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The business of healthy living

R.O.X is capitalizing on the current fitness craze sweeping the country to make a healthy profit.
By Karmina De Ungria |

Mannequins frozen in mid-action suggesting a mountain climbing expedition, colorful canoes on display, even a camping trip--- scenes that are enough to put the less athletically-inclined in the mood for the great outdoors. These are the window displays of the Recreational Outdoor Exchange or R.O.X which opened its doors to the public last November 2007.

The three-level store located at the Bonifacio High Street is immediately noticeable for its hip exterior and sports equipment that easily draws in the crowd, athletic or not.



However attractive the displays may be, R.O.X. means business. It has in stock some of the biggest brand names in sports and outdoor travel adventure such as The North Face Columbia Sportswear, Mountain Hardwear, LaFuma, Millet, Aigle, Eagle Creek, MSR and Snowpeak. It didn’t take long for the store to become popular, and the store says it’s now the biggest outdoor superstore in South East Asia.


“As early as 1999, the founders [Primer Group of Companies] had already set their foresight on building the country’s first outdoor recreation retail store that would cater to the growing community of outdoor enthusiasts and adventure traveler. The decision to invest on a niche industry like outdoor sports and recreation is a bold move for the company but also came easy for the founders as outdoor and adventure travel has been a personal passion and lifestyle for them as well,” says Roel Chan, Brand Manager of R.O.X.

And with the country currently in the midst of a ‘fitness craze’, getting into a fit and active lifestyle is proving to be a boon to stores such as R.O.X. that have seen sales spike as much 80 percent this year alone.

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