Reebok Set to Launch Professional Fitness Equipment Lines Stateside at IDEA World Convention | Athletic Business

Reebok Set to Launch Professional Fitness Equipment Lines Stateside at IDEA World Convention

Source: RFE International

Building on the successful unveiling of its professional fitness product lines at this year’s international trade show FIBO, Reebok Fitness is preparing for an even bigger launch next month, with the pioneering brand set to introduce its new Functional, Combat and Studio ranges to the US market at IDEA World Fitness and Nutrition Expo in Los Angeles.

This year, RFE International, the licensee behind Reebok Fitness responsible for designing, manufacturing and distributing fitness equipment to both home and commercial markets, is embarking on a global launch campaign. This involves exhibiting at a series of major industry events to bring its Reebok professional ranges to market. And now, with a satellite office and the appropriate rights in place as ‘RFE Sporting Goods’, more of this activity will be focused on the US market.

From July 14-16, its three new product lines specifically designed for the professional market (health club operators, gyms, studios, professional sports teams and centres); will be showcased at Reebok’s 30ft x 30ft stand at the IDEA tradeshow. Located at booth 1423 within the equipment section, there is much excitement behind this first US showcase.

For over 30 years, IDEA has set the standard for the industry through providing the world’s best practical fitness education, trends, programs and research, with more than 14,000 of the world’s most passionate and dynamic influencers attending this particular convention.

Ahead of IDEA, RFE is focused on building a dedicated Reebok Fitness US e-commerce website, similar to its European site, which presents a catalogue of the professional fitness equipment, enabling operators to purchase products direct for their facilities.

Dean Jackson, Group Commercial Director at RFE International says: “We are extremely excited to bring our leading professional product ranges to the US sporting goods market. RFE now operates on a completely global scale and investing in the US is something we had always set out to do to drive growth of the business even further. Our strategy is focused on continually developing our products and forming strong partnerships in order to sustain amidst a competitive environment. I have every confidence that we will excel in this vast market.

“2016 is our biggest yet in terms of the expansiveness of the Reebok ranges we offer. We look forward to exhibiting at LA-based convention IDEA next month to demonstrate the reliability, functionality and overall quality of our products.”

In agreement, Senior Vice President of RFE Sporting Goods, Fergus Ahern added: “Our US operation, RFE Sporting Goods, is established with a high calibre team who not only live and breathe the industry, but also the Reebok philosophy. Coupling our solid infrastructure and experience in the professional fitness arena with our extensive product line puts us in the perfect position for long-term growth.”

Kelli McKenna, Head of Brand Licensing at Reebok added: “RFE is one of Reebok’s longest standing partners and has a long history of creating and manufacturing top level commercial fitness equipment for Reebok in global markets. We are very excited to now introduce these products to the US with our launch at IDEA. With Reebok’s fitness positioning, equipment for the US market is a natural extension to our existing footwear and apparel lines built for fitness athletes everywhere.”


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