PRIME Fitness equipment is the new standard in maximizing any fitness program. PRIME combines innovation, durability and aesthetic designs to produce fitness equipment with superior performance that lasts. The PRIME product portfolio includes 3 lines of selectorized strength training machines, plate-loaded equipment, a state-of-the-art functional trainer and PRIME STEEL racks and rigs. PRIME is owned and operated by Specialty Fitness Systems (SFS), based in Northwestern PA. After forming in early 2014, SFS acquired STRIVE Strength, and their patented STRIVE adjustable cam technology. In October of 2014, SFS introduced PRIME to the market at the Club Industry show in Chicago, IL.