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Home » Fitness » Reebok looks to own fitness with CrossFit

10 CrossFit gyms in 2012, product range in second half

Mumbai, March 7:

Sports brand Reebok is set to up its fitness quotient in the country, leveraging its global partnership with fitness programme CrossFit. The first Reebok CrossFit gym (called Box) in India opened in Gurgaon in December last year.

Speaking to Business Line, Mr Sajid Shamim, Brand Director, Reebok India, said this count would go up to 10 by the end of 2012, across the top five metros.

Each gym will be spread across 3,000-3,500 sq. ft and run by CrossFit-certified instructors.

Using competitive and collaborative techniques, the CrossFit programme shifts fitness from an individual activity to a group sport' - a trend that has caught on globally. There were over 2,700 CrossFit gyms in 47 countries at the end of 2011.

In a country where 80 per cent of its sales are estimated to be from consumers who are not going to play sport, the sports brand is upping its fitness play basis the growing affinity for fitness in India.

Mr Sajid said, Over the last two years, we have seen an upward trend in sales of portable fitness equipment. From almost nothing, it has gone up to around five per cent. Unlike apparel or footwear where we don't know if the product is being used for sport, here we can be pretty sure.

In terms of absolute numbers, the sports spectator' audience buying Reebok will admittedly outnumber those playing sport with Reebok by far. But the practising sport and fitness consumer is growing fast, explained the spokesperson.

Billed the Sport of Fitness', the Reebok CrossFit platform will be promoted across media, including a television (breaking March 15), print and outdoor campaign.

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Reebok looks to own fitness with CrossFit

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Home » Fitness » Reebok looks to own fitness with CrossFit