TRX Launches Retail Line, Targeting At-Home Market

The functional training brand is moving deeper into consumer retail through a licensing partnership with Blulabs, bringing TRX-branded fitness equipment, recovery tools, apparel and accessories to stores this fall

TRX is making a bigger push into mainstream retail, expanding beyond its signature suspension-training roots with a full consumer product line spanning fitness equipment, recovery, apparel and performance accessories.

The functional training brand known for its iconic black-and-yellow suspension trainer has signed a strategic licensing partnership with Blulabs, naming the consumer products company its exclusive retail partner for the new mass-market line. Products are expected to arrive on retail shelves this fall.

The deal gives TRX access to Blulabs’ retail network of more than 25,000 doors, along with its product development, manufacturing and supply chain capabilities. Blulabs has previously worked with brands including Harley-Davidson, Brookstone and Skechers.

“This initiative allows us to reach millions more people through retail while staying true to our performance roots,” said TRX founder Randy Hetrick. “These new products deliver the same proven results consumers expect from TRX, now in formats designed for everyday use in homes, garages, and wherever people work out.”

The expanded lineup includes neoprene kettlebells, square dumbbells, compact adjustable dumbbells, home Pilates kits, resistance bands, core sliders, ab wheels, jump ropes, grip trainers and push-up handles.

TRX is also moving further into recovery with percussion massage devices, including hot-and-cold models, foam rollers, hot-and-cold wraps, peanut rollers and targeted massagers. The collection will also include fitness apparel and a bag line, including gym bags, backpacks and crossbody bags.

The retail expansion is designed to widen TRX’s reach beyond commercial gyms, military training and professional performance environments, where it has long had a strong presence.

The new line will be supported by TRX’s black-and-yellow in-store displays and merchandising tools, which the company says are designed to help retailers build out functional fitness and recovery assortments under a recognizable training brand.