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The 6 Biggest Obstacles in Fitness Equipment Sales – and When You Need Sales Proposal Software. The equipment itself is becoming more advanced, but you’re still selling tangible, manufactured goods, and there will always be a demand for fitness equipment as long as people want to lose weight or stay in shape; even so, if your business wants to grow, or stay alive among the competition, you need more sales to do it. The Need for SalesSales in the fitness equipment industry doesn’t function like typical B2C or even B2B companies. These are some of the biggest challenges you’ll face in the fitness equipment industry—and how to address them:First, you’re dealing with a very specific set of demographics: large-scale buyers of fitness equipment like gyms and office complexes, who are looking to buy multiple machines for long-term use.