About Us

"...The Iron is the best  antidepressant I have ever found. There is no better way to fight weakness than with strength. Once the mind and body have been awakened it’s impossible to turn back.The Iron never lies to you. You can walk outside and listen to all kinds of talk, get told that you’re a god or a total bastard.The Iron will always kick you the real deal. Always there like a beacon in the pitch black. 

Friends may come and go, but two hundred pounds is always two hundred pounds..."

- Henry Rollins

Who are we? First and foremost we are CrossFitters - just like you.
We know the slow and all consuming battle to conquer fundamentals, to master movements, to strive for PR's.
We understand that the world of CrossFit is unforgiving - not just on the body but on the equipment.

We began in a garage, just like many of you - and slowly grew into a shed with friends, then a warehouse with their friends and finally into a full blown affiliate. 

Our search for quality yet afforable equipment began as a journey for our own growth - but it became apparent that there is a huge opportunity to provide quality equipment to start-ups, garage gyms and affiliates across Australia. For the last 3 years we have searched, acquired, tested, rejected, redesigned and engineered every piece we sell. We test and use all these items not only in our own affiliates but in other affiliates and garage gyms around the country.

We aren't flashy. We aren't loud.
Our gear doesn't have bright logos or fancy colours.

It's just the gear, solid, un-compromising.

A PR is a PR - no matter the colour of the plates or the logo on the ball.
Brand names don't guarantee PR's - you do.
Like the man said - 200lbs is always 200lbs. 

So pay for the equipment, not the advertising. Stay focussed.

Stay Primal.