Reebok has opened the doors to its first UK store in Covent Garden and intends to open six more before Christmas.
The retailer is focusing its opening spree around the M25 area and has signed for shops in Kingston, Richmond and Wimbledon. It has also inked deals for stores in Oxford and Reading.
The next branch to open will be in Bluewater shopping centre in Kent at the beginning of October.
The Covent Garden Reebok FitHub store is inspired by fitness studios, and free workout classes are held weekly in the shop.
The sportswear brand describes the store environment as “raw”, like a gym, and aims to engage customers in fitness.
Product expertise is key for the retailer, whic counts qualified personal trainers, netball, crossfit, dance and ballet coaches among its staff.
The 180sq m store is designed to be a “social hub for fitness communities” and includes a community board for fitness fanatics to learn how to get involved in local events, discover new workouts and learn about local gyms and instructors.
Reebok UK brand director James Woolard said: “We’re extremely excited to have opened the first Reebok FitHub in the UK. The FitHub is great statement to prove Reebok’s commitment to getting people active.
“It will give consumers a full fitness experience like no other, inspire people to get moving and become a desirable destination for the fitness community.”