Catalyst Athletics

What Catalyst Athletics does

Catalyst Athletics is a privately-held, direct-to-consumer e-commerce business headquartered in Sunnyvale, California, that sells Olympic weightlifting educational content, apparel, and coach certification programs through a Shopify-powered online storefront. The company's product portfolio spans four primary verticals: weightlifting books authored principally by Greg Everett (including the flagship 'Olympic Weightlifting: A Complete Guide for Athletes & Coaches,' now in its third edition, plus mental toughness titles under the 'Tough' brand and the 'Garage Mind' Mental Training Journal by Aimee Anaya Everett), instructional posters and vinyl banners depicting technique progressions for snatch, clean, and jerk, branded apparel and accessories (t-shirts, sweatshirts, hoodies, tanks, patches, towels, stickers), and a tiered coach certification program (Level 1 Online Course at $500, Level 1 Online Certification at $1,000, and a Level 2 Online Certification requiring Level 1 as a prerequisite, with additional upgrade and retesting fees).

The business operates without any proprietary technology platforms, mobile applications, or AI/ML capabilities; its digital delivery consists of standard email-based account provisioning for online course access. All revenue is generated through one-time purchases rather than subscriptions, with ticket sizes ranging from $5 (patches) to $1,000 (full Level 1 certification), and the largest catalog volume sits in the $19.95–$65 band. Distribution is exclusively DTC through shop.catalystathletics.com, with shipping to the US and Canada for most physical goods (digital products are delivered globally) and a marketing mix weighted toward organic social channels (Facebook, Instagram, YouTube), email newsletters, and content marketing via educational product pages.

The company's customer base is fragmented across individual competitive weightlifters and coaches (primary segment), strength and conditioning coaches working outside competitive weightlifting, and general self-improvement / mental-training buyers. Catalyst Athletics has no disclosed outside funding, no parent company, no acquisitions, no patents, and operates with 1–10 employees, making it a small, founder-led lifestyle business anchored to the personal brands and coaching credentials of Greg Everett and Aimee Anaya Everett rather than a venture-scale enterprise.

Name

Catalyst Athletics

Legal name

Catalyst Athletics

Website

https://shop.catalystathletics.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Catalyst Athletics is a privately-held Sunnyvale, California-based e-commerce company selling Olympic weightlifting books, instructional posters and banners, branded apparel, and tiered online coach certification courses direct-to-consumers via a Shopify storefront, serving individual competitive weightlifters, strength coaches, and self-improvement buyers.

Ownership category

akta.pro rank

Product category

Sports Education & Weightlifting Equipment

NAICS

Sporting Goods Retailers (45911)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Fitness Equipment & Performance Accessories Retail (CRAMABAD)

Keywords

• Olympic weightlifting books
• Weightlifting coach certification
• Strength training education
• Fitness instructional posters
• Weightlifting branded apparel

Headquarters

HQ city

Sunnyvale

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Book Sales: Sale of Olympic weightlifting books including the flagship 'Olympic Weightlifting: A Complete Guide for Athletes & Coaches', 'Olympic Weightlifting for Sports', 'Tough', and related journals. Available in print (paperback) and digital formats (Kindle, iBook).
2. Coach Certification Programs: Level 1 and Level 2 online certification courses for Olympic weightlifting coaches. Includes course access and testing for certification. Price points at $500 for course only, $1,000 for full certification with testing.
3. Apparel Sales: Sale of branded apparel including t-shirts, sweatshirts, hoodies, tanks, and patches featuring Catalyst Athletics branding.
4. Poster and Banner Sales: Sale of instructional posters and vinyl banners showing weightlifting technique progressions and motivational designs.
5. Gift Cards: Digital gift cards sold in denominations of $10, $25, $50, $100, and $200 with promotional offers for bulk purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Catalyst Athletics publishes and sells Olympic weightlifting educational content — including books, e-books, journals, instructional posters, and vinyl banners — alongside branded apparel, accessories, and tiered online coach certification courses (Level 1 and Level 2). All products are sold directly to consumers through a Shopify-powered e-commerce store, with digital products delivered via email and physical goods shipped to customers in the U.S., Canada, and select international markets.

Product overview

Catalyst Athletics is an Olympic weightlifting-focused e-commerce platform offering a comprehensive portfolio of educational and branded products. The core offering centers on weightlifting books authored by Greg Everett and Aimee Anaya Everett, including the definitive 'Olympic Weightlifting: A Complete Guide for Athletes & Coaches' (3rd edition) and mental toughness books like 'Tough'. The company provides coach certification programs (Level 1 and Level 2 Online Certifications) and sells instructional posters and banners depicting technique progressions. Apparel includes branded t-shirts, sweatshirts, hoodies, tanks, and accessories. All products serve the Olympic weightlifting and strength training community, with the education vertical (certifications) being the primary professional service offering alongside consumer products.

Differentiator

Problem solved

Functional benefit

Brands

• Garage Mind: Mental training brand created by Aimee Anaya Everett, including the Garage Mind Mental Training Journal and related merchandise
• Tough
• AAE (Aimee Anaya Everett)

Products and services

• Olympic Weightlifting: A Complete Guide for Athletes & Coaches The definitive textbook on Olympic weightlifting covering snatch, clean and jerk techniques, training program design, error correction, and competition preparation, for athletes and coaches from beginner to elite.
• Olympic Weightlifting for Sports A focused 104-page guide for coaches and athletes outside competitive weightlifting, teaching Olympic lifts and their variants safely and effectively for general athletic training.
• Tough A 250-page exploration of mental toughness covering character, capability, capacity, and commitment, providing practical tools for developing resilience and personal mastery.
• Garage Mind Mental Training Journal A 434-page spiral-bound mental training journal with over 100 pages of exercises and 4 months of training journal space, created by USAW Senior International Coach Aimee Anaya Everett.
• Tough: Morning Journal A companion journal to the Tough book with lined pages and printed prompts for morning journaling routines.
• Tough: Evaluation Journal A companion journal to the Tough book with prompts for evaluation journal exercises.
• Jerk Error Correction Manual An e-book covering 11 different jerk technique errors with 35 distinct causes and fixes, including video links to suggested exercises.
• Snatch Error Correction Manual A 75-page e-book covering 19 different snatch technique errors with 62 distinct causes and fixes, including video links.
• Olympic Weightlifting Poster Set A bundled set of 3 weightlifting instructional posters (Snatch, Clean, Jerk) featuring Greg Everett's teaching progressions with full-color photos and descriptions.
• Snatch Progression Poster A 24x36 inch poster demonstrating Greg Everett's snatch teaching progression starting with the receiving position.
• Clean Progression Poster A poster demonstrating Greg Everett's clean teaching progression from hang to floor.
• Jerk Progression Poster A poster demonstrating Greg Everett's jerk teaching progression including both power jerk and split jerk.
• Power Clean Progression Poster A 24x36 inch poster with photographs and descriptions for teaching the power clean from the hang and floor.
• Power Snatch Progression Poster A poster with teaching progressions for the power snatch from the hang and floor.
• Aimee & Mattie World's Poster A 24x36 inch signed poster featuring weightlifters Aimee and Mattie, with proceeds supporting their international travel expenses.
• AAE Those Who Master Themselves Poster An 18x25 inch interactive affirmation poster with the 'SSS - Strong Stable Solid' design for writing goals and intentions.
• AAE Those Who Master Themselves Banner A 2x2 foot vinyl banner with corner grommets featuring the AAE 'Those Who Master Themselves Have Strength' design.
• Aimee's Ladies Banner A 2x3 foot black vinyl banner with the Aimee's Ladies Garage Mind Spray Paint logo.
• Garage Mind Banner A 6x2 foot vinyl banner with the Garage Mind - Catalyst Athletics Weightlifting logo.
• Garage Mind Plate Banner A 2x2 foot vinyl banner with the Garage Mind Spray Paint logo.
• Level 1 Online Course Online course providing access to Level 1 learning modules for Olympic weightlifting coaching education.
• Level 1 Online Certification Online certification program providing access to Level 1 learning modules and testing for Olympic weightlifting coaching.
• Level 2 Online Certification Advanced online certification requiring Level 1 certification as a prerequisite, providing access to Level 2 modules and testing.
• Certification Upgrade Fee Fee for beginning the certification process after completing an online or live seminar.
• Certification Retesting Fee Fee for retaking the certification test after exhausting original exam attempts.
• Catalyst Classic Logo T-Shirt Classic Catalyst Athletics logo t-shirt (black) using Next Level Apparel with suede jersey fabric, available in sizes XS-XXXL.
• Catalyst Classic Logo T-Shirt - White Classic Catalyst Athletics logo t-shirt (white) using Next Level Apparel Unisex T-shirt.
• Catalyst Old School Logo T-Shirt Basic t-shirt with classic logo available in Black, Heather Grey, and Midnight Navy colors.
• Catalyst Lifting Lady T-Shirt Vintage-style t-shirt featuring a lady lifter design, a popular returning item.
• AAE Those Who Master Themselves T-Shirt Limited edition black t-shirt with the AAE 'Those Who Master Themselves' design.
• 2025 Camp T-Shirt Limited quantity t-shirt from the 2025 Catalyst Mountain Camp event on Next Level Apparel Unisex T-shirt.
• Catalyst Classic Logo Crew Sweatshirt Relaxed fit men's crew sweatshirt with mid-weight fleece in black, available in sizes S-XXL.
• Catalyst Classic Logo Cropped Crew Sweatshirt Women's cropped crew sweatshirt in black with heavy weight french terry fabric.
• Catalyst Classic Logo Gray Hoodie Comfortable gray hoodie inspired by Greg and Aimee's favorite sweatshirt designs with Catalyst logo on sleeve.
• Catalyst Old School Logo Hoodie Unisex cozy go-to hoodie available in 5 colors with the Old School Catalyst logo.
• Catalyst Athletics Watermark Women's Tank Women's triblend racerback tank top with the Watermark logo, available in Vintage Black and Vintage Navy.
• Catalyst Athletics Women's Muscle Tank Women's muscle tank in antique denim with lightweight poly cotton jersey fabric and scoop neck.
• Catalyst Patch 3-inch square velcro-back patch with the CA logo for attachment to backpacks.
• Gym Towel - Catalyst Athletics Logo Black gym towel with the Catalyst Athletics logo embroidered on one end.
• AAE Sticker Pack Pack of 16 stickers created by Aimee Anaya Everett featuring motivational designs and weightlifting themes.
• Gift Card Digital gift card available in denominations of $10, $25, $50, $100, and $200, with promotional incentives for bulk purchases.

Quantifiable outcome

• Olympic Weightlifting: A Complete Guide for Athletes & Coaches has been the most popular book on Olympic weightlifting in the world since shortly after its 2008 release
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves6 records

Expansion highlights4 records

Direct peers

• Starting Strength: Books and coach certification programs focused on barbell training (Starting Strength: Basic Barbell Training and the SSC credential). Most structurally comparable to Catalyst Athletics: author-led content, tiered coach certifications, and a small DTC footprint.
• Barbell Logic: Online coach training and education built around barbell strength sports, including the Barbell Logic Coach Certification. Closely aligned with Catalyst's mix of online certification courses and educational content targeted at strength coaches.
• Stronger By Science (Greg Nuckols): Strength-training education platform with paid content, training programs and a podcast, run by a known strength author. Comparable content monetization and target buyer to Catalyst Athletics' educational products.
• Pavel Tsatsouline / Stronger Online: Strength-author brand selling books, certifications (StrongFirst) and apparel. Most directly comparable mix of authored content, paid certifications, and DTC merchandise targeted at the same coach and enthusiast persona.

Broad incumbents

• T-Nation / T-Nation.com: Longstanding strength and performance content portal with editorial articles, training programs and merchandise. Overlaps with Catalyst's content-led approach but at a much broader fitness audience scale.
• Rogue Fitness: Dominant equipment and apparel brand in the Olympic weightlifting and CrossFit communities, also publishing training content (Rogue Echo, podcast). Comparable community adjacency and brand authority in the same niche.

Others

• USA Weightlifting: National governing body for Olympic weightlifting in the US, which runs its own education and certification pathways. An institutional counterpart to Catalyst's coach certification products rather than a commercial competitor.
• Human Kinetics: Major publisher of sports science, coaching and physical education textbooks including many used in college courses. Operates as a publisher/distributor alongside Catalyst Athletics' in-house book publishing and is sometimes a co-publisher or distributor for niche titles in the same space.

Emerging players

• Catalyst Athletics (cross-reference: Plyojump / Mike Tuchscherer): Olympic weightlifting coach education and program design content by an elite US coach; competes directly for the same weightlifting coaching buyer with online courses and digital programs.
• Westside Barbell: Louie Simmons' brand, long-form content library, seminars and merchandise around the conjugate method. Comparable content-plus-apparel DTC model within a specific strength niche.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@catalystathletics
• Facebookfacebook.com/catalystpm
• Instagraminstagram/catalystathletics
• LinkedInlinkedin.com/company/catalyst-athletics-inc.

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Catalyst Athletics