Explore our featured products
Primal Pro Series 20kg Camouflage Weight Vest
Primal Performance Series EVA Mat
Primal Performance Series Ankle/Wrist Cuffs (Pair)
-
Valentines Sale: Get 12% Off Orders Over £250Primal Performance Series Large Boxing Kit Bag
Regular price £39.99Regular price Sale price £39.99Unit price per -
Valentines Sale: Get 12% Off Orders Over £250Primal Performance Series Thai Kick Pad
RRP £45.99Regular price £37.99Regular price Sale price £37.99Unit price per -
Valentines Sale: Get 12% Off Orders Over £250Primal Performance Series PxD - Battle Rope Anchor Attachment
Regular price £23.99Regular price Sale price £23.99Unit price per -
Valentines Sale: Get 12% Off Orders Over £250Primal Performance Series PxD - Band Storage Hanger
Regular price £36.99Regular price Sale price £36.99Unit price per -
Valentines Sale: Get 12% Off Orders Over £250Primal Performance Series Powerbag Storage
RRP £419.99Regular price £349.99Regular price Sale price £349.99Unit price perMake 3 payments of £116.66. No fees
-
Valentines Sale: Get 12% Off Orders Over £250Primal Performance Series PxD - 1800mm Ball Rail
Regular price £219.99Regular price Sale price £219.99Unit price per -
Primal Performance Series V2 Max Grip Handle
RRP £71.99 RRP £77.99 RRP £89.99Regular price From £59.99Regular price Sale price From £59.99Unit price per -
Performance Series Club Wall Ball
RRP £90.99 RRP £94.99 RRP £99.99Regular price From £54.99Regular price Sale price From £54.99Unit price per
Valentines Day Sale
For a limited time, take 12% off when you spend £250 or more across PRIMAL strength equipment. Apply CODE "HEART12" at checkout.
Primal Insights
-
POWERED — Sione Tuipulotu
Built through pressure. Proven at the highest level. Discover how Scotland Rugby Captain Sione Tuipulotu trains with intent and builds elite-level strength. POWERED follows his preparation, discipline, and mindset —...
POWERED — Sione Tuipulotu
Built through pressure. Proven at the highest level. Discover how Scotland Rugby Captain Sione Tuipulotu trains with intent and builds elite-level strength. POWERED follows his preparation, discipline, and mindset —...
-
Tyler Saunders | Our Limiting Beliefs
Born with one leg, Tyler turned limitation into opportunity. Through training, discipline, and mindset, he redefined what strength really means. Discover his journey of resilience and purpose.
Tyler Saunders | Our Limiting Beliefs
Born with one leg, Tyler turned limitation into opportunity. Through training, discipline, and mindset, he redefined what strength really means. Discover his journey of resilience and purpose.
-
YOU VS YOU
Three athletes. Three paths. One shared truth: The real competition is internal. YOU VS YOU is our call to strip everything back to what really matters: consistency, discipline, and progress.
YOU VS YOU
Three athletes. Three paths. One shared truth: The real competition is internal. YOU VS YOU is our call to strip everything back to what really matters: consistency, discipline, and progress.
-
Adam Collard | The Hardest Year
Progress is rarely linear. For Adam Collard, the past year tested more than physical strength. It demanded resilience, discipline and the ability to keep showing up when momentum disappeared.
Adam Collard | The Hardest Year
Progress is rarely linear. For Adam Collard, the past year tested more than physical strength. It demanded resilience, discipline and the ability to keep showing up when momentum disappeared.
-
Strength That Gives Back
At PRIMAL, we believe strength isn’t just built in the gym. It’s built in communities. That’s why we’re proud to announce our new partnership with Cash for Kids, a UK charity supporting...
Strength That Gives Back
At PRIMAL, we believe strength isn’t just built in the gym. It’s built in communities. That’s why we’re proud to announce our new partnership with Cash for Kids, a UK charity supporting...
-
Strength Story | Matt Wielunski — Building Resilience in Training and Business
Strength isn’t only physical. For Matt Wielunski, it’s been the driving force behind both his training and his business journey.
Strength Story | Matt Wielunski — Building Resilience in Training and Business
Strength isn’t only physical. For Matt Wielunski, it’s been the driving force behind both his training and his business journey.
-
Barbell Buying Guide
This guide will walk you through everything you need to know when buying a barbell. From understanding key features like whip, knurling and spin, to comparing different types of bars,...
Barbell Buying Guide
This guide will walk you through everything you need to know when buying a barbell. From understanding key features like whip, knurling and spin, to comparing different types of bars,...
-
Strength in Fatherhood- What it means to us at Primal
With Father’s Day approaching, we’ve been reflecting at PRIMAL on the deeper meaning of strength — especially when it comes to fatherhood.
Strength in Fatherhood- What it means to us at Primal
With Father’s Day approaching, we’ve been reflecting at PRIMAL on the deeper meaning of strength — especially when it comes to fatherhood.
-
Primal Insights: Designing Your Gym Floor- Key Considerations for Long-Term Success
Designing a gym floor goes far beyond aesthetics. While smart lighting, cohesive branding, and quality equipment might make a strong first impression, it’s the layout — how your space flows, functions, and...
Primal Insights: Designing Your Gym Floor- Key Considerations for Long-Term Success
Designing a gym floor goes far beyond aesthetics. While smart lighting, cohesive branding, and quality equipment might make a strong first impression, it’s the layout — how your space flows, functions, and...
-
Primal Insights: The key steps to opening a gym
From layout and equipment to zoning and customer experience — this guide walks you through the essential steps to launching a successful fitness facility. Whether you’re starting from scratch or...
Primal Insights: The key steps to opening a gym
From layout and equipment to zoning and customer experience — this guide walks you through the essential steps to launching a successful fitness facility. Whether you’re starting from scratch or...
-
WHY WE TRAIN - AND WHY IT MATTERS: Adam & Gerrard
The benefits of training on mental wellbeing are backed by research: 30% reduced risk of depression from regular physical activity (World Health Organization) Improved mood, sleep, and self-esteem from just 30 minutes of moderate exercise, several times a week (Mayo Clinic) Increased endorphin and serotonin levels, which reduce anxiety and improve mental clarity When you move your body, you support your mind — and the results can be life-changing. Train Anywhere.
WHY WE TRAIN - AND WHY IT MATTERS: Adam & Gerrard
The benefits of training on mental wellbeing are backed by research: 30% reduced risk of depression from regular physical activity (World Health Organization) Improved mood, sleep, and self-esteem from just 30 minutes of moderate exercise, several times a week (Mayo Clinic) Increased endorphin and serotonin levels, which reduce anxiety and improve mental clarity When you move your body, you support your mind — and the results can be life-changing. Train Anywhere.
-
Primal Strength x Lift The Bar: A Partnership
We’re excited to officially announce our new partnership with Lift The Bar, one of the UK’s leading mentorship and business coaching organisations for personal trainers. At Primal Strength, we’re proud to be the number one strength brand in the UK — supporting gyms, coaches, and facilities both nationally and internationally.
Primal Strength x Lift The Bar: A Partnership
We’re excited to officially announce our new partnership with Lift The Bar, one of the UK’s leading mentorship and business coaching organisations for personal trainers. At Primal Strength, we’re proud to be the number one strength brand in the UK — supporting gyms, coaches, and facilities both nationally and internationally.
-
Strength in Numbers: Mothers Redefining Training
For mums looking to begin their strength journey from home, the right equipment can help build confidence and consistency. That’s why we’ve designed the PRIMAL Personal Series Range—perfect for busy mums who want to train effectively in their own space.
Strength in Numbers: Mothers Redefining Training
For mums looking to begin their strength journey from home, the right equipment can help build confidence and consistency. That’s why we’ve designed the PRIMAL Personal Series Range—perfect for busy mums who want to train effectively in their own space.
-
Stronger Women, Stronger Communities- Female Body Workouts
For Freya, the true success of Female Body Workouts is measured not just in physical transformations but in the sense of community and empowerment that has grown within its walls. Women come here to challenge themselves, but they stay because of the friendships, encouragement, and strength they find in one another.
Stronger Women, Stronger Communities- Female Body Workouts
For Freya, the true success of Female Body Workouts is measured not just in physical transformations but in the sense of community and empowerment that has grown within its walls. Women come here to challenge themselves, but they stay because of the friendships, encouragement, and strength they find in one another.
-
Are You Ready for Hybrid? Build the Space That Wins
A dedicated Hybrid training space offers more than just equipment—it offers an experience. One that challenges members, fosters community, and elevates your gym’s reputation.
Are You Ready for Hybrid? Build the Space That Wins
A dedicated Hybrid training space offers more than just equipment—it offers an experience. One that challenges members, fosters community, and elevates your gym’s reputation.
-
STRONG WOMEN, STRONGER COMMUNITY: TAMI, OWNER OF LIFT STUDIOS
More Than a Gym—A Community What drives Tami is the women she works with daily. Her clients inspire her, pushing her to continue evolving Lift Studios into a space where every woman feels seen, heard, and valued.
STRONG WOMEN, STRONGER COMMUNITY: TAMI, OWNER OF LIFT STUDIOS
More Than a Gym—A Community What drives Tami is the women she works with daily. Her clients inspire her, pushing her to continue evolving Lift Studios into a space where every woman feels seen, heard, and valued.
-
Winter Ascent '25 — Ryan Terry
Reaching the top isn’t the end. It’s where the real work begins.
Winter Ascent '25 — Ryan Terry
Reaching the top isn’t the end. It’s where the real work begins.
-
Winter Ascent '25 — Chris de Souza
Your training space should work as hard as you do. The Primal Home Gym isn’t about where you train—it’s about how.
Winter Ascent '25 — Chris de Souza
Your training space should work as hard as you do. The Primal Home Gym isn’t about where you train—it’s about how.
-
Winter Ascent '25 — Sarah Holden
Training doesn’t stop for the season, and neither do you. The Winter Ascent isn’t just about enduring the cold—it’s about conquering it.
Winter Ascent '25 — Sarah Holden
Training doesn’t stop for the season, and neither do you. The Winter Ascent isn’t just about enduring the cold—it’s about conquering it.
-
Getting back to the gym post Christmas
The festive season is over, and with it comes the indulgence, late nights, and (let’s be honest) the skipped workouts. If you’re an experienced gym-goer, you’ll know that getting back into your routine after Christmas can feel a bit daunting.
Getting back to the gym post Christmas
The festive season is over, and with it comes the indulgence, late nights, and (let’s be honest) the skipped workouts. If you’re an experienced gym-goer, you’ll know that getting back into your routine after Christmas can feel a bit daunting.
-
Space-Saving Solutions for Your Home Gym: Optimise Your Strength Training with PRIMAL®
Designing a home gym doesn’t mean compromising on functionality or quality, even in limited spaces. At PRIMAL®, we understand that creating a powerful training environment involves smart design and innovative equipment to make every inch count.
Space-Saving Solutions for Your Home Gym: Optimise Your Strength Training with PRIMAL®
Designing a home gym doesn’t mean compromising on functionality or quality, even in limited spaces. At PRIMAL®, we understand that creating a powerful training environment involves smart design and innovative equipment to make every inch count.
-
National Fitness Day at PRIMAL HQ
At PRIMAL, we believe fitness is more than just a lifestyle—it's a way of living. Our commitment to helping individuals reach their full potential is reflected in everything we do, from designing world-class strength equipment to fostering a culture that thrives on health, movement, and wellbeing.
National Fitness Day at PRIMAL HQ
At PRIMAL, we believe fitness is more than just a lifestyle—it's a way of living. Our commitment to helping individuals reach their full potential is reflected in everything we do, from designing world-class strength equipment to fostering a culture that thrives on health, movement, and wellbeing.
-
Preparing Your Gym Floor for the Back-to-School Rush: A Guide for Gym Owners
It’s time. The kids are back, which means the parents are back.
Preparing Your Gym Floor for the Back-to-School Rush: A Guide for Gym Owners
It’s time. The kids are back, which means the parents are back.
-
Getting Back into Your Fitness Routine After the School Holidays: Tips for Parents
Whether you’re looking to regain your strength, boost your endurance, or just carve out some much-needed time for yourself, here are some tips to help you get back on track.
Getting Back into Your Fitness Routine After the School Holidays: Tips for Parents
Whether you’re looking to regain your strength, boost your endurance, or just carve out some much-needed time for yourself, here are some tips to help you get back on track.
-
PRIMAL Warehouse Move: A Giant Leap Towards Better Customer Experience and Sustainable Fitness
At PRIMAL, we’re all about pushing boundaries—whether it's in high-performance fitness equipment or enhancing customer experiences. Today, we're thrilled to announce a monumental step forward: PRIMAL has doubled its warehouse capacity by moving to a state-of-the-art facility in Paisley, Scotland.
PRIMAL Warehouse Move: A Giant Leap Towards Better Customer Experience and Sustainable Fitness
At PRIMAL, we’re all about pushing boundaries—whether it's in high-performance fitness equipment or enhancing customer experiences. Today, we're thrilled to announce a monumental step forward: PRIMAL has doubled its warehouse capacity by moving to a state-of-the-art facility in Paisley, Scotland.
-
Strength Training For Improving Gymnastics Performance
Gymnasts appear light on their feet, effortlessly flexible, with natural born talent. However, gymnastics demands extraordinary physical ability, particularly from the upper body, core and lower body.
Strength Training For Improving Gymnastics Performance
Gymnasts appear light on their feet, effortlessly flexible, with natural born talent. However, gymnastics demands extraordinary physical ability, particularly from the upper body, core and lower body.
-
Strength Training for Footballers: Primal Performances
For optimal performance in football, players must do everything they can to gain an advantage over their opponent, but that doesn’t stop on the pitch.
Strength Training for Footballers: Primal Performances
For optimal performance in football, players must do everything they can to gain an advantage over their opponent, but that doesn’t stop on the pitch.
-
BELT IN: Why the Belt Squat Should Be in Your Gym Workout Routine
If your goal is to develop larger, stronger legs, incorporating the belt squat machine into your leg day workouts could provide distinct advantages over other exercises.
BELT IN: Why the Belt Squat Should Be in Your Gym Workout Routine
If your goal is to develop larger, stronger legs, incorporating the belt squat machine into your leg day workouts could provide distinct advantages over other exercises.
-
Unlocking Primal Potential: Strength Training for Young Football Players
The rise of young football stars like Jude Bellingham and Erling Haaland has sparked a shift in how clubs approach player development, emphasizing peak physicality from an early age. This...
Unlocking Primal Potential: Strength Training for Young Football Players
The rise of young football stars like Jude Bellingham and Erling Haaland has sparked a shift in how clubs approach player development, emphasizing peak physicality from an early age. This...
-
Using strength training to reduce stress
Strength training is about more than having the biggest biceps and being physically dominating. As time goes on people are smashing the stereotype of muscle beach, male only gym bros and the free weight section being a source of fear.
Using strength training to reduce stress
Strength training is about more than having the biggest biceps and being physically dominating. As time goes on people are smashing the stereotype of muscle beach, male only gym bros and the free weight section being a source of fear.
-
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.
-
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.
-
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.
-
Celebrating Her Strength : What does strong leadership look like at PRIMAL?
Strength. It’s in us all.
Celebrating Her Strength : What does strong leadership look like at PRIMAL?
Strength. It’s in us all.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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...
-
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.
-
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.
-
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.
