REP Fitness launches dedicated Digital Strength division

REP Fitness announced on 28 July 2026 that it is forming a dedicated Digital Strength division — a move the Denver-based company says will bring the kind of data-driven training insights previously reserved for elite athletes to anyone who lifts, regardless of where or how they train.

The announcement, issued from REP's Colorado base, marks the first time the company — founded in a garage in 2012 and now one of the fastest-growing strength and conditioning equipment firms in the United States — has moved into software and data as a core product category.

What the new division actually is

REP is positioning Digital Strength not as a standalone product line but as a layer that will run across the company's existing equipment categories: power racks, cable machines, cardio kit, and more. The stated mission is to bring efficiency, data, and insights once reserved for elite athletes to every person who trains.

Specific products, hardware details, and pricing have not been announced. REP says the new capabilities will begin to be revealed in 2027, with the division integrating progressively across its catalogue as it develops.

Gary Warren, Senior Vice President of Performance Technologies at REP Fitness, set out the problem the division is intended to solve:

"The signals that define strength training progress in the gym remain largely unmeasured, uninterpreted, and unacted upon. 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."

Speaking to Athletech News, Warren drew a direct comparison with wearable health platforms to explain the gap REP is targeting:

"We're imagining a world where people can understand their strength training in the same way platforms like Whoop or Oura have helped them understand their heart rate, sleep and recovery. Those platforms, and others, are excellent at measuring heart rate, sleep and recovery, and we're not trying to outdo them there. What they can't tell you is what happened inside a rep, set, or full lifting session."

Why REP is moving in this direction now

The company's argument is straightforward: for decades, the ability to measure strength, interpret it, and act on it has been the preserve of laboratories, professional sports teams, and high-end performance facilities. REP believes that capability has been gatekept for too long.

The timing is not arbitrary. REP reports it surpassed all of its 2024 targets, achieving over $130 million in sales, and was targeting 50% growth in 2025. The company has been listed twice on the Inc. 5,000 list of fastest-growing US businesses — at number 450 in 2018 and number 962 in 2021 — and now employs more than 200 people with global distribution, offices, and manufacturing.

REP has also expanded its equipment range in recent years beyond its core strength offering of power racks, barbells, weight plates, and kettlebells. The company entered the cardio market with the Strive™ Air Bike featuring VPR™ technology and the Strive™ Curved Treadmill, both designed to offer greater training variety and function. The Digital Strength division represents the logical next step in that broader ambition.

What this means for UK buyers

REP Fitness launched direct-to-consumer operations in the UK in April 2025, and simultaneously opened a B2B sales channel allowing businesses of all sizes to access its equipment lineup. That puts both home gym owners and commercial operators within REP's active direct sales territory in Britain.

Whether Digital Strength products will reach UK customers at the same time as US customers — or on localised pricing — has not been confirmed. REP has signalled that new products will continue to land for UK customers throughout 2025 and 2026, including its Purist nutrition line and a new cardio range, with the company pointing followers to its social channels for early announcements.

For context, REP has noted that the UK is home to 11 million commercial gym members, supporting what the brand describes as a $250 million strength training equipment market. That is not a market REP appears to be treating as secondary.

What to watch for next

With no product names, specifications, app details, or subscription models confirmed at this stage, there is little concrete for buyers to act on immediately. What is clear is that REP has made a deliberate structural commitment — creating a whole division around this capability signals intent, not just an accessory feature or firmware update.

• New Digital Strength products and services are expected to be revealed during 2027
• The division will cover racks, cable machines, cardio equipment, and more
• UK availability and pricing remain unconfirmed for now
• REP's UK direct-to-consumer and B2B channels are already live

For anyone with a REP rack in their garage or a commercial fitout in mind, it is worth registering the direction of travel. The company is betting that strength training's data gap is the next major problem to solve — and it now has a division whose entire job is to close it.