, Inc. Unveils New Fitness Equipment Retail Website and Tells Updated Story After 15 Years in the Industry

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In celebration of being in business 15 years, online fitness equipment retailer, Inc. has just unveiled a whole new look and attitude with its website makeover.

More and more shoppers want to support American industry and we want to provide this unique opportunity to those who want it.

In celebration of being in business 15 years, online retailer, Inc. has just unveiled a whole new look and attitude with its website makeover.

Started in 1997 by owner J.P. Brice as a small, home-based business,, Inc. was initially very true to its namesake – a small, local innovator and distributor of a patented adjustable dumbbell system along with iron weight plates. One man’s vision quickly developed into something bigger and more inclusive of the expanding fitness industry. Retail partners in Southern California as supplied locally by, Inc. asked Brice to start carrying benches in addition to dumbbells and plates, and then cardio units to follow. Soon thereafter what was previously a stocking model out of Brice’s garage turned into a drop-ship model to accommodate a quickly growing list of source vendor suppliers to provide an expanding selection of free weights, strength equipment, cardio equipment, and rubber flooring.

When Brice began his business in 1997, e-commerce was still in its infancy, monopolized and done well by a few big companies at best. The specialty fitness industry was strongly driven at that time by brick-and-mortar in major marketplaces only, allowing great opportunities for a new retailer like, Inc. to make its mark as one of the very first online distributors of fitness equipment catering to shoppers all across the country and also internationally. Brice quickly developed strong partnerships with several freight companies and ground shipping services to offer some of the very best freight rates in any industry to his customers. By combining drop-shipping direct from manufacturing partners and the lowest freight rates around,, Inc. created a retail model allowing for some of the most competitive retail pricing in the industry to its customers with little to no overhead caused by traditional warehousing and stocking expenses and liabilities. This model has also served, Inc. well to weather the ups and downs of the global economy over the past 15 years, and grow from a one-man operation to an expanding company with a dedicated sales force and customer service team devoted to serving customer needs across all specialized fitness categories.

Flash forward to 2012 and one will find an online retailer constantly innovating and developing its operations, outreach, and drive for growth to more sectors – but one also still very true to its roots in providing the best equipment at the best pricing and with the best customer service. Says owner J.P. Brice, “When I started I put the website together from a do-it-yourself web design kit. The look and feel of the website up until now has served its purpose, but hasn’t changed much in 7 or 8 years. The website was due for a fresh overhaul to reflect who we are now and where we are headed as a company.”, Inc. has also expanded its selection past just import products which initially drove the business model years ago. The company is proud to currently offer several USA-made premium product lines, especially their exclusively branded Patriot Strength™, American Built™ and Bomb Proof® strength and cardio products. And, to enhance the shopping experience of those customers looking solely to source domestically,, Inc. has not just identified qualifying products as “Made in the U.S.A.” but has also created an entire section of its website dedicated exclusively to such goods. “More and more shoppers want to support American industry and we want to provide this unique opportunity to those who want it,” says Brice.

Where most online fitness retailers specialize in one sector of the fitness industry only and tend to wear it on their sleeve,, Inc. has evolved into a “one-stop shop” for all things fitness., Inc. is proud to focus on several key markets such as home fitness, crossfit, government and military sales, corporate wellness, high school and university sports, private training studios, yoga and wellness, bodybuilding, powerlifting, and general weightlifting. “We have always been an inclusive company rather than exclusive,” says Brice. “We recognize that fitness crosses over into many categories and targets several levels of dedication from the casual enthusiast to the most hardcore and passionate of people for whom fitness has become an actual lifestyle.”, Inc. saw a great opportunity with the new website to rebrand and refocus in telling this story to its existing customers and new shoppers.

Tied into this website rebranding is also a strong social networking campaign through Facebook, Twitter, LinkedIn, and YouTube. Says Brice, “Social networking wasn’t around when we started. Now more than ever it’s about getting people’s interest and driving them to your site. Keeping it fresh and fun and providing people information and education will keep them engaged, and coming back for more. If you’re not social networking these days, you’re just not in the game.”

Currently, Inc. works with over 100 manufacturer partners and offers over 8,000 products for sale. In addition to traditional fitness equipment, Inc. supplies fitness flooring, mirrors, disinfectant wipes, medical and rehabilitation aids. Ironcompany, Inc. supports the growing needs of the most popular activities by fitness enthusiasts including strength training, core training, functional fitness, yoga, indoor cycling, sport-specific training, and group fitness training., Inc. is especially proud to be a leading GSA-contracted supplier for over 10 years to both government facilities and military installations domestically and worldwide., Inc. is a Woman-Owned Small Business.

For sales inquiries and other information about, Inc. please visit Call (888) 758-7527 or email Blair(at)ironcompany(dot)com.

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Blair Gannam
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