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Our mission with Phoenix Fitness is to provide high quality, affordable fitness equipment, bikes, e-bikes, e-scooters and other sporting goods for consumers looking to improve their lifestyle and well-being. Phoenix Fitness strives to foster a trustworthy and educational buying experience to help our customers achieve their fitness and recreational goals.


Phoenix Fitness, established by Leif and Lynette Fossheim, is a home-grown, family-run local business located in Lethbridge, Alberta. Phoenix Fitness was born from the crucible of the pandemic. Being consumers focused on building a healthy lifestyle, the couple started sourcing fitness equipment for their own personal use. Then it dawned on them. Others would just as much appreciate high quality equipment for reasonable prices as they did. Leaning on their international business expertise, Leif and Lynette built Phoenix Fitness to serve the everyday health-conscious individual. 

Our Story So Far...

2020When the pandemic started keeping people at home and often indoors, Phoenix Fitness focused their initial efforts on helping people stay fit and healthy in those places. The company began with two models of stationary bikes, the Phoenix Flyer 1500 and 2500.  

2021Phoenix Fitness transitioned from a boutique manufacturer of fitness equipment to build a partnership with one of the largest bicycle manufacturers, Phoenix Bicycles. People, stuck indoors and asked to socially distance, turned to the outdoors for health and wellbeing, causing the demand of bikes to skyrocket and supplies to dwindle. Phoenix Fitness became an authorized distributer of Phoenix Bicycle, globally recognized for quality bikes, e-bikes and e-scooters.

2022Phoenix Fitness has built a new distributing partnership with Eunorau, which specializes in fat tire e-bikes and Bafang e-bike conversion kits. In the fall, the fitness equipment line will grow to include a variety of weight kits, benches, and other equipment to build a reasonably priced, versatile home gym. 

Our Mindset

Staying healthy mentally and physically from home is not always affordable, that’s why we work closely with our partners to offer the highest quality equipment at budget friendly costs. We believe there are two schools of thought, our environmental, and the circumstances flowing from it, can either control our mind, body and development, or instead we can empower our mind and body and use those circumstances to develop ourselves in a postitive way. Our goal is to help you foster a healthy lifestyle, no matter where you are or what your circumstance may be. Small or big, fitness is a positive step forward.

Our Partners

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Phoenix Bicycles

Phoenix Bicycle originated from China's first bicycle shop, Tongchang, in 1897. That gives Phoenix more than 120 years building these beautiful, fantastic machines. Since the trademark Phoenix was registered in 1959, over 200 million consumers worldwide have chosen Phoenix Bicycle. 

Now, the company dominates both domestic and export markets, having produced a record 5.5 million units in 2020. Bicycle innovation and evolution is at the heart of Phoenix corporate culture, bringing topline electric bikes and scooters alongside a diverse range of traditional bicycles, designed and manufactured with quality and art in mind. 

Phoenix Fitness is an authorized distributer of Phoenix products in Canada.