In 2016, Steven Rinaldi ignited the spark of PRIMAL® from his own home. With an extensive background in strength training, manufacturing, and sales, Steven envisioned revolutionising the gym floor from rows of basic cardio machines to world class strength and functional spaces. To achieve this vision would involve both crafting premium strength and functional fitness equipment and designing world-class gym spaces across the UK and beyond.
Since then, PRIMAL® has gone from strength to strength. Having received investment from Flywheel Partners in 2021 we were able to expand into larger warehousing, elevating our show sites, growing our team, and investing in our digital presence.
Today, PRIMAL® proudly stands as the leading commercial strength brand in the UK and we have made our mark internationally, reaching over 25 countries, including the UAE, South Africa, and Europe. It is our unwavering focus on designing state-of-the-art, biomechanically superior equipment that sets us apart. We create cutting-edge, bespoke products that continuously evolve, fuelling our three distinct series: Personal, Pro, and Performance.
The Personal Series is meticulously curated for home consumers seeking the finest home gym equipment. The Pro Series caters to trainers and is designed for daily use in training studios, small commercial gyms, hotels, and educational institutions. The Performance Series represents the pinnacle of strength training equipment, engineered to endure heavy commercial gym use and elite performance centres.
