REP Fitness Launches Direct-to-Consumer Operations in the UK Amid Expanding Global Reach

REP Fitness Launches UK Operations

REP Fitness, a leading strength brand based in Colorado, has made a significant move in its global expansion by officially launching direct-to-consumer operations in the United Kingdom. This strategic decision comes after a remarkable year in 2024, where the company reported over $130 million in sales, paving the way for ambitious growth goals in 2025.

Co-CEO Ryan McGrotty emphasized the importance of the UK market, stating, "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." With this new operation, REP aims to make its high-quality strength equipment more accessible to British customers.

Huge Market Potential in the UK

The UK fitness industry is thriving, boasting around 11 million gym members. The market for strength training equipment alone is valued at approximately $250 million, while cardio equipment is pegged at about $500 million. Additionally, there is a booming $1 billion market for sports nutrition and a staggering $5 billion fitness apparel sector. These figures position the UK as one of Europe's largest fitness markets, alongside Germany.

To capitalize on this potential, REP Fitness plans to introduce a wide array of products, including a new cardio line and an innovative apparel collection tailored for UK fitness enthusiasts. The brand also aims to offer a comprehensive range of dietary supplements under its Purist nutrition line, thus expanding its product portfolio significantly.

Strategic Leadership for UK Rollout

Martyn Jones, who joined REP in December 2024, will spearhead this expansion as the CEO of REP Fitness UK. Under his leadership, pricing will closely mirror that of the US market, with a commitment to delivering exceptional value to UK customers.

REP is set to bring over 1,200 stock-keeping units (SKUs) to the UK, matching its expansive selection available in the US. In 2025, the company plans to launch an additional 30 new products globally. As Jones remarked, "Our goal is to ensure that our UK customers receive the same value and experience as our US customers."

Transitioning from Fitness Superstore

The announcement comes with the news that REP Fitness will end its distribution partnership with Fitness Superstore on September 30, 2025. This collaboration has been crucial for establishing REP's presence in the UK market since 2023, providing excellent customer service and in-store demonstrations.

Acknowledging this partnership's success, Jon Little, Chief Operating Officer at REP, expressed gratitude to Fitness Superstore, stating, "They have been an outstanding partner, helping us reach thousands of UK customers. Our direct presence in key markets is crucial for achieving our ambition of becoming the world's number one strength brand."

According to Paul Walker, Managing Director of Fitness Superstore, the transition highlights REP's growth strategy while ensuring that existing warranties and service agreements for REP products will be honored seamlessly even after the transition.

Enhanced Customer Experience with New Facilities

Starting in the first quarter of 2026, REP Fitness UK will commence nationwide shipping from a brand-new 40,000-square-foot facility located in St Modwen Park, Gloucester. This facility will house a retail showroom for customers to experience REP's equipment firsthand and a warehouse capable of stock valued at £10 million, ensuring efficient order fulfillment across the UK.

Jones emphasized the importance of operational readiness, stating, "We want to ensure every aspect of our local operations—from customer support to logistics—is ready before we go live."

If REP Fitness UK is not operational in time for its traditional Black November sale, the company has committed to organizing a special launch sale to ensure customers have access to seasonal promotions.

Comprehensive Customer Focus and Community Engagement

The company's commitment to customer satisfaction in the UK will be exemplified by free shipping for direct orders, pick-up discounts, local support, and flexible payment options such as PayPal and Klarna.

In addition to its direct offerings, REP Fitness plans to implement a B2B sales channel targeting businesses, including independent gyms and larger fitness facilities.

Building a sense of community, REP Fitness is actively recruiting local athletes and ambassadors to represent the brand, aiming to create deeper connections with the UK fitness scene. Furthermore, the brand will participate in FIBO 2025, a global fitness event in Germany, where it will unveil new products and engage directly with customers.

Monthly updates will also commence from May, ensuring that the UK fitness community stays informed and involved during the rollout process.

"By combining unparalleled innovation, top-tier customer support, and the best prices, we aim to empower individuals and businesses alike on their fitness journeys," concluded Jones.

About REP Fitness

Since its establishment in Colorado in 2012 by two brothers driven by a passion for fitness, REP Fitness has evolved into a prominent manufacturer of innovative strength equipment, utilizing advancements in technology to enhance product quality and performance. With operations that span multiple continents, the company continues to be recognized in the industry, earning accolades in leading fitness publications as one of the most trusted brands in the sector. For more information, visit repfitness.com.