American fitness brand opens UK’s largest dedicated strength equipment showroom in Gloucester

Gloucestershire-based site designed to support long-term growth and local employment

American leader in home gym and fitness centre equipment REP Fitness has officially opened its UK headquarters and flagship retail showroom in Gloucester – supporting long-term European-wide growth, local job creation, and positioning the county as a future hub for strength training excellence.

The new 40,000 sq. ft. facility at St. Modwen Park brings together REP Fitness’ UK head office, a major distribution centre capable of holding £10 million of stock, and the largest dedicated strength equipment showroom in the UK, covering 6,200 sq. ft.

Its new site will support up to 35 local office roles, alongside a fulfilment team handling nationwide distribution, as REP continues to scale its UK operations following a strong first year in the market.

Founded in 2012 in Colorado by brothers Ryan and Shane McGrotty, REP Fitness has grown from a garage start-up into a global strength equipment brand. The company recorded over $130 million in sales in 2024, achieving 30% year-on-year growth, and launched its direct-to-consumer operations in the UK in 2025.

The UK is one of Europe’s largest fitness markets, home to more than 11 million commercial gym members. Sixty-eight per cent of people in the UK work out at home with 7 out of 10 people in Gloucestershire physically active.

The Gloucester showroom allows customers to experience REP’s equipment in real-world setups, from garage gyms and spare-room builds to full commercial environments, with guided walkthroughs and live demonstrations available.

Richard Millbank, UK Managing Director at REP Fitness, said:

“Opening our first UK showroom here in Gloucester allows customers to experience REP equipment in a way that simply isn’t possible online. It also gives us a permanent base to build long-term relationships with gyms both locally and nationally, as well as athletes and training communities, while delivering faster fulfilment and UK-based support.”

REP has also launched a UK Athlete Programme, with plans to work closely with Gloucestershire-based athletes and ambassadors, alongside new partnerships with gyms, clubs, charities and schools, across the county and UK.

The opening was marked by a launch event with attendees including industry partners, media and members of the local business community, all celebrating REP Fitness’ long-term commitment to the region.