FreeMotion adds Reebok workout equipment to brand line-up

FreeMotion Fitness has completed its “total solutions” package — proclaimed by its company tagline — with the addition of the Reebok Professional Studio workout gear and programming to its family of brands.

The announcement of the exclusive commercial distribution deal came when attendees at this week’s IHRSA show noted the Reebok logo prominently and suddenly gracing the banners and placards in the FreeMotion Fitness booth, and the Reebok gear — such as steps, bands and small handweights — lined up for exhibit.

“We have great hardware,” Patrick Hald, FreeMotion COO, told SNEWS®. “And this now gives us a very comprehensive hardware and software package. We now have a full offering.”

The Reebok Professional Studio gear will be complemented by the Reebok Instructor Alliance education programs.

“It’s exciting for us,” Stephanie Montgomery, director of Reebok University, told SNEWS at the show. “The agreement opens up a lot of doors, and it’s just a logical progression.

“Footwear and apparel company people can’t necessarily talk the language of the fitness professional,” she added. “Reebok’s always been supportive, but at the end of the day, it’s a footwear and apparel company, and they never figured out how to totally take advantage” of the gear and programming.

FreeMotion parent Icon Fitness will continue with its retail license for Reebok equipment, such as treadmills and other gear.

The Reebok partnership extends FreeMotion’s reach to now encompass strength, cardiovascular and group-exercise training, as well as instructor education and certification. Its sprawling booth at IHRSA showcased its signature functional strength-training equipment, plus Incline Trainer treadmills, ellipticals, bikes, all the Reebok studio gear, FreeMotion workout clothing, the National Association of Sports Medicine certification and education group, as well as its Tomahawk indoor cycling bikes, now to be branded Reebok Tomahawk. Classes offered during the March 23-25 trade show in Las Vegas, Nev., included “Group FreeMotion” strength, Incline Trainer walking, indoor cycling, and Reebok core training classes.

SNEWS® View: Yes, it was a busy booth. Although certainly not as large as other companies on the floor, FreeMotion now seems like much more of a complete package, which should make it even more attractive to clubs and facilities. Since the industry is moving more and more toward clubs wanting a “package,” this will help FreeMotion compete. Plus, it has added more than a range of equipment to its package, but also strong education and programming that could move it more than a couple of steps forward.