South Korea’s premier fitness brand DRAX has launched direct operations in the UK, with the acquisition of equipment supplier Outdoor Fitness Concepts.
DRAX Inc has acquired UK-based equipment supplier Outdoor Fitness Concepts, the premium commercial outdoor fitness equipment supplier and UK partner of US strength brand Hoist Fitness, and will operate under new company, DRAX Fitness UK
Renowned for its technological advancements and innovative product lines, DRAX already has a direct presence in Europe, Japan and Australia, and exports to 43 countries worldwide.
Product innovation is at the core of the brand, with more than 90 patents and 110 industrial property rights. Operating under DRAX Fitness UK, the manufacturer’s full range of fitness equipment and digital solutions are now available direct to UK gyms.
This includes DRAX’s unique AI fitness platform, DRAXfit, which integrates all digitally controlled equipment and facility processes needed for centre use for an improved, data-led experience for operators and improved health outcomes for users. Also exclusive to DRAX is goFlex and T-Mirror, which offer customised exercise guidance and management through the platform.
DRAX’s cardio offering includes the world’s first automatic speed-adjusting treadmill technology, SPEEDSYNC; My Mountain, the -5% to 50% incline trainer with 40% of the footprint of most treadmills; as well as bikes, ellipticals, and stair climbers. Strength equipment includes a full range of plate loaded, selectorised, cables and free weight equipment. Also unique to DRAX, the self-powered three-piece Synergy Air HIIT line combines full-body strength and cardio workouts into a single machine, with over one million watts of resistance.
Since launching in 2001, DRAX has also heavily invested in manufacturing processes and R&D, building its own Smart Factories as part of the brand’s commitment to scientific innovation and improved production processes.
As part of the acquisition, Outdoor Fitness Concepts’ Founder and CEO Steve Perrins will continue as CEO of DRAX Fitness UK, utilising over 30 years of experience in delivering fitness solutions to lead the roll-out of the brand into the UK market. DRAX Fitness UK will continue to strengthen and grow its relationship with innovative U.S strength brand, Hoist Fitness, and extend its own range of outdoor gym equipment and training solutions.
Commenting on the launch of DRAX Fitness UK, Perrins said: 'This is a really exciting development for DRAX and for the UK fitness sector; DRAX is leading innovation in the industry, with the appetite to become the global number one fitness brand, which the UK will play a pivotal role in as one of the key markets within the global fitness industry.
'DRAX offers something truly unique, combining world-leading technology, quality and innovation in manufacturing, and highly competitive pricing, backed by a service and support solution that will add value to every client. We are focused on growing the UK team, and combining our expertise to deliver cutting-edge fitness equipment and solutions to gyms across the UK.'
Seon Kyung Yoo, CEO of DRAX, said: 'The UK fitness sector remains very strong, and we see huge potential for DRAX. We’ve been really impressed by Steve and the plans to grow the brand, and we believe that we’ve found the perfect partner to do that with.'
