British outdoor brand Rab has announced the launch of Rab Lab Academy, a learning management system designed to educate retail and sales staff – both online and in store – about Rab products, technologies, CSR strategy and brand heritage.
The platform forms a cornerstone of Rab’s five-year growth strategy. The company said it aims to become the industry’s leading educational platform while supporting retail partners through enhanced product knowledge and sales training, which helps deliver an outstanding customer experience and achieve sales success.
Rab Lab Academy addresses key retail training needs emerging from a constantly evolving retailer landscape, including new season product training, brand heritage insights, technology education, CSR deep-dives and carry-over product support. The platform delivers educational content through videos, creative assets, quizzes and more. A key aspect is Rab’s collaboration with core ingredient partners, such as GORE-TEX, Pertex, PrimaLoft and Grangers, to deliver training on key technologies and consumer benefits.
“Our aim for Rab Lab Academy is for this to be a tool that is valuable and fully utilised by the retail staff to help improve their knowledge of the Rab brand and products and to maximise store sell-through,” said Jon Frederick, Equip’s group marketing director.
“As part of our corporate 5-years-strategy, we want Rab Lab Academy to be the industry leading educational platform, aligning with our core principles of supporting our retailers and putting them first.”
The free-to-use platform offers global accessibility, with AI integration allowing deployment across all regions. The Rab Lab Academy also supports cross-device application, enabling access on any device. Retailers can integrate courses into existing learning management systems for bespoke solutions, while incentives and competitions drive training productivity and in-store conversions.
Rob Hoskins , outdoor training manager at Ellis Brigham (UK), said: “The Rab Lab Academy has been a brilliant resource for our team. The mix of engaging content, from key technologies to deep dives into individual products, has really helped our staff feel more confident and knowledgeable when talking to customers. It makes selling Rab feel natural because they truly understand what sets the gear apart.”
Following its debut in spring/summer 2025, Rab Lab Academy is currently producing its autumn/winter 2025 content, which focusses on PFAS-free shell technologies, down insulation, wash and care education, and more.
