Steven Rinaldi

Part of Atlas Project Bidco Ltd., Primal Strength Ltd. is a British gym equipment company founded in 2016. The company is based in Glasgow, UK. Primal Strength offers a wide range of gym equipment including benches, racks, weights, and cardio machines. The company's ® Performance Series is designed to withstand the rigours of any gym environment and sets a new industry standard. The company also offers elliptical cross trainers for an effective full body workout with lower resistance. Primal Strength was acquired by Atlas Project Bidco Ltd. on June 18, 2021.

Atlas Project Bidco Ltd. is a British company that engages in amusement and recreation activities. The private company is based in Leicester, UK. and has subsidiaries in United Kingdom. It was founded in 2021.