The deal comes amid a year of consolidation across the fitness software and payments space
Daxko, a software and payments provider, has added another piece to its growing fitness tech portfolio with the acquisition of Exercise.com, a gym management software company that focuses on boutique fitness studios.
Financial terms of the deal were not disclosed.
The acquisition builds on Daxko’s recent expansion streak. In September, the company acquired Vision, a longtime software partner of the Boys & Girls Clubs of America, extending its footprint to nearly 30% of Clubs nationwide. The deal was designed to reduce administrative burdens for club leaders while expanding access to Daxko’s member management and engagement tools. That move followed Daxko’s purchase of ARC, a platform supporting Jewish Community Centers.
“This acquisition reinforces our commitment to serving fitness businesses of every size and model, from independent studios to multi-location clubs,” Daxko CEO Jeff VanDixhorn said. “Exercise.com’s proven platform and team align perfectly with our strategy to help fitness organizations thrive while improving the lives of the people and communities they serve.”
Exercise.com will continue operating under its existing platform and team, with Daxko’s backing expected to speed innovation and scale. The companies said the goal is to more tightly link coaching, operations and payments in one data-driven system designed to help fitness businesses grow.
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“The future of boutique fitness belongs to the platforms that help owners run smarter, connect deeper and grow faster,” Exercise.com founder and CEO Joel Ohman said. “We’ve built a strong foundation for that vision, and joining Daxko, a recognized leader in fitness, gives us the reach, resources and go-to-market strength to take it further—bringing more value to fitness professionals and their members.”
The Daxko–Exercise.com acquisition adds to a growing list of fitness technology deals in 2025.
In July, Echelon Fitness acquired Fortë to scale its enterprise software platform, while in September, Xplor Technologies and Clubessential Holdings announced plans to merge, forming a multi-vertical global software and payments provider serving more than 130,000 customers across fitness, wellness and recreation.
January is peak season for fitness sales, with major discounts on gym memberships, fitness trackers, activewear and beginner-friendly exercise equipment. No wonder — it is a perfect opportunity for retailers to clear inventory and capitalize on all those “New Year, New You” resolutions.
For an exercise novice, however, this endless sea of workout gear and gadgets can be downright overwhelming. But if that is you, do not worry! You do not need a gym’s worth of exercise equipment, a high-end Garmin watch or a professional athlete’s wardrobe to begin. Starting simple is often the most effective strategy for a long-term lifestyle change — not to mention that it is much easier on the wallet.
With that in mind, we rounded up a list of essential, science-backed purchases for a beginner, prioritizing ease-of-use, safety and versatility. Plus, we sprinkled in some fitness deals to help your post-Christmas budget go that little bit further.
Here’s what to buy (and what to skip) to launch your fitness journey in strategic fashion — and save yourself some money in the process.
Anna Gora
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Anna Gora is a health writer and reviewer at Live Science, as well as a highly experienced personal trainer, nutritionist and fitness coach. Over the years, she has helped numerous exercise beginners kickstart their fitness journey, and is always on the lookout for versatile, easy-to-use fitness gear to recommend to her clients. At Live Science, Anna has written a guide to the best exercise equipment for beginners and is a significant contributor to our round-ups of the best fitness trackers, cardio machines and running shoes.
The essentials: Gear that gets you out the door
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Before investing in a premium running watch or one of the best rowing machines, focus on the basics. Buying the right footwear and workout clothing is an essential first step on your fitness journey. This is not about fashion; it is about comfort and safety.
Footwear: Your most important investment
This is your non-negotiable purchase. Appropriate footwear helps you maintain good foot health, reduces the risk of injuries and boosts your overall well-being, according to a 2024 review published in the journal Applied Sciences. Choose shoes that are stable, comfortable to wear and suitable for your intended activities.
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That said, do not get bogged down in premium brands and ultra-specialized shoes. Start with a quality pair of all-purpose trainers or cross-trainers. The best beginner-friendly options have a good balance of cushioning and stability for a mix of gym workouts, walking, jogging and low- to moderate-intensity aerobics. Good looks are just the cherry on top.
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Workout clothing: It is all about comfort
Workout clothing should help you withstand the demands of intense exercise, not actively impede your attempts to get fit. Look for synthetic, moisture-wicking fabrics like polyester or spandex — they help regulate body temperature and prevent sweat from lingering on your skin, while cotton, for example, holds sweat and can cause chafing.
Then, focus on freedom of movement. A well-designed piece of activewear will allow for freedom of movement and not slip off or irritate your skin during intense workouts. Start with a few core pieces to build a rotation: a few tops and bottoms, several pairs of sports socks and, for women, a couple of good-quality sports bras.
Again, there is no need to invest in premium brands and highly specialized activewear; affordable lines from major retailers work perfectly fine. Comfort here is key — if you feel good, you are more likely to get moving.
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The best retailers for finding deals on beginner-friendly workout clothing:
Puma: Now up to 60% off on Puma Essentials and Puma Elevated Essentials
Adidas: End of Year Sale with up to 60% off on shoes and activewear
Reebok: End-of-Season Sale with up to 50% off selected styles
CRZ Yoga: A budget alternative to Lululemon, now with up to 81% off on yoga pants, leggings, tops and jumpsuits
Target’s All in Motion: A highly-rated line of affordable workout clothing, running shoes and exercise equipment
Amazon’s Aurola: Soft and versatile workout tops and bottoms for under$35
The home-gym starter pack: Simple, space-savvy exercise equipment
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While you may be tempted to splash out on a premium treadmill or super-smart exercise bike, hold off on the big purchases for now. You can build remarkable strength, endurance and mobility with basic, space-savvy equipment too, and at a much lower cost. A yoga mat, adjustable dumbbells and resistance bands, for example, are very beginner-friendly, offering maximum versatility with a minimal footprint.
If you are not entirely sure how to use them, look up beginner-friendly home exercise video tutorials or join an online fitness class. January fitness sales are not just about physical gear — many fitness apps and services are discounted, too, or offer free taster sessions. There is also plenty of good-quality content that is entirely free of charge.
Fitness trackers: A source of useful data and exercise advice
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A well-chosen fitness tracker can provide a lot of valuable feedback and positive reinforcement in the early stages of your fitness journey. Counting your daily steps, tracking an active workout and reviewing your past activities can help you make more sense of your workouts and general progress.
Training by “feel” is hard for beginners, and continuous heart rate measurements provide objective data on your efforts. It helps you understand zones: are you in a moderate, fat-burning zone or pushing into high intensity? This ensures your easy days are genuinely promoting recovery and your hard days are truly effective.
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Moreover, the goal-setting and “closing your rings” features (a visual representation of your progress towards your daily exercise goals) leverage gamification, and this in itself can be a powerful motivator. Not to mention, many fitness trackers come in handy outside of the gym or running track, too.
However, do not get swayed by the trends here. A basic Fitbit, Garmin or Apple Watch SE will track steps, heart rate, sleep, and active minutes just as well as the more advanced and expensive models. They also tend to be more beginner-friendly in terms of their user interfaces and the language they use to describe your fitness stats.
What NOT to buy (right away)
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The allure of a shiny new machine is strong, but impulsive buys often become expensive clothes racks. Here are some tips on how to avoid costly mistakes as an exercise beginner.
Hold off on major equipment. Do not start by buying an expensive treadmill, elliptical, or full home-gym system. Use your foundational gear or a gym trial for one month at least. If you have consistently stuck with your routine, then research what machine would best suit the activities you have genuinely enjoyed.
Avoid over-specialization. You do not need cycling shoes until you are sure indoor cycling is your go-to sport. Similarly, you do not need Olympic weightlifting shoes for general strength training. Let your sustained interest guide niche purchases, not the other way around.
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Beware of fads and “quick fix” gadgets. If a product promises insane results with minimal effort, it is likely selling a fantasy. Sustainable fitness is built on consistent effort, not electrical muscle stimulators, ab belts or dodgy supplements. Stick to the good-old healthy diet and regular workouts, and you will be primed for success in 2026.
The bottom line
The goal of your initial purchases is not to equip a pro athlete from the get-go, but to minimize barriers to exercise and help you establish healthy habits. Every item should make it easier to say “yes” to your workout and harder to make an excuse.
This New Year, invest first in the basics that support consistency. Let your proven dedication over weeks and months, not your initial January enthusiasm, guide your future investments. Your journey starts not with the fanciest gear, but with the first step taken in the right shoes.
If you purchase a product through a link on our site, we may receive compensation.
Target is starting the year off on the right foot with huge savings on tons of exercise equipment. One deal that stood out to us is The YOSUDA Classical Model Exercise Bike, now only $300, down from $500. This sale comes at the perfect time, as many people have fitness goals in their New Year’s Resolutions.
Features
The YOSUDA Classical Model Exercise Bike features a 30 lbs flywheel and a heavy-duty steel frame, ensuring stability during workouts. It utilizes a belt-driven system that offers a smooth and quiet ride.
The bike can support a maximum weight capacity of 300 lbs. It is designed to fit a wide range of users, with 2-way adjustable handlebars, a 4-way adjustable padded seat and spring-loaded comfort. The bike is suitable for individuals between 4′8″ and 6′1″ in height.
An LCD monitor tracks essential workout data, and a tablet holder and Bluetooth connectivity add entertainment and smart app integration. Safety features include adjustable cage pedals and a resistance bar for emergency stops.
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Related: HOKA is having an incredibly rare sale on the Clifton 10 this week, and they’re selling fast
The “Ride Comfort All the Way” feature, with its upgraded spring-loaded seat and adjustable handlebars, is designed to enhance shock absorption and reduce exercise-related discomfort.
This ensures a more enjoyable and sustainable workout experience.
The two-way adjustable handlebars and four-way adjustable padded seat go a long way to making the user comfortable.
Customer reviews
The YOSUDA Classical Model Exercise Bike has received predominantly positive feedback from customers, with an overall rating of 4.7 out of 5 stars based on 115 reviews. Users appreciate the bike’s quality, value, and smooth operation. Many reviewers highlight the bike’s stability, comfort features such as the adjustable seat and handlebars, and the quiet belt-drive system.
You can buy the The YOSUDA Classical Model Exercise Bike at Target for only $300 this week, but hurry, your New Year’s Resolutions are waiting.
More fitness deals at Target
More deals at Target.
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