Reebok opens UK’s first FitHub concept store

Sportswear giant Reebok has opened the first FitHub concept store in London’s Covent Garden as it pushes forward with its plan to get people active while reposition the brand as a company to “empower people to get fit for life”.

Inspired by elements found in fitness studios, the FitHub has been designed to encourage people “to move, to train, to get fit and have fun doing it” and the store features fixtures that replicate gym equipment, genuine gym flooring and even has plyometric jump boxes as seats, which the brand describes as “raw” and “creative” to engage customers in fitness.

The idea of the concept store is to offer a new way of thinking about fitness and purchasing sportswear, with the apparel clustered according to your workout including classic, training, running and studio, with mannequins positioned to reflect that sport, for easy navigation around the store and to show how the kit moves to the specific workout.

Reebok opens first FitHub in London

Located in the heart of Covent Garden, one of London’s premier shopping destinations, the Long Acre store is the first of six to open this year, and offers exclusive pieces from the brand’s premium footwear and apparel collection specially made for fitness, as well as free workout classes, and demonstrations at the ‘Fit Desk’ on its latest product technologies.

The store also features a team of specialists from fitness backgrounds ranging from fully qualified personal trainers, netball, CrossFit, dance and ballet coaches to a Team GB handball player, who are on hand to offer advice, guidance and information on living a healthy lifestyle.

James Woolard, Reebok UK brand director, 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.”

The UK’s first Reebok FitHub is part of an ever-expanding global network of concept stores, which includes the USA, Korea, Russia and Dubai. The sportswear giant plans to open a further five stores in the UK this year, with the next due to open in Bluewater shopping centre later this month.