PRx Performance
PRx Performance is a Fargo, North Dakota-based manufacturer and direct-to-consumer retailer of patented wall-mounted folding squat racks, functional trainers, and modular home gym equipment, serving individual home gym owners and garage gym builders in the US and Canada.
- Company typePrivate
- Founded2013
- HeadquartersFargo, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What PRx Performance does
PRx Performance is a Fargo, North Dakota-based manufacturer and direct-to-consumer retailer of space-saving home gym equipment, founded in 2013 and operating as a privately held company with 51–100 employees. The company designs, manufactures, and ships wall-mounted folding squat racks, functional trainers, weight benches, free weights, storage systems, and a modular attachment ecosystem under the Profile®, Profile CORE, and Build Limitless® product lines. Its core technology centers on a patented fold-up rack mechanism (hydraulic-shock-assisted, folding to approximately 4 inches from the wall), 3x3-inch 11-gauge steel uprights rated to 1,000 lb capacity, a 1:1 pulley-ratio functional trainer built around a patent-pending cable retractor co-developed with Dialed Motion, and laser-cut numbered mounting holes for precision installation.
The business model is direct-to-consumer e-commerce through prxperformance.com, shipping to the United States and Canada, with revenue generated primarily through hardware sales of individual products and curated package bundles (Basic, Advanced, Elite, and full Ecosystem tiers priced from roughly $500 to $12,827). Customer segments are predominantly individual home gym owners and garage gym builders serving themselves; PRx sells no enterprise or commercial-gym contracts of note. Go-to-market relies on product-led content marketing, an affiliate program, email and SMS capture campaigns, financing through Bread Pay, and HSA/FSA eligibility via Truemed — the latter reducing effective purchase cost by approximately 30%. The company holds multiple patents and trademarks, has been featured on Shark Tank and in Inc. 5000, Forbes, Men's Health, and Garage Gym Reviews, and reports product-level review counts of 1,500–1,844 with recommendation rates of 92–99%. Brian Brasch is CEO and co-founder.
PRx Performance firmographics
Firmographics- Name
- PRx Performance
- Legal name
- PRx Performance
- Website
- https://prxperformance.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- PRx Performance is a Fargo, North Dakota-based manufacturer and direct-to-consumer retailer of patented wall-mounted folding squat racks, functional trainers, and modular home gym equipment, serving individual home gym owners and garage gym builders in the US and Canada.
- Ownership category
- akta.pro rank
PRx Performance industry classification
Industry- Product category
- Home Fitness Equipment
- NAICS
- Sporting and Athletic Goods Manufacturing (33992)
- SIC
- Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- Home Gym Systems & Smart Fitness Equipment Retail (Connected Mirrors, Smart Bikes, All-in-One Gyms) (CRAMADAG)
- akta.pro secondary industries
- Strength Training Equipment Retail (Racks, Benches, Barbells, Plates) (CRAMADAB), Gym Flooring, Storage & Facility Accessories Retail (Mats, Tiles, Racks, Mirrors) (CRAMADAJ), Home Gym & Sports Equipment Storage Systems (Non-Construction) (HSAFAHAH)
Keywords
Where PRx Performance is headquartered
LocationHeadquarters
- HQ city
- Fargo
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
PRx Performance business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Equipment Sales: PRx Performance generates revenue through direct-to-consumer sales of home gym equipment including folding squat racks, functional trainers, weight benches, barbells, weight plates, storage solutions, and accessories. Products are sold as individual items or in bundled packages (Basic, Advanced, Elite, Ecosystem tiers) ranging from $500 to $13,000.
- Financing Services: The company partners with Bread Pay® to offer installment financing options, allowing customers to pay over time. This financing option helps lower the barrier to purchasing higher-priced equipment packages.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Entry-level rack starting at $499.99 |
| One time/ perpetual license | Pay-as-you-go | Basic Package - Foundation equipment |
| One time/ perpetual license | Pay-as-you-go | Advanced Package - Expanded equipment |
| One time/ perpetual license | Pay-as-you-go | Elite Package - Premium equipment |
| One time/ perpetual license | Pay-as-you-go | Elite Ecosystem - Complete home gym setup |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
PRx Performance product offering
Product offeringCore offering
PRx Performance manufactures and sells direct-to-consumer space-saving home gym equipment, principally wall-mounted folding squat racks, modular functional trainers, compatible cable attachments, benches, barbells, plates, dumbbells, and storage solutions. Products are constructed from 3x3 inch 11-gauge steel with patented folding mechanisms and are sold as individual items or as pre-configured Basic, Advanced, Elite, and full Ecosystem package bundles.
Product overview
PRx Performance offers a unified platform of space-saving home gym equipment anchored by patented folding squat racks and modular functional trainers. The core product lines include the Profile® PRO (premium 3x3" 11-gauge steel with folding design), Profile® CORE (entry-level folding rack), and Build Limitless® (freestanding modular) rack systems. These connect to cable-based functional trainers including the Profile® PRO Plate Loaded and Weight Stack variants, all featuring 1:1 pulley ratios. The ecosystem extends through compatible attachments (Halo Arms®, Axis Pad®, Leg Curl/Extension, Lat Pulldown, Landmine), weight training equipment (benches, barbells, plates), and storage solutions. Pre-configured packages (Basic, Advanced, Elite/Ecosystem) and a Build Your Own platform enable customizable home gym setups. The company integrates with Truemed (HSA/FSA payments) and Bread Pay (financing) to increase accessibility.
Differentiator
Problem solved
Functional benefit
Brands
- Profile: Product line featuring space-saving folding squat racks
- Build Limitless
- PRx Axis
Products and services
- Profile® PRO Squat Rack with Pull-Up Bar
Quantifiable outcome
- Save an average of 30% with HSA/FSA eligibility
- +1 more outcomes
Companies that use PRx Performance
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
PRx Performance technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature5 records
PRx Performance partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- TruemedcorePRx has partnered with Truemed to allow customers to use Health Savings Account (HSA) or Flexible Spending Account (FSA) funds for purchasing gym equipment. This partnership enables customers to save an average of 30% through tax advantages, lowering the barrier to entry for premium home gym equipment.
- Dialed MotioncoreCollaboration with Dialed Motion to integrate their Sidewinder Cable System and patent-pending retractor technology into PRx's Profile PRO Functional Trainer. Dialed Motion's cable system technology enables the space-saving cable retractor that maintains tension at all times.
- Bread PaycorePartnership with Bread Pay to offer installment financing options for customers, allowing them to pay over time for gym equipment. Financing helps customers afford higher-priced packages with easy monthly payments.
- Torque FitnessminorTorque Fitness products (TANK M1 Push Sled) are sold through PRx's website as part of their equipment offerings.
- PowerBlockminorPowerBlock adjustable dumbbells are sold through PRx's website as part of their free weights and accessories offerings.
- Born PrimitiveminorBorn Primitive athletic apparel and gear are sold through PRx's website as part of their accessories and apparel offerings.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
PRx Performance competitors and assessment
Company assessmentDirect peers
- Rogue Fitness: Rogue is the largest direct competitor in the strength/home gym equipment category, offering squat racks (including the RML-390FW fold-away wall mount compared in PRx reviews), barbells, plates, and functional trainers. Highly overlapping customer base (garage gym builders) with substantially broader SKU range and dealer network.
- REP Fitness: REP Fitness sells squat racks, functional trainers, attachments, and complete home gym packages through DTC e-commerce, directly competing with PRx's Profile and Build Limitless lines. Comparable commercial-grade construction and home-gym-buyer target market.
- Titan Fitness: Titan is a value-oriented direct competitor in the home gym equipment space, offering racks, functional trainers, barbells, and attachments. Targets similar garage gym and home fitness customers but at lower price points, pressuring PRx's mid-tier packages.
- Force USA: Force USA builds all-in-one home gym machines and functional trainers that compete with PRx's Profile PRO ecosystem. Targets space-conscious home gym buyers with similar modular, multi-function equipment positioning.
- Bells of Steel: Bells of Steel offers power racks, functional trainers, barbells, plates, and home gym equipment via DTC, comparable in target customer (garage gym builders) and product breadth to PRx's Build Limitless line.
- Fringe Sport: Fringe Sport sells squat stands, wall-mounted rigs, and home gym accessories, competing with PRx in the space-saving and modular rack categories for home and garage gym buyers.
- Sorinex: Sorinex manufactures commercial-grade squat racks, rigs, and home gym equipment with strong customization and made-in-USA positioning. Competes with PRx's Build Limitless premium tier on heavy-duty home and light-commercial installations.
Emerging players
- Major Fitness: Major Fitness sells wall-mounted folding racks and functional trainers at competitive price points, directly competing in PRx's core fold-up rack category. Smaller scale but rapidly emerging in the space-saving niche.
- Tonal: Tonal is a smart wall-mounted strength training system serving space-constrained home gym buyers with a connected, subscription-based product. Competes with PRx on the 'space-saving premium home gym' value proposition but with software/SaaS layer.
Broad incumbents
- Peloton: Peloton offers connected fitness hardware plus subscription content across strength, cardio, and stretching. Overlaps with PRx's home gym customer but with a much broader portfolio including cardio and software-driven recurring revenue.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
PRx Performance social profiles
Digital presencePRx Performance financial estimates
Financial estimateRevenue estimate
Valuation estimate
PRx Performance leadership team
Management profileNumber of profiles
Profiles1 record
PRx Performance funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PRx Performance 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 PRx Performance
What does PRx Performance do?
PRx Performance manufactures and sells direct-to-consumer space-saving home gym equipment, principally wall-mounted folding squat racks, modular functional trainers, compatible cable attachments, benches, barbells, plates, dumbbells, and storage solutions. Products are constructed from 3x3 inch 11-gauge steel with patented folding mechanisms and are sold as individual items or as pre-configured Basic, Advanced, Elite, and full Ecosystem package bundles.
Is PRx Performance a public or private company?
PRx Performance is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was PRx Performance founded?
PRx Performance was founded in 2013. It employs 51 to 100 people.
Where is PRx Performance based?
PRx Performance is headquartered in Fargo, United States, in the North America region.
How does PRx Performance make money?
Two revenue lines are on record. Equipment Sales are the primary driver. The others are financing Services.
Who are PRx Performance's main competitors?
Direct peers on record are Rogue Fitness, REP Fitness, Titan Fitness, Force USA, Bells of Steel, Fringe Sport and Sorinex. Emerging players are Major Fitness and Tonal. Peloton is listed as a broad incumbent.
Does PRx Performance have an API?
No public API is recorded for PRx Performance.
What industry is PRx Performance in?
PRx Performance's product category is Home Fitness Equipment. Its primary akta.pro industry code is CRAMADAG, Home Gym Systems & Smart Fitness Equipment Retail (Connected Mirrors, Smart Bikes, All-in-One Gyms), with a secondary code of CRAMADAB, Strength Training Equipment Retail (Racks, Benches, Barbells, Plates). Its NAICS code is 33992 and its SIC code is 3949.