Power-Lift

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.

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

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

• Strength training equipment
• Weight room design
• Custom power racks
• Olympic lifting platforms
• Athletic facility equipment

Headquarters

HQ city

Jefferson

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. 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.
2. 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.
3. Facility Planning and Design Services: Comprehensive facility planning services including athletic facility evaluation, 2D and 3D layout design using CAD software, and implementation support.
4. Installation Services: Full service delivery and installation using company's own delivery teams and trucks. Professional installation included with equipment purchases.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core 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

Named customers19 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

13 partnerships are on record, tiered minor and core.

• American Football Coaches Association (AFCA)minorStrategic or Co-development PartnerIndustry affiliation with professional organization for football coaches. AFCA promotes the coaching profession and provides resources for athletic programs.
• National Strength and Conditioning Association (NSCA)coreStrategic or Co-development PartnerCore 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)minorStrategic or Co-development PartnerProfessional association for collegiate strength and conditioning coaches providing certification and professional development.
• National High School Strength Coaches Association (NHSSCA)minorStrategic or Co-development PartnerProfessional organization supporting high school strength coaches with training and certification resources.
• Big Time StrengthminorStrategic or Co-development PartnerIndustry podcast and media outlet for strength training community.
• BuyBoardminorChannel Partner/ Reseller/ DistributorPurchasing cooperative allowing educational institutions to purchase equipment through pre-negotiated contracts.
• Iowa High School Athletic Directors Association (IHSADA)minorStrategic or Co-development PartnerProfessional association for high school athletic directors in Iowa.
• Texas High School Athletic Directors Association (THSADA)minorStrategic or Co-development PartnerProfessional association for high school athletic directors in Texas.
• Texas High School Coaches Association (THSCA)minorStrategic or Co-development PartnerProfessional association for high school coaches in Texas.
• Oklahoma Coaches AssociationminorStrategic or Co-development PartnerProfessional association for coaches in Oklahoma.
• Wisconsin Football Coaches Association (WIFCA)minorStrategic or Co-development PartnerProfessional association for football coaches in Wisconsin.
• Iowa Strength Coaches AssociationminorStrategic or Co-development PartnerProfessional association for strength coaches in Iowa.
• Strength Coach NetworkminorStrategic or Co-development PartnerProfessional network and resource platform for strength and conditioning coaches.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Emerging 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

• Xx.com/power_lift
• YouTubeyoutube.com/user/powerliftstrength
• Facebookfacebook.com/powerlift.strengthequipment
• Instagraminstagram.com/powerliftequipment
• LinkedInlinkedin.com/company/power-lift-conner-athletics

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 Power-Lift