The American strength equipment brand has launched a 40,000-square-foot U.K. hub that combines headquarters, distribution and one of Britain’s largest strength showrooms as it accelerates international growth
American strength equipment maker REP Fitness is investing in global growth with the opening of a United Kingdom headquarters and flagship retail showroom.
Located in Gloucester in Britain’s southwestern region, the new 40,000 square-foot facility unites REP Fitness’s U.K. head office, a large-scale distribution center — capable of holding over $13 million worth of stock — and one of the country’s largest dedicated strength equipment showrooms spanning 6,200 square feet, all under one roof.
The new site will support up to 35 office roles, alongside a fulfillment team handling nationwide distribution as REP continues to amplify its U.K. operations.
Meanwhile, the showroom displays REP’s equipment in full-fledged gym environments, allowing customers, partners and industry professionals to experience the products as they would in a workout setting, accompanied by product demonstrations and expert consultation.
“Opening our first U.K. showroom allows customers to experience REP equipment in a way that simply isn’t possible online,” said REP’s U.K. managing director Richard Millbank. “It also gives us a permanent base to build long-term relationships with gyms, fitness centers, athletes and training communities, while delivering faster fulfilment and UK-based support.”
Starting January 31, the showroom will be open to the public from Tuesday to Saturday 9 a.m to 4 p.m.
The opening comes on the heels of the brand’s entrance into the European direct-to-consumer market last year, and builds upon consistent global growth over the past few years. In 2024, REP reported over $130 million in sales and 30% year-on-year growth.
The supplier also revealed it is targeting expansion across key international markets in the coming years.
REP has been increasingly exploring outside of the equipment space as well, recently launching a line of transparency-forward supplements under the brand name Purist.
Additionally, REP is launching a U.K. Athlete Program, with plans to work closely with athletes and fitness ambassadors, alongside building new partnerships with gyms, clubs, charities and schools throughout the country.
