What PLAE does

PLAE is a US-headquartered designer and manufacturer of custom integrated performance training environments, founded in 2009 by Brett Waits in Canton, Georgia. The company engineers athletic flooring (rubber lines Achieve, Aspire, Forge; turf lines Attack, Blitz, Stryker; multi-purpose Exceed; sound mitigation Stealth; and AFT-compliant military turf), strength equipment (ICONx custom rack systems, ARMR plate-loaded machines, accessories), and conditioning equipment (SLAT and ARC treadmills, AIR Collection of five air-resistance machines) as a single coordinated system rather than discrete SKUs. Customization is delivered through water-jet laser logo inlay technology, modular configurations, and brand-specific design, with ASBA-certified installation teams handling projects globally.

The company serves professional sports franchises (NFL, MLB, NHL, NBA, MLS, NRL, AFL), collegiate athletics and campus recreation (Power Five universities, NIRSA-aligned programs), commercial fitness chains (Gold's Gym, Fitness First, ANIMO Studios), US military and government (AFT-compliant installations at Pope AFB, Kirtland AFB, 10th Special Forces Group), high schools, premium home gym clients, and hospitality/wellness venues across North America, Europe, Australia/NZ, South America, the Middle East, and Asia. GTM is a direct enterprise field-sales model with four US territories, dedicated vertical specialists, and three international regional heads. Revenue is primarily project-based custom hardware sales with a recurring subscription layer through PLAE Perform (digital training programming, NSCA- and CSCCa-approved coach education, app-based content) and white-glove professional installation services.

Name

PLAE

Legal name

PLAE Vertical Inc

Website

https://plae.us

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

51–100 employees

Short description

PLAE designs and manufactures custom integrated performance training environments — flooring, racks, and conditioning equipment engineered as one branded system — sold through direct enterprise field sales to professional sports teams, universities, commercial fitness chains, military, and high-net-worth home gym clients globally.

Ownership category

akta.pro rank

Product category

Commercial Athletic Training Equipment

akta.pro primary industry

Physical Education & Athletics Equipment (Gym, Sports Gear, Scoreboards) (EDAEAIAG)

Keywords

• Athletic flooring systems
• Custom rack systems
• Strength conditioning equipment
• Performance training environments
• Commercial fitness equipment

Headquarters

HQ city

Canton

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

Revenue model

1. Custom Performance Flooring Sales: PLAE designs, manufactures, and sells custom athletic flooring (rubber, turf, multi-purpose, sound mitigation). Products are sold as custom project installations with brand customization. Revenue is project-based, one-time per installation.
2. Custom Strength & Conditioning Equipment: PLAE sells custom-built rack systems (ICONx), plate-loaded equipment (ARMR), and conditioning equipment (treadmills, AIR collection). Equipment is sold as part of integrated facility solutions with custom branding. Revenue is project-based.
3. PLAE Perform Programming Subscription: PLAE Perform delivers digital training programming via app and web platform, providing daily workouts, coach certification education (CECs), and member-facing content. This platform drives ongoing engagement with facility clients.
4. Professional Installation Services: PLAE provides professional white-glove installation for projects over 1,200 sq. ft., managed by project managers and installation experts. Included in larger facility projects.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels10 records

Core offering

PLAE designs, manufactures, and installs custom integrated performance training environments combining athletic flooring (rubber, turf, multi-purpose, sound mitigation), custom-built strength equipment (ICONx rack systems, ARMR plate-loaded machines), and conditioning equipment (SLAT and ARC treadmills, AIR Collection air-resistance machines). Each environment is engineered as one system, built to the client's brand specifications using proprietary water-jet laser logo integration. The company also operates the PLAE Perform digital programming platform and offers professional white-glove installation services and a Home Gym division.

Product overview

PLAE designs and manufactures custom performance surfaces, racks, and strength and conditioning equipment as an integrated system. The product portfolio spans two primary categories: Performance Flooring (including rubber flooring products Achieve, Aspire, and Forge; turf products Attack, Blitz, and Stryker; multi-purpose flooring Exceed; sound mitigation Stealth; and military-grade AFT Solutions) and Strength/Conditioning Equipment (including ICONx custom rack systems, ARMR plate-loaded machines, SLAT and ARC treadmills, and the five-machine AIR Collection featuring RIDE, BIKE, SKI, ROW, and Enforcer air resistance equipment). Overarching service layer includes PLAE Perform (turnkey solution combining design/build, coach education, app-based programming, and ongoing partnership support), custom Home Gym services, and AFT Solutions for military fitness testing. All products are engineered as one integrated system, built to client brand specifications.

Differentiator

Problem solved

Functional benefit

Brands

• PLAE Perform: Turnkey training programming and facility design division offering science-based training programs and coaching education
• PLAE AFT Solutions
• PLAE Home Gym

Products and services

• ACHIEVE Rubber Flooring Premium rubber athletic flooring available in 8mm, 13mm, and 18mm thicknesses with custom logo integration via water-jet laser technology. FloorScore, EPD, and HPD certified for indoor air quality and environmental compliance. Designed for commercial athletic and fitness facilities.
• ASPIRE Rubber Flooring Rubber athletic flooring product line designed for commercial fitness and athletic facility applications. FloorScore and EPD certified.
• FORGE Heavy-Duty Rubber Flooring Heavy-duty rubber flooring available in roll and tile formats for commercial gym environments with high-impact use; occasional vehicle parking is acceptable on the surface. FloorScore and EPD certified.
• ATTACK Performance Turf Performance turf flooring designed for speed, agility, and functional training, with custom branding capabilities for facility identity integration.
• BLITZ Athletic Turf Athletic turf flooring product designed for training environments requiring durable synthetic surfaces.
• STRYKER Modular Turf Athletic turf available in Pro and Sport variants. STRYKER modular tiles are 4'x7' velcro-connected panels enabling rapid deployment, reconfiguration of training spaces, and portable AFT (Army Fitness Test) field deployment.
• EXCEED Multi-Purpose Flooring Multi-purpose flooring available in Premier, Studio, Tempo, Ultra, and Versa variants, designed for diverse facility needs ranging from premium athletic facilities to studio environments.
• STEALTH Sound Mitigation Flooring Sound mitigation flooring solution engineered to reduce noise impact in training environments, particularly for multi-level facilities.
• AFT Solutions (Military Turf Systems) Army Fitness Test (AFT) compliant synthetic turf systems for military training and testing facilities, available in permanent and modular configurations, certified to US Army AFT standards, and proudly manufactured in the USA.
• ICONx Custom Rack Systems Custom-built power rack systems with modular design for strength training facilities. Features perforated panels with numbered holes for versatile band peg and accessory attachment. Engineered as part of an integrated training system with facility-specific customization.
• ARMR Plate-Loaded Strength Machines Plate-loaded commercial strength machines built without compromise for durability and performance, integrated with the broader PLAE equipment and flooring system.
• SLAT Motorized Treadmill Motorized treadmill with digital display showing workout metrics and safety handrails, engineered for performance training environments.
• ARC Curved Treadmill Non-motorized curved treadmill designed for athlete control and natural running mechanics; user-powered for speed and conditioning training.
• AIR Collection (Air Resistance Conditioning Equipment) Complete line of air resistance conditioning equipment featuring five machines: RIDE (stationary bike), BIKE, SKI (ski ergometer), ROW (rowing machine), and Enforcer (air bike). Built for high-intensity interval training and conditioning work.
• PLAE Accessories Training accessories including barbells, bumper plates, kettlebells, and other fitness equipment that complement the core PLAE equipment lineup.
• PLAE Perform Training Programming Platform Turnkey high-performance training solution combining facility design and build services, certified coach education programs (NSCA and CSCCa CEC approved), and app-based digital programming with science-based programs (INSPIRE, PURSUE, LIVE, ASCEND, ENDURE-Summit, ENDURE-Horizon) designed to help facilities create performance hubs that inspire members to train like athletes.
• PLAE Home Gym Design & Installation Service Custom home gym design and installation service offering bespoke design consultations, professional-grade flooring, racks, and accessories. Process includes discovery, design, vision alignment, tailored proposal, and white-glove installation; minimum investment required and packages must include flooring, racks, and accessories. Custom branding/design fees start from $2,000 depending on scope and complexity.

Quantifiable outcome

• The Fitness 2020 project created an 8,000 sq. ft. human performance area with custom branding; members actively use the space daily, validating the vision and methodology.
• +3 more outcomes

Named customers68 records

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature9 records

Partnerships

Eight partnerships are on record, tiered core, flagship and minor.

• ExoscoreStrategic or Co-development Partner · 7 January 2025Exos and PLAE announced an NFL Draft Training Program Collaboration in January 2025. Exos is a premier human performance company providing athletic training programs for professional athletes, and this collaboration involves joint training programming for NFL Draft prospects.
• Australian Olympic TeamflagshipStrategic or Co-development Partner · 26 July 2024PLAE was named Official Gym Equipment Supplier for the Australian Olympic Team, providing performance flooring, strength equipment, and conditioning solutions for the team's Paris 2024 Olympic Games preparation. This partnership validates PLAE's credentials at the highest level of international sport.
• Australian Olympic TeamflagshipStrategic or Co-development Partner · 25 July 2024PLAE was named Official Gym Equipment Supplier for the Australian Olympic Team for Paris 2024 Olympic Games. The partnership involves providing elite-grade gym equipment across all Olympic training programs.
• BeaverFitcoreStrategic or Co-development Partner · 7 May 2020PLAE and UK-founded BeaverFit formalized a partnership for the Oceania region, outlining a joint venture to locally manufacture BeaverFit's shipping-container training lockers and outdoor training solutions in Australia. PLAE project manages all elements from civil/structural reviews through to equipment design, engineering, and construction. BeaverFit, founded in 2010 by Tom Beaver, is the original designer and manufacturer of patented shipping-container training lockers used by military units worldwide. The partnership combines PLAE's flooring and customized solutions expertise with BeaverFit's outdoor training systems.
• Canberra Raiders Centre of ExcellenceminorOthersPLAE completed a major project at the Canberra Raiders NRL Club's Centre of Excellence, providing integrated training environment solutions.
• St Kilda Football ClubminorOthersPLAE completed a major project at St Kilda Football Club (AFL) as part of its Oceania expansion, providing performance training environment solutions.
• YMCA Hawthorn Aquatic and Leisure CentreminorOthersPLAE delivered an integrated training solution for the YMCA Hawthorn Aquatic and Leisure Centre in Melbourne, Australia.
• NIRSA (National Intramural-Recreational Sports Association)coreGTM or Marketing PartnerPLAE has been a Conference Sponsor of NIRSA for six consecutive years and Diamond Partner for four years. NIRSA is the leading organization for campus recreation and wellness professionals. This partnership provides access to decision-makers at collegiate recreation centers across the US.

Scale indicators5 records

Recent moves8 records

Expansion highlights7 records

Direct peers

• Gerflor: Global manufacturer of sports flooring, rubber and vinyl surfaces used in fitness centers, gymnasiums and athletic facilities. Closely comparable to PLAE's flooring portfolio across commercial fitness, education and pro sport.
• Keiser: US manufacturer of functional and air-resistance training equipment (including air bikes, racks, functional trainers) sold into commercial and elite performance facilities. Comparable to PLAE's AIR Collection and conditioning equipment in commercial performance settings.
• Sorinex: US custom strength equipment manufacturer serving collegiate and professional sports with engineered rack systems and integrated weight room solutions. Closely comparable to PLAE in build-to-spec strength equipment and elite-athlete customer mix.
• Hammer Strength: Plate-loaded and free-weight strength equipment brand owned by Life Fitness, originally created for elite athlete training. Direct comparable to PLAE's ARMR plate-loaded line and ICONx racks in commercial and collegiate strength rooms.
• BeaverFit: UK-founded manufacturer of containerized and outdoor training systems, particularly for military and tactical buyers. PLAE has an existing Oceania partnership with BeaverFit and is comparable in serving military/government and outdoor performance environments.
• Mondo: Global leader in athletic and sport surfaces including rubber flooring and tracks, supplying Olympic venues, pro stadiums and performance facilities. Direct comparable to PLAE's Achieve rubber flooring and Attack turf in elite sport surfacing.
• Rogue Fitness: US-based manufacturer of strength equipment, custom racks (e.g., Infinity Series) and performance gear widely used in collegiate and CrossFit-style facilities. Direct competitor to PLAE's ICONx rack systems in the custom strength equipment segment.
• Eleiko: Swedish premium strength and conditioning equipment manufacturer serving elite sports, Olympic federations and performance facilities globally. Comparable to PLAE in premium positioning, integrated strength room offerings and elite-athlete customer base.

Broad incumbents

• Life Fitness: Global incumbent in commercial fitness equipment including the Hammer Strength brand for plate-loaded strength. Overlaps with PLAE on commercial fitness equipment and strength conditioning, but operates as a broad portfolio vendor rather than a custom-integrated specialist.
• Technogym: Italian premium commercial fitness equipment manufacturer serving elite training facilities, hotels and pro sports globally. Comparable to PLAE in premium commercial positioning but as a broad, design-led equipment vendor rather than an integrated flooring-plus-equipment supplier.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/plaeglobal
• YouTubeyoutube.com/PLAEGlobal
• Facebookfacebook.com/plaeglobal
• Instagraminstagram.com/plaeglobal
• LinkedInlinkedin.com/company/plae

Compliance10 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 record

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 PLAE