Gym and Fitness make their mark with first Sydney Super Store at Auburn

Australian fitness retail group Gym and Fitness has entered the Sydney fitness retail market with a new Gym and Fitness Super Store at Auburn.

The Gym and Fitness Super Store is one of the largest fitness retail showrooms in Sydney and the flagship for the national Gym and Fitness chain, joining stores in Melbourne, Adelaide and the Gold Coast.

The Gym and Fitness chain was purchased in June 2014 by Australian Fitness Supplies, a move that made AFS the country’s first wholly vertically integrated importer, designer, manufacturer, wholesaler and retailer of fitness equipment.

The deal also included Gym and Fitness’s e-commerce sales portal www.gymandfitness.com.au, Australia’s largest e-commerce retailer of specialty gym equipment.

AFS owner Daniel Alenaddaf says his ambitious gambit onto the Sydney market was a strategic move that would mean better prices for consumers.

Alenaddaf (pictured) explains “we chose Auburn as the region is currently underserviced by existing fitness retail  and AFS’s integrated model means the absolute best possible value at the checkout for customers.”

Australian Fitness Supplies, one of Australia’s largest importers and wholesalers of fitness equipment, owns an integrated portfolio of brands including Force USA, Liberty Fitness Systems, Advanced Fight Gear, Diamondback Fitness, Assault Air Bikes, Vortex, Titan Fitness, FreeForm Cardio and Monster Fitness.

Gym and Fitness Super Store Auburn stocks a full range of strength machines and equipment, cardio, CrossFit equipment, boxing and MMA, functional training gear, weights bars and bumpers, plus apparel and shoes.

The Super Store is a bricks and mortar follow-through on Alenaddaf’s earlier announcement at purchase to strategically expand the Gym and Fitness brand.

Alenaddaf adds “we recognise the Gym and Fitness chain as a huge opportunity to expand into specialty fitness retail with an established brand and add a retail ‘face’ to the integrated Australian Fitness Supplies model.”

The new Gym and Fitness Super Store is at 1/233-239 Parramatta Road, Auburn, NSW.

11th July 2014 - AUSTRALIAN FITNESS SUPPLIES ACQUIRES RETAILER GYM AND FITNESS