Reebok Fitness first premiered its professional fitness product line at the international FIBO trade show, and is in preparation to launch an even larger exhibition of new equipment at the IDEA World Fitness and Nutrition Expo in Los Angeles, CA, from July 14-16.

The company will unveil its new Functional, Combat and Studio ranges.

As of this year, RFE International, the licensee behind Reebok Fitness responsible for designing, manufacturing and distributing fitness equipment to both home and commercial markets, is embarking on a global launch campaign involving exhibiting at a series of major industry events to bring its Reebok professional ranges to market. And now, with a satellite office and the appropriate rights in place as ‘RFE Sporting Goods’, more of this activity will be focused on the U.S. market.

Ahead of the IDEA show, RFE is focused on building a Reebok Fitness U.S. e-commerce website, similar to its European site, which presents a catalogue of the professional fitness equipment, enabling operators to purchase products direct for their facilities.

“We are extremely excited to bring our leading professional product ranges to the U.S. sporting goods market. RFE now operates on a completely global scale and investing in the U.S. is something we had always set out to do to drive growth of the business even further,” said Dean Jackson, Group Commercial Director, RFE. “Our strategy is focused on continually developing our products and forming strong partnerships in order to sustain amidst a competitive environment. I have every confidence that we will excel in this vast market.

Jackson continued, “2016 is our biggest yet in terms of the expansiveness of the Reebok ranges we offer. We look forward to exhibiting at LA-based convention IDEA next month to demonstrate the reliability, functionality and overall quality of our products.”

Kelli McKenna, Head of Brand Licensing at Reebok added, “RFE is one of Reebok’s longest standing partners and has a long history of creating and manufacturing top level commercial fitness equipment for Reebok in global markets. We are very excited to now introduce these products to the US with our launch at IDEA. With Reebok’s fitness positioning, equipment for the US market is a natural extension to our existing footwear and apparel lines built for fitness athletes everywhere.”