FITT

FITT Market Overview

According to in-store data from Grips Intelligence covering January 1 through September 30, 2026 across Menards, Amazon, and Ace Hardware, FITT's retail footprint is heavily concentrated in a single account. Menards alone accounts for 94.1% of year-to-date revenue, leaving Amazon at just 2.6% and Ace Hardware at 2.0%. That concentration has coincided with pressure on sales, as revenue has fallen 63.8% over the tracked period, including a 36.9% month-over-month decline in the most recent reading. Pricing, by contrast, has held comparatively steady, with an average product price of $61.75 and a 1.4% increase across the period despite a 2.1% dip in the latest month. The combination of resilient price points and sharply lower volume suggests distribution breadth, rather than price positioning, is the key variable to watch for the brand.