Celebrating Her Strength : What does strong leadership look like at PRIMAL?

Strength. It’s in us all.  This is not just a slogan, but a true value PRIMAL lives by. The fitness industry today remains a male dominated space, with only 27% of leadership positions being held by women. That’s why we are proud to have a female leadership representation doubling this industry average.

 

Meet the women of PRIMAL

 

Holding a board level position, Gianna Rinaldi, Commercial Director at PRIMAL, has been working in the strength industry for over 20 years and knows how tough the climb to the top has been for a woman in the past.

 

Gianna wants women of the industry to know change is happening right now and she’s there to spot them along the way. “I am proud to be one of the few female directors in the strength industry - PRIMAL have given me the opportunity to champion female talent, act as a mentor to young women, and use my experience to make positive change.  When I started my career I very much felt the impact of being in the minority, but at PRIMAL I get to be the leader and role model I would have wanted for myself.”

 

Nicola Walker, Senior Office Manager, feels positive about being a woman in strength.  “I’ve always been respected as a leader here at PRIMAL, and valued for the work I do. The environment is definitely one of equality and unlike some other workplaces, PRIMAL have never made my gender a factor. This is just one of the reasons I’ve stayed with the company since the start.”

 

Nicola has been instrumental in allowing the company to grow logistically, leading customer service team and our internal operations. The fast growth at PRIMAL allowed for a whole new department to be created by yet another female lead - Natalie Devereux, Head of Merchandising.

 

Natalie came on board to build out the new team, her experience since joining as one of our fully remote workers has been challenging, but triumphant. “Since joining the team it has been fulfilling to get true autonomy as a leader - I’ve had full trust from the business to build the team I want and continue to do so.” Natalie reflects.

“I have joined a company that is well-established in the strength industry, which happens to be currently male dominated.I don’t refer to this fact or feel like I work in a male dominated industry as I am respected and treated as an individual like all other team members regardless of my gender.”

 

It’s clear that there have been great changes in gender representation across the board, and one area where we are able to let this shine and spread to the rest of the brand, is in marketing. The marketing department has two senior women at the helm - Head of Marketing, Jennifer Dalgleish, and Head of Content, Lisa Gormley.

 

Jen says, "Our brand belief that strength is in us all resonates with me deeply. Working alongside other strong woman and being able to showcase strong woman in our marketing campaigns, seeing the gyms we create where woman feel empowered to train, and knowing as a company we can design equipment to support woman discover their potential is an exciting place to be."  

 

Lisa says, “I love seeing the rise of women waking up to the benefits of strength training, and immediately I wanted to work for PRIMAL as a company that sees the strength in everyone.  PRIMAL are a brand that appreciates the value of women both on the consumer side, and what we can do to further the business. I have the privilege of communicating PRIMAL’s story in our content, and it’s enjoyable to profile some powerful women while doing so.”

 

Breaking the norm

 

It should be noted that whilst the majority of marketers are still women, PRIMAL have women in senior posts in traditionally male led departments too.  Lee Cairns, is the senior woman in finance, managing a full team of women. “I can honestly say I could forget sexism in the workplace even exists when it comes to my job at PRIMAL. Fairness and equality runs through everything we do and every opportunity.  It’s more progressive than a lot of companies I’ve worked for in the past.”

 

So what’s the secret to building a fast growth, award winning brand? Many things, but we’ll give you one ingredient for free - strong leaders, male and female, working together to bring diversity of thought for optimal innovation.

 

  • Strength Training For Running

    Strength Training For Running

    Strength Training For Running   It’s Marathon season, so if you’re feeling inspired and looking to either start running or get more serious about running, then strength training can help you achieve this. PRIMAL are here with some exercises that can help you remain injury free and at your best.

    Strength Training For Running

    Strength Training For Running   It’s Marathon season, so if you’re feeling inspired and looking to either start running or get more serious about running, then strength training can help you achieve this. PRIMAL are here with some exercises that can help you remain injury free and at your best.

    2 minute read Read more
  • Celebrating Her Strength: Removing The Barrier

    Celebrating Her Strength: Removing The Barrier

      More women than ever are getting into strength training and this is a trend that’s set to grow further still.   PRIMAL are proud to support the savvy women entrepreneurs that have honed in on this trend and want to make strength training possible for every woman and girl.

    Celebrating Her Strength: Removing The Barrier

      More women than ever are getting into strength training and this is a trend that’s set to grow further still.   PRIMAL are proud to support the savvy women entrepreneurs that have honed in on this trend and want to make strength training possible for every woman and girl.

    3 minute read Read more
  • Celebrating Her Strength:  Training like a Mother

    Celebrating Her Strength: Training like a Mother

    This Mother’s Day PRIMAL celebrate the strength in women, and specifically the mothers who kill it in training and parenting every day.   Being a parent is a full time job, a juggling act and the top priority for mum’s everywhere.

    Celebrating Her Strength: Training like a Mother

    This Mother’s Day PRIMAL celebrate the strength in women, and specifically the mothers who kill it in training and parenting every day.   Being a parent is a full time job, a juggling act and the top priority for mum’s everywhere.

    3 minute read Read more
  • Maximising Minimal Space: A Guide to Creating a Compact Garage Gym for Busy Home Lifters

    Maximising Minimal Space: A Guide to Creating a Compact Garage Gym for Busy Home Lifters

            For those juggling work, family, and a desire for fitness, a garage gym can be a game-changer. However, when space is at a premium, strategic planning and the right equipment are crucial.

    Maximising Minimal Space: A Guide to Creating a Compact Garage Gym for Busy Home Lifters

            For those juggling work, family, and a desire for fitness, a garage gym can be a game-changer. However, when space is at a premium, strategic planning and the right equipment are crucial.

    3 minute read Read more
  • Gym Trends To Watch In 2024

    Gym Trends To Watch In 2024

      Hyrox = Highly Rated   If you haven’t heard of this competition yet, there will be no avoiding it this year. The rise of Hyrox training and gyms becoming affiliates has been nothing short of astonishing.

    Gym Trends To Watch In 2024

      Hyrox = Highly Rated   If you haven’t heard of this competition yet, there will be no avoiding it this year. The rise of Hyrox training and gyms becoming affiliates has been nothing short of astonishing.

    2 minute read Read more
  • Unlock Your Potential with Daylight Savings: Maximising Morning Strength Training with PRIMAL

    Unlock Your Potential with Daylight Savings: Maximising Morning Strength Training with PRIMAL

      Introduction: In the world of fitness, every moment counts. When the clocks go back, it's more than just an extra hour of sleep.

    Unlock Your Potential with Daylight Savings: Maximising Morning Strength Training with PRIMAL

      Introduction: In the world of fitness, every moment counts. When the clocks go back, it's more than just an extra hour of sleep.

    4 minute read Read more
  • Why Are Home Gym Racks a Game Changer for Your Strength Journey?

    Why Are Home Gym Racks a Game Changer for Your Strength Journey?

    In the ever-evolving world of fitness, the concept of a home gym has gained unprecedented popularity, and at the core of this trend lies a crucial component – home gym racks. These versatile and indispensable pieces of equipment are revolutionising the way we work out, bringing with them a multitude of benefits that cater to fitness enthusiasts of all levels.

    Why Are Home Gym Racks a Game Changer for Your Strength Journey?

    In the ever-evolving world of fitness, the concept of a home gym has gained unprecedented popularity, and at the core of this trend lies a crucial component – home gym racks. These versatile and indispensable pieces of equipment are revolutionising the way we work out, bringing with them a multitude of benefits that cater to fitness enthusiasts of all levels.

    2 minute read Read more
  • Top 10 Adjustable Dumbbell Exercises for a Full-Body Workout

    Top 10 Adjustable Dumbbell Exercises for a Full-Body Workout

    Top 10 Adjustable Dumbbell Exercises for a Full-Body Workout     Adjustable dumbbells have revolutionised home workouts, providing a space-saving and versatile solution for fitness enthusiasts. Whether you're a beginner or a seasoned fitness enthusiast, adjustable dumbbells offer a wide range of exercise options to target different muscle groups.

    Top 10 Adjustable Dumbbell Exercises for a Full-Body Workout

    Top 10 Adjustable Dumbbell Exercises for a Full-Body Workout     Adjustable dumbbells have revolutionised home workouts, providing a space-saving and versatile solution for fitness enthusiasts. Whether you're a beginner or a seasoned fitness enthusiast, adjustable dumbbells offer a wide range of exercise options to target different muscle groups.

    4 minute read Read more
  • Stretching: An Essential Element in Strength Training

    Stretching: An Essential Element in Strength Training

    Stretching: An Essential Element in Strength Training     Strength training is crucial for health and wellbeing, with adults advised to take part in at least 2 strength-based sessions per week. But amidst the focus on lifting weights and gaining strength, a simple yet crucial element often gets overlooked: stretching.

    Stretching: An Essential Element in Strength Training

    Stretching: An Essential Element in Strength Training     Strength training is crucial for health and wellbeing, with adults advised to take part in at least 2 strength-based sessions per week. But amidst the focus on lifting weights and gaining strength, a simple yet crucial element often gets overlooked: stretching.

    3 minute read Read more
  • Soaring to New Strength: Proven Tips for Staying On Track This Summer

    Soaring to New Strength: Proven Tips for Staying On Track This Summer

    Soaring to New Strength: Proven Tips for Staying On Track This Summer     At PRIMAL, we believe that strength is in us all, waiting to be discovered. As schools have finished up and we fully embrace summer holidays we also know that this time can be a challenge to stay on track for longer term goals.

    Soaring to New Strength: Proven Tips for Staying On Track This Summer

    Soaring to New Strength: Proven Tips for Staying On Track This Summer     At PRIMAL, we believe that strength is in us all, waiting to be discovered. As schools have finished up and we fully embrace summer holidays we also know that this time can be a challenge to stay on track for longer term goals.

    3 minute read Read more
  • Hole-in-One Strength: Drive Your Golf Potential with Primal

    Hole-in-One Strength: Drive Your Golf Potential with Primal

    Hole-in-One Strength: Drive Your Golf Potential with Primal     Strength training is a game-changer for golfers seeking to take their performance to new heights. While technique and skill are essential, incorporating strength exercises into your routine can provide numerous benefits, including increased power, improved stability, enhanced balance, and injury prevention.

    Hole-in-One Strength: Drive Your Golf Potential with Primal

    Hole-in-One Strength: Drive Your Golf Potential with Primal     Strength training is a game-changer for golfers seeking to take their performance to new heights. While technique and skill are essential, incorporating strength exercises into your routine can provide numerous benefits, including increased power, improved stability, enhanced balance, and injury prevention.

    3 minute read Read more
  • From Small Town to World's Strongest: The Inspiring Journey of Luke & Tom Stoltman

    From Small Town to World's Strongest: The Inspiring Journey of Luke & Tom Stoltman

    From Small Town to World's Strongest: The Inspiring Journey of Luke & Tom Stoltman     In our Strength Stories series, we bring you tales of inspiration from the world of strength.    To kick off this series we proudly present the awe-inspiring journey of Luke and Tom Stoltman, the unstoppable duo from a small Scottish town who have earned the title of World's Strongest brothers.

    From Small Town to World's Strongest: The Inspiring Journey of Luke & Tom Stoltman

    From Small Town to World's Strongest: The Inspiring Journey of Luke & Tom Stoltman     In our Strength Stories series, we bring you tales of inspiration from the world of strength.    To kick off this series we proudly present the awe-inspiring journey of Luke and Tom Stoltman, the unstoppable duo from a small Scottish town who have earned the title of World's Strongest brothers.

    3 minute read Read more
  • Barbell Buying Guide

    Barbell Buying Guide

    At Primal our kit is built better to build better.  Designed around biomechanics, we pride ourselves in both our class leading equipment and expertise to help you get the best for your gym.

    Barbell Buying Guide

    At Primal our kit is built better to build better.  Designed around biomechanics, we pride ourselves in both our class leading equipment and expertise to help you get the best for your gym.

    3 minute read Read more
  • A Beginner's Guide to Strength Training

    A Beginner's Guide to Strength Training

    A Beginner's Guide to Strength Training At PRIMAL, we believe in strength. We believe it lives in each and every one of us, ready to transform lives.

    A Beginner's Guide to Strength Training

    A Beginner's Guide to Strength Training At PRIMAL, we believe in strength. We believe it lives in each and every one of us, ready to transform lives.

    3 minute read Read more
  • Strength Training: A Powerful Ally for Mental Health

    Strength Training: A Powerful Ally for Mental Health

    Strength Training: A Powerful Ally for Mental Health   The power of strength training goes beyond the physical it can offer a wealth of benefits for our overall health. This Mental Health Awareness Week, we at PRIMAL want to shed light on the profound influence that strength training, can have on our mental well-being.

    Strength Training: A Powerful Ally for Mental Health

    Strength Training: A Powerful Ally for Mental Health   The power of strength training goes beyond the physical it can offer a wealth of benefits for our overall health. This Mental Health Awareness Week, we at PRIMAL want to shed light on the profound influence that strength training, can have on our mental well-being.

    3 minute read Read more
  • The Primal Story

    The Primal Story

    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.

    The Primal Story

    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.

    2 minute read Read more
  • Strength Training For Women

    Strength Training For Women

    At PRIMAL, we believe that strength is for everyone. However, there is still a common misconception that strength training is only for men, and that women should stick to cardio...

    Strength Training For Women

    At PRIMAL, we believe that strength is for everyone. However, there is still a common misconception that strength training is only for men, and that women should stick to cardio...

    7 minute read Read more
  • Empower Your Inner Strength: Celebrate International Women’s Day with PRIMAL

    Empower Your Inner Strength: Celebrate International Women’s Day with PRIMAL

    International Women’s Day was founded to celebrate the achievements of women across the world while also recognising the importance of striving for further equality. At PRIMAL we believe that strength is in us all and strive to break boundaries.

    Empower Your Inner Strength: Celebrate International Women’s Day with PRIMAL

    International Women’s Day was founded to celebrate the achievements of women across the world while also recognising the importance of striving for further equality. At PRIMAL we believe that strength is in us all and strive to break boundaries.

    1 minute read Read more
  • Be Part of Our Community and Share Your Strength Story

    Be Part of Our Community and Share Your Strength Story

    At PRIMAL®, we believe that strength is in us all. We want to hear your strength story and what strength means to you.

    Be Part of Our Community and Share Your Strength Story

    At PRIMAL®, we believe that strength is in us all. We want to hear your strength story and what strength means to you.

    1 minute read Read more
  • Setting Goals for 2023

    Setting Goals for 2023

    Now one week into 2023, many of us are thinking about our goals for the year. Setting goals is one piece of the puzzle but staying motivated and achieving them is a challenge we all face.

    Setting Goals for 2023

    Now one week into 2023, many of us are thinking about our goals for the year. Setting goals is one piece of the puzzle but staying motivated and achieving them is a challenge we all face.

    2 minute read Read more
  • The Stoltman Brothers Join The Primal Team

    The Stoltman Brothers Join The Primal Team

    Having worked with the brothers back in 2018 when they first opened the Stoltman Strength Centre we are proud to have Tom and Luke Stoltman as part of the Primal team. Primal’ s mission is to equip every body to discover their true potential whether first-time lifters or fit-for-lifers.

    The Stoltman Brothers Join The Primal Team

    Having worked with the brothers back in 2018 when they first opened the Stoltman Strength Centre we are proud to have Tom and Luke Stoltman as part of the Primal team. Primal’ s mission is to equip every body to discover their true potential whether first-time lifters or fit-for-lifers.

    2 minute read Read more
  • Kettlebell movements to incorporate into training

    Kettlebell movements to incorporate into training

    Part of our ethos our culture, what we represent, our spirit and efforts to support individuals in realising their potential is resilience. The ability to endure, adapt and recover from challenges, metaphorically and literally.

    Kettlebell movements to incorporate into training

    Part of our ethos our culture, what we represent, our spirit and efforts to support individuals in realising their potential is resilience. The ability to endure, adapt and recover from challenges, metaphorically and literally.

    3 minute read Read more
  • Bumper Buying Guide

    Bumper Buying Guide

    Unsure on what bumpers to go for? We have an easy-to-understand buyers guide.

    Bumper Buying Guide

    Unsure on what bumpers to go for? We have an easy-to-understand buyers guide.

    3 minute read Read more
  • Understanding the Importance Incorporating Glute Training Into Your Workout Plans

    Understanding the Importance Incorporating Glute Training Into Your Workout Plans

    Over the years we have seen shifting patterns and motivations in training with many people incorporating strength-based training into their fitness regiments. This can be for a number of goals whether aesthetic changes, improved mobility, mental health management or athletic improvement.

    Understanding the Importance Incorporating Glute Training Into Your Workout Plans

    Over the years we have seen shifting patterns and motivations in training with many people incorporating strength-based training into their fitness regiments. This can be for a number of goals whether aesthetic changes, improved mobility, mental health management or athletic improvement.

    4 minute read Read more
  • 3 Key Questions to Ask When Designing a Home Gym

    3 Key Questions to Ask When Designing a Home Gym

    There is a lot to consider when setting up your home gym. But getting the basics right means getting a space you can work in and work on in the future.

    3 Key Questions to Ask When Designing a Home Gym

    There is a lot to consider when setting up your home gym. But getting the basics right means getting a space you can work in and work on in the future.

    2 minute read Read more
  • athletic performance and strength training

    Athletic Performance and Strength Training

    The games in Birmingham bring nations together in a diverse and colourful celebration of sport and human performance. The encouraging ethos of the Games motivates athletes and those they inspire to push themselves to the very limits of what the human body is capable of.

    Athletic Performance and Strength Training

    The games in Birmingham bring nations together in a diverse and colourful celebration of sport and human performance. The encouraging ethos of the Games motivates athletes and those they inspire to push themselves to the very limits of what the human body is capable of.

    3 minute read Read more
  • Advance Your Olympic Weightlifting Performance

    Advance Your Olympic Weightlifting Performance

    Weightlifting has always been front and centre of the competitive international stage. It has become one of the most prestigious events since it was first introduced and contested at the 1950 Games in Auckland.

    Advance Your Olympic Weightlifting Performance

    Weightlifting has always been front and centre of the competitive international stage. It has become one of the most prestigious events since it was first introduced and contested at the 1950 Games in Auckland.

    5 minute read Read more

Featured collection