We help the strong become strong(er).

We have helped the strong become strong(er) since 1998 by following the primary aim to Live, Learn, and Pass on. Our core values; Focus, Trust, and Strength have enabled us to be the industry’s top information and equipment destination for strength athletes or anyone that places training at a high priority within their life.

Cofounded by Traci and Dave Tate, elitefts was born in 1998 with one simple goal: to make average athletes great and great athletes elite. From a brand to a culture, what started as a website solely providing a Q&A, articles, and seminars progressively transformed into a company that has been educating and outfitting the strongest athletes around the world for more than 20 years.

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Core Values

Focus, Trust, Strength

Today and tomorrow, to earn and hold the trust we've built over 20 years, our focus is how we can better support our readers and customers to be the industry's top information and equipment destination for strength athletes or anyone that places training at a high priority within their life. Our trust and focus grip a vision of strength that encompasses the synergistic work of elitefts staff, brand representatives, outside contractors, suppliers, customers, and readers. We keep this vision stable, mobile, and in constant development inspired by our core values in a number of ways: by continuously expanding a committed editorial staff; by always seeking partnerships with business, academic, not-for-profit, educators, and others to share accurate, actionable information; by constantly seeking product innovation, a stronger global supply chain, and additional equipment partners; and, by constantly striving to remain a cost-competitive destination that is customizable and fully supported by world-class service.


What We Do

Live, Learn, Pass On


Our Customers

Prepare, Perform, Prevail

elitefts is committed to service excellence by providing a simple, accurate, and memorable online and in-house experience coupled with deliveries and installations that are complete, professionally managed, on time, and fully supported. Our technology, internal team, facilities, and resources are all important aspects of how we interact and serve our customers. elitefts.com offers a robust “one-stop” platform that offers more than 30,000 items, ranging from strength equipmentpowerlifting gearbars, and weights, to apparel, a full range of accessoriessupplementsbooks and multimedia, complemented by the widest range of free educational resources available anywhere, including direct access to world-class strength athletes, coaches, and trainers.

Our state-of-the-art headquarters, warehouse facility, and gym reside in London, Ohio. For our customers, it's here that our distribution capabilities continue to improve and our company's mission to Live, Learn, Pass On channels through the interactive seminars and events we offer annually.

elitefts Timeline

From 1970 to present day, click here to read the progression of elitefts.