The US-based strength brand REP Fitness has taken a significant step towards its goal of becoming the world’s no. 1 strength brand by launching its direct-to-consumer operations in the UK. Building on a successful 2024 that saw the company achieve over $130 million in sales, this expansion marks a crucial milestone in its international growth strategy.
UK Market Potential & Expanded Offerings
The UK is a prime market for REP Fitness, with a strong fitness culture and a significant market size. The country is home to 11 million commercial gym members, supporting a $250 million strength training equipment market, a $500 million cardio equipment market, a $1 billion sports nutrition market, and a $5 billion fitness apparel market. REP is well-positioned to capitalize on this demand, offering a comprehensive range of strength equipment, cardio gear, apparel, and supplements.
Leadership & UK Rollout
The local expansion will be led by Martyn Jones, who joined REP in December 2024 and now serves as CEO of REP Fitness UK. Under his leadership, REP will introduce pricing similar to the US market, ensuring that UK customers receive the same value and experience as US customers. The company will also bring over 1,200 SKUs to the UK, matching its US assortment, and aims to launch 30 new products globally in 2025.
Transition from Fitness Superstore
REP Fitness will conclude its distribution partnership with Fitness Superstore on September 30, 2025. The partnership has been instrumental in establishing REP’s footprint in the UK since 2023, providing in-store demonstrations and exceptional customer service. As REP expands its direct-to-consumer operations, the company will focus on delivering a seamless customer experience, ensuring that UK customers receive the same high level of service and convenience as US customers.
New UK Facility & Operational Timeline
From Q1 2026, REP Fitness UK will begin shipping orders nationwide from a new 40,000-square-foot facility at St Modwen Park in Gloucester. The facility will feature a head office capable of housing up to 40 staff members, a full retail showroom where customers can experience REP’s equipment in person, and a warehouse capable of holding up to £10 million worth of stock. The company is committed to delivering a comprehensive customer experience, including free shipping, pick-up discounts, and local warranty and returns mirroring the US.
Comprehensive Customer Focus
REP is committed to providing UK customers with the same high level of service and convenience it offers in the US. This includes:
* Free Shipping within the UK for direct-to-consumer orders. * Pick-Up Discounts for customers who collect their orders from the Gloucester site. * Local Warranty & Returns mirroring the US, ensuring peace of mind for every purchase. * UK-Based Customer Support with local phone numbers and GMT/BST service hours. * Financing & Payment Options such as PayPal and Klarna, offering up to 3 years of finance credit to make equipment purchases more accessible.
Building a Strength-Focused Community & Looking Ahead
REP’s community-focused ethos extends beyond its product offerings:
* UK Athlete Program: REP is actively recruiting local athletes and ambassadors to showcase the brand’s equipment, further connecting with the UK fitness community. * FIBO 2025: REP will attend the global fitness event in Germany, unveiling a host of new products. * Monthly Updates: Starting in May, REP will hold monthly online sessions to update UK customers on the launch process and address questions—ensuring the strength community remains involved and heard.
About REP Fitness
REP engineers and sells world-class, innovative strength equipment that is shipped worldwide. Founded in Colorado in 2012 by two brothers with a shared passion for fitness, REP has grown into a team of more than 200, with operations spanning multiple continents. That shared passion for strength drives REP’s innovative spirit today, as the company remains dedicated to creating class-leading fitness equipment at a great value. REP has been listed twice on the Inc. 5,000 fastest-growing companies — in 2018 (#450) and in 2021 (#962). REP products frequently earn top-choice rankings across leading fitness publications, including Men’s Health and GQ. For more information about REP, visit repfitness.com.
