The functional training brand TRX has announced a strategic licensing partnership with consumer products company Blulabs. Under the new agreement, Blulabs will serve as the exclusive retail partner to manufacture and distribute a new line of mass-market products.
The upcoming consumer line includes an assortment of fitness equipment, recovery tools, apparel, and performance accessories. The new merchandise is scheduled to arrive on retail shelves this fall to coincide with the back-to-school and holiday shopping seasons.
The partnership grants TRX immediate access to more than 25,000 retail doors and an established mass-scale supply chain. TRX has historically focused its operations within commercial gym facilities, military training sectors, and professional athletic spaces.
The expanded retail product lineup features specific fitness categories, including neoprene kettlebells, square dumbbells, and adjustable weights. The home fitness inventory also spans Pilates kits, core sliders, resistance bands, jump ropes, and push-up handles.
The brand is also introducing recovery tools such as percussion massage devices, heated wraps, and foam rollers alongside a line of premium apparel and performance bags. Brand founder Randy Hetrick stated that the retail initiative is designed to make performance training tools accessible for everyday home use.
Store locations will feature proprietary black and yellow merchandising displays to showcase the science-backed equipment. Blulabs Chief Retail Officer Darryn Garson noted that the partnership provides retailers with an opportunity to stock functional fitness and recovery aisles with an established brand name.
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