Adidas-owned Reebok is opening a new fitness-focused store concept in India.

“Fitness Hub” is especially designed to help equip customers who are starting their fitness journey, helping them choose appropriate gear and products. There are 33 such stores currently operating in India, which is expected to increase to 100 by April next year.

“The Fit Hub retail concept is a testament of Reebok’s philosophy of “Fit for Life” and showcases an environment which is raw, creative and innovative,” said Adidas Group MD Erick Haskell.

Haskell said that fitness-focused stores have a lot of potential in India, hence, the plan to convert all its stores in the country into the new concept.

“It’s a growing industry. I think we have the capacity to open somewhere between 50 to 100 stores a year in India over the next three years,” he said.

Reebok’s repositioning is part of its effort to revive its business in India after losing its luster there arising from alleged commercial irregularities. Last year, it filed a report alleging Rs870 crore fraud by its former MD Subhinder Singh Prem and COO Vishnu Bhagat and closed 450 unprofitable stores.