Assembled Brands Fuels Force USA's Ascent in the Global Fitness Industry

We’re thrilled to announce our new credit facility with Force USA, a prominent innovator in strength training equipment. This strategic partnership provides Force USA with the agile working capital essential to support its rapid growth and meet the increased demand for its home and commercial fitness equipment. 

Founded in the early 2000s, Force USA quickly became an innovator in the fitness and strength equipment industry. With dozens of patents and breakthroughs like the All-In-One Trainer, they set the standard for high-quality, competitively priced gear. Operating in over 25 countries, their durable equipment is the cornerstone of hundreds of thousands of home gyms and is trusted by Olympians, pro athletes, boxing legends, and first responders. The brand’s rapid growth and efficient customer acquisition further highlight its strong market position.

Force USA chose Assembled Brands for its proven expertise in providing flexible, non-dilutive capital tailored specifically for high-growth consumer businesses. Unlike banks, which require longer operating histories and impose restrictive covenants, Assembled Brands offers a flexible, asset-based structure that truly matches the unique cash flow dynamics of CPG and ecommerce brands. This partnership empowers Force USA to maintain operational control while securing the necessary liquidity to execute its ambitious growth strategies, optimize its inventory management, and further enhance product development.

“We're incredibly excited to partner with Force USA. Their remarkable growth, efficient customer acquisition, and track record of innovation clearly signal a dominant market position and meaningful upside potential, says Kunal Kohli, MD & Head of Revenue of Assembled Brands. “Our line of credit will deliver the necessary working capital to drive innovation and solidify Force USA’s global market position.”

Michael Lipkin, CEO of Assembled Brands, adds, "Force USA's ability to achieve such commercial success and efficient scale is truly impressive. We are excited to provide the resources needed to further enable the brand’s expansion and reach."

"Our partnership with Assembled Brands marks a transformative moment for our business. Their versatile and creative lending approach is pivotal in accelerating our product development and broadening our market reach. Assembled Brands empowers us to focus on execution, free from the stringent demands often seen with traditional bank financing," shares Nate Daily, COO of Force USA.

This partnership underscores Assembled Brands' unwavering commitment to delivering customized, founder-friendly financing solutions that empower forward-thinking consumer brands, such as Force USA, to achieve their ambitious growth objectives and solidify their leadership within their respective industries.

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