"In 2012, we decided to focus only on fitness and we have taken steps to reposition Reebok from a sports-gear to a fitness brand. Going forward, we are planning to open up to 15 new format 'Fitness Studios' stores by the end of 2016," Reebok India Brand Director Somdeb Basu said.
    
Apart from selling Reebok's merchandise, Fitness Studio's also undertake classes in yoga, aerobics and other forms of workouts. At present, there is one Fitness Studio in the country in Mumbai.
    
In its image transformation bid, the company apart from launching new format retail stores has also changed its product assortments.
    
"We have completely exited from selling sports merchandise like cricket bats etc. We have introduced products catering to fitness," he said.
    
The company, part of the Adidas Group, is also looking at converting all its existing stores into its new format 'Fit Hub' stores by mid 2017.
    
"Currently, there are 300 Reebok stores in India, out of which 130 are Fit Hub stores. We plan to convert all our existing stores in to Fit Hub format stores," Basu said.
    
Reebok Fit Hub stores offer fitness and training products besides advice, guidance and information on community-based fitness events.
    
Basu said that launching products targeted at women and giving such items more display in its stores have helped the company increase its revenue contribution from female customers from 15 percent two years ago to over 30 percent at present.
    
"In top-end Fit Hub stores contribution from women customers has gone up to 45 percent," he added.
    
The company has been re-building its brand and operation in India after its alleged Rs 870 crore fraud in May 2012 by its former managing director Shubhinder Singh Prem and former chief operating officer Vishnu Bhagat.

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