What Lifting Large does

Lifting Large (legally LiftingLarge.com LLC) is a privately held, direct-to-consumer e-commerce retailer of powerlifting and strength training equipment, founded in 2004 by Mike and Teale Adelmann and operated from a single warehouse and shipping facility at 3563 Corrales Road in Corrales, New Mexico. The company sells federation-approved competition gear — bench press shirts (Titan F6, Fury, Katana, Super Katana line), squat and deadlift suits, IPF/USPA/IPL approved singlets, knee and wrist wraps (Titan El Diablo, Signature Gold, THP, Max RPM), and 7mm-9mm knee sleeves (Titan Yellow Jackets, Cerberus, Titan TKS) — alongside accessories such as Lock Jaw collars, Spud ForeArmor straps, Proloc wrap rollers, smelling salts, and deadlift chalk. The product mix blends third-party brands (Titan Support Systems, Cerberus, Spud, Lock Jaw, New Age Performance) with proprietary lines developed in-house by the founders, including the IPF-approved Lifting Large Competition Singlet, the Parallel Breaker knee and wrist wraps (USPA and IPL approved), and the multi-color, 1-3 ply Crusher knee and elbow sleeves.

The business model is a self-serve e-commerce storefront on liftinglarge.com with no disclosed marketplace listings; the firm stocks 99% of items in its own warehouse and ships most parcel orders the same day if placed before 1 PM MST, with free shipping on orders over $99 to the 48 contiguous US states and international priority mail otherwise. Pricing is unit-based at roughly $8.99-$144.99, with Klarna buy-now-pay-later available for larger purchases and a separate purchase-order flow with no minimums for schools and institutions. Go-to-market relies on organic search, detailed product and sizing guides, an email/mailing list, an 8% affiliate program, and a points-based rewards system. The primary customer segments are competitive powerlifters and broader strength athletes, with a secondary segment in school and college programs; founders' competitive credentials function as a credibility-driven marketing layer.

Name

Lifting Large

Legal name

LiftingLarge.com LLC

Website

https://liftinglarge.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Lifting Large is a bootstrapped, direct-to-consumer e-commerce retailer founded in 2004 in Corrales, New Mexico, selling IPF/USPA/IPL-approved powerlifting equipment — bench shirts, suits, wraps, sleeves, and accessories — to competitive and recreational strength athletes.

Ownership category

akta.pro rank

Product category

Powerlifting Equipment Retail

akta.pro primary industry

Strength Training Equipment Retail (Racks, Benches, Barbells, Plates) (CRAMADAB)

Keywords

• Powerlifting equipment
• Strength training gear
• Bench press shirts
• Competition knee wraps
• Powerlifting singlets

Headquarters

HQ city

Corrales

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. E-commerce Retail Sales: Direct-to-consumer online retail of powerlifting and strength training equipment. Products include bench shirts, squat suits, knee wraps, wrist wraps, singlets, knee sleeves, and accessories. The company stocks 99% of items in their own warehouse and ships directly to customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Lifting Large is a direct-to-consumer e-commerce retailer specializing in powerlifting and strength training equipment, shipping 99% of inventory from its own Corrales, New Mexico warehouse. The product catalog includes federation-approved competition gear (IPF, USPA, IPL) such as bench press shirts, squat suits, knee/wrist wraps, sleeves, and singlets from third-party brands like Titan Support Systems and Cerberus, alongside its own branded products (Parallel Breaker wraps, Crusher sleeves, Competition Singlets, Gym Duffel Bag) developed from the founders' competitive powerlifting experience.

Product overview

Lifting Large is a powerlifting equipment e-commerce retailer offering a comprehensive range of strength training gear for serious athletes. The product portfolio centers on competition-grade powerlifting equipment including bench press shirts (Titan Fury, F6, Katana, Super Katana lines in various plies), squat suits, deadlift suits, and competition singlets approved by IPF, USPA, IPL, and Powerlifting America. The company sells its own Lifting Large branded products (Parallel Breaker knee wraps, Crusher knee/elbow sleeves in multiple colors) alongside major third-party brands like Titan Support Systems (Signature Gold, THP, Max RPM, TKS, Yellow Jackets knee wraps and sleeves), Cerberus (7mm Power, 9mm EXTREME, Competition sleeves), and Spud (ForeArmor Straps). Additional products include wrist wraps, knee/elbow sleeves in various support levels, collars (Lock Jaw Pro line), power cuffs, bench boards, recovery tools, and apparel. The business model combines in-house branded products with curated third-party brands, shipping 99% of items from their Corrales, New Mexico warehouse.

Differentiator

Problem solved

Functional benefit

Brands

• Lifting Large Black Crusher: Own brand of 1-3 ply knee and elbow sleeves made from heavy-duty elastic material providing support and warmth for training
• Lifting Large Blue Crusher
• Lifting Large Red Crusher
• Lifting Large White Crusher
• Lifting Large Orange Crusher
• Lifting Large Pink Crusher
• Parallel Breaker
• Kilo's Gym

Products and services

• Competition Powerlifting Singlets

Quantifiable outcome

• Ships 99% of items from own warehouse - not drop shipped like competitors
• +1 more outcomes

Named customers3 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

Integration2 records

Partnerships

One partnership is on record.

• Affiliate PartnersminorGTM or Marketing PartnerAffiliate program offering 8% commission for customers referred who complete a sale. Partners copy/paste referral links to their websites.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• A7 Apparel: Powerlifting apparel and belt brand with strong direct-to-consumer growth among competitive lifters. Targets the same competitive powerlifter and federation-approved-gear buyer as Lifting Large.
• Inzer Advance Design: Pioneer in powerlifting supportive gear including bench shirts, squat suits, and knee wraps. Operates its own e-commerce store and competes for the same federation-approved equipment buyer as Lifting Large.
• Titan Support Systems: Leading manufacturer of powerlifting bench shirts, squat suits, and knee wraps. Lifting Large resells Titan's full product line (Fury, F6, Katana, Super Katana, El Diablo, Signature Gold, THP, Max RPM, TKS, Yellow Jackets) and competes directly with Titan's own D2C storefront.
• Cerberus Strength: Specialty maker of neoprene knee and elbow sleeves (7mm, 9mm) and the Mega Cuff, distributed heavily by Lifting Large. Operates direct-to-consumer, creating channel overlap.
• SBD Apparel: Premium powerlifting and strongman equipment brand offering federation-approved belts, sleeves, and suits. Competes for the same competition powerlifter customer and is increasingly sold direct-to-consumer online.

Broad incumbents

• Rep Fitness: Direct-to-consumer strength equipment retailer offering racks, barbells, and accessories. Competes in the broader strength training equipment market but lacks Lifting Large's powerlifting-specific curation and federation approvals.
• Rogue Fitness: Largest US strength training equipment retailer/manufacturer with a broad assortment of barbells, racks, plates, and accessories. Overlaps with Lifting Large on strength training equipment but does not specialize in federation-approved competition gear.

Emerging players

• Sling Shot (Mark Bell): Brand built around the original Sling Shot bench press training device. Sells direct-to-consumer and serves a partially overlapping audience of competitive and recreational bench press athletes.

Others

• Powerlifting USA: Long-running powerlifting media and magazine brand. Lifting Large is a reseller/distributor of Powerlifting USA Magazine, making this a content partner and adjacent media player in the same niche community.

Regional players

• Strength Shop: UK-based powerlifting and strongman equipment retailer/manufacturer offering IPF-approved gear, knee wraps, and sleeves. Comparable to Lifting Large but primarily serves the European and UK market rather than the US.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/LiftingLargellc
• Facebookfacebook.com/liftinglarge
• LinkedInlinkedin.com/company/lifting-large

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Lifting Large