Founded in 2016 by Steven Rinaldi, Primal Strength emerged from a vision to transform the fitness industry by prioritizing strength training and functional fitness. Rinaldi, leveraging his extensive background in strength training, manufacturing, and sales, started the brand from his home. The aim was to move away from traditional cardio machines and create premium strength equipment and innovative gym spaces.
Since its inception, Primal Strength has experienced remarkable growth, receiving investment from Flywheel Partners in 2021, which allowed for expansion into larger facilities and enhanced digital presence. Today, it stands as a leading commercial strength brand in the UK, reaching over 25 countries globally.
Primal Strength offers three distinct product series—Personal, Pro, and Performance—catering to various fitness enthusiasts, from home users to elite athletes. The brand is committed to innovation and customer satisfaction, continuously evolving its offerings to empower individuals on their fitness journeys.