Cover Story: RFE
Q&A with RFE
1. Tell us about RFE as a brand?
RFE International is a global fitness company, specialising in the design, manufacture, marketing and sales of a comprehensive range of fitness equipment to both the commercial and home markets. We are based in the UK with a distribution network covering over 50 countries worldwide. Our product lines are developed and marketed under some of the top brands within the fitness industry including Reebok and adidas. We specialise in an extensive range of fitness accessories from weights, ropes and gloves to steps, boxing and yoga as well as larger fitness equipment including treadmills, cross trainers, rowers, bikes and benches.
2. What are your biggest selling products?
With such a breadth of products available across our entire range we have quite a number of key sellers ranging from Reebok Gym Balls, fitness mats and the iconic Reebok Step, to adidas hand weights, push up bars and support wear.
3. What need products do you have planned for the future?
We are always working on new and innovative fitness concepts to bring to market. At the moment we have two new fitness accessories from Reebok, designed to help tone and tighten key muscles. The Reebok EasyTone Step is a multi-purpose functional training platform providing a diverse range of exercises, while the Reebok TrainPod offers a fun and enjoyable toning experience designed to work muscles you never knew you had. In addition to the new accessories we have further developed our Reebok CV equipment range with the launch of our unique Intelligent Weight Management (IWM) system. The IWM system is a revolutionary new tool that monitors your weight and fitness levels on a daily basis. Using a precise, integrated scale wirelessly linked to your IWM fitness product, IWM calculates an optimal workout programme based on your age, weight and fitness level. There is currently a treadmill, bike and cross trainer within the IWM range.
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www.sgb-sports.com
4. What will be the biggest selling products for RFE over the next 12 months?
The Reebok EasyTone Step and TrainPod have proven extremely popular since their launch in September. We foresee the success of these two products continuing beyond New Year and well into 2012. The Reebok Z Series of treadmills, bikes and cross trainers are also new for 2012 and have been extremely well received by retailers. As well as the Reebok product we have some exceptional adidas products launching for 2012 including new training accessories and a complete new range of strength equipment from training benches all the way up to multi-gyms.
5. What value- added services do you offer retailers?
In addition to innovative, highly successful products from two of the world’s top fitness and training brands, we offer a complete merchandising solution for our accessory ranges. These heavy duty cardboard units are available for both Reebok and adidas and are designed to really make the products stand out in a fun, vibrant and engaging manner.
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