TRX Expands Retail Presence Through New Licensing Partnership
Krissy Vann | Host, All Things Fitness and Wellness
TRX is expanding beyond its commercial fitness roots through a new licensing partnership with consumer products company Blulabs that will bring a broader range of branded products to mass retail stores beginning this fall.
Under the agreement, Blulabs will serve as TRX's exclusive retail licensing partner, developing and distributing a product line that includes fitness equipment, recovery tools, apparel and performance accessories.
The expansion represents a broader retail strategy for TRX, which has traditionally been known for its suspension trainers and equipment used in commercial gyms, military settings and athletic performance facilities. According to the company, the partnership provides access to more than 25,000 retail locations through Blulabs' existing distribution network.
"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."
The new retail collection will include kettlebells, dumbbells, adjustable weights, Pilates kits, resistance bands, ab wheels, jump ropes and grip trainers, along with recovery products such as percussion massage devices, foam rollers and hot and cold therapy tools. The lineup will also include fitness apparel and gym bags.
The retail expansion follows TRX's recent acquisition of YBell and builds on a product portfolio that includes more than three million Suspension Trainers sold worldwide.
According to the company, research on Suspension Training has demonstrated benefits across a range of fitness and health outcomes, including improvements in athletic performance and functional fitness. TRX also cited research examining the role of resistance training in supporting muscle preservation during GLP-1 treatment.
"Our track record with iconic brands proves we know how to build and sustain retail success," said Darryn Garson, Chief Retail Officer of Blulabs. "TRX is one of the most trusted names in fitness, and this partnership gives retailers a rare opportunity to own the functional fitness and recovery aisles with a brand consumers already know, love, and seek."
The first products developed through the partnership are expected to arrive at retail locations this fall.
