Serious Steel Fitness

Serious Steel Fitness is an equipment company based in Roanoke, Virginia, that began in 2009. The company says that before starting Serious Steel, its team had spent 28 years in the residential and commercial specialty fitness industry; it sells through its own website and third-party selling platforms.

Its range centers on layered latex resistance and pull-up assist bands, sold in lengths from 12 to 78 inches and in a wide spread of tensions, along with footplates, band anchors, band guards, lifting straps, knee sleeves and compression floss bands. Serious Steel says its bands are built from 15 layers so that they tend to peel with age rather than snap, and it publishes tension charts for its 32-, 37- and 41-inch bands to help buyers choose a size.