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Martin Roy

Gorila Fitness’s purpose is to provide high-quality, sustainable fitness equipment alternatives to customers in the United States and Canada, catering to the needs of CrossFit, powerlifting, weightlifting, and performance gyms.

Tell us about yourself?

I’m Martin Roy, the CEO and co-founder of Gorila Fitness. My journey in building Gorila started quite unpredictably when I was only 21. I was in school at the time, navigating my way through various small ventures and website development projects. My passion for CrossFit and graphic design was an essential component of Gorila’s inception.

I must say, I didn’t have any prior experience in this field, but what I did have was an unwavering spirit, a knack for creativity, and a relentless drive to learn. My brother, with his impressive skills in production and welding, joined me in this endeavour.

Our diverse skillset and shared passion were the foundation of Gorila. We didn’t exactly plan for it, but when we saw an opportunity in the market for quality, well-designed CrossFit equipment. We dove right in.

If you could go back in time a year or two, what piece of advice would you give yourself?

Rewinding back to a couple of years ago, I’d pull aside my eager, younger self and say, ‘Martin, mate, first things first – slow down. Appreciate your accomplishments and the journey you’re on because it’s nothing short of amazing.’

Then, with a knowing smile, I’d continue, ‘Now, about this home gym equipment craze driven by this thing called COVID-19… it’s not going to last forever. In fact, the demand is going to take a steep nosedive sooner than you think. So, even though it might seem tempting to stock up like there’s no tomorrow, don’t. I repeat, do not go on an inventory-buying spree. Just buy the right amount. Trust me on this.’ Haha!

What problem does your business solve?

Gorila Fitness steps in to address the gap in the fitness equipment market, specifically targeting the needs of CrossFit enthusiasts. We’ve noticed that the options were mostly polarized – either low-cost, low-quality equipment predominantly from China or high-end offerings from a dominant U.S. player. There seemed to be a missing middle ground for durable, high-quality, yet reasonably priced products.

What is the inspiration behind your business?

The inspiration behind Gorila Fitness comes from a combination of personal passion and an observed need in the market. My brother and I have always been enthusiastic about CrossFit, and we noticed a gap in the market for high-quality yet affordable fitness equipment. We were also disheartened by the flood of cheap, low-quality products that were entering the market and the lack of accessible options for serious CrossFit enthusiasts.

Simultaneously, we were developing skills that perfectly aligned with this venture – I was diving into web development and graphic design while my brother was honing his craft in production and welding. It seemed like the stars aligned to create the perfect opportunity for us to merge our passions and skills, so we decided to take the plunge and start Gorila Fitness.

What is your magic sauce?

Our “magic sauce” at Gorila Fitness lies in our unique blend of sustainability, local sourcing, and uncompromising quality. Nearly 99 per cent of our manufacturing process is powered by renewable energy, demonstrating our steadfast commitment to the environment and future generations. Moreover, we source 99 per cent of our supplies within an hour’s drive from our facilities, reducing carbon footprint and supporting local businesses. Beyond these, our commitment to premium quality sets us apart. We never compromise on the quality of our products, ensuring every item we offer is durable, reliable, and designed to withstand the rigours of intense training.

What is the plan for the next 5 years? What do you want to achieve?

Our primary goal is to broaden our horizons through market expansion. We aim to solidify our position in the fitness equipment industry across the United States and Canada by reaching out to new customer segments.

By 2026, Gorila Fitness envisions itself as a pioneering force in the industry, leading the way with our dedication to sustainability, quality, and customer satisfaction. Our unique blend of eco-friendly practices, high-quality equipment, and inclusive fitness solutions will drive us toward this goal.

What is the biggest challenge you’ve faced so far?

The biggest challenge we’ve faced at Gorila Fitness has been navigating the highly competitive fitness equipment market, particularly the influx of low-cost Chinese products. These products have drastically changed the market dynamics, forcing us to adjust our strategies.

In response to this, we’ve had to swiftly shift our focus to not just compete on price but to truly differentiate ourselves through quality, sustainability, and customer service.

How can people get involved?

There are multiple ways to get involved with Gorila Fitness. Whether you’re an athlete looking for the best fitness equipment, an entrepreneur interested in partnering with us, or a fitness enthusiast who simply wants to join our community, we’re always eager to connect.

If you’re interested in our products, you can explore our website and directly order what fits your needs. We’re also open to collaborations and partnerships that align with our mission of offering high-quality, eco-friendly fitness solutions.

For any inquiries, partnerships, or proposals, feel free to reach out to us at You can also follow us on our social media channels to stay updated with our latest offerings, initiatives, and events. We’re excited to hear from you and to explore the possibilities of making the fitness world a better, more sustainable place together.