Force USA

Name

Force USA

Legal name

Gym and Fitness Inc.

Website

https://forceusa.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Home and Commercial Fitness Equipment

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Fitness Equipment & Performance Accessories Retail (CRAMABAD)

akta.pro secondary industries

Strength Training Equipment Retail (Racks, Benches, Barbells, Plates) (CRAMADAB), Fitness, Exercise & Gym Equipment Distribution (CRAOAJAG), Exercise Equipment Assembly & Installation (treadmills, racks, bikes) (HSAGAHAJ)

Keywords

• Home gym equipment
• Strength training equipment
• All-in-one trainers
• Functional fitness machines
• Commercial fitness equipment

Headquarters

HQ city

Draper

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Fitness Equipment Sales: Primary revenue stream from direct sales of proprietary fitness equipment including All-In-One Trainers, functional trainers, power racks, benches, barbells, weights, and accessories. Products sold through e-commerce (forceusa.com), retail dealers, and physical showroom locations.
2. Professional Assembly Services: Optional professional assembly service available as add-on at checkout for customers who prefer expert setup over self-assembly. Offered for all major equipment products.
3. Financing Services: Partnership with Affirm providing 0% APR financing options (starting at $12-87/month depending on product). Revenue may include interchange or partnership fees from financing arrangements.
4. Affiliate Program: Commission-based affiliate program through Avantlink network enabling fitness influencers and content creators to earn commissions on referred sales. 365-day cookie duration for tracking referrals.
5. HSA/FSA Reimbursement Services: Partnership with Truemed offering HSA/FSA reimbursement for fitness equipment purchases, enabling customers to use pre-tax health savings dollars. Company benefits from increased conversion through financial accessibility.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Force USA designs, manufactures, and sells strength and conditioning equipment for home and commercial gyms, including its proprietary CORNERSTONE All-In-One Trainers (C20, C10, M10, G-Series) that combine a power rack, cable system, functional trainer, and Smith machine in a single footprint, plus the Solitude Series of nine dual-station selectorized machines, functional trainers, benches, barbells, weight plates, dumbbells, kettlebells, and patented accessories like the Sliding Bench and XCalibur Locking Collars. The company sells primarily direct-to-consumer through forceusa.com with a Utah showroom and an authorized dealer network, and offers professional assembly and maintenance services.

Product overview

Force USA is a home fitness equipment manufacturer that pioneered the All-In-One Trainer category with its CORNERSTONE ecosystem. The product portfolio centers on multi-function strength training equipment organized into several lines: All-In-One Trainers (C20, C10, M10, G-Series, X-Series) combining power racks, cable systems, and Smith machines; Functional Trainers (Functional Trainer Rack, Tandem Tower) for dual-pulley cable work; the Solitude Series of nine dual-station machines delivering paired exercises from single weight stacks; and a complete accessory line including barbells, weights, benches, and training attachments. All products share compatible 2x2 or 3x3 upright systems with third-party attachment compatibility. The company also offers HSA/FSA financing through Truemed, Affirm payment plans, and professional assembly/maintenance services.

Differentiator

Problem solved

Functional benefit

Products and services

• M10 All-In-One Trainer Functional trainer combined with walk-through power rack design featuring Dual Force Twist Lock system, Freestyle Pulley Arms, Smith Machine, and integrated storage. Available in Plate-Loaded and Weight Stack configurations. Targeted at home gym builders wanting a versatile single-footprint strength station.
• C20 All-In-One Trainer Flagship All-In-One Trainer with 3x3 uprights, Freestyle pulleys, 1-inch holes, center cable system, and Sliding Bench compatibility. Targeted at home gym builders wanting premium commercial-grade performance in a single machine.
• C10 All-In-One Trainer Bestselling All-In-One Trainer with center cable design, 2x2 uprights, 200-degree swivel pulleys, dual 220 lb stacks, and Sliding Bench compatibility. Targeted at home gym builders wanting the original All-In-One design.
• Functional Trainer Rack (FTR) Functional trainer built into a half rack with Quick-Lock J-Cups and rated spotter arms for squats, bench, and cables in one footprint. Part of the CORNERSTONE 3x3 ecosystem and compatible with third-party attachments.
• Tandem Tower (TT) Pure dual-pulley cable tower with dual 3x3 uprights and Freestyle Pulley Arms offering selectable 2:1 or 1:1 ratio. Can be connected to form a full commercial-grade cable crossover using the Cross Beam Connector Set.
• Solitude Chest/Shoulder Press Machine Full commercial-grade dual-function selectorized machine combining chest press and shoulder press with a 220 lb weight stack, 1:1 resistance ratio, and seven arm adjustment points.
• Solitude Abdominal/Back Extension Machine Full commercial-grade dual-function core machine combining abdominal crunches and back extensions with a 220 lb weight stack.
• Solitude Abductor/Adductor Machine Full commercial-grade dual-function lower body machine targeting inner and outer thigh muscles with a 220 lb weight stack. Also used by physical therapy clients for hip rehabilitation.
• Solitude Assisted Chin-Up/Dip Machine Full commercial-grade training station with counterweight assist system for pull-ups and dips. Adjustable handle positions and knee pad enable progressive training.
• Solitude Bicep/Tricep Machine Dual-function pin-loaded arm machine with bicep curls and tricep extensions, featuring three adjustment points per movement and six seat height options.
• Solitude Lat Pulldown/Seated Row Machine Dual-function back trainer combining lat pulldown and seated row with a 264 lb weight stack, multi-grip handles, and adjustable knee holder with five height settings.
• Solitude Leg Extension/Leg Curl Machine Dual-function lower body machine targeting quadriceps and hamstrings with a 220 lb weight stack and full commercial-grade ergonomic padding.
• Solitude Leg Press/Calf Raise Machine

Quantifiable outcome

• 500,000+ units sold worldwide
• +5 more outcomes

Named customers4 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

Integration3 records

Feature9 records

Partnerships

Three partnerships are on record, tiered core and minor.

• TruemedcoreGTM or Marketing PartnerHSA/FSA reimbursement partner enabling customers to use pre-tax health savings dollars for fitness equipment purchases. Customers complete health assessment to receive Letter of Medical Necessity for reimbursement.
• GovXminorGTM or Marketing PartnerMilitary and first responder verification partner enabling up to 10% discount for verified US military members, law enforcement, fire, and EMS personnel. Real-time GovX ID verification at checkout.
• AvantlinkcoreChannel Partner/ Reseller/ DistributorAffiliate network platform powering the Force USA Affiliate Program. Enables fitness influencers and content creators to earn commissions on referred sales with 365-day cookie duration and dedicated affiliate manager support.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Regional players

• Hoist Fitness: US-based commercial strength equipment manufacturer with international distribution. Hoist's selectorized and dual-function machines overlap with Force USA's Solitude Series in commercial gym applications, though Hoist focuses almost exclusively on commercial channels rather than home gym DTC.

Direct peers

• Rogue Fitness: Largest US-based manufacturer of strength and conditioning equipment, including power racks, barbells, and the Monster Lite and Infinity rack lines. Rogue is the most direct competitor to Force USA's All-In-One and functional trainer lineup, serving the same home-gym and CrossFit buyer with overlapping product categories and premium positioning.
• REP Fitness: Direct-to-consumer strength equipment brand offering power racks, functional trainers, and accessories competitively priced against Force USA. REP's PR-4000 and FT-5000 lines directly overlap with Force USA's CORNERSTONE and Tandem Tower platforms, serving the same home-gym enthusiast segment.
• Fringe Sport: Direct-to-consumer strength equipment brand offering barbells, bumpers, racks, and accessories for home gyms and CrossFit boxes. Fringe Sport competes with Force USA's accessory lines (Pro Series Barbell, bumper plates, fractional weights) within the same home-gym buyer persona.
• Sorinex: Premium American-made strength equipment manufacturer specializing in power racks, functional trainers, and custom gym builds. Sorinex targets the same premium home and commercial gym buyer as Force USA with comparable construction quality and overlapping product lines.
• Body-Solid: Manufacturer and distributor of home and commercial strength equipment including multi-station gyms and functional trainers. Body-Solid's G6 and Powerline series overlap with Force USA's all-in-one and dual-station machine offerings, serving both residential and light-commercial buyers.
• Titan Fitness: Value-priced fitness equipment retailer offering racks, functional trainers, and accessories via DTC e-commerce. Titan competes with Force USA primarily on price in the home-gym segment, with overlapping categories such as power racks and all-in-one trainers.

Broad incumbents

• Bowflex: Established home fitness brand (owned by Nautilus Inc.) offering home gyms, adjustable dumbbells, and cardio equipment. Bowflex competes with Force USA in the home-gym segment but with a more mass-market positioning, typically lower price points, and a broader catalog including cardio.
• Life Fitness: Global leader in commercial fitness equipment including selectorized strength machines, cable motion machines, and cardio. Life Fitness's Hammer Strength and Insignia lines overlap with Force USA's Solitude Series for commercial gym buyers, though Life Fitness primarily sells B2B rather than DTC.

Emerging players

• PRx Performance: DTC foldable wall-mounted rack brand targeting space-constrained home gym builders. PRx competes with Force USA in the home-gym segment with a different form factor (folding wall mount vs. all-in-one freestanding), appealing to buyers prioritizing space efficiency over Force USA's all-in-one footprint.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCD3r_3wdMJp6o_hxZwTdF3Q
• Facebookfacebook.com/ForceUSA.1
• Instagraminstagram.com/forceusafitness
• LinkedInlinkedin.com/company/force-usa

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 Force USA