We are PRIMAL®, a strength company on a mission to equip everybody to discover their true potential. We’ve poured our years of industry expertise into creating a range of proudly British-designed, class-leading strength and fitness equipment, representing the cutting edge in biomechanics and performance. We offer everything from bespoke commercial and home gym designs and fit-outs, to custom rigs, customised dumbbells, bench wraps, flooring and platforms. From first-timers to the fit-for-lifers, from the everyday lifters to the everyday athlete, we exist to help everybody improve their health and well-being, and discover a strength they didn’t know they possessed.