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. 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.
At PRIMAL®, as well as revolutionising products we also redefine gym design by crafting innovative, exhilarating spaces that captivate and inspire. Our unique 3D design process empowers clients by providing comprehensive solutions, from initial concept to video design and installation. Our experienced team delivers exceptional customer support and aftercare, ensuring both clients and their equipment are well looked after.
With decades of collective experience in strength, health, and fitness industries, our passionate staff, including personal trainers, professional athletes, and sports scientists, infuse their expertise into every product and gym spaces we create.
Innovation and progress are our lifeblood. We forge exciting partnerships with brands and individuals who embody our motto: "Strength. It's in us all." As a customer-focused business, we are dedicated to nurturing relationships and crafting exceptional products in awe-inspiring spaces. Our loyal community and engaged social media following reflect this commitment.
Offering next-day delivery on some of the the most substantial strength equipment, our website serves as a hub for customers to connect with us and discover how PRIMAL® can empower everyone to achieve their goals.
Our ambition is to grow. To keep getting stronger. Progress over perfection.
Embrace your strength and join the PRIMAL® community today.