Rep Fitness, a leading provider of multi-functional gym equipment and storage solutions, is entering the U.K. market with a direct-to-consumer (DTC) model. This move comes after a successful 2024, in which the Colorado-based company achieved over $130 million in sales.
The expansion follows the release of the 2025 European Health & Fitness Market Report by Deloitte and EuropeActive. The report highlights the rapid growth of the fitness industry in Europe, with the U.K. ranking as the second-largest market, boasting 11.5 million gym members, just behind Germany with 11.7 million.
Ryan McGrotty, co-CEO of Rep Fitness, emphasized the importance of the U.K. market in the company’s international growth. “By offering our top-quality racks, benches, barbells, and training tools directly to British customers, we can make strength equipment more accessible and continue to support people in achieving their fitness goals,” he said.
Martyn Jones, CEO of Rep Fitness U.K., will oversee the company’s expansion in the country. “We aim to deliver the same value and experience to our U.K. customers as we do to those in the U.S.,” Jones stated. “Our product pricing will align closely with U.S. prices. Additionally, we’re introducing new products in 2025, including a cardio lineup, and collaborating with independent designers for fresh innovations. It’s an exciting time to be part of Rep Fitness, and now, the U.K. fitness community.”
Rep Fitness is also ending its distribution partnership with Fitness Superstore, effective September 30, 2025. Fitness Superstore has been a partner since 2023. Jon Little, COO of Rep Fitness, thanked the company for its successful representation of the brand. “Fitness Superstore has helped us reach thousands of U.K. customers. As we expand our product lines into cardio equipment, apparel, supplements, and more, establishing a direct presence in key markets is essential for our growth,” Little said. He clarified that this transition is part of a broader strategy and not a reflection of Fitness Superstore’s performance.
Paul Walker, managing director of Fitness Superstore, confirmed that all existing warranties, remaining inventory, and service agreements will be transferred to Rep Fitness U.K. “We’re proud of our partnership with Rep and look forward to their continued success in the U.K.,” Walker added.
In early 2026, Rep Fitness U.K. will begin shipping orders from a new facility in Gloucester. The facility will include a retail showroom and a warehouse with a £10 million stock capacity. Additionally, a dedicated B2B sales channel will be created in the U.K.
“Our priority for 2025 is to set up strong operations so that when we begin shipping in Q1 2026, customers will experience the high-quality service Rep is known for from day one,” said Jones. “We want to ensure that every aspect of our local operations, from customer support to logistics, is ready before we go live.”
