The fast-growing equipment supplier hopes to repeat its success in the U.S. home fitness space across the pond
REP Fitness, a fitness equipment supplier known for its innovative approach to strength and cardio machines, is looking to expand its presence in Europe through a direct-to-consumer (DTC) push.
While REP already has a foothold in the US, Philippines and UK through multiple partnerships, it’s now looking to move deeper into continental Europe, signing deals with Denmark’s Fitness Engros and the Netherlands’ Innovex Fitness. Both manage successful distribution networks across Europe.
“We are delighted to bring REP to our European customers,” said Represents fitness Co-founder and co-CEO Ryan McGroarty. “Our partnership with Fitness Engros and Innovex Fitness will ensure we maintain high standards of service and product quality. This expansion is about more than just expanding our reach; our goal is to make quality fitness equipment accessible to more people, empowering them Being able to use the best tools to achieve your fitness goals.”
This move marks another major step forward in REP’s ultimate goal of providing state-of-the-art equipment to the global public. The brand has just delivered an exciting showcase at IHRSA 2024, with Athena accessories, PR-5000 racks, commercial drills and a new suite of cardio equipment taking center stage. REP aims to establish a seamless direct-to-customer model across Europe through Fitness Engros and Innovex Fitness.
REP surpassed $100 million in sales in 2023 and distributes its equipment to more than 1,000 brands, subsequently expanding across Europe. While much of the brand’s U.S. success comes from its DTC business, REP is also actively pursuing commercial expansion in Europe.USA
“We’re probably one of the largest home gym companies, but we’re not getting attention because we’re not doing trade shows, sponsoring events and sponsoring athletes,” McGroarty said of the company’s debut at IHRSA 2024 earlier this year Previously told Athletech News about the 2024 FIBO trip to Los Angeles and the FIBO 2024 trip to Germany.
