PLAE is breaking into the strength equipment market with ARMR, a new line of plate-loaded machines developed in partnership with Pendulum Strength founder Tyler Hobson.
It’s a first for the high-performance fitness flooring and equipment company, with the soft launch capping nearly two years of development led by Hobson, who was given the creative freedom to rethink the design of traditional plate-loaded machines.
“When we started this project, the goal wasn’t to tweak what already existed — it was to create something authentic and biomechanically correct from the first weld,” Hobson said. “Coaches and athletes will feel the difference instantly.”
PLAE previewed the ARMR plate-loaded collection earlier this month at the Collegiate Strength and Conditioning Coaches Association (CSCCa) conference in Indianapolis, drawing interest from collegiate strength coaches.
“The response at CSCCa was electric,” PLAE executive vice president of sales Rich Gray said. “Coaches immediately felt the difference — the fluid motion, the precision under load. ARMR is going to change the way strength is experienced in high-performance training rooms.”
While engineered with elite performance in mind, the ARMR line is also built to serve a wider athletic population, including those who frequent gyms and training centers. Counterbalanced designs allow for lighter starting loads (an important feature for youth and female athletes), while adjustable components offer a tailored fit across body types.
PLAE’s soft launch of the ARMR line begins today, with preview pricing available through July 31. Early buyers will receive priority production slots for delivery starting in early 2026. The initial rollout includes six foundational pieces, with additional equipment scheduled to launch in phases of three over the next 12 to 18 months.
The company is also showcasing the ARMR SLAT Treadmill at its global headquarters in Canton, Georgia, with hands-on demos planned at select U.S. locations later this year.
“We’ve spent the last 18 months building this from the ground up — no shortcuts,” PLAE founder and CEO Brett Waits said. “ARMR is the result of pure innovation, guided by a deep respect for the needs of athletes and coaches.”
