Reebok Strength, the commercial strength and cardiovascular equipment line developed and distributed in Latin America by Gadolex under license from Authentic Brands Group, officially opened a new professional showroom in Córdoba on September 14. Spanning 550 square meters, the facility integrates product exhibition, regional commercial offices, and logistics warehousing, catering exclusively to the B2B and corporate market.
Located at Juan Jufré 3851 in the José Ignacio Díaz (2nd Section) neighborhood in southwest Córdoba, the facility unifies sales management and supply chain operations under one roof. According to Alejandro Birnbaun, CEO of Reebok Strength, selecting Córdoba aligns with the region’s strategic importance within Argentina’s national fitness industry and its geographical advantage in serving central Argentina and surrounding provinces.
Customized Project Planning for Commercial Clients
The venue offers a direct, consultative service model designed to support full-scale equipment projects for new ventures, expansions, and facility renovations. Its target clientele spans key commercial segments, including:
- Commercial gyms, athletic clubs, and sports performance centers
- Real estate developments, gated communities, and private residential complexes
- Hotels and hospitality venues
- Hospitals, healthcare centers, and physical therapy and kinesiology clinics
Hands-On Equipment Testing and Immediate Availability
The showroom features more than 30 fully assembled units available for client testing, supported by ready-to-ship inventory for immediate delivery. The display highlights free weights, benches, power racks, and selectorized machinery from the flagship Euphoria series, alongside other specialized strength and cardio equipment from the Reebok Strength portfolio.
“We understand that choosing professional equipment shouldn’t be based solely on a technical spec sheet. Being able to test the equipment and evaluate how it responds is a crucial part of the decision-making process,” emphasized Alejandro Birnbaun, CEO of Reebok Strength. “Visitors can test the machinery firsthand and assess factors like biomechanics, ergonomics, durability, design, finishes, and build quality before making a purchasing decision.”
Rather than functioning as a standard automated e-commerce store, Reebok Strength’s digital platforms and website serve as informational channels for client inquiries. Through the Córdoba showroom, clients receive technical and commercial advisory services, finalize project specifications, and—upon inventory confirmation—complete acquisitions and arrange equipment delivery or local pickup.
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