Reebok recently unveiled a new brick-and-mortar store design concept in New York City that potentially will change the sporting goods and apparel space as we know it. The Reebok Fit Hub is an all-in-one experience for fitness fanatics. On the first floor, customers are consumed by a variety of apparel, sneakers and other accoutrements for athletes and workout enthusiasts.

The overall store design alludes to extreme fitness, ruggedness and strength, which all are synonymous with CrossFit, a cutting-edge strength and conditioning program. Which brings us to the lower level of the store (Which isn’t actually a store at all.) The basement level of the Reebok Fit Hub is a warehouse-like workout area, featuring ropes, monkey bars, weights and stationary bikes, among other materials. In this underground “CrossFit box,” visitors can participate in CrossFit classes from 5 a.m. to 8:30 p.m.

Retail TouchPoints had the opportunity to speak with Uli Becker, CEO of Reebok, during the official launch of the Reebok Fit Hub on Aug. 16, 2012. Becker reveals the goals for the project, plans for expansion, and what this new store concept will mean for Reebok and its competitors.

Need to see for yourself? The store is located in the heart of Manhattan: on the corner of 37th Street and 5th Avenue. If you’re not within the tri-state area, check out the in-depth store tour Retail TouchPoints received.