· Steve Callanan · 4 min read
A distribution agreement is one of the most consequential decisions a fitness equipment business makes. The brand you choose will shape your margins, your reputation and your workload for years. Yet many distributors sign on the strength of a catalogue, a price list and a good first meeting.
Brands assess distributors carefully, and distributors should return the favour. These are the ten questions we would want answered if we were in your position, and what a good answer sounds like.
1. Is the equipment genuinely built for commercial use?
"Commercial grade" is used loosely across the industry. Ask about frame materials and gauge, weld quality, cable and pulley specifications, upholstery durability and the duty cycle the equipment is designed for. Ask where it is installed and how it has held up after years of heavy use.
A good answer: specific engineering details, and examples of installations in demanding commercial environments.
2. Who designs and engineers the products?
A brand with in-house engineering can solve problems, modify products for your market and stand behind its designs. A brand that simply sources from factories is a trader, and will struggle when a client needs something non-standard.
A good answer: in-house engineers and designers, with a clear process for customisation.
3. What quality control happens before dispatch?
When equipment is shipped across borders, a defect found on the gym floor is many times more expensive than one found before the container leaves. Ask what inspection happens, by whom, and at what stage.
A good answer: a documented QC process before dispatch, not just reliance on the factory.
4. How does logistics work to my country?
Ask how stock is consolidated, how shipments are packed, typical lead times to your region, and whether the brand ships direct to your door or leaves you to coordinate multiple pickups.
A good answer: consolidation through central warehousing, efficient packing, and a logistics model planned around your market.
5. What does warranty support look like in practice?
Every distributor will handle warranty claims. What matters is how quickly the brand responds, how parts are supplied, and whether the process is written down.
A good answer: a written service SLA with defined response times. MasterKraft works to a 72-hour service SLA, in writing.
6. Can I sell under my own brand?
Even if you plan to represent the brand initially, the ability to customise branding gives you options, particularly for multi-site and franchise clients who want their own identity on the floor.
A good answer: yes, with genuine customisation of colours, upholstery and branding, not just a sticker.
7. What support will help me win projects?
Commercial clients expect more than a quote. Ask whether the brand provides 3D layouts, specification support, product imagery and marketing assets.
A good answer: design support that makes your proposals more persuasive, and assets you are permitted to use in your market.
8. How do I order, pay and track orders?
Spreadsheets and email chains do not scale. An online portal for ordering, payment and order tracking saves time and reduces errors.
A good answer: a dedicated ordering and payment portal with visibility of every order.
9. How are territories and commitments handled?
Understand what the agreement expects of you, such as order commitments and performance expectations, and what protection it gives you in return. Understand how the brand handles other distributors and direct sales in or near your territory.
A good answer: terms that are clear, written into a formal Distribution Agreement, and agreed with you rather than imposed.
10. What is the brand's track record across borders?
Supporting equipment in another country is very different from supporting it domestically. Ask how many countries the brand operates in, how many sites it has supplied, and whether you can speak to existing partners or clients.
A good answer: evidence of international supply and support. MasterKraft equipment has been installed in 229 sites across 12 countries.
Questions the Brand Should Be Asking You
A brand that appoints every applicant without question is a warning sign. Expect a serious partner to ask about your market, your customers, your sales and installation capability, your financial position and your trade references. A selective process protects the distributors it appoints from being undercut by poorly chosen ones.
Next Step
If you are evaluating brands for your market, put MasterKraft through these same questions. Apply to become a distributor, and we will answer each of them in your market review.