Coulter Ventures, LLC. Overview
Company Headquarters: Ohio, US
Founded: 2006
Workforce: ~1,400
Company Working: Coulter Ventures, LLC., is operating its business by the name of Rogue Fitness, a retailer of equipment associated with health and fitness. The company provides plates, bars, various strength equipment, racks & rigs, gears, wraps, gymnastics products, straps, and other health & fitness-associated products. ROGUE FITNESS is the legal trade name for COULTER VENTURES, LLC, and the products offered by the company have a presence across the globe.
Rogue Fitness is one of the leading manufacturers and distributors of gym and strength equipment. The company was initially incorporated into the garage and at present it has diversified business in the US and across the globe. The product portfolio of the company includes plates, racks & rigs, shoes, barbells, apparel, straps, and wraps among others. Moreover, the company is an official supplier of fitness equipment to the CrossFit Games, the Arnold Strongman Classic, the World’s Strongest Man competition, and USA Weightlifting. Initially, the company sold the products to other manufacturers via its website and faced several challenges associated with product delivery, shipping charges, and delays in delivery. To resolve such issues the company started its warehouses for the equipment and ultimately started manufacturing units. Rogue Fitness primarily relies on the U.S. and local manufacturing to aid the demands.
With the incorporation of manufacturing units, the company started producing a range of training equipment for strength that includes barbells, kettlebells, medicine balls, and dumbbells, along with other exercise products such as Echo Bike. Rogue Fitness has also introduced its branches in Belgium, and Finland (Europe) to fulfill the demands of European customers. Furthermore, Rouge Fitness works with several global brands such as Westside Barbell, Reebok, Oakley, Dynamax, Spud Inc., and York among others.
Strategy
Rouge Fitness is strategizing its business over various mergers and acquisitions. The company is committed to producing various fitness equipment for potential fitness enthusiasts across the US & the world. Apart from that, Rouge Fitness is also focusing on the development of its product portfolio via strong research and development. Rouge Fitness also focuses on the sponsorship of several CrossFit athletes across the globe including Ben Smith, Mat Fraser, Jason Khalipa, Justin Medeiros, Rich Froning Jr., Camille Leblanc-Bazinet, and Katrín Davíðsdóttir. Moreover, the company also sponsors various strongman athletes including Hafþór Júlíus Björnsson and Brian Shaw.
Apart from the manufacturing and distribution of equipment for health and fitness, the company also started the production of various biomedical devices such as personal protective equipment, and ventilators in response to the incidence of COVID-19. During the lockdown period, the company increased the production of equipment for gym & fitness owing to surging demand for home fitness products during the lockdown.
