Two-time Inc. 5000 fitness equipment company adds experienced industry entrepreneur as it expands commercial fitness, specialty retail, sports performance and its science-informed approach to product innovation.
AUSTIN, Texas, Sept. 15, 2026 /PRNewswire-PRWeb/ -- Hyperwear, a leader in innovative functional fitness equipment and the company behind SandBell®, SteelBell®, Hyper Vest® weighted vests and Hyper Rope®, today announced that Chad Price, co-founder and former CEO of Kettlebell Kings, has joined the company as Vice President of Sales & Strategic Growth.
Price will lead Hyperwear's strategic sales growth across commercial fitness, fitness equipment dealers and distributors, specialty retail, and sports performance, while helping identify new products, partnerships and market opportunities for the Austin-based fitness equipment company.
His appointment comes as Hyperwear continues a period of sustained growth and investment. The company was recently recognized on the Inc. 5000 list of America's fastest-growing private companies for the second time and is expanding its team, facilities, product portfolio and commercial capabilities.
"Chad understands this industry from the perspective of an entrepreneur, product developer and customer, and that combination is incredibly valuable," said Dirk Buikema, founder and CEO of Hyperwear. "He knows what it takes to build a differentiated fitness brand and, just as importantly, understands the needs of gyms, coaches, athletes, dealers and retailers. We are excited to have him help lead the next stage of Hyperwear's growth."
Price co-founded Kettlebell Kings, helping build the company into a recognized specialty strength and fitness equipment brand before its acquisition in 2021. His experience spans sales, ecommerce, product development, sourcing, brand building and the commercial fitness market.
At Hyperwear, Price will focus on developing strategic relationships with health clubs and gym operators, fitness equipment dealers and distributors, specialty retailers, professional and collegiate sports organizations, universities, and private sports performance facilities.
"Hyperwear has built an impressive portfolio of products that solve real training problems in distinctive ways," said Price. "There is a significant opportunity to introduce those products to more facilities, coaches, athletes and consumers while also listening closely to customers and identifying where Hyperwear should innovate next. I'm excited to join the team and help build that next phase."
Growth Driven by Innovation and Exercise Science
Hyperwear is also increasing its emphasis on the science behind resistance training, metabolic health, healthy aging and long-term physical performance.
The company recently added Kristen M. Beavers, Ph.D., M.P.H., R.D., a professor and researcher at Wake Forest University School of Medicine, as a Science Advisor. Dr. Beavers' research includes the effects of weight loss and exercise on body composition, physical function and metabolic health in older adults.
Her appointment reflects Hyperwear's growing commitment to combining product innovation with evidence from exercise and health science.
"We believe the future of fitness is about much more than simply exercising harder," Buikema said. "Strength, metabolic health and maintaining physical capacity throughout life are increasingly connected. We want science to help inform the products we develop, the training applications we support and how we communicate their benefits."
That approach complements Hyperwear's long-standing focus on innovative forms of resistance. The company's weighted vests, SandBell® and SteelBell® free weights, weighted ropes, rucking products and other functional training equipment are designed to make resistance training versatile and accessible across a wide range of users and environments.
Hyperwear is also expanding its Hyperwear Hybrid Race™ product family, beginning with Hybrid Race™ Training Sandbags in 10 kg, 20 kg and 30 kg configurations, with additional functional and hybrid-training products in development.
The company recently moved into a new Austin headquarters incorporating office, warehouse and functional training space to support its continued growth.
Building New Commercial Partnerships
Buikema said Price's role is intentionally broader than traditional sales leadership.
"We want to get closer to the people using, specifying and selling our products," Buikema said. "Whether it's a major health club operator, fitness dealer, specialty retailer, professional or collegiate sports organization, university strength and conditioning program, or independent performance center, we want to understand what they need and explore how Hyperwear can help. Chad will be a major part of building those relationships."
Hyperwear is inviting health club operators, fitness equipment dealers and distributors, retailers, sports performance organizations, universities and other potential partners to connect with Price and the Hyperwear team to discuss facility equipment, retail programs, distribution opportunities, strategic partnerships and new product initiatives.
For commercial inquiries, visit Hyperwear.com or contact [email protected].
Media Contact
Erin Porth, Hyperwear, 1 512-996-0808, [email protected], https://www.hyperwear.com
SOURCE Hyperwear
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