Redefining Gym Retail: REP Announces Flagship Showroom Grand Opening in Colorado

REP Fitness, the Colorado-based equipment supplier known for engineering the most trusted strength equipment in the world, today announced the grand opening of a new experience for the gym equipment industry: a 9,000-square-foot, two-floor space where anyone training at home, building a home gym, or upgrading a facility can touch, lift, and test equipment before deciding to buy.

Featuring racks, benches, weights, cable machines, accessories, cardio machines, nutrition, and apparel, the showroom is REP’s largest to date, with two floors of equipment that home gym and commercial customers can see for themselves.

The showroom opens to the public on Saturday, Sept. 26, from 10 a.m. to 4 p.m. at 1495 Overlook Drive, Lafayette, Colo. 80026.

The first floor is built for the home gym and houses the company’s consumer product range, along with a dedicated area for 1:1 consultations with product specialists. REP apparel and Purist® Nutrition products are also available.

The second floor serves REP’s commercial customers: Independent gyms, fitness chains, universities, schools, and rec centers; and police, fire, and military facilities evaluating equipment for high-use environments. It also carries an additional consumer selection and doubles as a training and content space.

Both newly released Strive™ cardio options are available to test:

• Strive™ Air Bike featuring VPR™: A do-anything bike with REP’s Variable Pitch Resistance system, which sets resistance by the angle of the fan blades rather than by how hard the rider pedals.
• Strive™ Curved Treadmill: A self-powered, motorless curved treadmill that transitions from a free runner to a resistance sled on the fly.

Product specialists will be on site to help guide every customer in the showroom. Consultations are free and available on demand. Whether walking in or making an appointment, a specialist can help work through equipment selection, space planning, and budget in a dedicated consultation area on the first floor.

It's the same personal touch REP has been known for since day one, when the company’s founders, Ryan and Shane McGrotty, personally answered all questions out of the original REP garage. This approach has carried the company from a two-person startup to a team of more than 200 with global distribution, and now into its first flagship retail space.

Gym Retail Redefined

“We started REP because we wanted to build equipment we would put in our own gyms, and in the years since, we’ve been earning people’s trust one purchase at a time,” said Ryan McGrotty, Co-Founder and Co-CEO of REP.

“A squat rack can be a ten-year decision. A bench needs to repeatedly hold a person’s body weight and massively varying amounts of weight above the body. This is a category where people can research for months, watch videos, take measurements, and then commit to buying something they have never touched. Our flagship showroom changes that by getting world-class equipment, apparel and nutrition into the consumers’ hands — and we are enormously proud to offer it here, in our home state of Colorado,” McGrotty said.

The Colorado flagship joins REP showrooms in Moreno Valley, CA, and Carlisle, PA, and represents the company's largest investment yet in physical retail as a growth engine. As REP expands its product range and global footprint, it's treating this in-person showroom as core to how the brand earns trust in the community.

"Our customers are the inspiration for everything we build at REP, and this space is really an ode to them," said Kelli Kremer, Director of Retail Stores at REP. "It's set up so someone can walk in with a room and a budget, and walk out with a plan or the perfect piece of equipment. It's an incredible opportunity to nurture and grow our community face-to-face."

Inside the Showroom

• The space: 9,000 square feet across two floors, plus an additional 4,000 square feet of warehouse space.
• Personal consultations: 1:1 consultations with REP product experts are free and offered on demand, with no appointment required in a dedicated consultation area.
• Assortment: Home gym equipment, a dedicated consultation area, REP apparel, and Purist Nutrition products. Commercial equipment for independent gyms, fitness chains, universities, schools, and rec centers, as well as police, fire, and military facilities. Additional consumer options and a training and content space are also available.
• Ongoing hours: Monday through Saturday, from 10 a.m. to 6 p.m.; Sunday, from 12 to 5 p.m.
• Take it home: Same-day pickup on select in-stock items, and free shipping on all orders, the same as online.

Grand Opening Details

• What: REP’s Colorado fitness showroom — the company’s largest to date.
• Where: 1495 Overlook Drive, Lafayette, Colo. 80026.
• When: Saturday, Sept. 26, from 10 a.m. to 4 p.m. Ribbon-cutting at 10 a.m. with the Lafayette Chamber of Commerce.
• Activities: A live hat-printing activation where guests choose a patch and hat (while supplies last), live music, Purist Nutrition sampling, food trucks, yard games, and giveaways.

The event is free and family-friendly. RSVPs are requested in advance on Eventbrite. On-site parking is limited. REP encourages carpooling, and golf-cart shuttles will run from side-street parking.