Our brand is built on quality, purpose, and the desire to create lasting, positive change in the fitness community. The gym changed our lives — and now, we want to help others fall in love with the sport the way we did.

For the past decade, we’ve felt like outliers — bringing grips, straps, sleeves, and wraps to the gym while others showed up with nothing but a water bottle. We never understood why weightlifting evolved without the essential gear seen in every other sport.

Would you play tennis without proper shoes? Play soccer without cleats? Hit the court in flat canvas sneakers? Then why train without tools that enhance your performance and safeguard you from injury at the gym?

We invest so much in nutrition, supplements, memberships, and clothing — but we ignore the gear that actually impacts the quality of our workouts.

We're here to change that; to challenge the norm, shift the culture, and guide lifters — new and experienced — to train smarter.

Join the movement and lift with purpose.