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Circular fitness products: a lifting market

The demand for our Granuflex® circular fitness products has skyrocketed over the past five years. Between 2019 and 2023, our production of rubber flooring solutions for the fitness market increased by an impressive 60%. We achieved this by anticipating and capitalizing on growth trends within the sector.

The global fitness market is projected to grow at a compound annual growth rate (CAGR) of 8.83% through 2030. Jef Groenewegen, account manager at Granuband, observes, “More and more players in the fitness industry are opting for sustainable solutions to reduce their ecological impact. The growing demand for circular products is also driven by the Corporate Sustainability Reporting Directive (CSRD), which large fitness chains, for instance, must comply with. Our products, made from recycled rubber granulate sourced from discarded car tyres we collect, align perfectly with these requirements.”


To successfully tap into this market, we have invested in our production processes over the past few years. Starting in 1995 with three manual presses, we expanded in 2019 with three self-developed robotic presses. Over the years, we have also developed a wide range of products tailored to the unique needs of each fitness space. “Our Granuflex® fitness mats are available in various sizes and offer different levels of cushioning and finishes, ensuring a perfect solution for every training area,” says Jef Groenewegen. “Continuing to innovate in a dynamic market, even during turbulent times, is crucial. During the COVID-19 pandemic, Granuband responded to the trend of people installing home gyms due to lockdowns. We developed a specific product range for this market, which we successfully marketed through specialized distributors focusing on the home market. This is a great example of tapping into new markets, both in the Netherlands and other EU countries.”


In addition to continuously optimizing our fitness flooring product line, a specific customer request led to the development of an entirely new product line: Granuflex® Recycled Rubber Plates. These sustainable bumper plates offer an eco-friendly option for strength and fitness training. Made from recycled car tyres, they provide an effective workout with minimal noise and impact while protecting floors. With two distinct collections, we offer superior alternatives to traditional metal weight plates. Groenewegen adds, “This new product line not only reflects our unwavering commitment to sustainability but also our relentless drive for innovation. By listening to our customers’ needs and offering creative solutions, we not only strengthen our brand but also contribute to a greener future for the fitness industry.”


To meet the surging demand, we are pulling out all the stops. We are currently constructing a new production and storage hall at the Granuband site and continue to invest in new equipment. Once the new hall is completed, we will add more robotic presses to our production lines. Additionally, we continue to invest in process optimization in the preliminary stages of our production process, such as with the tyre sorting machine. These expansions also create opportunities for new personnel.

Sometimes expansion and growing demand do not perfectly align. Demand can outpace capacity. We are doing everything we can to process orders on time and meet your schedule, which sometimes requires flexibility from both sides. Jef’s tip: “Involve us early in your planning, especially if you have a tight schedule!” This way, we strive to continue providing our customers with high-quality products and excellent service while strengthening our growing market position.


Curious about our sustainable and circular solutions for professional fitness environments or home gyms? Download the Granuflex® fitness brochure or contact Jef Groenewegen.

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