Mission

Steven is the founder and visionary behind PRIMAL, built on the belief that strength is in us all. With over 25 years in the strength and fitness industry, he brings a deep understanding of design, performance, and innovation to every aspect of the brand. At the heart of PRIMAL, Steven ensures that every product, space, and experience reflects precision, durability, and purpose.

Greg is PRIMAL’s Chief Operating Officer, bringing strategic operational leadership and experience scaling ambitious businesses to elevate how we deliver across every function. With a proven track record driving operational excellence and shaping high‑performing teams in fast‑growth environments, Greg ensures our internal engine runs with precision, resilience, and momentum as PRIMAL continues to expand its global impact and elevate the standards of strength.

Euan combines technical expertise with a deep knowledge of commercial strength environments. With a meticulous attention to detail, he guides operators through every stage of planning and specification, ensuring every gym is optimised for performance, efficiency, and long-term value.

Jen leads PRIMAL’s marketing with a clear mission: to give voice to our values and amplify the ambition of our community. With extensive experience across multiple channels, she articulates what drives us and our customers—helping to inspire, empower, and elevate every individual’s pursuit of strength.

James leads operations with a relentless focus on reliability, coordination, and seamless execution. At PRIMAL he oversees the day to day orchestration of logistics, fulfilment, customer service and operational workflow, ensuring that every installation, delivery and customer experience reflects our commitment to performance without compromise. James blends meticulous planning with practical insight, shaping the systems that allow our teams and customers to thrive.

Brian oversees product sourcing and development, from initial concept to final delivery. With over 20 years in specialist fitness retail and commercial sales, he ensures every piece of equipment is engineered for performance, reliability, and longevity. His expertise translates industry insight into solutions that set new benchmarks for strength and design.

Lee is PRIMAL’s Financial Controller, stewarding the financial integrity that underpins our growth and strategic ambition. With deep financial acumen and a disciplined approach to planning and reporting, Lee ensures robust control, clarity and intelligence across fiscal operations. Her work enables the business to move confidently, make evidence led decisions, and invest in excellence, sustaining PRIMAL’s mission to equip every body to discover their true potential.

Claire oversees the planning department, ensuring that inventory, forecasting, and demand management align with business objectives. Her expertise ensures that the right products are available at the right time, supporting both operational efficiency and customer satisfaction. Claire’s strategic planning and attention to detail keep the business running smoothly and allow PRIMAL to deliver exceptional strength solutions consistently.

Harry leads PRIMAL’s global key account strategy, building and strengthening partnerships with major operators across commercial fitness. He ensures alignment between client ambition and PRIMAL delivery, driving growth through tailored solutions, long-term relationships, and a deep understanding of the performance landscape. His strategic oversight enables PRIMAL to scale with precision while maintaining a premium, partner-first approach.

Will drives the development and evolution of PRIMAL’s product range, ensuring every detail meets the demands of modern training environments. From concept through to launch, he bridges design, engineering, and user experience to deliver equipment that performs without compromise. His focus on innovation, quality, and functionality ensures PRIMAL continues to set the standard in strength equipment.