• YOU VS YOU

  • The true battle isn’t against others. It’s against doubt. Distraction. Comfort.

    It’s fought in early mornings, late nights, and every moment when simply stopping would be easier.

    Progress isn’t measured in likes or trophies, it’s measured in effort. In resilience. In showing up.

    Three athletes. Three paths.

    One shared truth: The real competition is internal.

  • TYLER SAUNDERS

    —
    THE ADAPTIVE ATHLETE

  • ANNIE NELSON

    —
    THE POWERLIFTER

  • RYAN TERRY

    —
    THE BODYBUILDER

THE ADAPTIVE ATHLETE

Tyler’s story isn’t defined by limitation. It’s defined by adaptation.

From strength training to endurance work, every rep is a conversation between mind and body. A constant recalibration of what’s possible. Tyler trains not to prove something to others, but to prove something to himself: that effort has no limits when driven by purpose.

His strength is not measured by weight lifted, but by persistence, precision, and self-belief.
That’s what makes him unstoppable.

“It’s simple. I train to see what I can do next — not what I can’t.”

— Tyler Saunders

THE POWERLIFTER

For Annie, the platform is more than a stage. It’s a reflection of every unseen session. Every failure. Every adjustment.

Powerlifting isn’t about aggression, it’s about control. Discipline. Patience.

Each lift is a test of balance between power and focus, built through thousands of quiet moments where no one’s watching.

Annie embodies the calm intensity that defines true strength. She doesn’t chase perfection. She builds it, one rep at a time.

“It’s not about lifting more than others. It’s about lifting better than yesterday.”

— Annie Nelson

THE BODYBUILDER

For Ryan, being 3× Mr. Olympia Men’s Physique Champion isn’t the finish line, it’s a checkpoint.

His process is meticulous. Every training block, every rep, every decision serves a purpose. Perfection is never achieved, only pursued and that pursuit is what defines him.

Behind the titles is a mindset: relentless discipline and the refusal to settle. Because for Ryan, progress never stops.

“There’s always another level — and I’ll keep chasing it.”

— Ryan Terry

  • IT'S YOU VS YOU — ALWAYS.

  • Progress is personal.
    It’s built in silence.
    It’s powered by the daily choice to keep going.

    PRIMAL exists for those who live that choice.
    For those who build their strength one decision, one rep, one day at a time.

    From the athlete breaking records to the individual chasing consistency. Discover the equipment that powers your pursuit.

    No noise. No shortcuts. No limits.

Follow your path

  • BODYBUILDING

    Engineered for precision and power. Discover machines built to drive performance, maximise output, and push you beyond your limits — every session, every rep.

    SHOP

  • HYBRID TRAINING

    Where strength meets versatility. Designed for athletes who train across disciplines, our hybrid setups adapt to your pace, your goals, and your space.

    SHOP

  • POWERLIFTING

    For those chasing raw strength. Explore plates, racks, and barbells built to handle heavy loads and uncompromising standards — lift after lift.

    SHOP

Primal Insights