Reebok x CrossFit Box Gyms and FitHub Stores

Program lead for fusing CrossFit’s explosive growth with Reebok product and retail through visionary FitHub stores and branded gyms, turning workouts into immersive retail destinations worldwide.

Year
2012-2015

Client
Rebook & CrossFit

The Challenge

Grow Reebok’s Fitness Presence and Retail via CrossFit Partnership.

  • Siloed experiences: Workouts disconnected from product discovery and purchase.

  • Fragmented CrossFit affiliates: Raw garage gyms with no consistent branding or technology.

The Ask: Build a unified ecosystem to fuse high-intensity workouts with a seamless retail offering.

My Role

Technical Program Lead. Orchestrated tech infrastructure for 100+ co-branded box gyms and FitHub retail store launches, including digital kiosks, workout trackers, app integrations and innovative retail experiences.

Process: Multi-year global rollout fused CrossFit affiliate ethnography, box branding blueprints, FitHub hybrid innovations (AR mirrors, app leaderboards, daily workout programs) and cloud tech deployment into 100+ workout-to-retail ecosystems.

The Results & Impact

Product Launched in 2019

  • Market Growth: CrossFit 7x (3K to 20K box gyms). Reebok 50% sales lift via CrossFit products (source)

  • FitHub Launches: 11 FitHub premium retail-gym hybrids launched in the US and internationally (London, Paris, Calgary, Dubai, Korea, Russia).

  • Business Impact: Pioneered the gym-retail model with the partnership valued at $1B+.