Our Story

Our Origins

Welcome to Rebel Elite Fitness, one of Africa’s leading suppliers of functional fitness equipment, gear, and accessories. Since our launch in 2008, we have provided high-quality fitness equipment to South Africa, many other African countries, and now, the UAE and Middle East region.

Our business was born out of a desire to support gym owners and the communities they serve throughout Africa, and our success has fueled our expansion into new markets. We began by supplying basic essentials to the health and fitness community, but quickly realised that there was a high demand for more than just the basics. As a result, our business grew rapidly, and we expanded our offerings to include a variety of fitness equipment and gear, continuing to build on our solid reputation as we  grow into the Middle East.

Our Commitment to Service

We take pride in offering a personal and friendly service, while supplying robust and quality equipment that is priced to meet the needs of all budgets. Whether you are in a garage gym, functional fitness facility, strength and conditioning gym, or competition arena in South Africa, the UAE, or anywhere in between, we have equipment that will exceed your expectations.

Supplying Leading Brands

We have established strong relationships with reputable and reliable suppliers over the years, and the products we sell are designed to stand up to the tough environments of almost any type of gym. Rebel Elite Fitness is the preferred reseller and official distributor for Concept2, and we offer a select range of products from other leading global fitness brands, including Reebok, Rehband, Nutritech, Go Primal, and Bear Komplex.

Wholesale Customers

As the leading supplier of Functional Fitness equipment in South Africa and across the African continent, we now bring the same preferential pricing and competitive offers to the UAE and Middle East. The REBEL Store provides retail and wholesale customers with an easy-to-use eCommerce platform for purchasing products 24/7, 365 days a year, and we have a passionate and experienced sales team located nationally and regionally.

Supporting Fitness Events

In addition to providing top-of-the-line equipment, we have managed equipment setup for almost every major functional fitness event in Africa, and we now aim to do the same for the fitness events landscape in the UAE and Middle East. Our ability to plan, set up, and manage equipment setup for events is essential to help support each event and allow competitive athletes to showcase their abilities.

A Passionate Team

We love (and sometimes hate) knowing what it feels like to use the gear we sell, but this means we have a closer connection to our customers who are gym owners, athletes, and everyday heroes. This same dedication and passion drive us as we serve both the African and Middle Eastern fitness communities.

Thank you for considering REBEL Elite Fitness as your go-to supplier for all your fitness equipment needs. Our commitment is to offer superior service and high-quality products that support you, your members, and athletes in achieving their fitness goals.