Samson Equipment

What Samson Equipment does

Samson Equipment Inc. is a privately held, family-founded manufacturer of custom weight room equipment, established in July 1976 by Dave and Linda Schroeder and headquartered in a single manufacturing facility in Las Cruces, New Mexico. The company designs, fabricates, and ships industrial-strength strength training equipment built to order for institutional buyers including high schools, colleges and universities, community colleges, municipalities, military units, law enforcement, and fire departments. Its product portfolio centers on modular Flex Rack systems and traditional Power Racks, complemented by weight benches, selectorized and plate-loaded workout machines, Olympic plates and barbells, urethane dumbbells, functional training rigs, storage solutions, athletic training tables, tactical equipment, and the specialty S.O.L.S. Outdoor Lifting System.

The business operates on a direct, quote-based enterprise sales model with no e-commerce or retail distribution. Every order begins with a complimentary 3D facility design consultation that helps athletic directors and coaches secure stakeholder buy-in from boards, boosters, and procurement officers; orders then move into a custom-manufacturing cycle with approximately 10-week lead times and require a 50% deposit. Pricing is not publicly disclosed and each project is custom-quoted. The company holds an OMNIA Partners cooperative purchasing contract that streamlines procurement for public-sector buyers, offers equipment leasing through Geneva Capital LLC, and provides optional freight and installation services ranging from liftgate delivery to full crew installation. All Samson rack attachments are interchangeable across the Flex Rack ecosystem, and the framework carries a lifetime warranty, creating both configurability and switching cost dynamics. Customer logo coverage spans elite professional and collegiate programs including the NFL, NCAA, NBA, NHL, MLB, MLS, PGA, and IOC, along with military tactical organizations, alongside a long tail of public high school installations across multiple U.S. states.

Demand generation is driven by content marketing centered on the Samson Strength Coach Collective podcast (260+ episodes), a strength and conditioning blog, an active multi-platform social media presence, and event sponsorships including the CSCCA Pillar Hold Challenge. The company has 11-50 employees, no disclosed funding rounds, no M&A activity, and operates without external institutional investors, consistent with an organically grown, founder-controlled enterprise. Geographic reach is concentrated in the United States with opportunistic international sales; the company explicitly does not serve residential or garage gym projects due to minimum project scopes and commercial freight requirements.

Name

Samson Equipment

Legal name

Samson Equipment Inc.

Website

https://samsonequipment.com

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

11–50 employees

Short description

Samson Equipment is a privately held, U.S.-based manufacturer of custom industrial-strength weight room equipment, founded in 1976 and serving institutional buyers including high schools, colleges, municipalities, and tactical organizations through direct quote-based sales and custom 3D facility design.

Ownership category

akta.pro rank

Product category

Commercial Fitness and Strength Training Equipment

NAICS

All Other Industrial Machinery Manufacturing (333248)

SIC

Special Industry Machinery (No Metalworking Machinery) (3550)

akta.pro primary industry

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

Keywords

• Custom weight room equipment
• Strength training equipment
• Athletic facility design
• Commercial fitness manufacturing
• Tactical fitness equipment

Headquarters

HQ city

Las Cruces

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, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Custom Equipment Sales: Custom-manufactured strength training equipment sold to institutional facilities. Each piece is built to order at the U.S. facility. Products include power racks, machines, benches, barbells, dumbbells, plates, flooring, and accessories. Orders typically take 10 weeks to manufacture with 50% deposit required to initiate.
2. Installation and Freight Services: Optional installation services ranging from single pallet delivery with liftgate to full 53' trailer with complete crew handling and installation. Freight options include Full Truckload (FTL) and Less Than Truckload (LTL) shipping.
3. Leasing Options: Equipment leasing options offered through Geneva Capital LLC for customers who prefer payment plans over outright purchase.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Samson Equipment designs, engineers, and custom-manufactures industrial-strength strength training equipment and complete weight room solutions for institutional clients. Each project begins with a complimentary 2D/3D facility layout, after which racks, benches, machines, bars, plates, dumbbells, flooring, and accessories are custom-fabricated to order at the Las Cruces, NM facility and shipped with optional installation support.

Product overview

Samson Equipment is a custom weight room equipment manufacturer offering a comprehensive portfolio of industrial-strength strength training products. The core offering centers on Flex Racks and Power Racks as the foundational equipment, complemented by a full line of Weight Benches, Workout Machines (selectorized and plate-loaded), Olympic Bars and Plates, Dumbbells, Rigs, and Storage solutions. Specialty lines include Tactical Equipment for military and first responder facilities, S.O.L.S. Outdoor Lifting System, and Athletic Training Tables. The company provides extensive Accessories and rack attachments that are interchangeable across Samson racks. All equipment is custom-manufactured to order with a lifetime warranty on framework, targeting institutional facilities including high schools, colleges, municipalities, and tactical organizations. The company also offers commercial flooring through vendor partnerships and provides 2D/3D facility design services as part of the purchasing process.

Differentiator

Problem solved

Functional benefit

Brands

• Flex Series: Flexible, customizable rack systems including Flex Racks, Functional Training Racks (FTR), and power racks with modular attachments.
• Samson Strength Coach Collective

Products and services

• Flex Racks Modular power rack system with customizable configurations (Flex Rack Half Rack, Functional Training Rack FTR Front/Rear/Combo, and Double Rack variants) featuring interchangeable J-Cups, Safety Catches, Twist Lock Cups, and Chin Bars. Built for high-volume athletic training environments and designed to be fully compatible with all Samson rack attachments.
• Power Racks Heavy-duty power rack family including Adjustable Squat Stand, Dip Rack, Power Stand (with storage), and Squat Stand Post, engineered for institutional high-volume training environments.
• Weight Benches Full line of institutional weight benches including Flat Bench, Adjustable Incline/Decline Bench, Combo Bench, Olympic Bench variants, Military Bench, Glute Ham Developer, Roman Chair, and Preacher Curl, with 3-inch Olympic cup options on competition models.
• Workout Machines Selectorized and plate-loaded workout machines including Cable Crossover, Lat Machine, Leg Extension/Curl machines, Chest Press, Shoulder Press, Hip Sled, Hack Squat, Smith Machine, T-Bar Row, Pec Deck, and Abdominal machines, engineered for durability in high-use facilities.
• Plates Olympic bumper plates and competition plates in urethane and grip finishes, including Samson Olympic Plate Grip Urethane and Samson Urethane Bumper Plate products.
• Barbells Olympic and specialty barbells including Elite 20kg competition bar, Samson Professional Bar, Samson HEX BAR, Multi Grip Swiss Barbell, and NBA Hex Bar, built to IWF specifications.
• Dumbbells Urethane dumbbell sets and adjustable dumbbell solutions, including the Samson Urethane Dumbbell Set (SKU SUDB00) with commercial-grade construction.
• Storage Solutions Weight room storage solutions including dumbbell racks (single/triple/double tier), kettlebell racks, medicine ball racks, plate holders, bar holders (floor and wall mounted), belt racks, and stability ball storage.
• Rigs Functional training rigs including the Portable Pull-Up Stand and Yucca Iso Rig, providing modular systems for group training and functional fitness environments.
• Tactical Equipment High-performance strength training equipment specifically engineered for military, law enforcement, and first responder tactical training facilities, built to withstand extreme training environments.
• Athletic Training Tables Treatment and taping tables for athletic training facilities including 5.5-foot, 5-foot with extensions, 5x7x18, 6-foot, split leg variants, and ADA-compliant double taping tables with shelving options.
• S.O.L.S. (Samson Outdoor Lifting System) Outdoor strength training system designed for outdoor athletic development and functional training in outdoor environments, built to withstand weather exposure.
• Commercial Flooring Athletic flooring solutions offered through vendor partnerships, including rubber and specialized surface options designed for weight room environments.
• Replacement Parts Replacement components for Samson Equipment including Pop Pins, Pulleys (3.5-inch and 4.5-inch), Replacement Cables, Star Knobs, and Weight Stack Pins for maintenance and repair of installed equipment.
• Rack Accessories Extensive interchangeable rack attachment line including J-Cups, Safety Catches, Chin Bars, Band Pegs, Dip Attachments, Step-Up Boxes, Plyo Boxes, Jammer Arms, Calf Plates, Sissy Squat, Graphic Shields, and technique equipment, all cross-compatible with Samson rack systems.
• Custom Weight Room Layout Design Complimentary custom 2D/3D weight room layout and rendering service that translates buyer requirements into stakeholder-ready facility renderings, helping coaches and administrators secure board, booster, and procurement approval before placing a custom equipment order.

Quantifiable outcome

• Lifetime warranty on framework ensures equipment longevity and reduces long-term replacement costs.
• +1 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• OMNIA PartnerscoreChannel Partner/ Reseller/ DistributorSamson Equipment is a proud contract holder with OMNIA Partners organization. Their cooperative purchasing contracts enable government entities and educational institutions to procure Samson equipment through pre-established competitive solicitation processes compliant with procurement laws.
• Geneva Capital LLCminorChannel Partner/ Reseller/ DistributorEquipment leasing options offered through Geneva Capital LLC, providing financing solutions for customers who prefer payment plans over outright purchase.
• National Junior College Athletic Association (NJCAA)coreGTM or Marketing PartnerOfficial Weight Room Solutions Partner of the NJCAA, providing custom strength training equipment solutions for junior college athletic programs.
• Tee BoxcoreStrategic or Co-development PartnerPartnership to build ultimate golf performance facilities combining elite strength training with golf development. Offers 'plug-and-play' franchise solution for the modern, high-performance athletic golfer.

Scale indicators2 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Sorinex Exercise Equipment: Direct competitor manufacturing custom strength training racks, benches, and equipment for college and professional athletic facilities. Closely comparable custom-built, institutional-grade product line and target customer base.
• Rogue Fitness: Major US-based strength equipment manufacturer serving both individual and institutional customers including CrossFit Games and military. Overlaps significantly on racks, barbells, plates, and benches, though with a more catalog/e-commerce distribution model.
• Eleiko: Premium Swedish strength training equipment brand specified by IWF, IPF, and elite Olympic/college facilities. Direct overlap on competition barbells, bumper plates, racks, and benches for high-performance athletic environments.

Broad incumbents

• Hammer Strength: Heritage commercial strength equipment brand (now part of Life Fitness/Brunswick) widely used in college and professional training facilities. Competes with Samson in plate-loaded machines and racks but serves a broader commercial gym portfolio.
• Life Fitness: Large global commercial fitness equipment manufacturer including Hammer Strength, Cybex, and ICG. Overlaps with Samson on commercial-grade strength training equipment but spans cardio, group fitness, and connected fitness as well.
• York Barbell: Long-established US strength equipment manufacturer producing barbells, plates, racks, and benches for institutional and home markets. Comparable product categories and a similar legacy/established positioning.
• Technogym: Premium Italian commercial fitness equipment maker with global distribution to health clubs, hotels, and athletic facilities. Comparable in serving elite institutional customers but spans cardio and broader wellness beyond Samson's strength focus.
• Cybex International: Commercial strength and cardio equipment manufacturer (part of Brunswick). Comparable in serving institutional and professional training facilities with selectorized strength machines and racks.

Emerging players

• Perform Better: Functional training and athletic performance equipment supplier serving college and pro performance centers. Partial overlap on racks, rigs, and accessories, with broader functional training and recovery product breadth.
• TRX Training: Functional suspension training equipment brand with strong presence in commercial and tactical fitness markets. Comparable in serving military, collegiate strength programs, but with bodyweight-based equipment rather than traditional strength racks.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/samson_eq
• YouTubeyoutube.com/user/samsonequipment
• Facebookfacebook.com/SamsonEquipment
• LinkedInlinkedin.com/company/samson-equipment-inc.
• Instagraminstagram.com/samson_eq
• Pinterestpinterest.com/samsonequipment

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 Samson Equipment