Golden Valley’s Steele Fitness Teaming with Under Armour

Golden Valley-based fitness center and athletic clothing boutique Steele Fitness is joining forces with Under Armour for what the company is referring to as a "one-of-a-kind exclusive relationship." 

The partnership’s first retail store will launch in Edina with a 2,500-square-foot store set to open at 50th & France in May. Called Under Armour for Steele, the store will exclusively feature co-branded fitness apparel 

The Star Tribune broke the story Tuesday, reporting the Twin Cities-based company plans to launch an Under Armour store next to every Steele Fitness center as the chain eventually expands across the country. 

CEO and Founder Steele Smiley spoke with the Strib, saying Steele Fitness will be the only fitness chain in the U.S. to carry the concept.

"Our fitness customers also need new clothing to feel good," Smiley told the Star Tribune.

He did not disclose financial terms to the newspaper, but said streamlining to one brand of well-known products "made a lot of sense" for Steele Fitness. The company presently operates five locations around the Twin Cities.

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