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What would you say defines Reebok Fitness as a brand?
Innovative, inspirational, design led, individualistic. Reebok is the No 1 fitness brand globally and has been a leader in creating new fitness concepts from the Step in the 80's to core training in the 90's and total body conditioning in the naughtiest!
Has it been difficult to establish Reebok Fitness with its own brand identity under the Reebok umbrella?
The Reebok brand's heritage is Fitness, so it was a fairly easy step to introduce to the consumer a full line of fitness products.We also work very closely with the local Reebok companies in joint marketing programmes. Reebok Fitness has added considerably to the over brand presence of the Reebok brand in store.
Tell me about your product range
It all began with the iconic Reebok Step in the 80's but has now developed into a full line of both fitness accessories and cardio line. Reebok Fitness invests heavily on R&D, and product designed has launched several innovative lines. The new cool IRUN has completely changed the consumer's thinking on a home treadmill - ultra compact - ultra cool.
Any planned launches?
We have just launched our new CV line at ISPO last month in Munich. It extends the IRUN concept to the IBIKE and I-TRAIN in the new I-SERIES. In addition we have launched the new RBK Performance line, which will move the Reebok line up a few levels in the market and will roll out through 2008.
The Reebok brand has always had a very strong connection with women and we have launched a new range aimed specifically at the female consumer - Reebok for Women.
Who do you supply and how?
We supply all the majors with both the Reebok and Gold's Gym brands but are also very committed to the independent trade supplying a full line of both Reebok and Gold's Gym to this important sector.
How much of your revenue comes from online sales?
Online is an increasing part of fitness sales, and works very well with large equipment as this can often not be displayed in store. All our major customers have online sales sites but we also work with pure online "store" which are often independent Fitness stores with a website which gives them national reach.We do not sell directly to the public but all information on our line can be found at www.reebokfitness.co.uk or www.goldsgymfitness.com
Has your relationship with the independent retailer changed over the years?
We originally began supplying mostly the big majors when the company was founded in 2001, but with the acquisition of Gold's Gym in 2005, which was mainly independent focused,we have broadened our distribution to all sectors with both Reebok and the Gold's Gym brand.
Can you offer the independent retailer any advice?
Stock a "range" to show commitment of the category and sell recognised brand to help the consumer make a purchase - such as Reebok and Gold's Gym. Look into the option of having an online store, which can be surprisingly low cost to run.
The Company behind Reebok Fitness and Gold's Gym
RFE International was set up in 2001 to develop the Reebok Fitness Equipment product line and now has a full line of accessories and CV, operating in over 40 countries. It is the UK's No 1 fitness supplier of Home Fitness products. In 2005 it acquired the Gold's Gym brand and has now integrated this brand into the company, as it's premier "Strength" brand.
