Raising the floor of the fitness industry
About Us
We build plate-loaded strength machines designed to bring clarity back to training.
Our equipment is developed by coaches and engineers who train regularly and understand both sides of the gym floor such as the technical demands of good movement, and the confusion many users face when trying to train on their own. Today’s fitness spaces are crowded with equipment, cues, and conflicting advice. More options have not made training clearer, but they have made it noisier.
We believe strength training should be intuitive, repeatable, and safe.
Designed by Coaches and Engineers
Our machines are created by people who lift, coach, and build. We understand the daily challenges of real-world training: adjusting range of motion to suit the lifter, progressing or regressing movements safely, and creating consistent setups without stacking benches, plates, or improvising workarounds.
These machines are designed to remove those problems and not add new ones.
Purpose-Built, Not Space-Driven
Our equipment is intentionally substantial.
It is not designed to maximise floor density. It is designed to maximise training quality.
Each machine provides:
• Stable, guided movement paths
• Proper loading mechanics across the full range of motion
• Built-in options for progression and regression
• Confidence under load for both coached and self-guided users
They are built for facilities that value how people train, not just how much equipment they can fit.
Reducing Noise Through Clear Movement
Modern gyms overwhelm users with choice. Too many machines, too many variations, and no clear path forward often leave people unsure how to progress, regress, or even start.
Our approach is simple:
one base movement, multiple intelligent variations, all in a single machine.
Each of our plate-loaded machines teaches the user:
• The core movement pattern
• How to adjust difficulty and loading
• How to target the same movement in different ways without switching equipment
This allows users to train with purpose, even without constant supervision, while giving coaches a clear framework to program, progress, and scale.
Built for Serious Training Environments
Our machines are designed for:
• Commercial gyms and training facilities
• Performance and strength-focused studios
• Institutional and government gyms
• Hotels and resorts prioritising durability and user safety
• Distributors seeking long-term, reliable equipment
If your facility values clarity, safety, and training integrity, our equipment is built for you.