Dirax Establishes UK Subsidiary 'Dirax UK'... Full-Scale Global Market Expansion Begins

- Established UK corporation through acquisition of British company 'Outdoor Fitness'... Fourth overseas company acquisition
- Signed supply contract with local high-end health club chain 'Total Fitness', providing fitness equipment to 15 branches

[Dirax's Outdoor Fitness Concepts Acquisition Ceremony (Provided by Dirax)]

South Korea's No.1 fitness brand DRAX is making a full-scale entry into the UK market by establishing its UK subsidiary, DRAX UK.

DRAX officially acquired the UK fitness company Outdoor Fitness Concepts and simultaneously secured a product supply contract with the leading UK chain health club Total Fitness, supplying DRAX products to all Total Fitness branches.

This acquisition marks the fourth overseas corporate acquisition following Australia's CalGym Group in 2020, Germany's VibraFit in 2022, and Japan's Fitness Apollo in 2023, demonstrating DRAX's expanding presence and continuous growth in the global market.

The UK market is known for its high entry barriers, where local networks and trust are key factors. Considering this, DRAX adopted a 'two-track strategy' of acquisition and collaboration. A DRAX representative explained, "Instead of simple market entry, we chose a localization strategy for the UK market," adding, "By combining DRAX's technological capabilities with the local company's sales network and customer trust, we aim to maximize synergy effects."

Outdoor Fitness, acquired by DRAX, is a fitness specialist company founded by Steve Perrins, who has extensive experience in the fitness industry and holds a strong network within the UK. Steve Perrins said, "I was greatly inspired by DRAX's advanced technology. There has been little innovation in the fitness industry for a long time, but I am confident that DRAX will bring about innovation." CEO Yoon Seon-kyung also stated, "I quickly understood DRAX's brand philosophy and strongly wanted to join. We expect the synergy effect to be maximized accordingly."

In addition, DRAX achieved a remarkable milestone by signing a supply contract with the UK high-end health club chain Total Fitness. DRAX plans to supply its products to 15 Total Fitness locations across the UK by the first quarter of 2025.

Since DRAX products will be newly introduced at locations previously supplied by well-known overseas brands, this is expected to be an important turning point proving DRAX's technological prowess and competitiveness. A DRAX representative said, "This contract is a valuable achievement made by overcoming fierce competition with famous overseas brands," and added, "We plan to continuously explore global collaboration opportunities to showcase DRAX's technology and products in more markets."

DRAX CEO Yoon Seon-kyung expressed, "This contract is not just a simple product export but a result of winning orders by competing with global top brands and gaining recognition for product quality. It is significant in that we secured distribution channels and networks within the UK," and stated, "Starting with Total Fitness, we plan to establish a foundation to supply all DRAX products throughout the UK."

Meanwhile, DRAX is also achieving continuous success in the Japanese market, where it previously entered. After establishing DRAX Japan in 2021 and opening the Highrax Shinjuku branch in 2023, DRAX has been continuously signing supply contracts with Japan's top 10 chain health clubs. Additionally, DRAX has exported its smart fitness solution, DRAXFIT, to well-known Japanese chain health clubs. The successful experience in the Japanese market is expected to serve as a positive signal for the UK market as well.