REP Fitness, the strength training equipment manufacturer headquartered in Colorado, has launched direct-to-consumer (DTC) operations in the UK.
“The UK is a pivotal market for REP as we continue to grow internationally. After the success of our EU launch in 2024, the UK was the logical next step for us,” said Ryan McGrotty, co-CEO of REP Fitness. “By bringing our class-leading racks, benches, barbells, and functional training tools directly to British customers, we can make quality strength equipment more accessible and continue empowering individuals to pursue their strength goals.”
REP Fitness shared in a media release that “the UK is home to 11 million commercial gym members, supporting a $250 million strength training equipment market, a $500 million cardio equipment market, a $1 billion sports nutrition market, and a $5 billion fitness apparel market. The UK is frequently cited alongside Germany as Europe’s first or second largest fitness market and offers a robust landscape for REP’s ongoing expansion.”
In addition to its product and new cardio lines, REP Fitness will introduce, DTC, an apparel line featuring performance fabrics and functional designs and expanding Purist supplement & nutrition range.
REP Fitness’ UK expansion will be led by Martyn Jones, who joined REP in December 2024 and now serves as CEO of REP Fitness UK. Under his leadership, REP will introduce “pricing similar to the U.S. market, excluding VAT or sales tax.” UK consumers will see pricing closely mirroring U.S. prices. REP noted in its release that it is also bringing “over 1,200 SKUs to the UK, matching its U.S. assortment, and aims to launch 30 new products globally in 2025.”
REP Fitness will conclude its distribution partnership with Fitness Superstore on September 30, 2025, which the company reported “has been instrumental in establishing REP’s footprint in the UK since 2023, providing in-store demonstrations and exceptional customer service.”
“We are immensely thankful to Fitness Superstore for representing the REP brand so successfully,” said Jon Little, chief operating officer at REP. “They have been an outstanding partner, helping us reach thousands of UK customers. As our product lines expand into cardio equipment, apparel, supplements, and more, we recognize that a direct presence in key markets is crucial to achieving our ambition of becoming the world’s number one consumer strength brand. This transition is part of our broader strategy and is by no means a reflection of Fitness Superstore’s performance. We remain on excellent terms and look forward to continuing the overall growth of the UK strength market together.”
Paul Walker, managing director of Fitness Superstore, said, “We’ve been proud to partner with REP Fitness since 2023, introducing their top-tier equipment to thousands of satisfied customers across the UK. This transition to a direct-to-consumer model underscores REP’s strategic growth, and we appreciate being acknowledged for the crucial role we played. We’re pleased that all existing warranties, remaining REP inventory and service agreements will transfer seamlessly to REP Fitness UK, ensuring our customers continue to receive excellent support. We remain on great terms with REP and look forward to watching their continued success in the UK market.”
For existing customers, all warranties, service agreements and post-purchase support for REP equipment purchased through Fitness Superstore will transfer to REP Fitness UK. For new customers (Interim), Fitness Superstore will continue offering REP products through September 30, 2025. After that, all remaining REP inventory will be transferred to REP Fitness UK and the Fitness Superstore listing will be removed. Ongoing customer orders will then be handled through the dedicated REP Fitness UK channel.
From Q1 2026, REP Fitness UK will begin shipping orders nationwide from a new 40,000-square-foot facility at St Modwen Park in Gloucester. This facility will feature a head office capable of housing up to 40 staff members, a retail showroom where customers can view REP’s equipment, and a warehouse capable of holding up to £10 million worth of stock, ensuring quick fulfilment and shipping across the UK. If REP Fitness UK is not fully operational in time for its traditional Black November sale, the company will instead offer a subsequent launch sale.
REP will provide UK customers with the same level of service it offers in the U.S., including free shipping within the UK for DTC orders, pick-up discounts for customers who collect their orders from the Gloucester site, local warranty and returns, UK-based customer support with local phone numbers and GMT/BST service hours, financing and payment options.
REP Fitness will also introduce a B2B sales channel in the UK, enabling businesses of all sizes to access its expanding lineup of strength equipment.
Image courtesy REP Fitness
