Meet Team Primal

After an extremely busy first few years running Primal Strength, I felt it was time we did more than just post our client case studies and new products on social media (@primalstrength_ on Instagram and Primal Strength on Facebook) and instead give a little insight into ourselves, our brand, our clients (and their amazing gyms!), the exhibitions we showcase at and our new products ranges.

For our first Primal Strength blog, I was going to showcase a few of the best gym and performance sites we have created over the past few years but, in an era where most communication is by email and phone, I felt it would be better for you to read a meet the team blog and gain a little insight into Team Primal and our background instead…


We deliver and install all over the world from our HQ in Glasgow, where we have our Primal Strength offices and a 10,000 sq. foot warehouse. We do have directors based in England and Northern Ireland, but the core team is based in Glasgow.

In October we are making an exciting move to a new, modern facility with larger warehouse and office space and where we will also showcase our first Primal Strength & HIIT Room so that our clients can come and try our new products and concepts whilst discussing their plans.

Who are Primal Strength?

Primal Team at Expo

Primal Strength are a British-designed, premium strength and functional equipment brand. We launched in 2016, initially as a 4-person team (and all from a fitness/fitness industry background) and our aim was to engineer premium strength equipment to the highest standards in durability, ergonomics and aesthetics. We were keen to do more than just design amazing strength and performance products though – instead we would like to think that we partner with other major fitness brands to deliver comprehensive, turn-key, gym & performance centre solutions.

In just two years, we have installed over 90 gyms and supplied hundreds of clients and, in that time, we have been lucky enough to work with some of the largest sports teams, corporate clients, a range of Europe’s leading independent gyms and some of the leading and up and coming Personal Trainers across Europe and beyond.

Meet our team

Steven Rinaldi, Managing Director of Primal Strength

Steven – Managing Director. I have been working in fitness since 2002, having created both fitness and sports nutrition brands in this time. I am passionate about developing the best strength equipment in the market and, after being involved in the successful sale of a previous fitness company in 2015, I launched Primal Strength in 2016.  Alongside Primal Strength, I co-own the awarding winning Club Gym in Glasgow, this really allows me to understand the gym design and set-up process. I have a background in rugby and natural bodybuilding, but I am now very guilty of spending too much time in front of the computer and not enough time in the gym! Roll on the new office and Primal Strength & HIIT Room!

Gianna – Sales Director. Gianna has over a decade of experience working in the fitness industry. Predominately managing commercial and consumer sales teams. She has been heavily involved in delivering large scale Council and Trust projects and has a keen eye for detail on gym designs, planning and fit-outs.

Robert – Operations Director. Robert has worked for both Blue Chip organisations and large fitness companies previously and looks after all of our operations, including our warehouse team and our installers. He ensures our clients’ installations happen on time and are completed to a high standard.

Primal Team Night Out

Mark – Director. Mark has decades of fitness industry experience and has owned some of the largest household names within Sports Nutrition; including PhD Nutrition, Monster Supplements and Discounts Supplements. As an ex-Mr. Universe bodybuilder and gym owner, he completely understands the strength market and has a Primal Strength Room in his Peak Health & Fitness gym in Ryehill, Hull.

Damian – Director. Based in Northern Ireland, Damian oversees the written content for our products and website. Damian studied in the States and after retiring from semi-pro football turned to fitness, he can often be found chatting to our clients at the various Fitness Expos.

Lukasz – Head of Digital. Lukasz previously developed several major retail websites and brings a fresh, digital approach to our fitness offerings. He looks after our website, social channels and uses his keen eye for photography to help film and photograph our client’s gyms and helps them in their early marketing stages.

Elizabeth – Accounts. Elizabeth has worked with several businesses as their book keeper and runs the back office and accounts function. She is always friendly, unless your payment is late! ?

James – Warehouse Manager. James previously managed the warehouse of a large, fitness retailer and has extensive product and parts knowledge. James is supported in the warehouse by Stephen and Connor.

Thanks for reading a brief insight into Team Primal. I promise our next blog will be a little more exciting and will feature a few of the amazing gyms we have created – and hopefully will give you a glimpse of our new facilities.

Steven Rinaldi
Managing Director