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. 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.

Primal Insights

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

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

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

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

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

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

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

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.

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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.

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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

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

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.

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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

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

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

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