Fitness equipment retailer moves local headquarters to Westminster

Brothers Ryan, left, and Shane McGrotty are the founders of Rep Fitness. (Photos courtesy of Rep Fitness)

A fitness equipment company that has increased sales during the pandemic is moving its headquarters to the northern part of the metro area and moving one of its two distribution centers out of the Centennial State.

Rep Fitness, founded in 2012 by brothers Ryan and Shane McGrotty, plans to move this summer to 11059 Dover St. in Westminster, where the company has leased around 34,000 square feet in a mixed-use industrial park.

The new space will replace Rep Fitness’ current home near the Interstate 25/58th Avenue interchange in Adams County, where the business is spread over multiple buildings and lacks space.

Chief Operating Officer Jonathan Little said Rep Fitness had $74 million in revenue last year, compared to $66 million in 2020 and $26 million in 2019. Further on, in 2017, the company had revenue of $10 million, according to its appearance on the Inc. 5000 list.

“The growth of the business accelerated quite dramatically during the COVID lockdown,” Little said.

Before starting Rep Fitness, the McGrottys worked in affiliate marketing, creating websites with reviews of equipment that would drive traffic and sales to various retailers. But the brothers started seeing things, like unreasonable shipping practices, that made them think they could do better.

Shane, now 36, and Ryan, 40, also saw an opening as a new form of training gained popularity.

“Big box stores didn’t necessarily cater to the CrossFit and functional fitness crowd,” Shane said.

Rep Fitness now manufactures a variety of equipment overseas and sells it directly to consumers. Although the company retails some items made by others, Ryan said the company’s own products account for 95% of sales by revenue.

“Benches and shelves are our bread and butter,” Shane said.

Most of the company’s new Westminster facility will be office space, but there will also be space for research and development – ​​Rep Fitness has 50 new products in the works, Shane said – and a huge staff gym. CBRE broker Harrison Archer and Cushman & Wakefield’s Matt Trone represented the company in the deal.

Fitness Rep

Rep Fitness, which sells strength training equipment, is moving its headquarters to Westminster.

The company specifically wanted to move to a new project, where they could arrange the space according to their needs. These requirements include a replica of a two-car garage, which the company will use for video and photo shoots.

“We generate almost 100% of our marketing content in-house,” Little said.

Shane said the company estimates that 60% of its customers have a gym in their garage and another 20% in the basement. In order to gain access to a garage, Rep Fitness had previously gone so far as to rent a local house from a staff member who rented the house through Airbnb.

The company’s existing Adams County facility previously included a retail showroom, but it closed at the start of the pandemic. It also included one of the company’s two distribution centers, the other being in Pennsylvania.

However, as part of the move to Westminster, Rep Fitness is moving the Colorado distribution center to Southern California.

“We’re an importer, and for us it makes more sense to be as close to the ports as possible,” Little said.

Both distribution centers will include a showroom component.

The company has about 120 employees, Ryan said, and plans to add 50 this year in Colorado, California and Pennsylvania. The revenue target for the year is between $90 million and $100 million.

Some of this growth is expected to come from outside the United States

Rep Fitness recently hired an Inside Sales Manager and hopes to begin serving Canada mid-year and potentially Europe by the end of the year.

Shipments to Canada would likely be handled by the company’s existing fulfillment centers, while a third-party logistics company would likely handle Europe, they said.

“There are many other ways to grow that don’t rely on COVID,” Shane said.


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