of Altrafit – our in-house brand, which allows us to offer even more value to clients, offering high quality products without the price tag. With Altrafit, we’ve been able to reduce costs and increase flexibility, enabling more refurbishments and broader equipment rollouts across sites.
When Everyone Active needs something specific, we’ve got the ability to tweak, adapt or even create products from scratch. We control our full supply chain – which means if a supplier stops making a piece of kit Everyone Active loves, we can recreate it to their spec.
Pivoting during unprecedented times: COVID-19
Like the entire industry, the pandemic was a massive challenge. Everyone Active had to close sites and saw a drop in revenue – but they didn’t want to lose touch with their members. D2F stepped in quickly to help launch an online Shopify store, giving Everyone Active members access to fairly priced home fitness equipment. What started as a quick fix turned into a meaningful way for Everyone Active to support their community, and we were proud to be part of that process.
Looking Ahead: Innovating for the Future
Looking ahead, we want to be Everyone Active’s first call when something new is on the horizon. The D2F team are currently working on new concepts for gym-floor and studio-based group exercise, with a focus on power training.
Everyone Active have always valued the quality and price of our equipment and the feedback from their team over the years has been consistently positive. But more than that, there’s a sense of loyalty and shared journey, and we feel so proud to reflect on how far we’ve come since the first install at Plymouth Life Centre. By the time 2032 rolls around, we’ll have been working with Everyone Active for two wonderful, dumbbell-filled decades.
case study: A crazy (golf) installation: we can do it all
We pride ourselves on our ability to tailor our services to meet even the most unexpected requests. When you work with D2F, there is no task too big or too small for us to handle. Our involvement in a custom crazy golf course is the perfect example of how we go above and beyond to meet your requests, delivering perfection down to the finer details.
It all began with a simple question from a regional manager: “Can you supply crazy golf flooring?” With our pragmatic approach, we wasted no time in reaching out to one of our trusted suppliers to get the job done.
We swiftly coordinated the install, ensuring everything was in place for a seamless delivery. D2F supplied the flooring, while the install was expertly handled by our supplier’s fitter – all under our careful management.
The result?
A unique, high-quality mini golf flooring solution that met the client’s needs perfectly. This isn’t just a story about flooring, it’s about flexibility. No matter the intricacy of your bespoke needs, at D2F, it’s our pleasure to work alongside you, prioritising quality results and customer satisfaction every time.
So if you’ve got a vision – even if it’s a little outside the box – think D2F.
It all began with a simple question from a regional manager: “Can you supply crazy golf flooring?” With our pragmatic approach, we wasted no time in reaching out to one of our trusted suppliers to get the job done.
We swiftly coordinated the install, ensuring everything was in place for a seamless delivery. D2F supplied the flooring, while the install was expertly handled by our supplier’s fitter – all under our careful management.
The result?
A unique, high-quality mini golf flooring solution that met the client’s needs perfectly. This isn’t just a story about flooring, it’s about flexibility. No matter the intricacy of your bespoke needs, at D2F, it’s our pleasure to work alongside you, prioritising quality results and customer satisfaction every time.
So if you’ve got a vision – even if it’s a little outside the box – think D2F.
case study: Kings Gym custom kit
We’re proud to help you bring your visions to life, down to each valuable detail. At D2F Fitness, we don’t just supply premium gym equipment – we deliver it your way. That means fully customisable kit, tailored to your brand, building client loyalty and a sense of community at your gym.
We recently worked with Kings Gym to elevate their brand and breathe life into their gym space. We collaborated with the team to create a full range of custom dumbbells and plates, decked out with their branding.
We created dumbbells for the gym spanning all the way up to an astounding 80kg, and we also supplied other accessories, bars and flooring to further spruce up Kings Gym per their request. Kings had a clear vision for how their branding should be represented, and we were there to bring it to life with our high-quality offerings.
Working to customise Kings Gym’s equipment included everything from the size of the lettering and numbering to the precise positioning of their logo on both the plates and dumbbells.
One of the benefits of working with D2F Fitness is our ability to offer entirely bespoke products which work for your gym. When creating kit for Kings Gym, we reworked the dumbbell mould to sharpen up the detail of the logo, and even changed the dumbbell handles to perfect each product to deliver exceptional results to the client in true D2F fashion.
We recently worked with Kings Gym to elevate their brand and breathe life into their gym space. We collaborated with the team to create a full range of custom dumbbells and plates, decked out with their branding.
We created dumbbells for the gym spanning all the way up to an astounding 80kg, and we also supplied other accessories, bars and flooring to further spruce up Kings Gym per their request. Kings had a clear vision for how their branding should be represented, and we were there to bring it to life with our high-quality offerings.
Working to customise Kings Gym’s equipment included everything from the size of the lettering and numbering to the precise positioning of their logo on both the plates and dumbbells.
One of the benefits of working with D2F Fitness is our ability to offer entirely bespoke products which work for your gym. When creating kit for Kings Gym, we reworked the dumbbell mould to sharpen up the detail of the logo, and even changed the dumbbell handles to perfect each product to deliver exceptional results to the client in true D2F fashion.
D2F Fitness
Tel: +44 (0)330 124 3155
Email: [email protected]
Address:
Unit 32 Wornal Park,
Worminghal,
Buckinghamshire,
HP18 9PH,
UK
John Lofting, managing director
D2F Fitness video gallery:
Key personnel
John Lofting, managing director
Matthew Aynsley, operations director
Stuart Braun, head of key accounts Fitness
Emma Sumner, head of key accounts Bespoke
Adam Young, Equipped business lead
Matthew Aynsley, operations director
Stuart Braun, head of key accounts Fitness
Emma Sumner, head of key accounts Bespoke
Adam Young, Equipped business lead
Key customers
Each division supports high‑profile, long‑standing clients with quality and reputation.
• D2F Fitness supply key industry names like Everyone Active, Places Leisure, Serco, Energie & UBX and boutique gyms such as Fitness Factory, Nirvana, Kings Gym.
• D2F Bespoke have delivered premium apparel to elite sporting bodies, including the Olympics, the Commonwealth Games, the Boat Race, the FA, the English Cricket Board, the Universities of Oxford and Cambridge, and top Premiership Rugby Clubs.
• D2F Fitness supply key industry names like Everyone Active, Places Leisure, Serco, Energie & UBX and boutique gyms such as Fitness Factory, Nirvana, Kings Gym.
• D2F Bespoke have delivered premium apparel to elite sporting bodies, including the Olympics, the Commonwealth Games, the Boat Race, the FA, the English Cricket Board, the Universities of Oxford and Cambridge, and top Premiership Rugby Clubs.
Plans for the next 12 months
D2F plan to continue to provide iconic events with bespoke solutions, and expanding D2F’s in-house brands, delivering high-quality fitness equipment, maintaining strong relationships with clients while introducing exciting new customised offerings.
Clients and partners can expect fresh, dynamic products that align with D2F’s reputation for excellence, adaptability, and pushing boundaries in activewear design. D2F will also be adding some exciting services to Equipped over the next 12 months.
Clients and partners can expect fresh, dynamic products that align with D2F’s reputation for excellence, adaptability, and pushing boundaries in activewear design. D2F will also be adding some exciting services to Equipped over the next 12 months.
Testimonial
“D2F have been our fitness partner for functional and studio equipment, as well as flooring, for over a decade. With more than 200 sites in our portfolio, we need a partner that can deliver on time and to budget and D2F can always be relied upon.
We’re not a typical leisure centre gym, we pride ourselves on having best in-class equipment. D2F definitely delivers on both quality and price.”
– Duncan Jefford, regional director, Everyone Active.
We’re not a typical leisure centre gym, we pride ourselves on having best in-class equipment. D2F definitely delivers on both quality and price.”
– Duncan Jefford, regional director, Everyone Active.
Testimonial
“D2F have always supplied exactly what we need, from bespoke flooring solutions, to branded free weights, studio and functional kit, we can rely on them to deliver every time. It’s so great working with a supplier who listens and works with you to find solutions. We’re excited to continue working with the D2F team as they kit out more of our facilities.”
– Jamie Townsend, national health and fitness manager, Serco Leisure
– Jamie Townsend, national health and fitness manager, Serco Leisure
Testimonial
“We’ve been working with D2F for over a decade and during our long-standing relationship they have delivered across the board. From delivering high-quality equipment, to installation and servicing, we can always trust D2F to help make sure we’re getting the most out of any space we’re kitting out.
"D2F have supplied us with everything for the gym floor from rigs and racks, platforms and plate loaded machines, to free-weights and functional equipment, and we’re excited to start taking the new Altrafit line, including flooring, which we’re having installed soon.”
– Steve Bradley, Fitness4Less / Welcome Gym
"D2F have supplied us with everything for the gym floor from rigs and racks, platforms and plate loaded machines, to free-weights and functional equipment, and we’re excited to start taking the new Altrafit line, including flooring, which we’re having installed soon.”
– Steve Bradley, Fitness4Less / Welcome Gym
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