Reebok thinks inside the box

October 15, 2013
Andrea Ferry, center, fitness ambassador for Reebok FitHub Georgetown, leads impromptu kettlebell workouts at the store. (Teddy Wolff/For Express)
Andrea Ferry, center, fitness ambassador for Reebok FitHub Georgetown, leads impromptu kettlebell workouts at the store. (Teddy Wolff/For Express)

Andrea Ferry is attempting to take every single exercise class in Washington. Since she moved to town six weeks ago, her schedule has been packed with so much dancing, lifting, jumping and running that she’s dropped 10 pounds from her already petite frame.

What’s Ferry been training so hard for? Saturday’s grand opening of Reebok FitHub Georgetown (1251 Wisconsin Ave. NW), where she’s the fitness ambassador.

It’s the brand’s third such concept store in the U.S. — there’s one in New York and another in a mall near Boston. The fitness ambassador at each store is responsible for sending customers home with not just the right gear but also new ideas about where and how to work out.

“I’m finding instructors who are fitfluential,” says Ferry, who’s been inviting her favorites to teach classes at the store. At least once a week, the racks will be rolled to the sides to make room for a free workout.

Even when the store doesn’t have a scheduled event, Ferry — a certified CrossFit coach — hopes to give customers more than they bargained for. People who have been wandering into the FitHub since the store’s soft opening last week have been greeted with a fitness challenge: How fast can you do 10 burpees? (Ferry’s best time is just under 17 seconds.)

That’s only the first question. Ferry also wants to hear shoppers’ fitness goals, so she can customize her FitHub tour.

All tours start with a walk along a wall of graphic T-shirts, including several with D.C.-specific designs ($20). Just past a mannequin holding dumbbells is the store’s CrossFit section, which showcases how seriously Reebok takes its partnership with the conditioning program.

FitHubs are designed to resemble CrossFit boxes (that’s CrossFit lingo for gyms), with rings and ropes dangling from above, kettlebells and medicine balls hanging out in cubbies and jump boxes taking the place of chairs.

There’s also a giant board, similar to what boxes often use to post the workout of the day. On this one, customers can see information that Ferry has scribbled about upcoming events and pick from a collection of cards with sample CrossFit workouts.

Reebok’s CrossFit apparel is geared specifically to that style of training — men’s shorts have drawstring waists that won’t ride up with a barbell, long socks protect shins from bruising, and sports bras leave extra space in the back for large lat muscles.

Even the shoe collection emphasizes the CrossFit connection. The most prominent pairs ($85-$120) are ones made to withstand the rigors of heavy weightlifting and rope climbing.

But there are also plenty of products for other kinds of exercise, says Ferry, who points out the reflective details in the running gear and the feminine touches in the dance line. At the back of the store is the “Classics” section, which features retro Reebok designs.

Ferry expects customers to aggressively try out the gear. Changing rooms have diagrams on the walls showing how to do squats and lunges. Customers can also use the agility ladders painted on the floor, or go for a test jog.

That’s how people can ensure that a workout will actually work, Ferry says.

The main event for the Reebok FitHub Georgetown grand opening on Saturday is a series of workouts for all levels starting at 1 p.m. See details at balancegym.com/reebokfithub. Also on the schedule for this month: a cross-training Burn class from Washington Sports Clubs at 6:30 p.m. Wednesday, a YaLa dance workout at 6:30 p.m. Oct. 24 and a 5K training program that kicks off at 6:30 p.m. Oct. 30.

Vicky Hallett is a MisFits columnist and the Fit editor for Express.
Comments
Show Comments
Most Read
Next Story
Dr. Andrea Bonior · October 15, 2013