Assault Fitness customers who have waited months for bikes, treadmills, rowers and parts now have more information about what comes next. Court filings made November 4 in FitLab’s Chapter 11 bankruptcy outline a plan to keep Assault operating and pursue a sale by January 2027.

LifeCore Fitness, LLC, which does business as Assault Fitness, is one of 31 FitLab companies in the bankruptcy case.

Chapter 11, Not a Shutdown

Chapter 11 allows a company to keep operating under court supervision while it restructures or sells its businesses. In Chapter 7, a trustee generally sells the company’s assets to pay creditors.

In a sworn declaration, FitLab Chief Restructuring Officer Nicholas Rubin said Assault Fitness “generated the vast majority of the business’s revenue and all of its profitability,” and that management “intended to make it the focus of the restructuring.”

He said FitLab plans “a comprehensive marketing and sale process” led by Hilco.

Why Orders Stopped

Rubin said tariff changes beginning in April 2025 created uncertainty about import costs and customs releases. Around the same time, “issues with Impulse Fitness,” a major manufacturer, required FitLab to move production to a replacement supplier.

He said the switch took six to eight months and “left Assault Fitness effectively out of the market for an extended period, including much of the 2025 holiday selling season.”

Rubin said FitLab’s balance with Impulse had been approximately $4 million and had been reduced to about $1.646 million. Impulse (Qingdao) Health Tech is listed among FitLab’s largest unsecured creditors, with a disputed claim of $1,646,698.01. The filings do not explain the nature of the dispute.

Rubin said the Impulse issue also led China’s export credit insurer, Sinosure, to effectively exclude FitLab from coverage. Manufacturers then required full payment before releasing goods. He also said FitLab’s primary shipping partner stopped shipments because of payment issues.

The filing estimates about $3 million in liabilities tied to “unfulfilled Assault Fitness consumer presales.” Rubin said those unfulfilled orders “damaged customer confidence.”

What’s in the Warehouses

According to the declaration, FitLab had more than $3 million in fully paid inventory, at retail value, in U.S. warehouses as of the bankruptcy filing.

Rubin said an arrangement with a third-party logistics provider had permitted some shipping despite payment issues, but that inventory levels and shipments were too limited to sustain operations.

The filing does not say whether the inventory includes the products customers have already ordered.

The Restart Plan

FitLab is asking the court to approve up to $5.15 million in financing from Grizzly Investment Group, LLC, which the filings describe as “an entity formed by Rod Trujillo, a member of certain of the Debtors’ boards and an insider of the Debtors.”

The request is scheduled to be heard on November 5 at 9:30 a.m. Eastern.

FitLab’s draft 13-week budget, through January 24, 2027, projects:

• $1.3 million in initial payments for product purchase orders
• About $915,000 for eShipping
• About $836,000 for advertising and marketing
• About $2.99 million in Assault receipts and $50,000 in other receipts

The budget does not say whether the purchase orders or shipping expenses are intended to fulfill existing customer orders.

An industry investor familiar with distressed acquisitions told Hybrid Fitness Media that a buyer could acquire Assault Fitness’s brand and intellectual property at a low price through the bankruptcy sale, then restart production within about 90 days. The investor said a new owner would likely need to address customers still waiting on orders to rebuild trust in the brand.

Frequently Asked Questions

Will I get my Assault Fitness order?

The filings don’t say whether existing orders will be filled, refunded or handled another way. The budget’s spending on products and shipping doesn’t specify whether it covers customers already waiting.

Can I get a refund?

The filings don’t say whether customers with unfulfilled orders will receive refunds. Those customers may have claims in the bankruptcy and may also be able to dispute a payment with their card issuer.

Can I file a claim?

A deadline to file claims has not yet been set. Customers can check with FitLab’s proposed claims agent, Stretto, about how and when to submit a claim. Keep your order confirmation, receipt and any correspondence with the company.

Stretto posts case updates at cases.stretto.com/fitlab.

What about my credit card dispute?

Some customers have reported filing disputes with their credit card companies over undelivered orders. Customers who paid by credit card can contact their card issuer promptly to ask about a dispute, as deadlines and rules may apply.

Who will own Assault Fitness?

FitLab is pursuing a court-supervised sale. A proposed timeline calls for bids by December 29 and a sale to close by January 24, 2027. The timeline and sale process are subject to court approval.

Under the proposed financing terms, Grizzly Investment Group may be able to bid using debt it is owed, subject to court approval and the bidding rules. Other buyers may also submit bids.

When is the next public meeting?

The meeting of creditors, where FitLab’s representative answers questions under oath, is scheduled for November 23, 2026, at 1 p.m. Eastern.

We will update this story as the case moves forward.