Launched as a start-up 20 years ago, Iron Grip Barbell Company quickly became the market leader in the free weight category. Co-founder Michael Rojas talks with BrandingBusiness’ Ryan Rieches about design innovation, maintaining relevance and the benefit of keeping production in the USA.
- Protecting design innovations (2:08)
- Staying current in a traditional category (5:30)
- Using branding and marketing to maintain category leadership (8:42)
- Why Made in the USA (11:25)
- Shifting trends, staying relevant (15:14)