Rogers Athletic

What Rogers Athletic does

Rogers Athletic, Co. is a US-based commercial athletic-equipment manufacturer founded in 1968 and headquartered in Farwell, Michigan, with customer-service and distribution operations in Clare, Michigan. The company designs, patents, and manufactures strength-training and football-training equipment sold to youth, high school, collegiate, and professional sports programs. It operates three product sub-brands: Rogers Athletic (football training equipment including sleds, dummies, shields, chutes, and field-training gear), Pendulum (strength-training machines, weight racks, benches, dumbbell racks, and power/speed/agility equipment), and Impact Athletic (steel and aluminum taping tables, treatment tables, storage units, and training-room accessories). The company holds more than 10 granted US patents covering specialty designs such as the PIC Bridge System, FTS Syncro Bench, Spotter Platform, Mono Power Squat, Monster Incline Arms, Rope Pull, Lock N' Load J-Hooks, MX4 multi-exerciser, and 4-Way/5-Way neck machines, with new Pendulum launches in 2026 including the Lat Pull Pro and Hip Press Pro XT.

The business model is direct enterprise hardware sales through a US regional field-sales force of eight named territory managers plus an international sales contact, supported by an e-commerce website and content marketing via the Get Strong Blog, product catalogs, and industry events such as the CSCCa National Conference. Revenue is generated primarily through one-off and project-based equipment sales on Net 30 terms, with specialized public-school financing plans (Play Now, Buy Later annual payments; Fall Payment deferred-invoice plan) to accommodate K-12 budget cycles. Customers span collegiate strength programs (University of Michigan, Kansas University, Stanford, Indiana University, Wayne State, University of Toledo, TCU), high schools (Rockford HS, McClain HS), government healthcare (Philadelphia VA), and professional sports (LSU Tigers). The company is privately held, appears independently owned, and has no disclosed parent, funding rounds, or M&A history.

Name

Rogers Athletic

Legal name

Rogers Athletic, Co.

Website

https://rogersathletic.com

Company type

Private

Founded year

1968

Operating status

Operating

Headcount range

51–100 employees

Short description

Rogers Athletic is a US-based commercial athletic-equipment manufacturer founded in 1968, selling patented football-training, strength-training, and training-room equipment under the Rogers Athletic, Pendulum, and Impact Athletic brands to youth, high school, collegiate, and professional sports programs via direct field sales.

Ownership category

akta.pro rank

Product category

Commercial Athletic Training Equipment

NAICS

Sporting and Athletic Goods Manufacturing (33992), Sporting Goods Retailers (45911), Sporting Goods Retailers (459110)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

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

akta.pro secondary industries

American Football Equipment Retail (CRAMAEAD), Team Sports Protective Gear & Sports Medicine Retail (CRAMAEAJ)

Keywords

• Commercial fitness equipment
• Athletic training equipment
• Strength training machines
• Football training gear
• Weight room solutions

Headquarters

HQ city

Farwell

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Fitness Equipment Sales: Direct sales of commercial fitness and athletic training equipment including football training gear, strength training machines, and athletic training tables. Products are sold directly to institutions including schools, universities, and professional sports organizations.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Rogers Athletic manufactures and sells commercial athletic training equipment through three sub-brands: Rogers Athletic (football training sleds, dummies, shields, chutes, and field gear), Pendulum (strength training racks, weight lifting machines, benches, dumbbell racks, and power/speed/agility equipment), and Impact Athletic (training tables, taping tables, treatment tables, and storage units). Products are sold to schools, universities, and professional sports organizations across the United States.

Product overview

Rogers Athletic is a commercial fitness equipment manufacturer serving youth, high school, college, and professional sports programs since 1968. The company operates three primary sub-brands: Rogers Athletic (football training equipment including sleds, dummies, shields, chutes, and field gear), Pendulum (strength training equipment featuring weight racks, weight lifting machines, benches, and power/speed/agility products), and Impact Athletic (athletic training tables and accessories for training rooms and medical facilities). The portfolio includes patented products such as the PIC Bridge System, FTS Syncro Bench, Monster Incline Arms, MX4 Multi-exerciser, and neck training machines (4-Way Neck, 5-Way Neck). New product launches include Lat Pull Pro and Hip Press Pro XT featuring advanced strength curves and isolateral movement capabilities.

Differentiator

Problem solved

Functional benefit

Brands

• Pendulum: Strength training equipment brand including weight racks, weight lifting machines, benches, dumbbell racks, and power/speed/agility equipment.
• Impact Athletic

Products and services

• Football Sleds Football training sleds including the Tek Sled for offensive and defensive line training techniques, sold to football programs at youth, high school, college, and professional levels.
• Drive Sled Sled for developing drive power and acceleration in football players.
• PowerBlast Speed and agility training unit with five-year structural frame warranty and one-year warranty for PowerBlast arms.
• Open Field Tackle Machine Football training machine for open field tackle practice, with five-year structural frame warranty.
• Three-Read Machine Football training machine with five-year structural frame warranty.
• Zone Reactor Football training equipment with five-year structural frame warranty.
• Lat Pull Pro Lat pulldown machine with an industry-leading strength curve supporting both unilateral and bilateral training for comprehensive back development in commercial weight rooms.
• Hip Press Pro XT Hip press machine providing isolateral movement for balanced strength development and advanced lower-body training.
• PIC Bridge System Reconfigurable exercise system and method (U.S. Patent No. 10,610,718) providing versatile workout configurations for strength training facilities.
• Mono Power Squat Adjustable support exercise system (U.S. Patent Nos. 9,827,460 and 9,248,333) designed for squat variations with isolateral movement capabilities.
• Monster Incline Arms Weightlifting system with omni-directional weight arms and positionable handles, covered by multiple U.S. patents.
• MX4 Multi-Exercise Device Multi-exercise device (U.S. Patent No. 9,364,702) for comprehensive full-body strength training, including a unit donated to Philadelphia VA.
• 4-Way Neck Machine Neck exercise machine (U.S. Patent No. 8,529,414) for cervical spine strengthening and protection.
• 5-Way Neck Machine Combined shoulder shrug and neck exercise machine (U.S. Patent No. 8,038,588) covering multiple training angles.
• Taping Tables Steel and aluminum taping tables designed for athletic training rooms and medical facilities.
• Treatment Tables Steel and aluminum treatment tables for athletic training rooms and medical facilities.

Named customers11 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature10 records

Scale indicators2 records

Recent moves4 records

Expansion highlights5 records

Broad incumbents

• Life Fitness: Life Fitness (parent of Hammer Strength) is a broad-line incumbent in commercial fitness and strength equipment, serving health clubs, collegiate, and institutional facilities with a much wider catalog than Rogers Athletic.
• Precor: Precor is a broad commercial fitness equipment manufacturer serving health clubs, hotels, and institutional facilities, with strength equipment lines that overlap with Pendulum's portfolio as part of a much wider offering.
• Hammer Strength: Hammer Strength (a Life Fitness brand) is a market-leading plate-loaded strength equipment line used widely in collegiate and professional training facilities, competing with Pendulum's strength training portfolio as part of a much broader product family.
• Cybex International: Cybex manufactures commercial strength and cardiovascular equipment sold to health clubs, corporate fitness, and institutional buyers, overlapping with Rogers' institutional fitness channel but at much broader scale.

Direct peers

• Eleiko: Eleiko is a premium Swedish strength training equipment manufacturer with growing presence in elite collegiate and professional weight rooms in the U.S., overlapping with Pendulum's high-end institutional market.
• Rogue Fitness: Rogue Fitness manufactures barbells, racks, and strength training equipment and has expanded aggressively into collegiate and professional strength facilities, directly competing with Pendulum's rack and weight room offerings.
• York Barbell: York Barbell is a long-standing manufacturer of strength training equipment, barbells, and weight room solutions, overlapping with Pendulum's commercial strength training catalog and institutional customer base.
• Sorinex: Sorinex is a direct competitor in commercial strength training and weight room equipment, serving collegiate and professional strength programs — closely aligned with Rogers Athletic's Pendulum brand customer base and product mix.
• Power Lift: Power Lift designs and manufactures strength training equipment and weight room systems targeted at high school, college, and professional athletic programs, directly competing with Pendulum's core offerings.

Emerging players

• Perform Better: Perform Better supplies functional training, strength, and conditioning equipment to college, high school, and private training facilities, representing a smaller emerging player overlapping with Rogers' athletic training and conditioning segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/rogersathletic
• YouTubeyoutube.com/user/RogersAthletic
• Facebookfacebook.com/RogersAthletic
• Instagraminstagram.com/rogers_athletic

Revenue estimate

Valuation estimate

Number of profiles

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 Rogers Athletic