Rogue Fitness Explained

Rogue Fitness
Type:Private
Industry:Strength & conditioning equipment manufacturer
Founded:[1]
Founder:Bill Henniger
Hq Location City:Columbus, Ohio
Hq Location Country:United States
Area Served:Worldwide
Owner:Bill Henniger
Num Employees:850
Num Employees Year:2020
Divisions:Rogue Supply Co.
Subsid:Rogue Europe
Rogue Australia

Rogue Fitness (legally named Coulter Ventures, LLC,[2] often branded and referred to as Rogue) is an American manufacturer and distributor of gym equipment based in Columbus, Ohio.[3] It produces strength and conditioning equipment such as weightlifting barbells,[4] plates and racks, kettlebells,[5] as well as a range of fitness related equipment for CrossFit boxes,[6] home gyms,[7] military, collegiate, and professional sports teams.[8] [9]

History

Rogue originally started in 2007 in Toledo, Ohio, by Bill Henniger when he had difficulty finding the necessary equipment for his new gym, a CrossFit affiliate. He set up an e-commerce one-stop site roguefitness.com, with the intention of selling all the equipment necessary for a CrossFit gym. Initially, Rogue only sold other manufacturers' equipment through its website, but there were still issues with customers having to deal with multiple manufacturers and their own shipping fees and schedules, as well as equipment not entirely suitable for CrossFit.[10] In order to resolve the issues and speed up the delivery, the company started warehousing the equipment and eventually building some of the equipment itself. The company relies primarily on local and U.S. manufacturing to allow it to respond quicker to demand.[10] [11]

The company grew into a 5000sqfoot facility in Columbus that was next to a CrossFit box that Henniger also owned. Rogue began offering more products and also started manufacturing more of them.[1] [12] It had a 175000sqfoot manufacturing facility by 2014.[10] It produces a variety of strength training equipment, such as barbells, dumbbells, kettlebells and medicine balls,[13] and as well as other exercise products, such as its Echo Bike.[14]

Rogue Europe launched in Finland in January 2014 with Juha Puonti and 2009 CrossFit Games male champion Mikko Salo.[10] It opened a branch in Belgium for its European customers.[11]

In 2018, Rogue moved into a 600000sqfoot building on 30acres, a former Timken Company property located on the southwest corner of East Fifth and Cleveland avenues in Columbus.[15] [16] The new building consolidated their administrative, manufacturing, distribution, and retail operations.[8] It includes two gyms and showroom.[17] [18] It acquired a series of other fitness-related companies, including Nebula Fitness in 2012,[6] Pendlay, OSO Barbell and Reflex Fitness Products in 2018,[19] [20] and powerlifting equipment manufacturer Ghost Strong in 2022.[21]

Rogue was a contender for Inc.'s 2018 Company of the Year.[11]

Rogue Fitness had 200 employees in 2014,[10] increasing to 600 in 2019,[18] and 850 in 2020.[22] It has 1,400 employees worldwide as of 2022.[23]

Activities

Rogue has been associated with CrossFit from its beginning. Rogue is one of the primary suppliers for equipment for CrossFit boxes (gyms) around the world.[10] [12] [15] It started supplying equipment for the CrossFit Games in 2009, before becoming the sole provider to the Games and regional events in 2010.[24] Fifteen semi-trucks of equipment were needed to supply the 2013 CrossFit Games at the StubHub Center in Carson, California,[10] up from nine trucks used to supply the 2011 CrossFit Games.[25] Rogue often creates new or unusual equipment specially for the Games.[26] [27] [28] It organizes Rogue Invitational, one of the most significant competitions for CrossFit athletes.[29] [30] The Invitational features the biggest prize purse for CrossFit athletes outside of the Games, and it is the only CrossFit competition that pays out to all athletes competing including airfare and accommodation.[31] [32] The company briefly cut off its ties with CrossFit after controversial statements made by CrossFit founder Greg Glassman in 2020, but has resumed their association after Glassman resigned.[33] [34] [35]

Rogue has also expanded into building equipment for strongman, powerlifting, and Olympic weightlifting.[12] It became the official supplier of USA Weightlifting,[36] the Arnold Strongman Classic, and the World's Strongest Man in 2017.[37] [38] It also created implements used in competitions, such as the largest implement ever created specifically for a strongman competition, the "Wheel of Pain" inspired by the film Conan the Barbarian used in the Arnold Classic.[39] It has staged a series of events since 2015 for those who wish to set weightlifting records titled Rogue Record Breakers at festivals such as Arnold Sports Classic, and it also introduced the Rogue Challenge for various sports starting December 2020.[40] Rogue Invitational also expanded to include a strongman contest since 2021.[41] [42]

The company sponsors numerous CrossFit athletes around the world, such as Rich Froning Jr., Ben Smith, Camille Leblanc-Bazinet, Mat Fraser, Katrín Davíðsdóttir, Jason Khalipa and Justin Medeiros.[12] [43] One of the first sponsored athletes was Henniger's future wife and 2008 CrossFit Games female champion, Caity Matter Henniger.[44] [10] Rogue also sponsors Strongman athletes such as Brian Shaw and Hafþór Júlíus Björnsson.[45] [46]

Rogue started manufacturing medical equipment such as ventilators and personal protective equipment in response to the COVID-19 pandemic in 2020.[47] [48] It also increased its production of gym equipment due to increasing demand from home gyms during lockdown that led to shortages.[49] [50] [7]

External links

Notes and References

  1. Web site: FACT SHEET JUNE 2015 COULTER VENTURES, LLC DBA ROGUE FITNESS. 13 May 2015. 1–3. Rogue Fitness. 27 July 2016.
  2. Web site: Company Overview of Coulter Ventures, LLC. Bloomberg. 27 July 2016.
  3. Web site: How Rogue Fitness Founder Bill Henniger Built His Company . November 8, 2019 . Men's Health . Tom . Foster .
  4. Web site: Rogue barbell review: What to know? . Medical News Today.
  5. Web site: Inside the Great Kettlebell Shortage of 2020 . Alex . Shultz . April 7, 2020. GQ Magazine.
  6. Web site: Rogue's Under-The-Radar Dominance . Fitt Insider .
  7. Web site: Coronavirus has caused a home gym boom, sending companies scrambling . Ethan . Wolff-Mann. April 28, 2020 . Yahoo! Finance.
  8. News: Warren. Brent. Massive Rogue Fitness Facility Starting to Take Shape in Milo-Grogan. Columbus Underground. 27 July 2016. 23 April 2016.
  9. News: 2015 CrossFit Liftoff, Powered by Rogue, Awards $100,000 to Olympic Weightlifters and CrossFit Athletes. 27 July 2016. Business Wire. 20 November 2015.
  10. News: The Equipment Outlaw. 27 July 2016. The Box. 28 July 2014.
  11. News: Crino . Tim . How This Air Force Vet Capitalized on Crossfit . 16 October 2020 . . 10 December 2018.
  12. Web site: Huntley. Tim. Rogue Fitness: A Start-up Success Story. myathleticlife.com. 27 July 2016.
  13. Web site: The 6 Best Gym Equipment Brands of 2023. Livestrong . October 25, 2023 . Gabrielle . Porcaro.
  14. Web site: Rogue Fitness Releases Its Own Fan Bike. Brian . Spin . The Barbell Spin . December 27, 2017.
  15. News: RODIO. MICHAEL. Fit Fix: the Rock Is Seriously Bulking up for 'Fast 8'. 19 August 2016. Men's Fitness. 26 April 2016.
  16. News: Hall. Brian R.. Fitness equipment provider up for city incentives for $36M project. 27 July 2016. Columbus Business First. 1 June 2015.
  17. Web site: Sullivan. Lucas. Coleman closing in on tenant for Timken site. 27 July 2016. The Columbus Dispatch. 19 February 2015.
  18. News: Foster . Tom . The Man of Steel Behind CrossFit's Favorite Gym Equipment . 16 October 2020 . . 8 November 2019.
  19. Web site: Rogue Fitness Acquires OSO Barbell. Nick . English. January 9, 2018 . BarBend.
  20. Web site: Rogue Fitness Announces Acquisition of Reflex Fitness Products . Rogue Fitness . November 30, 2018 .
  21. Web site: Rogue Fitness Acquires Ghost Strong . Rogue Fitness .
  22. Web site: Caity Matter Henniger built Hall of Fame career. Jim. Naveau. limaohio.com. May 1, 2020.
  23. Web site: Powerhouse strength training partners rogue fitness and kabuki strength expand manufacturing and distribution deal with Kabuki's Kadillac bar . May 9, 2022 . PR Newswire .
  24. Web site: Koenig. John. Talking With Bill Henniger of Rogue Fitness. johnkoenig.squarespace.com. 27 July 2016 . https://web.archive.org/web/20170421234216/http://johnkoenig.squarespace.com/journal/2013/1/10/talking-with-bill-henniger-of-rogue-fitness.html . April 21, 2017 .
  25. News: CERIZO. KEHAULANI. Willpower & work. 19 August 2016. The Maui News. 7 August 2011.
  26. Web site: Rogue's Latest CrossFit Equipment . John Michael . Bric. The RX Review.
  27. Web site: The Rogue Pig 2.0 for CrossFit . September 10, 2015 . Fitness Gizmo.
  28. Web site: Rogue To Sell Equipment Used By Your Favorite Athletes From The CrossFit Games. BarBend . July 27, 2016 .
  29. Web site: How Much Money Did Athletes Win at the Rogue Invitational? . Caro. Kyllmann . BoxRox . June 15, 2020 .
  30. Web site: CrossFit: Rogue Invitational kicks off this weekend with star power amid uncertain future for sport . Brian. Friend. June 11, 2020. South China Morning Post.
  31. Web site: Rogue Invitational Announces $1,250,000 Uncapped Prize Purse, Paid Party in Bitcoin. August 5, 2021. Caro . Kyllmann . BoxRox .
  32. Web site: Rogue Increases Travel Stipend to Support Athletes' Travel to Invitational . August 25, 2021 . John. Newby . Morning Chalk Up .
  33. Web site: CrossFit CEO Greg Glassman's George Floyd tweet sees Reebok and Rogue drop sponsorship. Mark. Agnew. June 8, 2020 . South China Morning Post.
  34. News: CrossFit founder Greg Glassman resigns as CEO after George Floyd tweet. June 10, 2020 . ITV News .
  35. Web site: These Two Men Are on a Mission to Save CrossFit . Men's Health . February 1, 2021 . Michael . Easter.
  36. Web site: Breaking: USA Weightlifting Names Rogue Fitness Official Equipment Manufacturer . https://web.archive.org/web/20181201213700/https://www.teamusa.org/USA-Weightlifting/Features/2017/June/27/Rogue-Equipment-Approved-for-USA-Weightlifting-National-Competitions. dead. December 1, 2018. Kevin . Farley . June 27, 2017 . Team USA.
  37. Web site: Rogue Fitness Now The Official Equipment Sponsor Of The World's Strongest Man . Kalle. Beck. December 13, 2017 .
  38. Web site: Rogue Fitness Named World's Strongest Man Official Equipment Provider. Jake . Boly. December 13, 2017 . BarBend.
  39. Web site: The 'Wheel of Pain' Strongman Challenge Inspired by 'Conan the Barbarian' . Mike . Darling . January 22, 2020 . Men's Health.
  40. Web site: First-Ever Rogue Challenge: 50 Biking Calories For Time. Phil . Blechman. November 30, 2020. BarBend .
  41. Web site: 2021 Rogue Invitational Strongman Roster — Kieliszkowski And Licis Return . Phil . Blechman. August 26, 2021. BarBend .
  42. Web site: Blechman . Phil . 2022-10-29 . 2022 Rogue Invitational Strongman Results . 2023-01-18 . BarBend . en-US.
  43. Web site: Justin Medeiros is the Newest and Youngest Rogue Athlete . December 27, 2020 . Patrick . Clark . Morning Chalk Up .
  44. News: Koenig. John. ON HER TERMS: CAITY MATTER HENNIGER. 27 July 2016. CrossFit. 12 March 2012.
  45. Web site: Rogue Debuts Toomey Billboard Ahead of CrossFit Open . Audrey. Carson . October 9, 2019. The Barbell Spin.
  46. Web site: The Mountain Destroys All Competition, Wins The Arnold Strongman Classic 3rd Year In A Row . March 8, 2020. GQ Magazine.
  47. Web site: Rogue Fitness Is Producing Ventilators And Protective Equipment In Response To COVID-19. Phil . Blechman. March 23, 2020 . BarBend.
  48. Web site: Rogue Fitness is hiring, making medical supplies amid coronavirus pandemic . Tristan. Navera . March 24, 2020. Columbus Business First.
  49. Web site: Columbus-based fitness business hires 200 as demand surges for home gyms, medical equipment . Hayleigh . Colombo . May 1, 2020. Columbus Businees First.
  50. News: Weights and dumbbells are latest coronavirus-fueled shortage: Here's what to use instead. Jeanette. Settembre. Fox Business. August 25, 2020.

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