COMPANY PROFILE
We are a global sports and fitness company specialising in the design, manufacture, marketing and sales of a comprehensive range of fitness equipment to both the commercial and home markets.
With a distribution network covering more than fifty countries worldwide, our market leading product lines are designed and developed under some of the top brands within the world of sports and fitness today, including adidas, Reebok and Dynamax.
Our extensive range of equipment ranges from the small, portable accessories such as gloves, gym balls and yoga mats, to the larger strength and cardiovascular equipment including treadmills, bikes and workout benches.
We aim to deliver world class performance to our retail and commercial partners by offering unrivalled product innovation, impeccable service throughout, and effective, engaging marketing initiatives to drive sales.
OUR HISTORY
We started RFE International back in 2001 with only a small product offering, a single local market, and a strong desire to become the first choice provider of home fitness equipment. As our successes began to mount up in the UK, we took the decision to open our business up to the wider European market through a network of third party distributors. Our Reebok branded products quickly became the top selling home fitness equipment throughout Europe. This achievement soon granted us the rights to develop product for the commercial gym environment.
As sales continued to grow so did our infrastructure and our ability to expand the business into new markets. In 2009 we formed the Asia Pacific division to facilitate our route into the Asian and Australasian markets. A year later we were granted the global license to create and market sports training equipment under the adidas brand. We became the first and only licensee within the adidas Group to manage both the Reebok and adidas brands – a true testament to the success of our business. Not only did this significantly impact our product offering and open up further opportunities for growth, but with the global license came the North American market. We had truly become a global, market leading supplier of fitness and sports training equipment.
Over recent years we have continued to grow the business internationally by investing in offices and infrastructure to support our local markets. We have moved away from relying on a third party distribution network to catering for these markets directly, giving us a greater degree of control and the means to further strengthen the business.
CORPORATE STRUCTURE
The structure of our business and the investment behind shaping it to meet the future needs of a single global market is key to the continued success of RFE International.
Having previously relied on multiple distributors to meet market needs, it soon became clear this over-reliance on third-party operators was stifling the growth potential of our business.
With this in mind, we restructured the business around our own separate international trading divisions, each with their own local offices fulfilling a direct route to multiple retail and commercial markets. This has given us greater control of our own destiny and the means to continue to grow and strengthen the business globally.