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The perfect ecosystem

The Future Of Fitness Equipment Management Is All In The Data.

Orbit4 presents business owners with actionable insights that maximise equipment lifespan, enhance facility functionality, and empower business owners to make data-driven decisions that increase efficiency and profit.

Full Inventory Management​

Track all of your equipment data in one place and set a ‘cap spend’ on service and maintenance costs so you don’t overspend.

Service Ticketing System

Instantly connect to your incumbent service provider to submit service tickets via our iOS and Android smartphone app.

orbit 4 club admin dash board

Management and Owner Data Dashboard

Real-time data points about fitness assets. The perfect helicopter-view across your estate of clubs and manage from your desk!

Total Cost of Ownership

Track total cost of ownership of your expensive assets and let Orbit4 help you target the trade-in and buy-new sweet-spot

Fully Connected Ecosystem

When the product matures (when your existing assets hit the pre-agreed ‘cap spend’), our connected ecosystem offers free, automated quotations from suppliers for new product, finance and an immediate buyback valuation of the existing asset.


Orbit4 is the umbrella brand for FitnessCompared, FitnessFinance,
WeServiceGymEquipment and


The platforms have created the perfect ecosystem that manages and facilitates the commercial fitness product cycle. Our platforms are free to join when using them individually and a premium service is available for those gym operators who require full automation, extensive reports and an asset management system.

We’ve qualified and aggregated the industry’s best partners so that gym operators have access to the wider market when

looking to purchase & finance gym equipment, tender for service contracts and disposal of an unwanted asset.
New opportunities are presented to stakeholders depending on what product or service they offer. In turn, gym operators benefit from the increased efficiencies via streamlining the procurement process, financing, tendering of service contracts and achieving the best price for unwanted equipment.
The platforms provide the perfect environment for stakeholders to do business efficiently, effectively and with 100 percent transparency.
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Specify. Compare and buy.

FitnessCompared is the first and only fitness equipment comparison website, whereby gym operators can impartially specify, compare and buy commercial gym equipment.

Millions of us use comparison websites every year for getting the best prices online, so it’s about time that the commercial fitness industry had one too! The website features products from many leading suppliers across 8 categories: Cardio, Strength, Free-Weights, CrossFit, Functional Training, Flooring, Studio Equipment and Indoor Cycles. Buyers select the category, pick preferred equipment specifications and quantities of products they want. Click ‘Compare’ and have the results within seconds so that they can compare ‘like-for-like’ quotations from multiple suppliers.

Once buyers have their first round of prices, they can choose which suppliers they want to negotiate with. Buyers and Suppliers can then communicate via the platform or off-platform so that more in- depth conversations can take place. The platform is an excellent way Buyers can impartially research Suppliers and open up conversations once like-for-like quotes have been downloaded – saving a huge amount of time in the process. It’s great for suppliers too, as they can also save time and money and do not engage directly with a buyer until they reach the key negotiation phase of the sales-cycle.

FF Logo For Web

Specify. Compare and buy.

FitnessFinance is an in-house finance company that enables Orbit4 customers to access finance when purchasing gym equipment and other assets within the fitness space. We work directly financial institutions to guarantee the best rates depending on your circumstances. Whether you buy equipment via our sister-brand, FitnessCompared or not, you’re able to access competitive finance solutions for your project so please get in touch and let us take you through our quick vetting process. Orbit4 represents an ecosystem of platforms that manages the commercial fitness product journey.

The data we’ve generated over the past five years puts us in an extremely privileged position because when it comes to finance, it’s essential to be able to predict the residual value of assets during and towards the end of the assets life. Residual value data held in our sister-brand, WeBuyGymEquipment enables us to pin-point the future residual value of the asset at the point of purchase. In turn, we can accurately offer the correct financial terms and end of term conditions. A simple win win for client and Orbit4.

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Impartial. Transparent. Easy.

Like all commercial equipment, fitness equipment requires regular service visit from a qualified professional engineer. Equipment is normally sold with a parts & labour warranty. When this expires, most gym operators extend their warranty either with the incumbent supplier or source a new service provider. WeServiceGymEquipment is the perfect solution to support the gym operator to help find a new service provider or to compare annual service contracts with the incumbent supplier.

We’ve aggregated many of the fitness industry’s best service providers so the operator doesn’t need to spend time requesting multiple quotes. Time is so precious and we believe gym operators should be fully focused on new members, retention and providing the best possible member experience. Having all service providers in one place ensures gym operators can tender annual service contracts with amazing speed – saving time and money. Mixed with the competitive nature of a bidding process, our platform delivers best value every time.

The asset management system allows fitness instructors to raise service tickets on the fly via the intuitive mobile app. The Service Providers pick these up and respond to fix the machines and carry out necessary work. Essential service data is aggregated and shared between both parties so that future informed decisions can be made.

Similar to the automotive industry, having a service contract for your asset provides more value when off-loading the equipment at the end of its life – therefore, increasing the residual value which leads to more cash revenue hitting your bottom line. Commercial traders who use WeBuyGymEquipment (our sister platform) will pay more for assets that have been covered by a continuous service contract verses asset that has not.


Impartial. Transparent. Easy.

WeBuyGymEquipment is the best way gym operators can maximise the amount the residual value of their assets.

WeBuyGymEquipment have created a commercial online auction platform where gym equipment goes under the hammer via 200 global second-hand gym equipment traders. It’s simple – the highest price wins!

All operators need to do is supply a list of equipment, access details and a bunch of photos and WeBuyGymEquipment will do the rest!

A hassle-free process and a great way to ensure the best return for your old equipment.

After aggregating thousands of bids in the platform, the business now has the ability to accurately predict residual values of used gym equipment at any stage of the lifespan of the asset. Extremely valuable data to fitness equipment manufacturers, leasing companies and the gym operator.

What Our Clients Say

As an icon of both football, training and fitness equipment within the community, Leisure United promise the best modern facilities at an affordable rate, empowering as many people as possible to discover that 'Greatness is Within.' With 10 locations and still exciting expansion plans ahead it's important to work with good partners who can support us. Working with the Orbit4 platform over the past 12 months has made day to day processes streamlined and efficient, and we look forward to continuing our partnership with Orbit4 in the future.
Mel Crossland
MD, Leisure United.
Orbit4 really helped our company during the toughest time. Mike and his platform helped us maximize the financial return for our used assets when we had to close the club. It was essential to get the best price so that we could re-invest back into the other clubs within our group. I would recommend them to all gym operators in the US and beyond.
Marc Polignano
Rascals Fitness, USA.

Trusted by some great industry brands

Our Leadership and Management Team

Daniel Jones

CEO and Founder

An entrepreneur with more than 25 years’ experience within the health and fitness sector. Highly driven business owner with a core background of sales and, product development and account management. Founder of Orbit4 and its associated platforms that offer gym operators a unique way to manage assets and track cost of ownership of fitness equipment. The platforms are now live in over 20 countries worldwide.

Peter Thoms


An experienced non-executive and CFO for UK listed technology and life science companies and a background in financial management of multinational companies. Peter has held CFO roles in NetScientific plc, NXT plc and Amstrad plc. He worked for The Gillette Company in senior financial roles in Canada and Northern Europe.

Peter Croft

Non-Executive Director

Peter Croft is known for digital transformation coaching, creating and delivering commercial growth through insight and trend analysis, business strategy development and digital innovation.

An experienced C suite senior leader in the fitness, wellness and healthcare markets, Peter is a regular speaker at global industry events having spoken in Europe, South Africa, the US and the UK and was most recently seen speaking at the “IHRSA Convention 2019” in San Diego and at the UK Active “Active Up Rising” Event 2019.

During his career, Peter has spent almost a decade operating health clubs for chains now owned by the likes of Nuffield, Virgin and David Lloyd Leisure, ten years running the global account division for Life Fitness and a similar length of time in the digital health sector with his current role as Chief Strategy Officer for Perfect Gym.

Peter is well travelled and has worked in the US, UK and Europe for extended periods, he specialises in identifying strategic growth opportunities, creating win/win partnerships and championing organisational excellence.

Neil Burton

Non-Executive Director

Neil Burton – is the Global Practice Lead for Customer Strategy & Brand at Greystar real estate; the global leader in rental housing.  Neil is responsible for customer acquisition strategy and branding for Greystar’s owned assets in Mexico, Chile, UK, Netherlands, Spain, Germany, China, Australia and the U.S,  Prior to his current role, he ran Greystar’s operating platform in the UK.  Prior to joining Greystar, he was CEO at The Nido Collection ( Real Estate – Student Housing ) for Round Hill Capital and from 2007 -2012 was CEO / COO for Holmes Place Health Clubs in Central Eastern Europe.  

Ashley Butterfield

Non-Executive Director

Is currently joint venture lead for a residential, commercial mixed-use development with a £500m+ GDV. Prior to this Ashley has partnered with industry-leading operators and led significant leisure, hospitality and real estate projects where he has held full capital raise, development, fiscal and operational responsibility. Between 2007 – 2013 Ashley was CEO of Old Thorns Golf and Leisure Hotel Resort. Ashley’s, early career was within the hospitality and health & fitness where he progressed to Director roles with responsibility for large portfolios. 

Mike Caruso

President – WeBuyGymEquipment LLC

Mike Caruso a senior level executive in the fitness and medical wellness sales industry for 3 decades, Mike has excelled in all areas of sales, sales management and development, strategic planning, recruiting and executive leadership, for several of the top industry leading companies, such as Cybex, Life Fitness and Matrix. Mike has set record goals in sales for several of the top companies, by recruiting, developing, training and managing top sales teams, which have resulted in record high revenue gains. Mike’s Greatest accomplishment has been being the primary driver of Gym Source’s 100% growth in commercial sales through recruitment, training and oversight, Mike more than doubled the Gym Source sales team from 16 to 38 members to annual sales of 55M. 

Mike has now applied his skill set and industry relationships to develop and drive the US market for Webuygymequipment, the recognized leader in the second hand equipment market. 

Paul Mc Cormick

EMEA Sales Manager

Originally from Belfast, I have lived in Spain for 15+ years previously working for leading fitness industry companies including Pavigym and Kangoo Jumps. My roles have always encompassed International Sales and Business Development in emerging markets.

Personal highlights would include the 7-8 years I spent in the Asia-Pacific region building distribution and key accounts networks with core partners such as Fitness First Asia to a point where the region accrued more than 25% of total company turnover.

Having worked across a multitude of regions (EMEA, North America, APAC), I believe my strengths lie in strategic sales planning and building solid relationships with my clients around the world.

I believe that it is important to be able to adapt and relate to different markets as cultural differences will always require a tailored approach and style.

Kate Fearon

UK Consultant and Account Manager – FitnessCompared

With an extensive range of roles in the fitness industry, operationally in the public sector with companies including EveryoneActive and Active Nation, in the private sector with NuYu (KSA), and in the supplier market as UK Product Manager for Technogym, Kate understands the nuances and requisites of both buyers and suppliers.  

A career spanning over 25yrs in the UK and Middle East, has provided Kate with expansive cross sector experience, cultivated vision and the right skills to drive FitnessCompared.  She brings to the team, credibility, creativity, knowledge and boundless energy, and to the role, a great network and extensive experience in gym concept design, equipment selection, and developing strategic relationships, along with lateral thinking, to drive change and lead growth.

Mark Fest

Business Development – Central Europe
(Managing Director Orbit4 Germany GmbH)

Mark has over 20-years of leadership, sales management and business development experience in the EMEA fitness industry. In his resent role as CEO of Les Mills for the DACH-Region he established the B2B Business Partner concept and focused the business on the club-operator success and member experience. 

Mark was almost 10-year running the EMEA distributor markets and responsible for the direct markets of the Precor Brand in the Amer Sports Corp. 

Additionally, to his career in the fitness industry Mark has a German engineer degree in mechanical engineering and he worked as an executive management trainer and business coach for leading DAX companies on specific topics such as leadership and sales, supporting organizational development and personal development at very different levels during this phase.

Mark is a truly international person with stations in South Africa, Costa Rica and Spain. He is a father and loves his new affection for kite surfing.

Mark joints Orbit4 with his passion to develop and grow the fitness industry. “Our part to engage more people into the fitness industry is the support of our club partners with the digital transformation to run more successful businesses”.