Business and retail news : Reebok FitHub Hits Boston, Offering Free In-Store Classes Perfect For Happy Hour Athletes

Reebok FitHub, the brand’s new store located in the South Shore Plaza Mall, does more than just sell apparel. It provides an experience—perfect for everyone from workout buffs to noobs. Their lines of exercise clothes and shoes are available at the store, of course, but so is something extra. The store offers a slew of free in-house classes for all who are interested.

The idea is innovative, and the concept is new to the region and to a shopping mall-setting; currently, the only other FitHub in the U.S. is on Manhattan's Fifth Avenue, with its own store front and attached gym. But FitHub's purpose is adaptable: by combining fitness experience with a retail store, you get more than just a shopping experience. Plus, the FitHub helps us avoid what I know I’ve been guilty of in the past: buying a cute new pair of yoga pants or workout tank, thinking it will motivate me to exercise.

The problem with that practice is that it doesn’t work. (You’ll find me couchsurfing in said yoga pants, and that workout tank at the bottom of a drawer.)

According to Katie Boshko, the new Reebok FitHub’s fitness director, it’s all about putting an exercise routine to use, and figuring out what gear you need, before you even pick up a new pair of trainers.

 “The FitHubs are all about the experience: customers are welcomed to experience fitness in all its variations, while experiencing what the new Reebok is all about,” said Boshko in an interview with BostInno. “As store visitors experience our brand and product, we hope they're inspired to move.”

The Reebok Fithub's calendar includes in-store and community events, as well as workout cards for those on the go. In order to rally up motivation in their shoppers, the Reebok staff holds in-store fitness classes, which are free of charge. From CrossFit, to Zumba, to Broga, there will be a steady flow of new workouts to try, right in the FitHub, and the store’s employees do more than just sell shoes: the team is made up of fitness professionals and enthusiasts, according to Boshko.

The store hosts a calendar of events (pictured left), which lists classes at the FitHub, as well as others happening in the surrounding South Shore fitness community. If you’re looking to try a new workout in the FitHub before you sign on for a commitment, check the calendar for upcoming events.

“To date, our calendar is already stuffed with CrossFit, MetCons, Zumba, Les Mills, BodyPump, BodyCombat, BodyFlow and BodyStep, Broga, a Reebok Spartan Race Training series, as well as various bootcamps, running seminars, and fusion classes,” said Boshko of the upcoming store events and classes. “And that's just October. Additionally, our in-store team is constantly holding fitness challenges and impromptu workouts. These guys want to see you sweat.”

So if you’re a Happy Hour Athlete—maybe one who’s not ready to invest in a fitness class, or one who invests too much money in flashy, barely worn apparel—the FitHub is a good place to start testing out the waters. Reebok is ready to welcome the Happy Hour Athletes into the store, if you’re ready to put yourself out there.

By press release

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