Rep Fitness
Rep Fitness designs, manufactures, and sells strength and conditioning equipment directly to home gym owners, commercial gyms, and tactical training facilities. The Colorado-based company offers power racks, functional trainers, cardio, apparel, and NSF-certified supplements across North America and 24+ European countries.
- Company typePrivate
- Founded2012
- HeadquartersWestminster, United States
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Rep Fitness does
Rep Fitness is a Colorado-headquartered designer, manufacturer, and retailer of strength and conditioning equipment founded in 2012 by brothers Ryan and Shane McGrotty. The company designs and engineers its products in Colorado using state-of-the-art robotics including laser cutting, robotic welding, and robotic painting, with construction centered on 2x2 and 3x3 11-gauge steel across three power rack series (1000, 4000, and 5000) and an extensive cross-compatible attachment ecosystem. Core product categories include power racks (PR-5000, PR-4000, Altitude, Apollo), functional trainers and cable attachments (Ares 2.0, Athena, Arcadia, Summit), benches and barbells, dumbbells (REP x Pepin Fast Series), the Strive Series cardio line (Air Bike with patent-pending Variable Pitch Resistance technology and Hybrid Curved Treadmill), performance apparel, and the recently launched Purist supplements sub-brand. Selected commercial and resale offerings include STEPR stair climbers and Concept2 ergometers.
The company operates primarily as a direct-to-consumer brand through repfitness.com, complemented by company-owned showrooms in Moreno Valley, California and Carlisle, Pennsylvania, with a new 40,000 sq ft UK headquarters and flagship showroom opened in Gloucester in 2026. REP serves 25+ country-specific storefronts covering the US, Canada, and 24+ European countries, with a dedicated Commercial Advantage Program and Commercial Specialist team supporting B2B accounts such as VASA Fitness, F45 Training, Chuze Fitness, Alpha Fit, Denver Police Department, NYC Fire Department, and Tactical Games. Revenue is generated predominantly through one-time hardware sales priced from entry-level racks starting at $359 to premium integrated systems at $5,884.87, with secondary streams in apparel, supplements, and authorized resale of complementary cardio brands. Financing partnerships with Affirm, Shop Pay, PayPal Pay-in-4, and Truemed HSA/FSA eligibility broaden consumer accessibility, while commercial financing through Lease Process and Rigquipment supports B2B purchases. The company reported over $130 million in 2024 revenue with 30% year-on-year growth, reflecting sustained momentum into a multi-vertical fitness equipment platform spanning home, commercial, and consumer nutrition markets.
Rep Fitness firmographics
Firmographics- Name
- Rep Fitness
- Legal name
- REP Fitness
- Website
- https://repfitness.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Rep Fitness designs, manufactures, and sells strength and conditioning equipment directly to home gym owners, commercial gyms, and tactical training facilities. The Colorado-based company offers power racks, functional trainers, cardio, apparel, and NSF-certified supplements across North America and 24+ European countries.
- Ownership category
- akta.pro rank
Rep Fitness industry classification
Industry- Product category
- Strength Training & Fitness Equipment
- NAICS
- Sporting Goods Retailers (45911), Sporting and Athletic Goods Manufacturing (33992), Food (Health) Supplement Retailers (456191)
- SIC
- Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- Strength Training Equipment Retail (Racks, Benches, Barbells, Plates) (CRAMADAB)
- akta.pro secondary industries
- Fitness Equipment & Performance Accessories Retail (CRAMABAD), Cardio Equipment Retail (Treadmills, Bikes, Rowers, Ellipticals) (CRAMADAA), Functional Training & Conditioning Accessories Retail (Bands, Suspension Trainers, Agility/Ladders, Sleds) (CRAMADAD)
Keywords
Where Rep Fitness is headquartered
LocationHeadquarters
- HQ city
- Westminster
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Rep Fitness business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Equipment Sales: One-time hardware sales of strength training equipment including power racks, benches, bars, weights, cable machines, cardio equipment, and accessories. Direct-to-consumer sales model with optional commercial bulk purchasing.
- Apparel Sales: Performance apparel including men's and women's workout clothing, accessories, and bundle deals.
- Supplements (Purist Brand): Third-party tested, NSF for Sport certified supplements including whey protein, pre-workout, creatine, hydration mix, and high protein bars.
- Financing Services: Partner financing through Affirm (0-36% APR, 6 or 12 months) and PayPal Pay in 4 (interest-free bi-weekly payments), plus commercial financing partners Lease Process and Rigquipment.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level racks (PR-1050, PR-1000) |
| Unit Pricing | Pay-as-you-go | Mid-range power racks (PR-4000, Altitude) |
| Unit Pricing | Pay-as-you-go | Premium power racks (PR-5000) |
| Unit Pricing | Pay-as-you-go | High-end integrated systems (Ares 2.0, Summit) |
| Unit Pricing | Pay-as-you-go | Cardio equipment |
| Unit Pricing | Pay-as-you-go | Apparel |
| Subscription | Monthly | Affirm financing |
| Transaction based/ take rate | Pay-as-you-go | PayPal Pay in 4 |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels8 records
Rep Fitness product offering
Product offeringCore offering
Rep Fitness designs, engineers, and sells strength and conditioning equipment including customizable power racks, functional trainers, cardio machines, adjustable dumbbells, benches, barbells, plates, apparel, and NSF-certified supplements. The company sells direct-to-consumer through its e-commerce storefront and physical showrooms, complemented by a Commercial Advantage Program for gym operators, franchises, and government tactical facilities.
Product overview
REP Fitness offers a comprehensive strength training equipment ecosystem centered on customizable power racks and functional trainers, with complementary product lines spanning cardio machines, barbells, dumbbells, benches, and accessories. The portfolio is organized into three main rack series (1000, 4000, and 5000) with extensive cross-compatible attachments. Key product lines include the PR-5000 and PR-4000 power racks as flagship offerings, the Ares 2.0 and Athena cable machine attachments for integrated training, the Strive Series cardio equipment (Air Bike with VPR technology and Curved Treadmill), REP x PEPIN adjustable dumbbells, and the recently launched Purist nutrition sub-brand. The company also offers performance apparel and commercial-grade equipment packages, with a direct-to-consumer model shipping over 1,200 SKUs primarily from Colorado.
Differentiator
Problem solved
Functional benefit
Brands
- Purist: Supplement brand offering pre-workout, creatine, whey protein powder, and hydration mix - all third-party tested and NSF for Sport certified for purity and banned substances.
- Strive Series
- REP x PEPIN
Products and services
- PR-5000 Power Rack Builder Heavy-duty commercial-grade power rack with 3x3 inch 11-gauge steel, 1,000lb rackable capacity, 2-inch hole spacing, and the largest attachment ecosystem in REP's lineup. For home and commercial strength training.
- PR-4000 Power Rack Builder Heavy-duty power rack with 1-inch hole spacing through the bench zone for precise liftoff height adjustment; compatible with 4000 Series attachments.
- Altitude Power Rack Full-featured power rack with flat foot base, 2x2 inch 14-gauge steel, 700lb rackable capacity, and compatibility with 1000 Series attachments.
- Apollo Half Rack Builder Minimal footprint half rack with 3x3 inch 11-gauge steel, 1,000lb capacity, compatible with 5000 Series attachments.
- Ares 2.0 Builder Premium wall-mountable power rack with integrated functional trainer and lat pulldown/low row capabilities; attaches to PR-4000 or PR-5000 racks.
- Athena Functional Trainer Low-profile cable attachment that integrates onto PR-4000 or PR-5000 racks; available in selectorized or plate-loaded options for full functional trainer capabilities.
- Arcadia Functional Trainer Freestanding functional trainer cable machine providing versatile cable exercise options for home gyms.
- Strive Curved Treadmill Self-powered curved treadmill for running mechanics and sprint training; designed for over-ground feel with integrated sled drag and pull capabilities.
- Strive Air Bike featuring VPR Air bike with patent-pending Variable Pitch Resistance technology allowing users to mechanically adjust fan blade angles for variable resistance independent of cadence.
- REP x PEPIN Fast Series Adjustable Dumbbells Adjustable dumbbells featuring rapid weight selection mechanism; max weight up to 125lb per dumbbell with compact storage footprint.
- AB-3000 2.0 FID Adjustable Weight Bench Flat-incline-decline adjustable bench with sturdy construction for home and commercial gym use.
- Summit All-In-One Trainer Comprehensive training system combining rack, functional trainer, and cable machine capabilities; available with Athena or Ares 2.0 configurations.
- Double Black Diamond Power Bar Premium barbell with aggressive knurling pattern for deadlifts and powerlifting movements.
- Equalizer Urethane-Coated Plates Premium weight plates with urethane coating for durability and reduced noise; designed for rack work and smith machine training.
- Strata Weight Vest Weighted vest for functional training and conditioning workouts.
- REP Fitness Apparel Performance workout clothing line including men's and women's tanks, tees, hoodies, shorts, pants, leggings, and accessories.
- Purist Nutrition Supplements Supplement line offering grass-fed whey protein, pre-workout, creatine, hydration powder, and high protein bars; all third-party tested and NSF for Sport certified.
- Concept2 RowErg Authorized reseller of Concept2 indoor rowing machine with PM5 monitor for tracking performance metrics.
- Concept2 SkiErg Authorized reseller of Concept2 upper-body focused ski ergometer with PM5 monitor.
- Concept2 BikeErg Authorized reseller of Concept2 air-resistance bike ergometer with PM5 monitor and Bluetooth connectivity.
- STEPR Stair Climber Authorized reseller of STEPR stair climbing machine with LED console or optional HD touchscreen with built-in programming and entertainment.
- Commercial Fitness Equipment Program Commercial-grade strength and cardio equipment program for high-traffic facilities including gyms, education institutions, fire/police stations, and franchise operations; includes bulk pricing, layout support, assembly services, and dedicated commercial specialists.
- REP Adjustable Dumbbell Stand Storage stand designed specifically for REP x PEPIN adjustable dumbbells; compact design with wheels for mobility.
Companies that use Rep Fitness
Customer profileNamed customers8 records
Segments2 records
Ideal customer profiles2 records
Rep Fitness technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Feature5 records
Rep Fitness partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core and minor.
- VASA FitnesscoreVASA Fitness is a major gym chain operating REP commercial equipment in their facilities nationwide, representing a significant commercial customer relationship.
- F45 TrainingcoreGlobal fitness franchise utilizing REP equipment in their training facilities. REP also has a dedicated F45 page on their website.
- Chuze FitnesscoreFitness club chain with REP equipment installed across their facilities.
- Alpha FitcoreFitness facility operator utilizing REP commercial equipment.
- Denver Police DepartmentcoreMunicipal police department tactical training facility equipped with REP fitness equipment.
- NYC Fire DepartmentcoreMajor metropolitan fire department utilizing REP equipment for firefighter training and fitness.
- Tactical GamesminorCompetition events utilizing REP equipment for strength and functional training competitions.
- Kleva BuiltcoreCo-development partnership producing branded cable attachments including Atlas Multi-Grip Cable and Landmine Attachment, Tricep Pushdown Attachment, and Angled Atlas Close-Grip Cable and Landmine Attachment.
- PepincorePartnership producing REP x Pepin Fast Series Adjustable Dumbbells with innovative quick-adjustment mechanism.
- AffirmminorFinancing partner offering 0-36% APR monthly payments for purchases over $650, with 6 or 12 month options and no late fees.
- PayPalminorPay in 4 partner offering interest-free bi-weekly payments with 25% down payment for purchases $30-$1,500.
- Concept2minorAuthorized reseller of Concept2 cardio equipment including RowErg, SkiErg, and BikeErg.
- STEPRminorReseller of STEPR stair climber equipment.
Scale indicators9 records
Recent moves8 records
Expansion highlights6 records
Rep Fitness competitors and assessment
Company assessmentDirect peers
- Rogue Fitness: The dominant US-based strength and conditioning equipment brand. Directly competes with REP across power racks, barbells, plates, benches, and attachments for both home gym and commercial customers, and serves as the primary category benchmark.
- Titan Fitness: Value-oriented direct competitor offering racks, benches, and strength equipment online. Competes on price/feature tradeoffs, pressuring REP's mid-market positioning.
- Force USA: Manufacturer of all-in-one home gym trainers and functional equipment. Overlaps REP's integrated trainer strategy (e.g., F-Series), especially in the home gym and light-commercial segment.
- Sorinex Exercise Equipment: Premium US commercial-grade strength equipment maker. Competes directly with REP in the commercial/institutional segment (collegiate, professional sports, tactical facilities).
- Bells of Steel: Canadian strength equipment brand offering racks, barbells, plates, and home gym packages. Competes on similar product breadth and DTC distribution model.
- Fringe Sport: DTC strength equipment brand specializing in bumper plates, lifting accessories, and home gym packages. A smaller but comparable online-only competitor to REP.
- PRx Performance: Wall-mount foldable rack specialist. Comparable in DTC strength equipment and home gym target audience, with a differentiated foldable form factor.
Broad incumbents
- Life Fitness: Established global commercial fitness equipment incumbent. Competes with REP in commercial accounts but across a much broader cardio + strength portfolio, with no DTC-direct specialization.
- Nautilus (Bowflex / JRNY): Incumbent home fitness brand (Bowflex, Schwinn). Competes with REP for the home strength consumer but with a connected/subscription hardware orientation rather than rack-based strength equipment.
Emerging players
- Tonal: Connected strength-training system for home use. Adjacent rather than direct — competes for home strength-training consumer dollars, but with digital/AI-driven wall-mounted hardware rather than REP's traditional rack ecosystem.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Rep Fitness social profiles
Digital presenceRep Fitness compliance and trust
Trust signalCompliance1 record
Rep Fitness financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rep Fitness leadership team
Management profileNumber of profiles
Profiles4 records
Rep Fitness funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rep Fitness M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Rep Fitness
What does Rep Fitness do?
Rep Fitness designs, engineers, and sells strength and conditioning equipment including customizable power racks, functional trainers, cardio machines, adjustable dumbbells, benches, barbells, plates, apparel, and NSF-certified supplements. The company sells direct-to-consumer through its e-commerce storefront and physical showrooms, complemented by a Commercial Advantage Program for gym operators, franchises, and government tactical facilities.
Is Rep Fitness a public or private company?
Rep Fitness is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Rep Fitness founded?
Rep Fitness was founded in 2012. It employs 101 to 250 people.
Where is Rep Fitness based?
Rep Fitness is headquartered in Westminster, United States, in the North America region.
How does Rep Fitness make money?
Four revenue lines are on record. Equipment Sales are the primary driver. The others are apparel Sales, supplements (Purist Brand) and financing Services.
Who are Rep Fitness's main competitors?
Direct peers on record are Rogue Fitness, Titan Fitness, Force USA, Sorinex Exercise Equipment, Bells of Steel, Fringe Sport and PRx Performance. Broad incumbents are Life Fitness and Nautilus (Bowflex / JRNY). Tonal is listed as an emerging player.
Does Rep Fitness have an API?
No public API is recorded for Rep Fitness.
What industry is Rep Fitness in?
Rep Fitness's product category is Strength Training & Fitness Equipment. Its primary akta.pro industry code is CRAMADAB, Strength Training Equipment Retail (Racks, Benches, Barbells, Plates), with a secondary code of CRAMABAD, Fitness Equipment & Performance Accessories Retail. Its NAICS code is 45911 and its SIC code is 3949.