Primal Strength

The next evolution of conditioning has arrived. Introducing the new PRIMAL Performance Series HIIT Cardio Range. Engineered for athletes who demand more from every session, and facilities that need performance data they can trust. Across the new Rower, Skier and Ergo Bike, commercial-grade construction is combined with an all-new high-precision console, creating a unified conditioning system designed for modern performance environments. For athletes, that means confidence in every metric. For coaches, reliable data to benchmark and monitor progression. For facilities, conditioning equipment built to perform session after session. Three machines. One system. Built to push human performance. Pre-orders are now open: https://bit.ly/3UnP7wR

PRIMAL is heading to Sydney. 🇦🇺 This September, we’ll be joining Flex Fitness Equipment and Keep That Pump at AusFitness Expo, bringing PRIMAL to one of Australia’s biggest fitness events. Three days of strength, performance and some of the biggest names and brands in the industry. 📍 ICC Sydney 📅 11–13 September If you’re heading to the show, come and see us at stand 816. #PRIMAL #AusFitnessExpo #FitnessIndustry #GymEquipment

When every detail of a space has been considered, the equipment should be no different. For ARKHE, a new wellness and performance club in Dubai Marina, off-the-shelf wasn’t an option. Founder Stewart Miller had a clear vision for the training space. Our job was to help bring it to life alongside our partners MEFITPRO . Working closely together throughout the specification process, we created a completely bespoke PRIMAL equipment package. Custom frame colours, upholstery, finishes and ARKHE branding were all built around the identity of the club. The result is a training environment where equipment, architecture and brand work as one, backed by the performance and engineering expected from PRIMAL. Understand the vision. Get every detail right. Build something that belongs. That’s what bespoke means at PRIMAL. Read here the case study: https://lnkd.in/e62-D7qi #PRIMAL #GymDesign

Building a home gym? Start with the right foundations. Our Senior Sales Manager, Mark, shares five tips to help you create a setup that makes the most of your space, training, and investment. From equipment selection to the details that make a home gym feel like a proper training facility, our team is here to help you get it right. Ready to build yours? Get in touch: https://lnkd.in/evs5GP9x #PRIMAL #HomeGym #GymDesign

Your vision, our mission. Transforming an empty space into a fully equipped training facility. It’s what we do. This space was built for the team at Select Alloys and Materials, a family business committed to giving its team the opportunity to train, perform and strive for more. From space planning and equipment selection to the finished facility, every detail was designed with purpose. Looking to transform your space into a purpose-built performance facility? Get in touch.

Elite performance doesn’t begin on matchday. It’s built long before kick-off. When Stevenage Football Club set out to create a dedicated strength and conditioning facility for its first-team squad, the brief was about more than simply filling a space with equipment. The club needed an environment capable of supporting the complete physical development of its players, from foundational strength and explosive power to movement preparation, rehabilitation and injury resilience. Working closely with Stevenage FC’s performance staff, PRIMAL designed a facility centred around versatility, training efficiency and long-term performance. Every element has been considered around the realities of professional football, while the bespoke branding ensures the facility feels unmistakably part of the club. In our latest case study, hear directly from the Stevenage FC team about the project, the thinking behind the facility and how it supports their performance programme. Read the full case study here: https://lnkd.in/g2mS7mjk #PRIMAL #StevenageFC #GymDesign #Performance

Primal strengthens its senior team with the appointment of Luke Januszek as European Business Development Director. 🇪🇺   We’re delighted to announce that Luke Januszek, formerly of Escape Fitness, has joined Primal to strengthen our senior leadership team and lead business development across Europe.   Luke will work closely with Sales Director Euan Millar and International Head of Sales Harry Russell to accelerate Primal’s European expansion, build new partnerships and help drive our commercial and operational strategy across the EU.   Primal CEO Steven Rinaldi comments:   “We have been speaking to Luke for a number of months across product, operations and sales, so we are delighted that he has now joined our international team. His focus will be on the EU market, developing our growth and operational strategy and helping Primal take the next step in our international expansion.”   It’s an exciting time for Primal.   Following hugely successful growth in the UAE and South Africa, we have recently launched in the USA - and now we’re turning our attention closer to home.   The European fitness and strength market continues to grow at pace, presenting a huge opportunity for Primal. With Luke joining the team, we’re excited to build stronger relationships across the region, support our partners and take our European growth to the next level.   Welcome to the team, Luke. The next chapter starts here. 💪   #Primal #FitnessIndustry #StrengthTraining #EuropeanExpansion #BusinessDevelopment #FitnessBusiness #InternationalGrowth #Leadership

The best gym design doesn't start with equipment. It starts with understanding how the space will actually be used. PXD was developed around a simple principle: the rack should adapt to the environment, not the other way around. That philosophy has been put to the test across three very different facilities: • Ross Edgley's home gym, where integrated storage and efficient use of space were the priority. • Lift Club, where a boutique coaching environment demanded a layout tailored to one-to-one training and clear coach-to-client interaction. • Kulture, where a high-volume commercial gym required a scalable configuration capable of handling constant use without compromising flow. Three spaces. Three entirely different briefs. One modular system. For us, modularity isn't about offering more attachments. It's about creating a platform that can be configured around the unique demands of every facility, whether that's a home gym, boutique studio or large commercial fitness space. Read more and discover the PXD Rack & Rig range: https://lnkd.in/eYQT_MSp #PRIMALStrength #GymEquipment #GymDesign #CommercialFitness 

Home Gym Con 2026 🇺🇸 This weekend, PRIMAL was proud to exhibit at Home Gym Con 2026 alongside our US distribution partners, Echelon. As demand for premium strength equipment continues to grow across North America, events like Home Gym Con offer an opportunity to connect directly with home gym owners, creators, commercial operators and industry partners, while showcasing the products shaping the future of strength training. Over the weekend, visitors had the opportunity to experience the Performance Series MRX 9.0, Personal Series 3-in-1 Leg Press/Hack Squat/Calf Raise, and more firsthand, speaking with the team about everything related to home gym design and performance training. Our partnership with Echelon represents an exciting step in expanding PRIMAL's presence in the US, bringing our strength equipment to more customers through a partner that shares our ambition to deliver world-class fitness solutions. Harry Russell, our Global Head of Key Accounts, said: "Home Gym Con was an outstanding event and a brilliant opportunity to connect directly with one of the most passionate fitness communities in the world. Seeing so many people training on Primal equipment and hearing such positive feedback made it a hugely rewarding weekend. It was also fantastic to work alongside the Echelon team—the partnership continues to go from strength to strength, and we're excited about what's next as we continue growing together." Thank you to everyone who visited the stand, and to the Echelon team for a fantastic weekend. We're excited for what's next. #HomeGymCon #PRIMALxEchelon

July at PRIMAL. We visited Ross Edgley's new PRIMAL home gym, stacked with the best equipment to prepare him for his next challenge. Tammy Wong spoke to us ahead of her Commonwealth Games appearance, telling the story of where her strength comes from. New install landed at Platinum Strength. We crossed the Atlantic to attend Home Gym Con in Kentucky, where we showcased PRIMAL equipment in the US market with Echelon. More impact. More progress. More PRIMAL.