Arsenal Strength

What Arsenal Strength does

Arsenal Strength is a privately held, USA-based manufacturer and designer of professional strength training equipment, founded in 2014 and headquartered in Knoxville, Tennessee (Lenoir City mailing address on record). The company sells across four product series — the Reloaded plate-loaded line (range limiters, floating handles, encased linear bearings), the M-1 selectorized line (kevlar belt drives), the Alpha racks and benches line with modular accessories, and the BRAVO value line — supported by a custom gym design service that helps operators plan facilities end-to-end including flooring. Equipment is sold through three parallel channels: a direct e-commerce storefront for in-stock Quick Ship configurations, a quote-based custom ordering system for tailored builds, and an exclusive federal/military procurement channel operated through IRON COMPANY on GSA Contract 47QSMA22D08NN, which routes demand from federal agencies, all U.S. military branches, federal prisons, FBI, CIA, DEA, DHS, the White House, the Pentagon, Veterans Affairs facilities, and U.S. embassies worldwide. Two physical showrooms (Knoxville, TN and Las Vegas, NV) provide hands-on evaluation, and the company maintains a tiered global gym-partner network exceeding 1,000 locations across the USA, Canada, the UK, the Gulf states, Singapore, Australia, Brazil and beyond.

The business model is predominantly transactional hardware sales (one-time and project-based multi-year contracts), supplemented by professional-services revenue from non-refundable gym-design consultations. Pricing is quote-driven for custom builds and direct-purchase for Quick Ship items, with bundled procurement available on GSA orders. Marketing spans the company website, a Shopify storefront, a YouTube and social media presence, catalog downloads, a Knowledge Center blog, testimonials, and a public Gym Locator that doubles as a referral asset. Named flagship partnerships include the United Football League (UFL) and Power Slap as official strength equipment providers. Operational scale remains modest at 11–50 employees, and Arsenal Strength discloses no outside funding, parent entity, M&A activity, or leadership changes in the source data.

Name

Arsenal Strength

Legal name

Arsenal Strength

Website

https://myarsenalstrength.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Arsenal Strength is a USA-based manufacturer of professional strength training equipment (Reloaded, M-1, Alpha, BRAVO series) and custom gym design services, selling globally to commercial gyms, individual buyers, and U.S. federal/military facilities via an exclusive GSA partnership.

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

Functional Training & Conditioning Accessories Retail (Bands, Suspension Trainers, Agility/Ladders, Sleds) (CRAMADAD)

Keywords

• Strength training equipment
• Commercial gym equipment
• Plate loaded machines
• Selectorized equipment
• Gym design services

Headquarters

HQ city

Lenoir City

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Gym Equipment Sales: Direct sales of strength training equipment including plate loaded machines, selectorized equipment, racks, benches, and accessories through e-commerce and quote-based custom orders. Products are available in various series (Reloaded, M-1, Alpha, Bravo) with different price points.
2. Custom Gym Design Services: Tailored gym design consultations working individually with customers to turn their gym vision into reality. Design consultation fees are non-refundable according to terms of service.
3. Quick Ship Program: Pre-configured in-stock equipment available for immediate purchase and shipping, offering standard black frame with black pads for customers who need equipment without customization lead times
4. Government/Military Sales: Sales through GSA Contract 47QSMA22D08NN exclusively via IRON COMPANY to government agencies, military branches, federal prisons, and embassies. Includes bundled procurement options for equipment, flooring, and accessories.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Arsenal Strength designs, manufactures, and sells professional-grade strength training equipment in the United States across multiple product series (Reloaded plate loaded, M-1 selectorized, Alpha racks and benches, BRAVO value line), supported by a Quick Ship in-stock program and custom gym design consultation services. The company also supplies gym flooring and accessories, with separate procurement channels for commercial gyms (direct quote and online store) and government/military buyers (GSA contract via IRON COMPANY).

Product overview

Arsenal Strength is a professional gym equipment manufacturer and gym design company offering a comprehensive portfolio of strength training equipment. The product lineup consists of multiple distinct series: the Reloaded Series (plate loaded equipment with advanced biomechanical engineering), the M-1 Selectorized Line (cable-based machines using kevlar belt technology), the Alpha Series (racks and benches as gym fundamentals), the Alpha Rack Accessories (customization add-ons), and the BRAVO Value Line (budget-friendly option). Additional offerings include a Quick Ship Program for in-stock items and Custom Gym Design services for facility planning. The company also provides flooring solutions as part of the gym design process. Together, these products and services enable customers to build complete training facilities from foundational equipment to specialized strength machines.

Differentiator

Problem solved

Functional benefit

Brands

• Reloaded: Plate loaded equipment series with range limiters, floating handles, encased linear bearings, and meticulous attention to biomechanics.
• M-1
• Alpha
• BRAVO
• Alpha Rack Accessories

Products and services

• Reloaded Series

Quantifiable outcome

• Lifetime structural steel frame warranty for original purchaser (non-transferable)
• +4 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature4 records

Partnerships

Three partnerships are on record, tiered core and flagship.

• IRON COMPANYcoreChannel Partner/ Reseller/ DistributorExclusive partnership making IRON COMPANY the sole GSA dealer for Arsenal Strength. IRON COMPANY manages GSA Contract 47QSMA22D08NN enabling government and military procurement through GSA Advantage, GPC/IMPAC card, and open market channels. IRON COMPANY is a woman-owned small business with over 25 years of experience supplying fitness equipment to government facilities including military bases, federal prisons, FBI, CIA, DEA, DHS facilities, and U.S. Embassies worldwide.
• UFL (United Football League)flagshipStrategic or Co-development PartnerArsenal Strength is the official strength equipment provider for the United Football League (UFL). This partnership positions Arsenal Strength as the preferred equipment supplier for UFL training facilities and events, providing professional-grade strength training equipment to support athlete performance.
• Power SlapflagshipStrategic or Co-development PartnerArsenal Strength is the official strength equipment provider for Power Slap events and training facilities. This partnership provides specialized strength training equipment designed to meet the demanding requirements of slap fighting athletes and training programs.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Rogue Fitness: Largest U.S. independent strength equipment manufacturer, offering racks, barbells, plates, plate-loaded machines, and conditioning equipment. Direct head-to-head competitor to Arsenal Strength in the Alpha rack and Reloaded plate-loaded categories, with a much larger direct-to-consumer and commercial footprint.
• Sorinex Exercise Equipment: Custom strength and performance equipment manufacturer focused on power racks, benches, and plate-loaded machines for college, professional, and tactical facilities. Closely comparable to Arsenal Strength in custom quote-based sales, Made-in-USA positioning, and institutional/customer mix.
• Eleiko: Premium Swedish strength equipment manufacturer with strong presence in Olympic weightlifting, powerlifting, and strength training. Competes with Arsenal Strength's Reloaded and M-1 series at the high end of commercial and professional sports facilities.
• Body-Solid: Long-standing strength equipment manufacturer offering plate-loaded machines, selectorized stations, racks, and benches across home and commercial channels. Comparable to Arsenal Strength's Alpha and BRAVO product positioning, with broad distribution.
• York Barbell: Heritage strength equipment and free weight manufacturer with strength training machines, racks, and benches. Comparable to Arsenal Strength's Alpha and BRAVO lines, with deep penetration in schools, military, and home gym segments.
• Primal Strength: U.S. strength equipment manufacturer focused on racks, benches, plate-loaded machines, and accessories for commercial and home gym markets. Direct overlap with Arsenal Strength's Alpha and Reloaded product families.

Emerging players

• REP Fitness: Direct-to-consumer strength equipment company with rapidly expanding commercial and rack/bench lineup. Competes most directly with Arsenal's Alpha series and is gaining ground in the mid-market with faster, configurable delivery.
• Titan Fitness: Value-priced direct-to-consumer strength and conditioning equipment retailer. Competes most directly with Arsenal's BRAVO value line and Alpha rack accessories on price rather than premium engineering.

Broad incumbents

• Life Fitness / Hammer Strength: Global commercial fitness incumbent whose Hammer Strength brand is the dominant player in plate-loaded and selectorized strength equipment. Overlaps with Arsenal Strength across the Reloaded and M-1 series in commercial gyms, college, and pro sports facilities.
• Cybex International: Established commercial fitness equipment manufacturer (owned by Life Fitness/Brunswick) with strength training, selectorized, and plate-loaded product lines. Broad incumbent that competes with Arsenal Strength in commercial and institutional channels, including government accounts.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/watch?v=NpVvksKAZsU
• Instagraminstagram.com/arsenal_strength
• Xx.com/Arsenal_Strngth

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 Arsenal Strength