Premium strength brand PRIMAL records milestone peak trading period

Strength and fitness brand PRIMAL has recorded its most successful peak trading quarter from November 2023 to January 2024 for both new sales orders (up 11%) and invoiced sales revenue (up 5%) compared with the same period last year. This is a 20% increase over the past twelve months.

The business specialises in the manufacture of premium strength equipment and the design of bespoke fitness spaces, with record online sales over Black Friday and Christmas as well as significant commercial deals contributing to its best trading quarter.

Founded in Glasgow in 2016, PRIMAL is one of the fastest growing strength and fitness brands in the UK and is expanding rapidly overseas particularly in Europe, South Africa, and United Arab Emirates. The business published a turnover of £15.5 million in the year ending April 2023, an increase of 300% since 2019, and new business is set to exceed £20m for this financial year.

PRIMAL counts major gym chains and top sports clubs such as JD Gyms, Energie Fitness and SoHo House, as well as celebrities and elite athletes amongst its global client base. This includes Lewis Hamilton, James McAvoy and two-time World’s Strongest Man champion Tom Stoltman, as well as TV personalities such as, Alex & Olivia Bowen, and Adam Collard.

In recent months PRIMAL has partnered with Three-Time Arnold Classic Champion and Mr Olympia Men’s Physique 2023 Champion Ryan Terry to launch his first bespoke fitness hub in Nottinghamshire, RT Fit, and secured its largest international deal to date with a health club chain in South Africa.

To support its ambitious growth plans in the UK and overseas, PRIMAL has bolstered its sales and marketing teams with four key senior recruits. In December Lisa Gormley took the post as Head of Content followed by Harry Russell as Global Head of Key Accounts and in recent weeks, Eilidh Mackinnon joined as Sales Manager and Ross Nixon as Head of Leisure Trusts and Education.

Steven Rinaldi, Founder and CEO of PRIMAL, said: “We pride ourselv24es on being an industry-leading and innovative brand. We’ve been ahead of the shifting fitness mindset to strength training and have cultivated trusted relationships with partners across the UK and worldwide.

We have an exciting few months ahead attending international trade events including PerformX in London, The Arnolds in Birmingham and FIBO in Cologne. Armed with a bigger-than-ever sales team and with new commercial distributors in the pipeline we’re on track to continue our strategic expansion at home and overseas.”

He added: “PRIMAL is driven by a belief that ‘strength is in us all’. We are passionate about strength and fitness training and designing world-leading equipment and functional spaces for home or commercial use. We’re looking forward to sharing with the world what the future holds for PRIMAL.”