Strategic Acquisition of XD Reinforces TRX’s Global Industry Leadership
San Francisco (October 1, 2019) – TRX®, the global leader in functional training equipment and world-class training content, has significantly expanded its product line and product development capabilities with the acquisition of XD™. As the leader in Kevlar-based fitness equipment manufacturing, XD’s team of experienced designers bring a wealth of knowledge to TRX’s industry-leading team of innovative fitness experts. The combined strength of the two companies will allow TRX to expand their reach in the marketplace and ultimately elevate their business to a new level.
As the only company able to tout the worldwide license for Kevlar-based fitness equipment, XD’s line of products bring an unprecedented strength and durability to the market. Prominently used in anti-ballistic materials such as bullet-proof vests, XD’s use of Kevlar is unique within the fitness equipment industry. XD’s Kevlar-based line comes equipped with medicine balls, sandbags, sand discs, and battle ropes, among other products. The combination of TRX and XD’s breadth of products provides the most robust, all-inclusive commercial fitness solution, while offering more variety and options for mainstream consumers.
“XD shares our passion and commitment to developing innovative products of the utmost quality and versatility, so we’re thrilled that they are a part of the TRX family,” said Randy Hetrick, Founder of TRX. “While the ability to expand our product line is significant, the added value of their innovative team and expertise cannot be underestimated.”
XD equipment has become a staple with world-class athletes, celebrities, celebrity fitness trainers and fitness influencers because of the high-end look, feel and durability of its products. With a stable of nearly 300 individual functional training tools and fitness accessories, XD boasts the exclusive global license for DuPont™ Kevlar® bringing the strength and durability of a military-grade material to TRX’s already robust line of functional training tools.
“When TRX approached us, we were really excited about the opportunity. XD is a company that was created by a group of people who are passionate about functional training and high-quality training gear that lasts,” said Adam Ross, Co-Owner of XD. “We know that TRX values these same principles and it just seemed like a natural fit.”
Branding will transition from XD to TRX over the new few months, and “XD Kevlar” will remain part of the product name for those looking for the most durable medicine balls, sandbags and other Kevlar-based functional training tools in the market. TRX will begin serving commercial customers XD Kevlar products in early 2020, and at-home consumers can immediately access XD Kevlar product at https://store.trxtraining.com/xd-kevlar-trx. To learn more about TRX and their world-class fitness products, please visit trxtraining.com or follow us on Instagram, Twitter and Facebook.
ABOUT TRX®
As the global leaders in functional training, the company’s mission is to democratize world class training and enable everyone, everywhere to move better throughout life. TRX develops the world’s best training equipment, workout programs, and education courses to help people of all fitness levels become better versions of themselves. The company is also the industry’s leading provider of specialized education courses for fitness professionals. TRX redefined the application of bodyweight training to enhance human performance and has successfully disrupted the mature landscape of the health club industry.
TRX began in a garage and recently completed its 14th year in the market. With a full-time staff of 100 team members, the brand is also supported by a cadre of 350 certified, contracted master instructors who deliver more than 1,800 ongoing education courses each year to fitness professionals in dozens of countries. During the past decade, TRX qualified more than 300,000 training professionals—who comprise a formidable army of ambassadors around the globe. The brand enjoys the patronage of the top professional athletes in every sport, and its equipment and training philosophy is changing the way that soldiers train for combat, athletes at all levels train for competition and regular people of all ages and abilities train for life. For more information about TRX, please visit www.TRXTraining.com.
ABOUT XD
Founded in 2012, XD™ was built on the philosophy of advancing fitness equipment through innovation. Their mission is to engineer, design, and develop the highest quality fitness products in the world. With over 30 patents and pending patents they have set a foundation of innovation unparalleled in the fitness industry. Their early innovation led to the revolutionary development of a Medicine Ball made of Kevlar®. Since then, XD™ has taken the lead in Kevlar®-based fitness equipment with their exclusive global license for the use of Kevlar® from the E. I. du Pont de Nemours and Company. With this partnership, XD™ has set out to engineer the only complete line of extremely durable fitness equipment built with DuPont™ Kevlar®.
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Led by British Model Iskra Lawrence, TRX Intensifies Its Ongoing Mission to Democratize Fitness Regardless of Size, Shape, Ability or Resources
SAN FRANCISCO — Sept. 23rd 2019 — TRX®, the global leader in functional training equipment, world-class training content, and App-based training technology, is putting a stake in the ground, amidst a fitness culture characterized by exclusive social fitness trends and high-priced fitness solutions, with its new “ANYBODY, ANYWHERE” campaign. The campaign embraces the highly underserved community of mainstream consumers with a message of total inclusivity and a powerful reminder that everyone, regardless of their size, shape, age or athletic ability, has the power within them to unlock their own version of “best” with TRX providing the most simplistic and efficient means to do so.
For years, fitness brands and fitness trends have served up a narrow, highly aesthetic and largely unrealistic definition of what it means to be fit. This has been compounded by a modern fitness culture that is characterized by high-end or overly-aggressive and exclusive boutique fitness experiences or expensive home fitness equipment. The result has been a wide swath of mainstream consumers feeling unaddressed and left out in the cold.
In stark contrast to all of this, TRX is setting out to remind the world that real fitness comes in a wide variety of shapes, sizes and ability levels, and that we are all “perfectly imperfect.” Each of us has the power within us to find and unlock our own unique version of our best.
TRX’s ground-breaking Suspension Trainer was developed with simplicity and versatility at its core – all that’s required is your body. While the brand and its products have become established globally through the use of elite personal trainers, athletes and fitness die-hards, there remains a great deal of confusion and ambiguity amongst mainstream consumers about Suspension Training, with many people mistakenly believing it’s complicated or only for highly conditioned athletes. The truth is, Suspension Training’s greatest power resides in its simplicity and the ability to meet consumers wherever they physically may be, and deliver solutions that help the widest range of consumers and body types.
“In many ways, the fitness industry has done a disservice by significantly narrowing the playing field for getting fit and healthy, and we’re trying to remind everyone that fitness is personal and means something unique for each of us,” said Randy Hetrick, CEO & Founder of TRX. “Our mission is one of inclusivity – to be the one solution that truly everyone can find their own unique results. For most, it’s not about looking like a fitness model or an athlete, it’s about moving better, feeling better and, ultimately, living better.”
Combining simple, yet effective Functional Training exercises and workouts on the TRX® Suspension Trainer™ with informational and aspirational content, including training videos featuring prominent British “Body Acceptance Activist” Iskra Lawrence, the “ANYBODY, ANYWHERE” campaign strives to inspire and educate consumers on the wide array of benefits exercise provides, while encouraging inclusivity and a sense of community. The campaign challenges superficial stereotypes by encouraging a reality where everybody, regardless of their size or ability, can train effectively and efficiently to unlock the potential of their own unique bodies.
Lawrence, has been a highly outspoken advocate in the fight against body shaming – which she believes is a situation exacerbated by the stereotypical image of “fit” purveyed within the modern fitness culture. To kick off the campaign, Lawrence will join Hetrick in New York City for an “ANYBODY, ANYWHERE” rally cry workout and panel discussion, tackling a number of hot-button issues, including how the exclusive nature of today’s popular fitness trends, and the negative forces body shaming, ultimately contribute to widespread reduced levels of fitness.
“I’ve been a fan of TRX for several years and use the Suspension Trainer as part of my regular fitness routine, so when they came to me with the ‘ANYBODY, ANYWHERE’ concept, I jumped at the opportunity to help create an inclusive environment and build a stronger sense of community within the world of fitness,” said Lawrence. “I have first-hand experience of how exclusivity can negatively affect consumers and I want to be associated with and at the forefront of the positive change this campaign can bring to general consumers.”
The genius of TRX’s black-and-yellow straps resides in their simplicity and adaptability to varying ability levels. All that’s required is your body. By simply adjusting strap lengths and body angles, the TRX leverages body weight and natural movements to train the entire body, unlocking undiscovered strength in literally anyone. Because of its lightweight and ultra-simplistic design, the TRX straps can be utilized virtually anywhere – at home, on the road, inside or outside.
For more information on TRX® “ANYBODY, ANYWHERE” and to join the movement, check out TRX’s Facebook, Instagram and Twitter handles. For general information on TRX Training, including TRX PRO4 SYSTEM, TRX HOME2 SYSTEM, TRX TACTICAL GYM, TRX RIP TRAINER, and FUNCTIONAL TRAINING TOOLS, along with their industry-leading education and programming, please visit TRXTraining.com.
About TRX ®
As the global leaders in functional training, TRX offers the world’s most effective training equipment, training, and education to help everyone, of any fitness level, become a better version of themselves. TRX is also the No. 1 choice of specialized education courses for fitness professionals. They have redefined the application of bodyweight training to enhance human performance and have successfully disrupted the mature landscape of the health club industry. Through a commitment to ongoing research and product development, TRX is changing the way consumers exercise, athletes train for sport, soldiers train for combat, physical therapists rehabilitate patients, and exercise instructors train clients. For more information on TRX, call (888) 878-5348 or email [email protected].
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