Atlantis Strength
Atlantis Strength is a family-owned Canadian manufacturer of commercial strength training equipment, producing 250+ SKUs of selectorized, plate-loaded, and free-weight machines from a vertically integrated Laval, Quebec facility and distributing them through 50+ dealers across 65+ countries to gyms, institutions, and professional sports teams.
- Company typePrivate
- Founded1982
- HeadquartersLaval, Canada
- Headcount51–100
- GTM typeB2B
- OfferingHardware or Manufacturing
What Atlantis Strength does
Atlantis Strength is a privately held, family-owned Canadian manufacturer of commercial strength training equipment, founded in 1982 by Raymond Sansoucy, a former Canadian bodybuilding champion. Operating from a 75,000 sq ft vertically integrated facility in Laval, Quebec, the company designs, engineers, and manufactures more than 250 SKUs spanning selectorized machines, plate-loaded equipment, squat racks, functional trainers, Smith machines, benches, multistations, strongman equipment, and weightlifting platforms, organized into branded product lines (Natural Motion, Power, Pro, Precision, Athletic, Bench Series). The portfolio is anchored by biomechanical engineering expertise and validated in an on-site 50,000 sq ft commercial gym used as both a showroom and real-world testing environment prior to market release.
The company's commercial model is built on made-to-order production with extensive customization (upholstery, frame color, logo placement) and is distributed through a global network of more than 50 authorized dealers spanning 65+ countries. Sales are quote-based, handled through a 24-48 hour direct response team or via regional distributors, and supplemented by equipment financing for Canadian gym owners. Customer segments are horizontally diversified across professional athletic facilities, health clubs, universities and colleges, corporate wellness centers, hospitality fitness facilities, and government/institutional buyers, with named customers including Powerhouse Gyms (preferred US vendor since July 2024), the New York Rangers, and individual celebrity training facilities.
Atlantis is the largest fitness equipment manufacturer in Canada and ranks among the top 10 in North America. The company remains under family control, with founder Raymond Sansoucy's son Jordan Sansoucy serving as Director General. There is no disclosed institutional investment, public listing, or M&A history; growth has been organic, supported by product line expansion (most recently the February 2025 PW611 Power Squat Pro launch), distributor recruitment, and selective brand-building investment through content marketing, paid digital, and earned media.
Atlantis Strength firmographics
Firmographics- Name
- Atlantis Strength
- Legal name
- Atlantis Strength Inc.
- Website
- https://atlantisstrength.com
- Company type
- Private
- Founded year
- 1982
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Atlantis Strength is a family-owned Canadian manufacturer of commercial strength training equipment, producing 250+ SKUs of selectorized, plate-loaded, and free-weight machines from a vertically integrated Laval, Quebec facility and distributing them through 50+ dealers across 65+ countries to gyms, institutions, and professional sports teams.
- Ownership category
- akta.pro rank
Atlantis Strength industry classification
Industry- Product category
- Commercial Fitness Equipment
- NAICS
- Commercial and Service Industry Machinery Manufacturing (333310), All Other Industrial Machinery Manufacturing (333248)
- 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
Where Atlantis Strength is headquartered
LocationHeadquarters
- HQ city
- Laval
- HQ country
- Canada
- HQ region
- North America
Offices2 records
Markets served
Atlantis Strength business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure
Revenue model
- Commercial Gym Equipment Sales: Sale of commercial strength training equipment including selectorized machines, plate-loaded machines, squat racks, benches, multistations, and accessories. Products are sold as made-to-order custom equipment to gyms, institutions, and fitness facilities worldwide.
- Equipment Financing Services: Gym equipment financing services offered to Canadian gym owners to help spread investment over time.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Custom equipment pricing based on specifications, quantities, and destination |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
Atlantis Strength product offering
Product offeringCore offering
Atlantis Strength designs, manufactures, and sells commercial strength training equipment from its 75,000 sq ft facility in Laval, Quebec. The catalog includes selectorized machines, plate-loaded machines, squat racks, smith machines, weightlifting platforms, benches, multistations, functional trainers, storage racks, strongman equipment, and cardiovascular products (Quebec only). All products are made-to-order with customization (colors, frame colors, logos) and distributed through authorized dealers in 65+ countries.
Product overview
Atlantis Strength is a commercial gym equipment manufacturer offering one of the broadest and most comprehensive lines of strength training equipment in the industry. The portfolio includes Selectorized Equipment with integrated weight stacks, Plate Loaded Machines using Olympic weight plates, Squat Racks, Smith Machines, Weightlifting Platforms, Bodybuilding Machines targeting specific muscle groups, Benches (flat/incline/decline), Multistations, Storage Racks, and Strongman Equipment. Products are organized into distinct series: Natural Motion Series for biomechanically authentic movements, Power Series for heavy-duty strength training, Pro Series for professional facilities, Precision Series for fine-tuned resistance, and Athletic Series for sports performance. Notable specific models include the PW611 Power Squat Pro leg press, NM200/NM205 Functional Trainers (differentiated by 2:1 vs 4:1 cable ratios), and T262 Unilateral Triceps Machine. All equipment is designed and manufactured in Quebec, Canada, and serves commercial gyms, universities, hotels, fire stations, military installations, and boutique fitness studios across 65+ countries.
Differentiator
Problem solved
Functional benefit
Products and services
- Selectorized Equipment Selectorized weight machines with integrated weight stacks that allow users to select resistance levels with a pin or digital interface, sold to commercial gyms and fitness facilities.
- Plate Loaded Machines Commercial-grade machines that use Olympic weight plates for resistance, providing flexibility in load adjustments for strength training.
- Squat Racks Free-weight squat racks and power racks designed for heavy compound movements including squats, bench press, and deadlifts in commercial gym environments.
- Functional Trainers Cable-based training systems allowing multi-angle resistance exercises for functional strength and sport-specific training in commercial facilities.
- Smith Machines Guided barbell systems with controlled movement paths for safe free-weight training and targeted muscle development in commercial gyms.
- Weightlifting Platforms Olympic lifting platforms with rubber flooring, featuring customization options for logos and brand positioning for commercial strength facilities.
- Bodybuilding Machines Specialized resistance training machines targeting specific muscle groups including chest, back, arms, legs, shoulders, and core for commercial bodybuilding facilities.
- Benches Commercial-grade workout benches including flat, incline, decline, and specialized designs for commercial gym environments.
- Multistations Multi-user stations allowing several exercises from a single footprint, optimizing space in commercial fitness facilities.
- Storage Racks Dumbbell racks and gym racks for organized storage of free weights and accessories in commercial fitness facilities.
- Strongman Equipment Specialized equipment for strongman training programs including log presses, farmer's walk handles, and atlas stones for advanced strength facilities.
- Leg Press Machines Commercial leg press machines including standard and pendulum squat variations for lower body development in commercial gyms.
- Lat Pulldown Machines Cable-based upper back machines for latissimus dorsi and general back development in commercial fitness facilities.
- Chest Press Machines Selectorized machines for chest and pushing movement development in commercial gym environments.
- Equipment Financing Services Gym equipment financing services offered to Canadian gym owners to help spread investment over time on Atlantis Strength equipment purchases.
- PW611 Power Squat Pro Atlantis leg press machine engineered for peak performance, designed for commercial gym use targeting athletes and serious fitness enthusiasts.
Quantifiable outcome
- Equipment tested and proven in real-world demanding conditions before market launch
Companies that use Atlantis Strength
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
Atlantis Strength technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Atlantis Strength partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- Powerhouse GymscoreAtlantis Strength was designated as the preferred vendor for Powerhouse Gyms in the United States, effective July 1, 2024. Powerhouse Gym is a global leader with 300+ gyms across 39 US states and operations in 20 countries. This partnership underscores Atlantis's commitment to providing premium strength equipment worldwide.
- Show Me WeightsminorCollaborative partnership for Hub Fitness project in Kearney, Nebraska. Show Me Weights contributed to the development of a fitness space built with intent.
Scale indicators7 records
Recent moves7 records
Expansion highlights5 records
Atlantis Strength competitors and assessment
Company assessmentBroad incumbents
- Life Fitness: Global leader in commercial fitness equipment offering Hammer Strength, Cybex, and Life Fitness brands across cardio and strength. Overlaps with Atlantis on the strength category but operates at significantly larger scale with a broader product portfolio.
- Technogym: Italian global premium commercial fitness equipment manufacturer with full cardio and strength lines sold to health clubs, hotels, and pro sports teams worldwide. Competes with Atlantis for premium commercial accounts but offers a much wider product range.
- Matrix Fitness: US/global manufacturer of commercial strength and cardio equipment sold to health clubs, hotels, and institutions. Part of Johnson Health Tech, Matrix competes with Atlantis across the same commercial channels but with a much broader cardio+strength portfolio.
Direct peers
- Rogue Fitness: US-based strength equipment manufacturer offering racks, barbells, plates, benches, and rigs with a very broad catalog (similar to Atlantis's 250+ SKU breadth). Compares directly on product overlap, B2B commercial channel, and rapid-ship versus build-to-order positioning.
- Cybex International: US manufacturer of selectorized strength equipment, plate-loaded machines, and benches for commercial gyms. Comparable commercial-grade product portfolio and institutional customer base.
- Body-Solid: US commercial and home strength equipment manufacturer with selectorized, plate-loaded, and free-weight lines. Comparable mid-market positioning to Atlantis and a direct competitor in commercial gym outfitting.
- Eleiko: Swedish premium strength equipment manufacturer specializing in barbells, plates, racks, and plate-loaded machines for professional and commercial facilities. Closely comparable to Atlantis as a premium, single-category strength specialist with international distribution and a biomechanics-led product philosophy.
- Panatta Srl: Italian premium commercial strength and fitness equipment manufacturer with a fully Italian-made product line. Closely comparable to Atlantis on premium positioning, custom finishes, and biomechanics-led design sold to high-end commercial facilities.
- Hoist Fitness Systems: US manufacturer of selectorized and plate-loaded commercial strength equipment sold through dealers to health clubs worldwide. Closely parallels Atlantis's commercial channel model and product mix.
Emerging players
- Keiser Corporation: US manufacturer of pneumatic strength equipment and indoor cycles for commercial and professional markets. Comparable premium commercial positioning and biomechanics-led design approach, though narrower product breadth than Atlantis.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Atlantis Strength social profiles
Digital presenceAtlantis Strength financial estimates
Financial estimateRevenue estimate
Valuation estimate
Atlantis Strength leadership team
Management profileNumber of profiles
Profiles2 records
Atlantis Strength funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Atlantis Strength M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Atlantis Strength
What does Atlantis Strength do?
Atlantis Strength designs, manufactures, and sells commercial strength training equipment from its 75,000 sq ft facility in Laval, Quebec. The catalog includes selectorized machines, plate-loaded machines, squat racks, smith machines, weightlifting platforms, benches, multistations, functional trainers, storage racks, strongman equipment, and cardiovascular products (Quebec only). All products are made-to-order with customization (colors, frame colors, logos) and distributed through authorized dealers in 65+ countries.
Is Atlantis Strength a public or private company?
Atlantis Strength is a private company. It is classified as family owned and is currently operating.
When was Atlantis Strength founded?
Atlantis Strength was founded in 1982. It employs 51 to 100 people.
Where is Atlantis Strength based?
Atlantis Strength is headquartered in Laval, Canada, in the North America region.
How does Atlantis Strength make money?
Two revenue lines are on record. Commercial Gym Equipment Sales are the primary driver. The others are equipment Financing Services.
Who are Atlantis Strength's main competitors?
Broad incumbents on record are Life Fitness, Technogym and Matrix Fitness. Direct peers are Rogue Fitness, Cybex International, Body-Solid, Eleiko, Panatta Srl and Hoist Fitness Systems. Keiser Corporation is listed as an emerging player.
Does Atlantis Strength have an API?
No public API is recorded for Atlantis Strength.
What industry is Atlantis Strength in?
Atlantis Strength's product category is Commercial Fitness Equipment. Its primary akta.pro industry code is CRAMADAB, Strength Training Equipment Retail (Racks, Benches, Barbells, Plates), with a secondary code of EDAEAIAG, Physical Education & Athletics Equipment (Gym, Sports Gear, Scoreboards). Its NAICS code is 333310 and its SIC code is 3949.