Warks’ Indigo Fitness partners with strength brand Primal

Published by

Daniel Face

Robert Coleman, MD of Indigo Fitness

Indigo Fitness has signed a commercial partnership with Primal Strength to provide a one-stop-shop solution for all aspects of the fitness industry.

Launched in 1996, Indigo Fitness produces bespoke fitness equipment from its design and manufacturing site in Nuneaton, while Glasgow-based Primal has grown to become one of Europe’s leading strength brands.

With combined sales of almost £30 million, the two businesses are looking to offer a greater range of products and services to their respective customers.

Robert Coleman, MD of Indigo Fitness, said: “We pride ourselves on creating intelligent training spaces for health and fitness facilities through the design and manufacture of bespoke training equipment made in Britain.

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“By partnering with PRIMAL, we can help accommodate more challenging and bespoke design concepts for their client base while elevating our brand on a global scale and offering our clients a greater product range.”

The collaboration was launched last week at Perform X, a business of fitness event in London.

Steven Rinaldi, founder and CEO of PRIMAL, added: “Even from our early conversations, the synergies in our business outlook and philosophy were clear between PRIMAL and Indigo Fitness.

“Everyone knows our passion for strength and functional training and creating world-leading functional spaces to equip everybody to discover their true strength potential.

“Together with Indigo Fitness, we can build on our long-standing industry experience and strong client relationships to deliver even more state-of-the-art projects.”

Daniel Face

Born and raised in Berkshire, Dan fell into journalism after completing his bachelor’s degree in English at UCL. Writing for The Business Magazine and local Biz News sites has given him the opportunity to chat with all manner of small business owners and share their success stories with a wider audience. Outside of work, Dan enjoys live music, board games and quiz shows, and is making a slow but persistent effort to learn Spanish.