South Korean fitness brand, Drax, has launched operations in the UK, with the acquisition of equipment supplier Outdoor Fitness Concepts.

Operating under Drax Fitness UK, the manufacturer’s full range of fitness equipment and digital solutions are now available direct to UK gyms. The company already has a direct presence in Europe, Japan and Australia, as well as exporting to 43 countries worldwide.

Drax has more than 90 patents and 110 industrial property rights, including AI fitness platform, Draxfit, which integrates digitally controlled equipment and facility processes to offer a data-led experience.

The company's cardio offering includes an automatic speed-adjusting treadmill, Speedsync, as well as bikes, ellipticals and stair climbers. Strength equipment includes a range of plate loaded, selectorised, cable and free weight equipment.

As part of the acquisition, Outdoor Fitness Concepts’ founder and CEO, Steve Perrins, will take up the role of CEO of Drax Fitness UK.

The company will also be extending its own range of outdoor gym equipment and training solutions.

Perrins says: “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. The UK will play a pivotal role in this journey as one of the key markets within the global fitness industry.

“Drax combines world-leading technology, quality and innovation in manufacturing with highly competitive pricing," said Perrins, "It's also backed by a service and support solution that will add value to every client. We're 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, says: “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 believe we’ve found the perfect partner with whom to collaborate.”

BREAKING NEWS 28 JANUARY 2025

Drax has agreed a £500,000 contract with Total Fitness for the supply of cardio equipment across all its 15 clubs, including cross trainers, upright bikes and recumbent bikes.

Fitness coaches will be available to introduce members to the features and benefits of the new machines, including ‘My Mountain’, a machine that combines the benefits of a treadmill and stair climber into a single piece of equipment.

Total Fitness is the first gym to bring this equipment to the UK.