January sales: HUGE price slashes on top fitness equipment for 2021!

See the best January sales and fitness deals from all the biggest sports brands and retailers

January fitness deals
(Image credit: Getty Images)

While the Christmas present-buying is over, there are still plenty of incredible fitness deals to snap up as part of the post-Christmas January sales. For a limited time after the holiday period, you can grab stellar discounts on equipment, activewear, kitchen equipment for healthy cooking and loads more. 

Because everyone is planning to get fit for 2021, smart retailers are discounting loads of top health and fitness kit, including workout headphones, home gym essentials and even big-ticket cardio machines such as ellipticals, rowers and treadmills. 

Whether you're shopping for yourself or picking up your 2021 Christmas shopping (very) early, we've got the best buys around all in one handy place!

Across the January sales period, we've been careful to look for all the best fitness equipment discounts in both the US and the UK. Ideally, this article should serve as a guide to help you sift your way through all the bad "bargains" to find the best fitness deals for you. 

The "master list" of the best retailers offering discounts include the usual suspects, namely Walmart, Best Buy and Target in the US. All of these stores offer great deals on fitness equipment small and large. Expect top bargains on activewear from the likes of Nike, UnderArmour and Lululemon. 

In the UK, it's a similar situation, with the addition of fitness kit from Argos, Very, John Lewis and Sports Direct. And, of course, Amazon holds the top spot in every single country.

Below you'll find our comprehensive guide, offering everything you need to shop the best health and fitness January sales - including quick links to all the best retailer offers. Time to Get Fit For 2021!

US January sales

These are some of our favourite January sales from US retailers. Make sure you keep checking back, as we'll add to these deals and replace expired ones as we find them. 

Top January sales destinations for fitness equipment (US)


<a href="https://target.georiot.com/Proxy.ashx?tsid=110083&GR_URL=https%3A%2F%2Famazon.com%2F%3Ftag%3Dhawk-future-20%26ascsubtag%3Dhawk-custom-tracking-20" data-link-merchant="Amazon US"" target="_blank" rel="nofollow">Amazon January Sale<a href="https://target.georiot.com/Proxy.ashx?tsid=110083&GR_URL=https%3A%2F%2Famazon.com%2F%3Ftag%3Dhawk-future-20%26ascsubtag%3Dhawk-custom-tracking-20" data-link-merchant="Amazon US"" data-link-merchant="Amazon US"">
Amazon is a bargain-hunter's best friend. Even during this year's problems, the company has gone from strength to strength as we've shifted to online-only, which means great savings on fitness tech, training aids and even clothes.


<a href="https://goto.walmart.com/c/1943169/565706/9383?subId1=hawk-custom-tracking&sharedId=hawk&u=https%3A%2F%2Fwww.walmart.com%2F" data-link-merchant="walmart.com"" target="_blank" rel="nofollow">Walmart January Sale
Walmart is another giant offering great deals in every big retail calendar event, offering everything from the all-new Fitbit Versa 3 to a new set of barbells for the home gym. This is a page worth keeping an eye on. 


<a href="https://goto.target.com/c/221109/81938/2092?subId1=hawk-custom-tracking&sharedId=hawk&u=https%3A%2F%2Fwww.target.com%2F" data-link-merchant="target.com"" target="_blank" rel="nofollow">Target January Sale
Target's well-known for awesome deals on fitness kit, with prices on large training aids like water-based rowing machines and Crossfit-style watt bikes getting slashed. Expect huge discounts on large pieces of equipment, as well as the smaller stuff. 


<a href="https://shop-links.co/link?publisher_slug=future&exclusive=1&u1=hawk-custom-tracking&url=https%3A%2F%2Fwww.bestbuy.com%2F&article_name=hawk-article-name&article_url=hawk-article-url" data-link-merchant="bestbuy.com"" target="_blank" rel="nofollow">Best Buy January Sale
Best Buy's excellent for deals on top-quality tech like the new Fitbits, Apple Watch Series 6 and Hyperice massage guns, in addition to everything from treadmills to resistance bands. 


<a href="https://www.awin1.com/awclick.php?awinmid=15431&awinaffid=103504&clickref=hawk-custom-tracking&p=https%3A%2F%2Fwww.underarmour.com%2Fen-us%2F" data-link-merchant="underarmour.com"" target="_blank" rel="nofollow">Under Armour January Sales
Under Armour is best known for premium sporting compression gear and athleisure, but you'll be able to find loads of gems with their prices slashed this year: perhaps even the in-demand UA Sportsmask and Dwayne Johnson's Project Rock collection. 


<a href="https://dicks-sporting-goods.ryvx.net/c/221109/315573/4835?subId1=hawk-custom-tracking&sharedId=hawk&u=https%3A%2F%2Fwww.dickssportinggoods.com%2F" data-link-merchant="dickssportinggoods.com"" target="_blank" rel="nofollow">Dick's Sporting Goods January Sales
As the biggest sporting goods store chain in America, Dick's are always running some amazing discounts. As we get into the January fitness boom, expect Dick's to keep up with the competition by offering some truly tremendous deals.

January Sales by brand (US)

UK January Sales

Top January sales on fitness kit (UK)


<a href="https://target.georiot.com/Proxy.ashx?tsid=110083&GR_URL=https%3A%2F%2Famazon.co.uk%2F%3Ftag%3Dhawk-future-21%26ascsubtag%3Dhawk-custom-tracking-21" data-link-merchant="Amazon UK"" target="_blank" rel="nofollow">Amazon January sales
Amazon's bargains are just as good in the UK as they are in the US. As ever, Amazon is slashing prices like nobody's business in the lead-up to 2021, including in the fitness sphere, making this your first place to check.


<a href="https://www.awin1.com/awclick.php?awinmid=3090&awinaffid=103504&clickref=hawk-custom-tracking&p=https%3A%2F%2Fwww.very.co.uk%2F" data-link-merchant="very.co.uk"" target="_blank" rel="nofollow">Very.co.uk January sales
Clothing brand Very is also packed to the digital rafters with athleisure and sportswear, in addition to a range of fitness equipment. From leggings to hoodies, male or female, this is the place for you. 


<a href="https://www.awin1.com/awclick.php?awinmid=1431&awinaffid=65970&clickref=hawk-custom-tracking&p=https%3A%2F%2Fwww.jdsports.co.uk%2F" data-link-merchant="jdsports.co.uk"" target="_blank" rel="nofollow">JD Sports January sales 
As one of the UK's biggest sellers of trainers and sportswear, the JD Sports post-Christmas sale is always a good one. To help you bag a sporting bargain, the retailer have a dedicated app that will alert you when new deals go live, and also offer unlimited delivery.


<a href="https://www.prf.hn/click/camref:1101lN4tV/pubref:hawk-custom-tracking/destination:https%3A%2F%2Fwww.sportsdirect.com%2F" data-link-merchant="sportsdirect.com"" target="_blank" rel="nofollow">Sports Direct January sales
One of the best places to get general sports equipment in the UK. With tons of stock no matter your discipline, from cricket to football to boxing, Sports Direct are always slashing prices – especially after Christmas, when they have lots of excess stock to shift.


<a href="https://www.anrdoezrs.net/click-100624733-15618761?sid=hawk-custom-tracking&url=https://www.argos.co.uk/" data-link-merchant="argos.co.uk"" target="_blank" rel="nofollow">Argos Janaury sales
For larger pieces of sports equipment, whether you're after big pieces of electronic kit like rowing machines and treadmills, or garden goalposts and swingball sets, Argos is the one. It also packs an impressive range of wearable tech. 

John Lewis &amp; Partners January sales

<a href="https://john-lewis-and-partners.pxf.io/c/221109/871855/12148?subId1=hawk-custom-tracking&sharedId=hawk&u=https%3A%2F%2Fwww.johnlewis.com%2Fblack-friday%2Fsports-leisure-offers%2Fc10106012368" data-link-merchant="johnlewis.com"" target="_blank" rel="nofollow">John Lewis & Partners January sales

Famed for their 'never knowingly undersold' motto, John Lewis & Partners will be price-matching many retailers after Christmas with deals of their own, too. Highlights include money off massage devices like Theraguns and discounts on the Garmin Fenix 6X Pro Smartwatch.

Woman shopping online during the Boxing Day sales

(Image credit: Getty)

January sales and 2021 fitness equipment deals: When do they start?

On December 26th, of course! Typically, retailers will order a surplus of stock to ensure they've got ample supply for the busiest shopping season of the year. After Christmas, they slash prices to move the stock to make way for new stuff, hence the January sales period. 

This is a great chance to get the best health and fitness tech and kit at reduced prices, so you can pick up everything you need to start your 2021 fitness journey. Whether you're after some of the best adjustable dumbbells, best resistance bands, the best workout clothes for women, the best workout clothes for men or even the best Fitbit deals, you'll be able to find them in these sales.

January sales tip: take advantage of a free Amazon Prime account 

We've already spoken about Amazon and why it's so essential for getting some of the best January sales and deals available. However, to really get the best out of Amazon (including free shipping), you'll want a Prime account.

Not only do Prime members get exclusive deals, but they also get 30-minute early access window to every temporary "Lightning Deal" Amazon runs. This means many products don't even reach the general public before they sell out – they're often just snapped up exclusively by Prime members. 

Luckily, Amazon Prime is available on a 30-day free trial, which will allow you to bag the deal you want with first-come, first-served access. 

If you don't want to continue with the benefits Prime membership delivers, then just cancel the trial. It's that simple: you won't have spent a penny, but will have already got access to Amazon's best sales.

Fitness equipment: skipping rope and dumbbells

(Image credit: Kelly Sikkema (Unsplash))

From exercise bikes to resistance bands, anything and everything is discounted. The biggest discounts are often on the biggest products, as discounts are usually done on percentage to incentivise buyers. 

If you're in the market for the best elliptical machine or best treadmill, this is the time to strike, as these are the big purchases which are likely to be significantly cheaper. Likewise, for any small electronics with high prices – think Fitbits and Apple Watches – you can expect to see significant discounts, especially with last year's models. 

Finally, don't forget the smaller stuff: from resistance bands to running socks, you'll be able to pick loads of these essentials up for a song from many big outlets like Amazon.


Get Fit for 2021 with Fit&Well
As the sun rises on a brand new year, Fit&Well is here to help put last year behind you and make 2021 your happiest, healthiest yet. Here at <a href="http://www.fitandwell.com/" data-link-merchant="fitandwell.com"">fitandwell.com, we’ll be bringing you a wealth of workouts, diet plans and expert advice throughout January to help kick-start your health and fitness goals.

Matt Evans

Matt Evans is an experienced health and fitness journalist and is currently Fitness and Wellbeing Editor at TechRadar, covering all things exercise and nutrition on Fit&Well's tech-focused sister site. Matt originally discovered exercise through martial arts: he holds a black belt in Karate and remains a keen runner, gym-goer, and infrequent yogi. His top fitness tip? Stretch.