The fast-growing, U.K.-based strength equipment supplier is targeting major international fitness chains in markets including Asia-Pacific, Europe, North America and the Middle East
Watson Gym equipment is going all-in on global expansion.
Recently appointing former Life Fitness exec Robert Sawhney as its global commercial officer, the brand is aiming to grow its global distribution network, increase its U.K. factory’s manufacturing capacity and acquire more key accounts with major fitness chains worldwide.
The supplier, which specializes in customized strength equipment, already has partnerships with major fitness brands including World Gym, Pure Fitness and Gymshark, in addition to celebrities like Jennifer Lopez and Chris Bumstead.
“The appointment of Robert and our growing investment in manufacturing signify our commitment to expanding our reach globally and serving our customers where they are,” said founder and CEO Simon Watson.
“All of our products are 100% made in Britain, of which we are very proud,” Watson added. “We will always strive to make the highest quality products, and this is backed up by a lifetime guarantee.”
The brand is full-steam ahead on global expansion, as it already appointed several new exclusive distributors in regions including Asia-Pacific, Europe, North America and the Middle East, with each of these distributors having set up full Watson showrooms.
Additionally, Watson is adding several fitness chains to its international clientele, including Fitness First UK, Fitness First Asia, Fitness Park in Europe, Onyx Clubs in Hong Kong and Pure Fitness in Asia. The company has also added distributors in North Africa (Tunisia and Morocco).
“The last 2 years have seen substantial growth for Watson as we expand our global distribution network, operations and sales/marketing capabilities,” Sawhney said.
That’s reflected in the aggressive move to an exclusive distributor model. Throughout 2024 and 2025, Watson reached over 10 distributors, adding another six in Europe during 2025, four in the U.S. and Canada, and a new partner in the United Arab Emirates in 2025. The company is in talks with potential partners in Qatar and Saudi Arabia.
“Our ambition is to continue this trajectory by growing our customer base in all segments globally and achieving our ambition of being a 100M GBP business,” Sawhney said. “We believe this is achievable with the strategy we have in place and the continued innovation in both our product development and business processes.”
Sawhney brings vital experience at Life Fitness and Technogym to help see Watson’s growth mindset through.
