This is not the about a polished business plan or a carefully constructed brand story.

All this began with one man's ambition, one woman's trust and another woman's survival.

In 2020, Rupesh Shah started importing and selling fitness equipment. His wife Dhara believed in what he had statrted and supported him through those early years. That was the beginning of an idea, which would soon turn into what we today call Curve Fitness.

1000+ Australian customers served.

Selected warehouse and delivery locations in Melbourne, Sydney, Adelaide and the Gold Coast.

Australia-wide delivery options and click & collect from selected warehouse locations.

As women in an industry still heavily dominated by men, Ajpa saw a clear gap. Buying gym equipment often meant choosing between low-cost products that did not feel built to last, or premium equipment that was priced out of reach for many everyday Australians.

Curve Fitness was built to change that.

Whether you are a first-time lifter setting up a spare bedroom, a family building a garage gym, a serious athlete upgrading your training space, or a PT kitting out a studio, you deserve equipment that feels strong, reliable and fit for purpose, delivered to your doorstep for free.

We focus on durable, carefully selected strength equipment backed by practical support and clear warranty information. Selected products include extended or lifetime replacement warranty support, as set out in our Warranty Policy.

Every product in the Curve range is chosen with real use in mind. We look for equipment that balances durability, function, value and everyday practicality. We work with manufacturers whose products meet the specifications, durability expectations and quality checks we require before adding them to the Curve range.

Ajpa also uses this equipment herself everyday. If she would not train on it, she would not sell it.

Curve Fitness is not a faceless online operation. When you call us on 1300 252 643, you speak to Ajpa directly, who actually knows and uses the products. When you need help setting up your space, you get honest advice and practical guidance from her.

At Curve, we focus on:

• commercial-grade and home gym equipment selected for durability and value
• practical options for real homes, garages, studios and training spaces
• clear product guidance before you buy
• helpful support from people who know the range
• long-term trust, not quick sales

Founded by Ajpa Wali, Curve Fitness is a proudly Australian, women-owned and women-led health equipment brand.

That is not just a label. It shapes how we run the business every day. It means caring about the customer experience, making equipment easier to understand, and building a brand Australians can trust for years to come.

We are not here for quick sales. We are here to raise the bar and make strength training more practical, more accessible and easier to build into real life.

Curve Fitness also proudly sponsors Udaan, a volunteer-led community initiative created to give artists and performers a platform to be seen, celebrated and supported.

For Ajpa, this community work connects deeply with the values behind Curve Fitness: confidence, opportunity, self-expression and helping people become stronger in more ways than one.

@udaan.theshow