REP® Fitness Goes Digital, Introducing New Digital Strength Division for the Company

Rep Fitness LLC (REP), one of the fastest-growing strength and conditioning equipment companies in the United States, today announced the formation of a new division dedicated to making strength training more accessible and data-driven than ever before.

Founded in a Colorado garage in 2012 and now serving home and commercial customers around the world, REP has built its reputation on high-quality equipment and a deep relationship with its community. The new division extends that relationship beyond the equipment itself, into the data and insights that can help people achieve results by reducing friction from strength training and promoting easier, faster, and more constant progress for everyone who trains, not just the few.

For decades, the ability to measure strength, interpret it, and act on it has been the privilege of laboratories, professional teams, and high-end performance facilities. REP believes that capability shouldn’t be gatekept to elite athletes; it belongs to everyone, no matter how or where they train. This digital strength division exists to make that insight ordinary by supporting the equipment people already train on and the equipment REP builds next.

“This new division reflects a deliberate shift in how we connect with our community and beyond – and supporting progress for trainers of all levels,” said Ryan McGrotty, Co-CEO of REP. “For the home strength buyer, this turns equipment into a tool for improvement and not just use. For the health-club operator, it means measurable results delivered at scale.”

Just like heart rate or sleep tracking, strength is the next big area of health data. The goal is to bring real accuracy to how it’s measured and continually bring added value over time for people who genuinely want to get better at training. This will give users the tools to train at a high level at home, by turning elite-level programming into something digitally accessible.

“The signals that define strength training progress in the gym remain largely unmeasured, uninterpreted, and unacted upon,” said Gary Warren, Senior Vice President of Performance Technologies. “Progress is hard and is exactly what keeps people showing up. If we can help people become better measured, better motivated, and better managed in their training, we make progress less of a mystery. That’s something everyone wants, whether you just bought your first rack or you run a hundred-club estate.”

The new division will be one layer across multiple categories at REP that will extend to existing equipment offerings like racks, cable machines, cardio & more. The new capabilities will be on display beginning in 2027.