elitefts
- Company typePrivate
- Founded1998
- HeadquartersLondon, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
elitefts firmographics
Firmographics- Name
- elitefts
- Legal name
- EliteFTS
- Website
- https://elitefts.com
- Company type
- Private
- Founded year
- 1998
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
elitefts industry classification
Industry- Product category
- Strength Training Equipment
- NAICS
- Sporting Goods Retailers (45911), Sporting and Athletic Goods Manufacturing (33992), Apparel Accessories and Other Apparel Manufacturing (31599)
- SIC
- Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- Strength Training Equipment Retail (Racks, Benches, Barbells, Plates) (CRAMADAB)
- akta.pro secondary industries
- Functional Training & Conditioning Accessories Retail (Bands, Suspension Trainers, Agility/Ladders, Sleds) (CRAMADAD), Activewear & Training Apparel (CRAAAEAA), Strength & Conditioning Personal Training (HSADAAAB)
Keywords
Where elitefts is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
elitefts 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, Infrastructure
Revenue model
- Equipment Sales: Primary revenue from selling strength training equipment including power racks, benches, monolifts, specialty bars, and plate-loaded machines. Products range from $257 to $5,833 for individual equipment pieces.
- Resistance Bands and Accessories: Revenue from selling resistance bands (both individual and packs), compression bands, and band accessories. Individual bands range from $4.78 to $38.95, with band packs ranging from $15.05 to $306.97.
- Apparel and Merchandise: Sale of branded apparel including t-shirts ($17.95-$30.00), hoodies ($39.95), sweatpants ($39.95), and tank tops ($17.95).
- Digital Products (eBooks): Sale of educational digital products including training eBooks such as THE BENCH CODE ($10.00), THE DEADLIFT CODE ($10.00), and THE BIGGEST LIE by Dave Tate ($20.00).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual Resistance Bands |
| Unit Pricing | Pay-as-you-go | Resistance Band Packs |
| Unit Pricing | Pay-as-you-go | Strength Equipment |
| Unit Pricing | Pay-as-you-go | Apparel Items |
| Unit Pricing | Pay-as-you-go | Digital Educational Products |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels10 records
elitefts product offering
Product offeringCore offering
EliteFTS designs, manufactures, and sells American-made strength training equipment and accessories through its direct-to-consumer e-commerce store. Its core product portfolio includes proprietary layered-latex resistance bands, power racks, monolifts, benches, plate-loaded and selectorized machines, specialty bars, barbells, and lifting support gear, complemented by branded apparel and digital training content (eBooks, podcast, seminars).
Product overview
EliteFTS is an American-made strength training equipment e-commerce company serving athletes since 1998. The product portfolio centers on resistance bands (Pro Micro, Mini, Monster Mini, Light, Average, Strong, Mammoth, and Short variants in layered latex construction) and extends to comprehensive strength equipment (power racks, monolifts, benches, plate loaded/selectorized machines), specialty bars (yoke bars, cambered bars, American press bars, EZ curl bars), apparel (t-shirts, hoodies, shorts), support gear (sleeves, wraps, straps, belts), and educational content (ebooks, podcasts, seminars). The offering is organized as a multi-category e-commerce platform rather than a unified software product.
Differentiator
Problem solved
Functional benefit
Brands
- Table Talk: Dave Tate's Table Talk Podcast - a strength training podcast featuring interviews with top athletes and coaches.
Products and services
- EliteFTS Strength Equipment American-made strength training equipment for serious lifters, schools, and commercial gyms, including power racks, monolifts, benches, plate-loaded and selectorized machines, strongman gear, and conditioning tools.
- EliteFTS Bars & Weights Barbells, specialty bars (yoke bars, cambered bars, American press bars, EZ curl bars, fat bars, Tsunami bars), power bars, plates, dumbbells, kettlebells, medicine balls, collars, chains, and sandbags for strength and powerlifting training.
- EliteFTS Pro Micro Resistance Band A 41-inch compact resistance band providing 13.8–29.2 lb of tension for push-ups, good mornings, lunges, and rehab exercises; made with layered natural latex rubber for durability.
- EliteFTS Pro Mini Resistance Band A 41-inch red resistance band offering 5–35 lb of resistance for warm-ups, rehab, speed training, and accessory work, made with layered natural latex construction.
- EliteFTS Pro Monster Mini Resistance Band A higher-tension green band providing 39.4–91.5 lb of resistance for bench press training, both max effort and dynamic effort days.
- EliteFTS Pro Light Resistance Band An orange band with 1 1/8 inch width and a 40–80 lb resistance range, used for dynamic warm-ups, accommodating resistance, and general strength training.
- EliteFTS Pro Average Resistance Band A versatile 41-inch gray band with 1.75-inch width and layered latex construction, used for band-resisted squats, bench press, deadlifts, pull-ups, and dips.
- EliteFTS Pro Strong Resistance Band A high-tension blue band with 15-layer continuous latex construction designed for intense resistance, max effort lifts, explosive drills, and conjugate method setups.
- EliteFTS Pro Mammoth Band The strongest band in the lineup, a 41-inch by 3-1/4-inch natural latex band with 15-layer construction, designed for stretching, suspended inversions, dynamic squatting, and reverse band work.
- EliteFTS Pro Resistance Band Pack A comprehensive set of 8 durable resistance bands for strength training and mobility, including a calibration chart for resistance levels.
- EliteFTS Band Packs Collection A collection of multi-band packs including Pro, Mountain Dog, Mini, Short, Single, Floss, Workout, and Jujimufu Band Packs, priced from $15.05 to $306.97.
- EliteFTS Support Gear Lifting support gear including elbow sleeves, knee sleeves, knee wraps, wrist wraps, wrist straps, lifting belts, singlets, and ammonia/chalk for competitions.
- EliteFTS Apparel Athletic wear including Tagline Apparel, t-shirts, hoodies, sweatpants, shorts, tanks, compression apparel, and women's specific lines.
- EliteFTS Training eBooks Educational digital products (training eBooks) including THE BENCH CODE ($10.00), THE DEADLIFT CODE ($10.00), THE BIGGEST LIE by Dave Tate ($20.00), THE BLOOD AND GUTS OF DEMOREST ROAD ($20.00), and THE BEAT-UP LIFTER BLUE PRINT ($20.00).
- EliteFTS Table Talk Podcast Sub-brand podcast featuring interviews with top strength athletes and coaches, hosted by Dave Tate.
- Inner Circle Crew Membership Premium community membership program offering exclusive content monthly to the EliteFTS community.
Companies that use elitefts
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles4 records
elitefts technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
elitefts partnerships and signals
Strategic signalScale indicators3 records
Recent moves2 records
Expansion highlights5 records
elitefts competitors and assessment
Company assessmentEmerging players
- Spud Inc: Specialty resistance band and accommodating resistance brand — sold through EliteFTS' catalog and directly competes in the layered latex/professional band category.
- Sling Shot: Niche brand focused on bench press training aids and shoulder support sleeves — overlaps with EliteFTS' support gear category and is also stocked in EliteFTS' catalog as a third-party band/accessory partner.
Direct peers
- REP Fitness: Direct-to-consumer strength equipment company offering power racks, benches, barbells, and home gym packages — competes head-to-head with EliteFTS in the home gym and serious lifter segments.
- Fringe Sport: Strength equipment and accessory brand specializing in bands, sleds, and specialty training tools — directly overlaps with EliteFTS' resistance band and accessory lines.
- Rogue Fitness: Largest US-based strength equipment manufacturer and retailer offering power racks, barbells, plates, and accessories — directly competes with EliteFTS across the core American-made strength equipment category.
- Intek Strength: American-made strength equipment manufacturer focused on racks, attachments, and modular home gym systems — comparable to EliteFTS in American-made manufacturing and direct-to-consumer strength equipment.
- Titan Fitness: Budget-friendly strength equipment and accessory retailer with broad catalog including racks, benches, and specialty bars — overlaps EliteFTS in equipment and accessories with a value positioning.
- Sorinex: American-made strength equipment manufacturer serving collegiate and professional sports teams — directly comparable to EliteFTS in institutional/school weight room installations and American-made positioning.
Broad incumbents
- Body-Solid: Long-established strength equipment manufacturer serving home and light-commercial markets — broader portfolio than EliteFTS but overlapping in benches, racks, and selectorized strength machines.
- Gymshark: Global fitness apparel and accessories brand — overlaps with EliteFTS' activewear/training apparel line but operates at far larger scale and broader consumer positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
elitefts social profiles
Digital presenceelitefts financial estimates
Financial estimateRevenue estimate
Valuation estimate
elitefts leadership team
Management profileNumber of profiles
elitefts funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
elitefts 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 elitefts
What does elitefts do?
EliteFTS designs, manufactures, and sells American-made strength training equipment and accessories through its direct-to-consumer e-commerce store. Its core product portfolio includes proprietary layered-latex resistance bands, power racks, monolifts, benches, plate-loaded and selectorized machines, specialty bars, barbells, and lifting support gear, complemented by branded apparel and digital training content (eBooks, podcast, seminars).
Is elitefts a public or private company?
elitefts is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was elitefts founded?
elitefts was founded in 1998. It employs 11 to 50 people.
Where is elitefts based?
elitefts is headquartered in London, United States, in the North America region.
How does elitefts make money?
Four revenue lines are on record. Equipment Sales are the primary driver. The others are resistance Bands and Accessories, apparel and Merchandise and digital Products (eBooks).
Who are elitefts's main competitors?
Emerging players on record are Spud Inc and Sling Shot. Direct peers are REP Fitness, Fringe Sport, Rogue Fitness, Intek Strength, Titan Fitness and Sorinex. Broad incumbents are Body-Solid and Gymshark.
Does elitefts have an API?
No public API is recorded for elitefts.
What industry is elitefts in?
elitefts's product category is Strength Training Equipment. Its primary akta.pro industry code is CRAMADAB, Strength Training Equipment Retail (Racks, Benches, Barbells, Plates), with a secondary code of CRAMADAD, Functional Training & Conditioning Accessories Retail (Bands, Suspension Trainers, Agility/Ladders, Sleds). Its NAICS code is 45911 and its SIC code is 3949.