Rep Fitness Launches Direct-to-Consumer Business in the UK
Following $130M in 2024 sales, Rep Fitness is entering the U.K. market with a DTC model and expanded product lineup
Rep Fitness, a provider of multi-functional equipment and innovative storage solutions for gym operators, is launching a direct-to-consumer arm in the U.K. following a stellar 2024 when the Colorado-based company surpassed $130 million in sales.
The news comes on the heels of the European Health & Fitness Market Report 2025, released by Deloitte and EuropeActive, the non-profit trade organization representing Europe’s fitness and physical activity sector. The report paints a promising picture of the fitness boom in Europe, noting that the U.K. has the second-largest market with 11.5 million members, just behind Germany’s 11.7 million.
Ryan McGrotty, co-CEO of Rep Fitness, described the U.K. as a pivotal market for the company as it continues to grow internationally.
“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,” McGrotty said.
Rep Fitness U.K. CEO Martyn Jones will oversee the expansion.
“Our goal is to ensure that our U.K. customers receive the same value and experience as our U.S. customers,” Jones said. “Our product pricing will match our U.S. prices as closely as possible. We’re also introducing an array of new products in 2025, including a cardio lineup, and collaborating with independent designers to bring fresh innovations to market—making this an incredibly exciting time to be part of Rep and now, a U.K. fitness enthusiast.”
Changes are also underway in terms of Rep Fitness‘ distribution partnership with Fitness Superstore, which will conclude on September 30. The entity had been a partner since 2023.
“We are immensely thankful to Fitness Superstore for representing the Rep brand so successfully,” Rep Fitness chief operating officer Jon Little said. “They have been an outstanding partner, helping us reach thousands of U.K. 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 U.K. strength market together.”
Paul Walker, managing director of Fitness Superstore, noted that all existing warranties, remaining inventory and service agreements will transfer to Rep Fitness U.K.
“We remain on great terms with Rep and look forward to watching their continued success in the U.K. market,” Walker said.
Beginning in Q1 2026, Rep Fitness U.K. will start shipping orders from a new facility in Gloucester, which includes a full retail showroom and a warehouse capable of holding up to £10 million worth of stock. A dedicated B2B sales channel will also be established in the U.K.
“Throughout 2025, we’ll be setting up robust operations so that when deliveries start in Q1 2026, customers experience Rep’s renowned quality and service from day one,” Jones said. “We want to ensure every aspect of our local operations—from customer support to logistics—is ready before we go live.”