How to Become and Stay a Market Leader

By Ryan Rieches
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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.


Topics include:

  • 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)