IDEA World Convention in Los Angeles will see the official launch where both organisations (RFE International and Dynamax®) will introduce a new specialist sport and fitness business specifically geared towards the commercial markets. RFE Sporting Goods Inc. will trade effective 1st July, launching first in the US with Fergus Ahern, existing head of Dynamax® appointed as Senior Vice-President for the joint venture.
This new strategic partnership between RFE International and Dynamax® follows on from the launch of the dual branded Reebok Dynamax® soft shelled medicine ball, brought to both commercial and retail markets earlier this year.
The collaboration between the two established organisations, and with Fergus Ahern at the helm, will ensure successful distribution of the complete Reebok commercial fitness product range to the US market.
Fergus Ahern, Senior VP of RFE Sporting Goods Inc. commented,
“I am delighted to be working with RFE Sporting Goods Inc. and to introduce the functional, studio and combat commercial ranges to the North American health and fitness market. I very much look forward to working with the wider RFE group to solidify Reebok’s brand’s position in the commercial arena.”
Group Commercial Director Dean Jackson’s vision for RFE Sporting Goods Inc. is to cement Reebok Fitness as the leading supplier of high quality commercial-grade equipment for US-based operators and gyms, whilst continuing to deliver an impeccable level of service.
“With over 15 years’ experience, we [RFE International] have built a reputable and reliable company with offices spanning three continents. The group is growing at an exponential rate in those countries, and the US is a territory we are keen to further make our mark. I know that Fergus, with his extensive expertise in this market, will help facilitate this.
The extension of the company and partnership with Dynamax® comes at an exciting time as we launch the Reebok Functional, Studio and Combat ranges. These will launch officially at IDEA World, and Fergus will be speaking to partners at this event to introduce them to these exciting new ranges.”