DeerRun Opens First US Store in Houston, Gives Away 50 Treadmills

The Apex Series includes models ranging from the Apex 5000 to the Apex 9000, each with different motor power, incline range, and screen size. The PitPat ecosystem connects users through leaderboards and virtual races, a feature set that competes with Peloton's software platform and NordicTrack's iFit subscription.

DeerRun's move into physical retail marks a shift for a brand that built its user base through direct-to-consumer online sales. A Houston storefront gives the company a showroom for customers who want to test hardware before buying, a common friction point for connected fitness equipment that costs $1,000 or more.

The connected fitness market has consolidated around a few large platforms since the pandemic boom faded. Peloton cut costs and refocused on content after demand normalized. NordicTrack parent iFit filed for bankruptcy in 2023 before restructuring. DeerRun's bet is that a lower price point and community features can carve out share in a market where hardware differentiation is narrowing.

DeerRun did not disclose sales targets for the Katy store or plans for additional U.S. locations.