What CERBERUS STRENGTH LTD does

CERBERUS Strength Ltd is a UK-incorporated (Inverness) direct-to-consumer e-commerce retailer founded in 2012 that designs and sells strength sports equipment, lifting accessories, and athletic apparel. Its product portfolio is organized into four categories: Gear (lifting belts, sleeves, wraps, straps, supports), Equipment (barbells, plates, sandbags, strongman implements), Accessories (mouthpieces, nasal strips, chalk, salts, bags), and Apparel (grip shirts, neoprene shorts, hoodies, beanies across collections including Vertical, CORE, Strongman, Strongwoman, Powerlifting, STEALTH, and Made Strong). The company sells exclusively through its own Shopify storefront with global multi-currency shipping and positions itself as a premium, athlete-grade brand with a 365-day warranty and money-back guarantee.

The business targets two primary segments: professional and amateur strength sports athletes (strongman, powerlifting, general strength training) and Everyday Athletes seeking durable consumer-grade equipment. Customer acquisition relies heavily on athlete endorsements — including Laurence Shahlaei (Europe's Strongest Man, 2× Britain's Strongest Man), Victoria Long (2× Arnold Pro Strongwoman Champion), Hannah Linzay, and Nick Guardione — combined with SEO, email marketing, blog content, The Iron Edge Podcast, and an athlete sponsorship/ambassador program. All revenue is generated through one-time unit-priced product sales, with no subscription, software, or licensing model in evidence.

The company is privately held with 1-10 employees, no disclosed funding rounds, no disclosed ownership structure, and no disclosed management team. In 2025 it launched multiple new products (Atlas Stone Sling, Muzzle Mouth Tape, Mega Grips, Thumb Tape, Monster Truck Pull Harness, Hybrid Olympic Lifting Straps) indicating active product line expansion, though financial performance is not publicly disclosed.

Name

CERBERUS STRENGTH LTD

Legal name

CERBERUS Strength

Website

https://cerberus-strength.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

CERBERUS Strength Ltd is a UK-based direct-to-consumer e-commerce retailer, founded in 2012, that designs and sells premium strength sports equipment, lifting accessories, and athletic apparel to strongman, powerlifting, and fitness athletes worldwide through its Shopify storefront.

Ownership category

akta.pro rank

Product category

Strength Training Equipment

NAICS

Sporting Goods Retailers (45911), Clothing and Clothing Accessories Retailers (458110)

SIC

Sporting & Athletic Goods, Nec (3949), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

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

Keywords

• Lifting belts
• Strength training equipment
• Strongman equipment
• Powerlifting gear
• Lifting accessories

Headquarters

HQ city

Inverness

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Equipment and Accessories Sales: Direct product sales through e-commerce storefront. Revenue generated from one-time purchases of strength training equipment including lifting belts, sleeves, wraps, straps, and strongman implements. Products sold at various price points with regular sale pricing.
2. Apparel Sales: Sale of branded athletic apparel including grip shirts, shorts, hoodies, t-shirts, socks, caps, and accessories. Multiple collections targeting different strength sports disciplines.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

CERBERUS Strength designs and sells strength sports equipment, lifting accessories, and training apparel for strongman, powerlifting, and general strength training athletes. The company offers lifting belts, elbow/knee sleeves, wrist wraps, lifting straps, strongman implements (sandbags, atlas stones, pull harnesses), grip shirts, shorts, hoodies, and accessories through its own Shopify e-commerce storefront. The product portfolio is organized across Gear, Equipment, Accessories, and Apparel categories with branded sub-collections including CORE, Vertical, STEALTH, Strongman, Strongwoman, Powerlifting, and Made Strong.

Product overview

CERBERUS STRENGTH LTD is an e-commerce retailer specializing in strength training equipment and apparel for strongman, powerlifting, and strength sports. The company offers a diverse product portfolio organized into four main categories: Shop Gear (lifting belts, sleeves, wraps, straps, and support equipment), Shop Equipment (barbells, weight plates, sandbags, strongman implements), Shop Accessories (mouthpieces, nasal strips, chalk, athletic salts, gym bags), and Shop Apparel (grip shirts, shorts, hoodies, beanies, and branded collections including CORE, Vertical, STEALTH, and Strongman). The company has been in operation since 2012 and positions itself as a trusted brand among professional strongman and powerlifting athletes. Featured products include Elite Figure 8 Lifting Straps, Dual-Ply Sandbags, Neoprene Back Support Belts, and the MH Pro Strongman Back Support Belt. The business operates on a direct-to-consumer e-commerce model through Shopify, with a global customer base and athlete endorsements.

Differentiator

Problem solved

Functional benefit

Products and services

• CERBERUS X Pioneer Adjustable Lever Belt (13mm) 13mm thickness adjustable lever belt priced at $249.99, providing maximum lumbar support for heavy lifting in powerlifting and strongman training. A collaboration between CERBERUS and Pioneer.
• Neoprene Back Support Belt (7mm) 7mm neoprene back support belt priced at $94.99, providing lumbar protection and stability during heavy lifting sessions.
• MH Pro Strongman Back Support Belt Professional athlete-endorsed back support belt named after strongman competitor Mitchell Hooper, designed for maximum stability and support in strongman training and competition.
• Elite Figure 8 Lifting Straps Elite-grade figure-8 lifting straps priced at $35.99, designed for heavy pulling exercises and deadlifts, providing secure grip and wrist support.
• Hybrid Olympic Lifting Straps Versatile hybrid lifting straps priced at $21.99, designed for Olympic lifting movements and training, combining elements for various lifting styles.
• Mega Grips Heavy-duty lifting grips priced at $44.99, providing enhanced hand protection and grip security for heavy pulling and lifting exercises.
• Dual-Ply Elbow Sleeves Dual-layer compression elbow sleeves priced at $44.99, offering joint protection and support during weightlifting and strength training.
• ULTRA Wrist Wraps Premium wrist wraps starting at $22.99, providing wrist stability and support for pressing movements and overhead lifts.
• Dual-Ply Sandbag Dual-ply strongman sandbag starting at $94.99, designed for functional strength training and strongman sandbag carry events.
• Atlas Stone Sling Specialized atlas stone handling sling priced at $89.99, designed for strongman training and competition atlas stone events.
• Monster Truck Pull Harness Training harness priced at $249.99, designed for strongman vehicle pull events and training exercises.
• Muzzle Mouth Tape Mouth tape priced at $16.99, designed to promote nasal breathing during training sessions for improved performance and recovery.
• Thumb Tape Protective thumb tape priced at $6.49, providing added support and protection during gripping exercises and heavy lifts.
• Strongman Grip Shirt Performance grip shirt priced at $64.99, featuring specialized grip technology designed to enhance performance during strongman movements such as atlas stones and vehicle pulls.
• Strongman Shorts (2.5mm Neoprene) 2.5mm neoprene compression shorts priced at $59.99-$84.99, designed for strongman training and competition. Available in red and black color variants.
• Performance Dual-Layer Shorts Dual-layer performance shorts priced at $59.99, designed for training and athletic performance across lifting and conditioning.
• CERBERUS Deadlift Socks Compression deadlift socks priced at $17.99, available in multiple colors (Black/Red, Red/Black, White/Red, Blue/White), designed for performance and recovery during heavy pulling movements.
• Vertical T Training t-shirt from the Vertical apparel collection priced at $29.99, branded with the CERBERUS Vertical line aesthetic.
• Alpine Beanie (White) White alpine beanie from the CERBERUS apparel collection, currently on sale at $29.99, part of the caps/beanies range.
• CERBERUS Gift Card Gift card available for purchase through the CERBERUS storefront, allowing customers to gift CERBERUS products to other athletes.
• Strongman Starter Pack Bundled strongman starter pack offering entry-level equipment curated for athletes new to the sport, available through the Gear & bundles section of the storefront.
• Gear & Bundles Curated gear bundles combining multiple lifting accessories and apparel items into single purchase packages for athletes seeking a complete kit.

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Market position

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/cerberus-strength

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 CERBERUS STRENGTH LTD