About Us

We exist to unite the conditioning* community.

It’s not our goals that unite us, but the things we do to achieve them. Because although our training grounds and end goals might be different, sweat is our sport. And we’re a team of individuals who know that to go further, we go together.

Our legacy began in 2012, from a garage in Birmingham, UK with nothing but a sewing machine, a screen-printer and ambitions we had no right to hold. Today, we create the tools that help everyone become their personal best: the clothing you’ll sweat in, the content you’ll find inspiration in and the community you’ll become your best in.

Our values

HARD WORK.

The story is one of hard work. That doesn’t mean working all hours, but it does mean we’re always pushing. Our work ethic got us here, and it’ll define our future.

ONE TEAM.

We all play for the same team. Team priorities are everyone’s priorities. Together, we go further.

COMMUNITY SERVICE.

Without our community, there is no. We listen to their needs, and learn from them. If they’re interested, we’re interested. We prioritise our community in everything we do.

STAY HUMBLE.

We stay close to our roots. We’re never too big to learn, never too busy for the small things, and never short of a smile. Our space is for all good people, whoever they are.