TRX, the global leader in functional training equipment trusted by athletes, military personnel, and fitness enthusiasts worldwide, has announced a strategic licensing partnership with consumer products company Blulabs® that will expand the brand’s presence into the mass retail market with a new line of fitness, recovery and lifestyle products.
The partnership marks a significant step for TRX, which has long been recognized for its suspension training systems and functional training equipment used in commercial fitness facilities, performance centres and military training environments.
According to the company, the new consumer product line will begin appearing in retail stores this fall and includes a broad range of home fitness and recovery products.
The expanded lineup features kettlebells, dumbbells, resistance bands, Pilates kits, jump ropes, ab wheels and grip trainers, along with recovery products such as percussion massage devices, foam rollers and hot and cold therapy tools. The collection will also include fitness apparel and performance bags.
Founded by former U.S. Navy SEAL Randy Hetrick, TRX has sold more than three million Suspension Trainers™ worldwide and recently expanded its portfolio through the acquisition of YBell®.
“TRX has always been about making elite training accessible to everyone,” said Randy Hetrick, Founder of TRX. “This initiative allows us to reach millions more people through retail while staying true to our performance roots. These new products deliver the same proven results consumers expect from TRX, now in formats designed for everyday use in homes, garages, and wherever people work out.”
Blulabs, which has previously managed retail licensing programs for brands including Harley-Davidson®, Brookstone® and Skechers®, will serve as TRX’s exclusive retail partner. According to the companies, the partnership provides access to more than 25,000 retail locations supported by Blulabs’ product development, manufacturing and distribution network.
The expansion reflects continued growth in the functional training and home fitness categories, as established commercial fitness brands increasingly look to broaden their presence through consumer retail channels.
