Echelon, Primal Partner To Combine Connected Tech & Strength Equipment

Unveiled at this year’s HFA Show, the two brands are coming together to create a unified performance ecosystem that leverages Echelon’s tech and Primal’s strength equipment

Connected fitness brand Echelon is enhancing its strategy in a key partnership with U.K.-based strength-training equipment company Primal to help the latter break into the U.S. market.

Debuting at the HFA Show 2026, the companies are unveiling their united vision of delivering premium strength equipment solutions to homes, gyms, training facilities and performance centers throughout the U.S.

The partnership combines Echelon’s fitness technology platform and connected ecosystem with Primal’s strength equipment, tapping into the brand’s strong presence in gyms across the U.K. and internationally.

“Partnering with Primal for the USA market represents a major step forward in expanding the Echelon ecosystem into premium strength environments,” said Echelon founder and CEO Lou Lentine. “Primal has built an incredible brand with deep relationships across the gym industry and a passionate community that truly believes in the power of strength training.”

Fitness operators can take advantage of the unified performance ecosystem, with Primal equipment fully integrated into Echelon’s connected cardio, recovery and digital training solutions.

“We are incredibly excited to partner with Echelon Fitness,” said Primal CEO Steven Rinaldi. “Echelon’s innovation in connected fitness and US distribution combined with Primal’s expertise in strength training equipment creates a powerful opportunity for both brands to expand our reach and deliver exceptional value to gym operators and athletes.”

Echelon and Primal aren’t the only two brands showcasing a connected fitness-equipment partnership.

Also at the HFA show this year, Peloton and Precor launched their Commercial Series product line, which will see Peloton sell its equipment to commercial gyms and clubs.