Guide to 3D visualization for gym equipment brands

The global fitness industry is experiencing rapid growth, visible everywhere from the proliferation of new gyms to the rise of fitness apps and wearable tech.

Behind the scenes, the numbers tell the same story: global revenue is forecast to reach $302 billion by 2034, driven by a CAGR of 9.2% over the next decade.

As more shoppers turn to online channels, gym equipment brands face a key challenge: how do you convey the size, functionality and quality of products like squat racks or treadmills without a physical showroom?

An increasing number of brands are finding an effective solution in 3D product visualization and augmented reality (AR). But before we get into solutions let’s first identify the obstacles…

The challenges of selling gym equipment online

When it comes to eCommerce, gym equipment presents unique hurdles. Unlike smaller items, these products are typically:

• Bulky and heavy – customers are concerned whether items will fit in their spaces.
• Complex – many products are configurable with moving parts, adjustable features or require assembly.
• Expensive – high price tags mean customers want to be absolutely sure before completing a purchase.

Traditional product photography often fails to capture the true scale, features and quality of gym equipment. This then leads to:

• Uncertainty – customers can’t “try before they buy” and may look elsewhere.
• High return rates – mismatched expectations result in costly returns and damaged brand reputation.
• Lost sales – shoppers abandon carts when they feel unsure and the opportunity to build brand loyalty is missed.

So how can 3D and AR gym visualization help?

1. Enhanced Customer Engagement

Interactive 3D models keep shoppers on your site longer and encourage them to explore your products in photorealistic detail. According to market research conducted by Cappasity, retailers using 3D and AR see:

• 95% of online shopping respondents prefer interactive 3D product views to video playback
• 34% of all users interact with a 3D product view for more than 30 seconds, with 20 seconds being the average.

Key engagement metrics improved by 3D product visualization:

• Time on product page
• Number of pages viewed per session
• Click-through rates on product features

2. Reduced Return Rates

Returns are a major pain point for gym equipment retailers – financially, logistically and in terms of environment impact. 3D and AR visualization help by:

• Giving customers a true-to-scale view of products in their fitness spaces
• Allowing them to inspect features in precise and extensive detail
• Reducing misunderstandings about size, functionality and configurability

A Harvard Business Review study found that AR visualization can reduce product returns by up to 25% in categories with high size/fit uncertainty, such as furniture and fitness equipment.

3. Boosted Conversion Rates

It’s no great secret that when customers feel more confident about a product, they’re more likely to buy it. According to Shopify’s research, 3D and AR tools have been shown to:

• Increase conversion rates by as much as 94%
• Drive higher average order value as 40% of online shoppers said they were willing to pay more for 3D eCommerce experiences

4. Competitive Differentiation

Competing in the fitness equipment space – especially online – is more challenging than ever.

Incorporating 3D and AR product experiences helps your brand:

• Showcase a commitment to customer experience and innovation
• Appeal to a growing segment of tech-savvy, digital-first buyers
• Differentiate your brand from competitors still using static product visuals

Scan the QR to interact with a 3D exercise bike and press the top right cube to trigger AR visualization

How 3D and AR can transforms the fitness customer journey

Let’s walk through a typical gym equipment customer journey using 3D and AR visualization to demonstrate how it works:

1. Discovery – a shopper visits your website and finds an elliptical they like.
2. Exploration – they interact with a 3D model, rotating it to see all sides, zooming in on the console to examine features and using hotspots to see contextual details.
3. Animation – they can trigger animations to see how different parts of the elliptical move such the running motion or mobility wheel.
4. Customization – they change the color or configuration to match their fitness space or other gym equipment.
5. Visualization – using AR, they “place” the treadmill in their gym or workout space via their smartphone, checking fit and aesthetics.
6. Decision – confident the product meets their needs and taste; they complete the purchase.

This interactive 3D experience delivers the best of both worlds: the confidence of in-store shopping with the ease of eCommerce.

3D visualization for DTC vs B2B gym brands

Benefits for Direct-to-Consumer (DTC) gym bands

• Personalized experiences – 3D/AR lets DTC brands offer shoppers tailored visualizations, driving buyer confidence and satisfaction.
• Brand storytelling – interactive visuals help communicate unique features and quality.
• Reduced friction – customers can confidently buy big-ticket items online, minimizing the need for physical showrooms.

Benefits for B2B gym brands

• Simplified procurement – commercial buyers can visualize equipment layouts for gyms, hotels or corporate wellness centers.
• Customization – 3D models allow B2B clients to explore bulk product configurations and custom branding.
• Faster decision-making – photorealistic 3D visuals speed up approvals and reduce back-and-forth with sales teams.

How gym equipment retailers can implement 3D visualization

Interested to know how implementation works? Here’s what to consider when choosing a 3D/AR platform:

Essential features to look for

• High-quality, photorealistic models – ensure your products look as good online as they do in person.
• Real-time customization options – allow customers to instantly change colors, sizes and configurations.
• Mobile compatibility – most AR experiences happen on smartphones so your solution should be browser-based and work flawlessly on mobile.
• Easy integration – look for platforms that plug into Shopify, Magento, WooCommerce and other major eCommerce systems.
• Analytics – track engagement, conversions and ROI from your 3D/AR experiences.

London Dynamics offers a robust 3D configurator and AR visualization platform designed for eCommerce, with seamless integrations and best-in-class rendering quality.

Integration tips

1. Start with your best-selling products to maximize impact.
2. Use 3D/AR content in social media and email campaigns to drive traffic.
3. Train your sales and support teams to leverage 3D models in customer interactions.

Some real-world examples of 3D gym equipment visualization

Many leading fitness brands have already embraced 3D and AR visualization, with impressive results:

Eleiko

To elevate both sales and customer engagement, Eleiko worked with London Dynamics to create a 3D configurator that showcases gym systems in a fully interactive way. It empowers users to configure, customize and visualize gym equipment, as well as use AR to see how it fits into their own training space, all while staying true to Eleiko’s premium brand identity.

(Take a look at Eleiko’s range of gym equipment that have 3D configurator visualization).

Life Fitness

To elevate the digital shopping experience, Life Fitness worked with London Dynamics to launch animated 3D configurators for their equipment range. The result is a more immersive, lifelike journey where customers can interact with machines in motion and customize their setups in real time. Plus, shoppers can use AR to place equipment in their actual environment for a better sense of scale and fit.

(Explore Life Fitness’s full catalog of exercise equipment that can be visualized in 3D and AR).

Technogym

Technogym’s collaboration with London Dynamics brings equipment to life with 3D visuals and interactive hotspots that demonstrate how each feature works. Customers can engage with detailed animations for deeper product understanding and use AR to visualize how each piece of equipment will look and fit in their fitness space, thereby making the online experience more personal and practical.

(From weight racks to rowing machines to treadmills, interact with more of Technogym’s 3D visualized products).

Reshaping the gym customer experience

The future of fitness eCommerce is immersive, interactive and increasingly personalized. Some of the most exciting emerging trends include:

• Virtual showrooms: Entire gym setups can be explored in 3D, not just individual items. This allows customers to build and visualize their ideal fitness spaces.
• Personalized AR experiences: AI-driven recommendations can suggest equipment and layouts tailored to each shopper’s space and goals.
• Integration with wearables: Imagine AR experiences that sync with your fitness tracker to recommend equipment based on your workouts and fitness goals.

As 3D and AR tools become more accessible, shoppers expect the same confidence online as they get in-store. Fitness retailers need to meet them there.

(The video above shows Surya Cox from Eleiko demonstrating London Dynamics’ 3D gym configurator)

3D isn’t the future – it’s what thriving brands are using today

3D gym equipment visualization is no longer a nice-to-have. In a digital-first world, it’s a must-have for gym brands that want to sell strength and inspire confidence online. By embracing 3D and AR, retailers can:

• Engage customers with interactive experiences
• Reduce costly returns
• Boost conversion rates and average order values
• Stand out in an increasingly competitive market

At London Dynamics, we’re passionate about helping brands unlock the full potential of 3D and AR product visualization.

Ready to transform your fitness eCommerce experience? Contact us today to learn more.