Our Story
We believe strength brings freedom—the freedom to choose how you live your life. That’s why we create products that empower you to transform, improve, and achieve more every day. Strength isn’t just physical; it’s the key to living life on your terms. The pursuit of strength never ends, but it is in the pursuit that we achieve freedom.
The year was 2012. Brothers Ryan and Shane McGrotty saw a need for quality strength equipment in their community. They were working with fitness companies as part of their affiliate marketing business and, as strength training enthusiasts themselves, they were disappointed in the offerings.
They wondered: Why can’t you have an amazing experience when buying fitness equipment? Where was the creativity? Why were so many retailers carrying tired, old brands with dated designs? And most importantly, why couldn’t they do it better?
They could. The answer to the last question would become the answer to them all.
the journey
2011
Ryan and Shane McGrotty move to Colorado and get the idea to start a fitness equipment company that offers superior customer service and innovative equipment at a great value.
2012
The brothers start in a 1,200-square-foot garage in Longmont, Colorado. Customers are thrilled with a local option that provides the equipment they are looking for.
2014
We expand into a 3,000-square-foot garage across town, hire the first team member, and release its first version of the AB-3000 adjustable bench.
2015
We moved into a 6,500-square-foot warehouse in Denver and the team grows to 11
2017
After quickly outgrowing their space, they move to a bigger 63,000-square-foot location off I-25 in Denver, complete with offices, a warehouse, and large showroom. The staff grows too, now reaching 30 people. Customers are in awe of the showroom, with high ceilings, tons of equipment to play with, and a big, open floor plan that makes you feel like a kid in a candy store.
2020
Home gym equipment demands due to Covid-19 spark massive growth. Staff grows from 60 to 100+ people, and the company opens an additional 170,000-square-foot warehouse, office, and showroom in Pennsylvania to better serve the East Coast.
2022
We takes more than 50 new products to market; grows to a team of more than 150 people across three countries; opens a more than 100,000-square-foot California location to provide bicoastal distribution and showrooms to serve more people; expands reach to Canada, Korea, and Australia; launches sponsored athletes; and expands to another 30,000-square-foot premier office, staff gym, and R&D location, this time right outside Denver
2024
We continues to grow to more than 150+ people strong, expanding to the Philippines, Japan, the United Kingdom, and Ireland. It’s a major year for innovation with a long list of new products, including a full lineup of barbells, an apparel line, and much more. We also launches an innovative, online 3D Rack Builder; partners with a new lineup of inspirational athletes and ambassadors; attends the Arnold Sports Festival; and donates tens of thousands of dollars to nonprofits that support veterans and youth in fitness.
