Power-Lift
Power-Lift (Conner Athletic Products Inc.) is a privately held, Iowa-based American manufacturer of made-to-order strength training and weight room equipment, serving high schools, colleges, professional sports teams, and tactical facilities since 1999.
- Company typePrivate
- Founded1999
- HeadquartersJefferson City, United States
- Headcount51–100
- GTM typeB2B
- OfferingHardware or Manufacturing
What Power-Lift does
Power-Lift (legal entity Conner Athletic Products Inc.) is a privately held American manufacturer of strength training and weight room equipment, founded in 1999 by Jeff Conner in Jefferson, Iowa, where it operates a 60,000 sq ft manufacturing facility and a 5,000 sq ft appointment-only showroom. The company produces made-to-order power racks (offered in 60+ base configurations), benches, posterior chain equipment, selectorized and plate-loaded strength machines, Olympic lifting platforms, plyometric equipment, free weights, LB sleds, storage solutions, and tactical-fitness equipment, with five granted US patents covering the Standing 4 Way Neck, Full Body Squat, Lever Action Bench, Rhino Hook Bar Catch, and Rotating Chin Handles. Power-Lift differentiates on American manufacturing, deep customization (custom paint, upholstery, and team branding), and a lifetime warranty on rack frames and steel components.
The company sells primarily through a direct enterprise field-sales motion organized into seven US regional territories staffed by former NFL players, NSCA Coach of the Year recipients, and Division I strength coaches, supplemented by an in-house CAD-based facility design service and a company-owned delivery and installation fleet. Quote-based pricing is determined per project, with lead times variable to plant capacity. Revenue is generated almost entirely from one-time hardware sales bundled with installation, with a smaller e-commerce storefront for free weights, accessories, and used equipment, and a GSA contract (GS-03F-077GA) enabling government and military procurement.
Power-Lift serves high schools, colleges and universities, professional sports organizations (NFL, NBA, MLB, NHL, NASCAR), tactical and military customers, performance training facilities, and a small home-gym segment. Reference customers include Georgia Tech, Ohio State, Notre Dame, Alabama, Florida State, UCLA, and Yale on the collegiate side, and the Detroit Lions, Philadelphia Eagles, Kansas City Chiefs, Chicago Bulls, Minnesota Twins, Anaheim Ducks, 3rd Ranger Battalion, and US Olympic Training on the professional and government sides. Power-Lift is a founder-owned, 51-100 employee business with no disclosed private equity, venture capital, or institutional investor involvement.
Power-Lift firmographics
Firmographics- Name
- Power-Lift
- Legal name
- Conner Athletic Products Inc.
- Website
- https://powerliftusa.com
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Power-Lift (Conner Athletic Products Inc.) is a privately held, Iowa-based American manufacturer of made-to-order strength training and weight room equipment, serving high schools, colleges, professional sports teams, and tactical facilities since 1999.
- Ownership category
- akta.pro rank
Power-Lift industry classification
Industry- Product category
- Strength Training Equipment
- akta.pro primary industry
- Strength Training Equipment Retail (Racks, Benches, Barbells, Plates) (CRAMADAB)
- akta.pro secondary industry
- Physical Education & Athletics Equipment (Gym, Sports Gear, Scoreboards) (EDAEAIAG)
Keywords
Where Power-Lift is headquartered
LocationHeadquarters
- HQ city
- Jefferson City
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Power-Lift business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Weight Room Equipment Sales: One-time sale of strength training and weight room equipment including racks, benches, machines, free weights, sleds, and plyometric equipment. Equipment is built to order with high quality structural steel and premium components.
- Custom Equipment Manufacturing: Custom product manufacturing with over 60 variations of rack systems available, plus modifications to meet specific facility requirements including custom paint and upholstery colors.
- Facility Planning and Design Services: Comprehensive facility planning services including athletic facility evaluation, 2D and 3D layout design using CAD software, and implementation support.
- Installation Services: Full service delivery and installation using company's own delivery teams and trucks. Professional installation included with equipment purchases.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Multi-year contract | Custom Quote-Based Pricing |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels8 records
Power-Lift product offering
Product offeringCore offering
Power-Lift manufactures made-to-order strength and conditioning equipment for athletic facilities using high-quality structural steel and premium components. The product portfolio includes power racks, benches, selectorized and plate-loaded machines, posterior chain equipment, Olympic lifting platforms, plyometric equipment, storage solutions, free weights, and tactical training equipment. Equipment is sold primarily to high schools, colleges, professional sports teams, and military/tactical facilities, with end-to-end facility planning, design, and installation services delivered by company-owned teams.
Product overview
Power-Lift is a manufacturer of strength training and weight room equipment founded in 1999 by CEO Jeff Conner. The company produces a comprehensive portfolio of athletic strength training equipment including Power Racks (available in 60+ variations), Benches (including the patented Lever Action Bench), Posterior Chain Equipment, Strength Training Machines, Olympic Lifting Platforms, Plyometrics Equipment, Storage Solutions, Free Weights, and LB Sleds. The product line is supported by five patents covering the Standing 4 Way Neck (Patent #: 8,876,665), Full Body Squat (Patent #: 7,662,075), Lever Action Bench (Patent #: 6,605,023), Rhino Hook Bar Catch (Patent #: US D444,827 S), and Rotating Chin Handles (Patent #: US 7,066,866 B1). The company offers customization through Custom Branding with paint and upholstery color options. Products are organized into the Pro Plate Load and Pro Select lines with 5-year warranties, while racks carry a lifetime warranty on frames and steel components. Equipment serves high schools, colleges, professional sports teams, tactical facilities, and performance training centers, with all manufacturing located in Jefferson, Iowa.
Differentiator
Problem solved
Functional benefit
Brands
- Pro Series: Product line featuring Pro-Series 3x3 Power Rack and professional-grade strength training equipment
- Pro Plate Load
- Pro Select
Products and services
- Power Racks Heavy-duty power racks designed for athletic facilities, available in over 60 starting configurations. Features include adjustable bar catches and the proprietary Rhino Hook design, with customizable frame and upholstery colors.
- Benches Weight training benches including the patented Lever Action Bench with adjustment angles at 0, 15, 35, 60, and 80 degrees. Locks into Power Lift racks and features a linkage system to eliminate gaps.
- Posterior Chain Equipment Specialized equipment designed for posterior chain development targeting glutes, hamstrings, and back muscles in athletic training facilities.
- Strength Training Machines Selectorized and plate-loaded strength training machines engineered for high-use athletic facilities. Offered under the Pro Plate Load and Pro Select lines with 5-year warranties.
- Olympic Lifting Platforms Durable Olympic lifting platforms designed for weight room installations in athletic facilities; the product category that started the company in 1999.
- Plyometrics Equipment Plyometric training equipment for explosive power development in athletic facilities.
- Storage Solutions Weight and equipment storage solutions including bumper plate trees, dumbbell racks, and Olympic lifting platform storage.
- Free Weights Free weight equipment including Olympic barbells, bumper plates, and dumbbells for athletic and home gym use.
- LB Sleds Land-based training sleds for sled pushes, pulls, and conditioning workouts.
- Tactical Equipment Strength training equipment engineered for military, law enforcement, and tactical training facilities requiring durable, high-intensity use capabilities.
- Custom Branding Custom paint and upholstery color options enabling facilities to personalize equipment with team colors, logos, and branding.
- Facility Planning and Design Services Comprehensive facility planning services including athletic facility evaluation, 2D and 3D layout design using CAD software, and implementation support.
- Installation Services Full-service delivery and installation using Power Lift's own professional installation teams and trucks, included with equipment purchases.
Quantifiable outcome
- Lifetime warranty on rack frames and steel components
- +2 more outcomes
Companies that use Power-Lift
Customer profileNamed customers19 records
Segments6 records
Ideal customer profiles6 records
Power-Lift technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Power-Lift partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered minor and core.
- American Football Coaches Association (AFCA)minorIndustry affiliation with professional organization for football coaches. AFCA promotes the coaching profession and provides resources for athletic programs.
- National Strength and Conditioning Association (NSCA)coreCore industry partnership with leading organization for strength and conditioning professionals. Power Lift equipment featured at NSCA Training Center in Colorado.
- Collegiate Strength and Conditioning Coaches Association (CSCCA)minorProfessional association for collegiate strength and conditioning coaches providing certification and professional development.
- National High School Strength Coaches Association (NHSSCA)minorProfessional organization supporting high school strength coaches with training and certification resources.
- Big Time StrengthminorIndustry podcast and media outlet for strength training community.
- BuyBoardminorPurchasing cooperative allowing educational institutions to purchase equipment through pre-negotiated contracts.
- Iowa High School Athletic Directors Association (IHSADA)minorProfessional association for high school athletic directors in Iowa.
- Texas High School Athletic Directors Association (THSADA)minorProfessional association for high school athletic directors in Texas.
- Texas High School Coaches Association (THSCA)minorProfessional association for high school coaches in Texas.
- Oklahoma Coaches AssociationminorProfessional association for coaches in Oklahoma.
- Wisconsin Football Coaches Association (WIFCA)minorProfessional association for football coaches in Wisconsin.
- Iowa Strength Coaches AssociationminorProfessional association for strength coaches in Iowa.
- Strength Coach NetworkminorProfessional network and resource platform for strength and conditioning coaches.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Power-Lift competitors and assessment
Company assessmentEmerging players
- Perform Better: Perform Better distributes functional training and strength equipment to performance coaches and college programs; an emerging player with partial overlap to Power-Lift in athletic performance facilities.
- Valor Fitness: Valor Fitness sells strength equipment, racks, and accessories primarily to home and light-commercial buyers via e-commerce; overlaps with Power-Lift's home-gym and small-facility segments as an emerging/e-commerce-focused player.
Direct peers
- Ivanko Barbell: Ivanko manufactures commercial-grade barbells, plates, racks, and benches, with strong presence in strength-training facilities and competitions; directly comparable to Power-Lift's strength and Olympic platform offering.
- Sorinex Exercise Equipment: Sorinex is a closely comparable direct competitor that manufactures custom strength and conditioning equipment (racks, platforms, rigs) for college, pro, and military facilities, with similar Made-in-USA custom branding and field-sales motion in overlapping verticals.
- Rogue Fitness: Rogue is a leading manufacturer of strength training equipment, power racks, barbells, and Olympic platforms sold to commercial gyms, collegiate programs, and home users; it competes head-to-head with Power-Lift in racks and weight room outfitting, with a stronger DTC/consumer brand.
- Eleiko: Eleiko manufactures strength and Olympic weightlifting equipment for elite training facilities, collegiate weight rooms, and competitions; competes with Power-Lift on platforms, bars, and plates in the pro/collegiate segment.
- Atlantis Strength Equipment: Atlantis produces strength training machines, benches, racks, and platforms for athletic and commercial facilities, making it a direct peer in the strength equipment niche.
Broad incumbents
- York Barbell: York Barbell is a long-established strength equipment manufacturer offering racks, benches, barbells, and plates to commercial and home markets; an incumbent peer overlapping Power-Lift's core strength categories.
- Hammer Strength: Hammer Strength (a Life Fitness brand) is a broad incumbent producing plate-loaded and selectorized strength machines widely installed in collegiate and pro weight rooms, overlapping with Power-Lift's machine and rack offerings but as part of a larger global portfolio.
- Life Fitness: Life Fitness is a large commercial fitness equipment incumbent offering strength and cardio lines (including Hammer Strength) into health clubs, hotels, and athletic facilities; competes with Power-Lift on strength training installations in collegiate and pro settings.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Power-Lift social profiles
Digital presencePower-Lift financial estimates
Financial estimateRevenue estimate
Valuation estimate
Power-Lift leadership team
Management profileNumber of profiles
Profiles11 records
Power-Lift funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Power-Lift 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 Power-Lift
What does Power-Lift do?
Power-Lift manufactures made-to-order strength and conditioning equipment for athletic facilities using high-quality structural steel and premium components. The product portfolio includes power racks, benches, selectorized and plate-loaded machines, posterior chain equipment, Olympic lifting platforms, plyometric equipment, storage solutions, free weights, and tactical training equipment. Equipment is sold primarily to high schools, colleges, professional sports teams, and military/tactical facilities, with end-to-end facility planning, design, and installation services delivered by company-owned teams.
Is Power-Lift a public or private company?
Power-Lift is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Power-Lift founded?
Power-Lift was founded in 1999. It employs 51 to 100 people.
Where is Power-Lift based?
Power-Lift is headquartered in Jefferson City, United States, in the North America region.
How does Power-Lift make money?
Four revenue lines are on record. Weight Room Equipment Sales are the primary driver. The others are custom Equipment Manufacturing, facility Planning and Design Services and installation Services.
Who are Power-Lift's main competitors?
Emerging players on record are Perform Better and Valor Fitness. Direct peers are Ivanko Barbell, Sorinex Exercise Equipment, Rogue Fitness, Eleiko and Atlantis Strength Equipment. Broad incumbents are York Barbell, Hammer Strength and Life Fitness.
Does Power-Lift have an API?
No public API is recorded for Power-Lift.
What industry is Power-Lift in?
Power-Lift'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 EDAEAIAG, Physical Education & Athletics Equipment (Gym, Sports Gear, Scoreboards).