LEO ZAITSEV EXPECTED his first Temu sale to be a yoga mat, maybe some resistance bands. Instead, he says that less than 24 hours after listing, someone bought adjustable dumbbells worth over $600.
“I was pleasantly surprised,” said Zaitsev, 46, Director of Commercial Operations at Powertrain Sports. “We had this perception that people go to Temu for cheaper items. But here was proof that customers wanted our premium equipment too.”
The Melbourne-based fitness brand, part of the Klika Group, has been operating online since 2005 and joined Temu, the global e-commerce platform, just three months ago. Zaitsev watched daily Temu packages arrive for his teenage daughter, and wondered if the platform’s shoppers would embrace his fitness equipment.
E-commerce serving Australia’s aize
Leo Zaitsev inside Powertrain’s Melbourne warehouse. Credit: Powertrain
Zaitsev recalled the excitement of landing an order so quickly. He said 24 hours after listing his first five or six products, an order came through. “You don’t anticipate sales to start coming through as quickly as that.”
Powertrain operates across Australia’s vast geography with a network of logistics partners, using eight different carriers to ensure customers from Melbourne to remote locations receive their equipment efficiently.
“In regional Australia, customers might travel hundreds of kilometres to reach a sports store,” Zaitsev said. “That’s why online fitness equipment has become so vital.”
Australian shopping habits also changed after Covid lockdowns, which prompted many to buy more expensive items online.
“Pre-COVID, customers would buy a $40 yoga mat online but seldom would they purchase a $1,000 treadmill,” Zaitsev said. “Now we’re seeing customers research more carefully but buying bigger. The average order value has increased.”
This shift aligns with Temu’s growth trajectory. Roy Morgan data shows Temu added 900,000 Australian shoppers last year, with average annual purchases rising from 5.2 to 5.8. For Powertrain, this means access to customers they’ve never reached before, including younger demographics who might graduate from resistance bands to rowing machines.
Hands-on Seller Onboarding
Zaitsev said he was also pleasantly surprised by Temu’s hands-on support. While other platforms leave sellers to figure things out alone, Temu representatives showed up at Powertrain’s Melbourne warehouse.
“They came in person to guide us through onboarding and troubleshoot issues face to face,” he said. “It’s the one-on-one service you don’t expect.”
Powertrain has a dedicated Temu account manager. For a small business that cites managing 1,700 SKUs across 20 brands with just 40 employees, that support matters.
The road ahead
Powertrain offers a diverse range on Temu, from Pilates reformers to pull-up towers, with plans to expand their catalogue throughout the year.
“We want to be the go-to fitness equipment brand on Temu,” Zaitsev said.
The early results suggest they’re on track. Powertrain reports that customer reviews are coming in at rates higher than other platforms, with a mix of budget and premium sales.
For Zaitsev, e-commerce looks so different now than it did 20 years ago when he first started an online store while still in law school. Powertrain’s Temu journey reflects this evolution. What began as a test has become a promising new channel.
Prices and availability are accurate as of the time of publication and are subject to change without notice. Please check the retailer’s website for the most up-to-date pricing information.
Switzer staff were not involved in production of this story
