One reason that NuStep has done well or held steady is because they do operate in that niche market,” said Leve. “There’s been a retraction in the fitness equipment industry overall in the last couple of years, what with access to credit being so difficult. Major companies include Nautilus, Precor and Life Fitness.īut Sarns said that NuStep, which employs 80, targets a much smaller niche market that’s “somewhere over $100 million, with about a half-dozen companies that we compete with directly.”Ĭhuck Leve, executive director of the Association of Fitness Industry Retailers & Manufacturers, confirmed Sarns’ estimate of the size of NuStep’s niche market.Â fitness-equipment-manufacturing industry consists of about 100 companies, with combined annual revenues of more than $3 billion. NuStep manufactures and sells specialty exercise machines and physical-rehabilitation equipment to hospitals, physical therapy centers, cardiac rehab clinics, and health and wellness centers, and one of their machines is being used on “The Biggest Loser” weight-loss TV show.Īccording to First Research, which provides market analysis tools to sales and marketing specialists, the overall U.S. While many Michigan companies have reported plummeting revenues due to the recession, NuStep’s revenues fell from $20 million in 2007 to about $19 million in both 20, said company president Dick Sarns.Īnd this was after a robust period during which the company saw revenues jump from $7 million in 2000 to $20 million in 2007, said Sarns - who’s projecting an increase in revenues for 2010, up to $21 million. NuStep founder Dick Sarns, 82, who still runs the company, sits on one of the rehabilitaion exercise machines the company makes in the workout room at the company headquarters on Venture Drive in Pittsfield Township.Īll things considered, NuStep, Inc.

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