Sorinex Exercise Equipment

What Sorinex Exercise Equipment does

Sorinex Exercise Equipment, Inc. is a family-owned U.S. manufacturer of professional-grade strength training equipment, founded in 1980 and headquartered at 193 Litton Dr, Lexington, SC. The company operates a vertically integrated 'Full Stack Design & Manufacturing' model — controlling design, engineering, manufacturing, and service as a single closed-loop system in the United States, with no outsourced production. Its product portfolio is anchored by the Base Camp™ Series Racks, credited as the origin of the modern power rack and built around an industry-first 4-way hole design enabling modular expansion through attachments, bridges, and outriggers. Complementary product lines include Leverage Plate Loaded Machines (Hurricane, X-Factor, Back Attack, Hack Squat), Belt Squat systems, Glute Ham Developers, Selectorized Weight Stacks, Specialty Barbells (including co-developed Tomahawk Bar and licensed Texas Power Bar series), and integrated Storage Solutions — all backed by a Lifetime Structural Warranty.

The company's commercial model spans direct enterprise sales via dedicated Solutions Specialists (handling needs analysis, CAD/3D render design, manufacturing, and installation for professional sports teams, universities, high schools, military, and government buyers), a direct-to-consumer e-commerce storefront for standard products and accessories ($15–$1,419+), and GSA Advantage marketplace distribution for federal procurement (TIN: 571031278). Custom equipment carries 10-12 week lead times and quote-based pricing; standard in-stock items publish fixed prices. The company serves four primary platform segments — Athletics, Government, Residential, and Flooring — with primary revenue concentration in collegiate and professional athletics, military installations, and emerging commercial fitness (e.g., the 2026 Edge Fitness Clubs chain partnership).

Customer evidence spans NFL/college programs (Florida Gators, Chicago Bears, Florida State, Ole Miss, Georgia, Northwestern, Kentucky, Texas, Marquette, Nevada, Cincinnati, Abilene Christian, Oklahoma City Thunder), military installations (Fort Liberty, Fort Bragg), powerlifting federations (IPC across 54 countries, American Powerlifting Committee), and commercial chains (Edge Fitness Clubs). Leadership is concentrated in the founding family — co-owners Richard and Bert Sorin (President/CEO) and COO Nelson Lewis — with no disclosed external private equity, acquisitions, or public listing. The company holds one granted patent (The Bulldog Pad) and one patent-pending filing (X-Factor leverage machine).

Name

Sorinex Exercise Equipment

Legal name

Sorinex Exercise Equipment, Inc.

Website

https://sorinex.com

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

251–500 employees

Short description

Sorinex Exercise Equipment is a family-owned U.S. manufacturer of professional-grade strength training equipment, founded in 1980, serving professional sports teams, universities, high schools, military bases, and government buyers through vertically integrated American manufacturing and direct enterprise sales.

Ownership category

akta.pro rank

Product category

Strength Training Equipment Manufacturing

NAICS

Sporting and Athletic Goods Manufacturing (33992)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Strength Training Equipment Retail (Racks, Benches, Barbells, Plates) (CRAMADAB)

akta.pro secondary industry

Physical Education & Athletics Equipment (Gym, Sports Gear, Scoreboards) (EDAEAIAG)

Keywords

• Strength training equipment
• Power rack systems
• Leverage plate loaded machines
• Custom fitness facility design
• Athletic performance equipment

Headquarters

HQ city

Lexington

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales

Revenue model

1. Strength Equipment Sales: Primary revenue stream from selling high-performance strength training equipment including racks, machines, leverage plate loaded equipment, specialty barbells, storage solutions, and accessories. Products are made to order with 10-12 week lead times for custom builds.
2. Custom Design Services: Revenue from custom facility design services including project needs analysis, CAD design with 3D digital renders and virtual reality planning sessions, and custom equipment configuration for specific spaces and budgets.
3. Installation and Project Management: Professional installation services included with purchases, with Solutions Specialists present during installation to maintain quality standards. Covers new construction, remodels, and replacements.
4. Flooring Solutions: Revenue from proprietary flooring products designed for strength training facilities, sold as part of comprehensive facility builds.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Sorinex designs, engineers, and manufactures premium strength training equipment in the United States, including power racks, leverage plate loaded machines, selectorized weight stacks, belt squat systems, glute ham developers, specialty barbells, storage solutions, and proprietary athletic flooring. The company sells through direct enterprise sales for custom facility builds and through an e-commerce storefront for standard products, serving professional sports teams, colleges, high schools, military, government, and residential customers.

Product overview

Sorinex Exercise Equipment is a family-owned strength training equipment manufacturer since 1980, operating as a vertically integrated full-stack manufacturing company in the United States. The product portfolio centers on the Base Camp™ Series Racks (the origin of the modern power rack with industry-first 4-way hole design), complemented by complementary product lines including Leverage Plate Loaded Machines, Selectorized Weight Stacks, Belt Squat Equipment, Glute Ham Developers, and Barbells & Specialty Bars. Storage Solutions encompass Iron Bear multi-storage, rack storage, rolling storage, and weight/plate storage. The company serves four primary market segments through dedicated platforms: Athletics (professional teams, colleges, high schools), Government (military, law enforcement, fire), Residential, and Flooring. Products are designed for modularity and expansion, backed by a Lifetime Structural Warranty, and feature custom branding through precision laser technology.

Differentiator

Problem solved

Functional benefit

Products and services

• Base Camp Series Racks The origin of the modern day power rack with industry-first 4-way hole design for limitless training opportunities, modular expansion via attachments, bridges, and outriggers, allowing equipment to grow with the facility. Used by professional sports teams, collegiate programs, high schools, and military strength facilities.
• Leverage Plate Loaded Machines Plate-loaded leverage machines including Chest Press, X-Factor, Back Attack, Hack Squat, Multi-Squat, High/Mid/Low Row, Standing Chest Press, Leg Curl, Neck Machine, Seated Calf, Seated Tib, Chest Supported Row, Frankenhyper, Leg Press, Preacher Curl, Free Standing J Squat, and Hurricane Machine. Built for athletic performance facilities.
• Belt Squat Equipment Belt squat solutions including JSquat (rack-attached), Free Standing JSquat, JSquat Low Bridge Package, and Pit Shark machines that replace large belt squat machines with modularity and functional safety.
• Glute Ham Developers Glute ham developer equipment including Glute Ham Roller, JSquat, Nordic Poor Man GHD, Frankenhyper Machine, Mach-II GHD, Collegiate GHD, and 45 Degree Hyper for posterior chain training.
• Selectorized Weight Stacks Selectorized weight stack machines including Rack Attached Functional Training Column (300 lb stack), Lat Pull-Low Row (300/400 lb options), Functional Cable Column (250/300 lb options), and Leg Extension/Curl Machine (300 lb stack).
• Barbells & Specialty Bars Olympic, power, and specialty barbells including Jocko Willink GOOD Cerakote Bar, Standard Series Performance/Power/Olympic Needle Bars, Tomahawk Bar, Diamond Bar (ACFT certified), Multi-Grip Bar, Ox Squat Bar, Cool Breeze Camber Bar, Saxon Bar, Fat Bar, Log Bar, Safety Squat Bar, Top Squat, Marrs Bar, Recon Bar, and Texas series bars.
• Storage Solutions Comprehensive storage solutions including Iron Bear Multi-Storage Unit, Bar Storage, Low Bridge, Rack Storage (hooks, pins, med ball storage), Rolling Storage (carts, power block carts), Storage Locker, Weight & Plate Storage, and Work Desks for strength training facilities.
• Government Solutions Custom strength training solutions for military, law enforcement, and fire departments including Apex Rack, Custom Rigs, Iron Bear Storage, and Pillar Wraps. Sold as a GSA Contract Holder (TIN 571031278, DUNS 011472896, CAGE 1RRJ3).
• Athletics Solutions Strength equipment solutions for professional teams, colleges, and high schools featuring custom branding, precision laser technologies, and industry-leading design for athletic performance facilities.
• Flooring Solutions Athletic flooring solutions designed to complement strength training equipment installations in weight rooms and training facilities, sold as part of comprehensive facility builds.
• Specialty Bar Spring Collar Stainless steel spring collar (1.92" diameter) designed for Sorinex specialty bars and Jammer Arms, made in USA, sold at $15 per pair.
• Raptor Mobile Training Storage System Fully mobile training storage system (54" W x 69.5" H) with heavy-duty lockable wheels for gym, track, or field use, designed to store tactical weight vests and training equipment.

Quantifiable outcome

• Lifetime Structural Warranty on all structural steel materials, equipment frames, and welding integrity
• +2 more outcomes

Named customers18 records

Segments11 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature8 records

Partnerships

Five partnerships are on record, tiered minor and core.

• Johnny KnoxvilleminorGTM or Marketing Partner · 23 February 2026Johnny Knoxville, TV star and Knoxville native, partnered with Sorinex to release limited edition 'Knoxville Strong' apparel collection with t-shirts at $30 and hoodies at $50. Proceeds fund new gym equipment for his alma mater South-Doyle High School. Additional sweepstakes with Charitybuzz offers Jackass movie premiere tickets, red carpet access, and lunch with Knoxville.
• The Edge Fitness ClubscoreStrategic or Co-development Partner · 3 February 2026Partnership to outfit all EdgeLIFT rooms in Edge Fitness Clubs with high-performance Sorinex strength equipment. Expansion follows successful two-year trial at Pike Creek location, providing members with premium versatile training environments suitable for all fitness levels.
• CharitybuzzminorGTM or Marketing PartnerCharity platform partner for sweepstakes and auction tied to new Jackass movie release. Offers prize incentives including premiere tickets, red carpet access, and lunch with Johnny Knoxville.
• Buddy Capps (Texas Bars)coreTechnology or IntegrationLicensed manufacturer of Texas Power Bar series including Texas Deadlift Bar (official bar of International Powerlifting organization for equipped powerlifting), Texas Squat Bar (official bar of American Powerlifting Committee, International Federations, and 54 countries with Global Powerlifting Alliance), and Texas All American Bar.
• Josh Storms (Florida State Football)coreStrategic or Co-development PartnerCollaborative product development with Josh Storms, Head Strength & Conditioning Coach of Florida State Football, to create the Tomahawk Bar - a premier chest pressing bar with superior stability, comfort, and functionality for board pressing exercises.

Scale indicators4 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Rogue Fitness: Largest US-based direct competitor in premium strength equipment — racks, barbells, plates — serving CrossFit affiliates, collegiate, military, and home gym markets with comparable custom branding and modular rack ecosystems.
• REP Fitness: Direct competitor offering power racks, barbells, and selectorized machines with a strong direct-to-consumer e-commerce motion and a growing commercial segment that overlaps Sorinex's modular rack customer base.
• Eleiko: Swedish premium strength equipment manufacturer specializing in barbells, platforms, and competition-grade strength equipment — directly comparable in elite/professional positioning, IPF/IWF official partnerships, and Olympic-grade quality.
• York Barbell: Iconic American strength equipment manufacturer with overlapping strength equipment, Olympic bars, and collegiate/military customers — comparable heritage brand in the same category.
• Atlantis Strength: Custom American-built strength equipment manufacturer serving collegiate and professional strength programs with comparable custom branding and modular rack solutions.
• Vulcan Strength: US manufacturer of custom power racks, platforms, and competition equipment targeting the strength sports community with a similar made-to-order custom build model.
• TuffStuff Fitness International: Commercial-grade strength equipment manufacturer with comparable plate-loaded and selectorized lines, also serving military/government and collegiate channels.

Broad incumbents

• Hammer Strength: Brand owned by Life Fitness (Brunswick) that dominates plate-loaded leverage machines in commercial gyms and professional/collegiate facilities — Sorinex's most direct head-to-head in the leverage plate loaded category at a broader portfolio scale.
• Body-Solid: Broad-line fitness equipment manufacturer with a strength equipment range including racks, machines, and free weights — comparable product breadth, though positioned at lower price points than Sorinex.

Emerging players

• PRx Performance: Direct-to-consumer strength equipment brand popular for home and garage gyms with modular folding racks — overlaps with Sorinex's residential segment but with a more space-efficient consumer angle.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/sorinex

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sorinex Exercise Equipment