This company was started with the idea to make lifting simpler. One day, I was hitting back on a lat pulldown machine, using some standard lifting straps. It took me a full minute to put them on, only for me to realize I had the weight completely wrong. As I frustratingly took off my lifting straps, I thought there had to be a better way to do this. I searched Google for the next couple of days trying to find something that wasn't completely reinventing the lifting strap but was still easier. I couldn't find anything. So I went home and created the very first iteration of a Self-Applying Lifting Strap. I then posted the idea on Instagram, and it got over 3 million views, with both a ton of support and a ton of hate. Since then, I have grown our social accounts and have redesigned and developed the lifting straps countless times. They are now for sale and available to everyone who wants lifting to be a little simpler.