For the uninitiated, starting a fitness program or joining a gym can be a daunting activity. Reebok has opened the first Fit Hub retail store in the US intended to inspire people to become more active. The location on 5th Ave in New York City is uniquely positioned above a 10,000 square foot Reebok CrossFit gym.
The Fit Hub focuses on selling fitness and training products versus sports gear. The store stocks previously difficult to find in the US CrossFit apparel which has gained a cult following. Reebok has recruited store staff with a fitness background to assist customers in choosing products suited for their workout needs. They can also help with training tips and health information.
The retail concept created by Ziba, reflects the theme of elegant industrial. Visual elements from the Crossfit workout equipment were used as inspiration for the design of the store fixtures as a subtle way to link the spaces. Raw plywood was used in the construction of shelving and display tables giving the space an honest and approachable character. Details like clipboards are represented in large scale and can be easily redeployed around the store to feature different items.
Reebok intends to use the store to host small events like exercise demos and training lectures. Adjacent to the door is a whiteboard updated daily with events and community news.
Operating in partnership underneath the Fit Hub store is the CrossFit gym also known as ‘The Box’. The members club offers 15 classes a day using the CrossFit program popular with police academies and the military.