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We started as a garage gym in the CrossFit community. Rogue began by selling jump ropes and boxes out of a small space. We were at the 2008 CrossFit Games and it was there when we knew how we wanted to contribute to the CrossFit Community. We’ve done so ever since. CrossFit was and is crucial to Rogue Fitness’s success.

Web Smith, [3]

Rogue Fitness (legally named Coulter Ventures, LLC,[4] often branded and referred to as Rogue) is an American[5] manufacturer and distributor of strength and conditioning equipment, including weightlifting barbells, plates, racks and other fitness related equipment for CrossFit boxes,[6] personal garage gyms, military, collegiate, and professional sports teams.[7][8]



Rogue originally started in 2007 in Toledo, Ohio by Bill Henniger when he had a hard time finding the necessary equipment for his new garage gym, a CrossFit affiliate. Initially, Rogue only sold other manufacturers’ equipment through its website so that everything could be found and purchased in one spot, but there were still issues with customers having to deal with multiple manufacturers and their own shipping fees and schedules.[9][10] Rogue began warehousing the equipment and ultimately building it themselves.[9]

The company grew into a 5,000 square foot (460 m2) facility in Columbus that was next to the CrossFit box that Henniger also owned. Rogue began offering more products and also started manufacturing more of them.[1][3]

Rogue Europe launched in Finland in January 2014 with Juha Puonti and 2009 CrossFit Games male champion Mikko Salo.[9]


Rogue now operates out of a 175,000 square foot (16,300 m2) manufacturing facility[9] and is one of the primary suppliers for equipment for CrossFit boxes around the world.[9][3][6] Rogue has been building and providing all the equipment to the CrossFit Games and regional events since 2010. Fifteen semi-trucks of equipment were needed to supply the 2013 CrossFit Games at the StubHub Center in Carson, California,[9] up from nine trucks used to supply the 2011 CrossFit Games.[11] They also build equipment for Strongman, Powerlifting, and Olympic weightlifting.[3]

The company sponsors numerous CrossFit athletes around the world, such as Rich Froning Jr., Ben Smith, Camille Leblanc-Bazinet, Mat Fraser, Katrín Davíðsdóttir, and Jason Khalipa.[3][12] One of the first sponsored athletes was Henniger’s future wife and 2008 CrossFit Games female champion, Caity Matter Henniger.[10] Rogue also sponsors Strongman athletes such as Brian Shaw and Hafþór Júlíus Björnsson.[12]

Rogue is currently building a 600,000 square foot (56,000 m2) structure on 30 acres (12 ha) of the former Timken Company property[6] located on the southwest corner of East Fifth and Cleveland avenues in Columbus.[13] The new building will consolidate their administrative, manufacturing, distribution, and retail operations.[7] It will also include a fitness center and showroom.[14]


  • ^ a b “FACT SHEET JUNE 2015 COULTER VENTURES, LLC DBA ROGUE FITNESS”. Rogue Fitness. 13 May 2015: 1–3. Retrieved 27 July 2016. Cite journal requires |journal= (help).mw-parser-output cite.citation{font-style:inherit}.mw-parser-output .citation q{quotes:”””””””‘””‘”}.mw-parser-output .id-lock-free a,.mw-parser-output .citation .cs1-lock-free a{background:url(“//”)no-repeat;background-position:right .1em center}.mw-parser-output .id-lock-limited a,.mw-parser-output .id-lock-registration a,.mw-parser-output .citation .cs1-lock-limited a,.mw-parser-output .citation .cs1-lock-registration a{background:url(“//”)no-repeat;background-position:right .1em center}.mw-parser-output .id-lock-subscription a,.mw-parser-output .citation .cs1-lock-subscription a{background:url(“//”)no-repeat;background-position:right .1em center}.mw-parser-output .cs1-subscription,.mw-parser-output .cs1-registration{color:#555}.mw-parser-output .cs1-subscription span,.mw-parser-output .cs1-registration span{border-bottom:1px dotted;cursor:help}.mw-parser-output .cs1-ws-icon a{background:url(“//”)no-repeat;background-position:right .1em center}.mw-parser-output code.cs1-code{color:inherit;background:inherit;border:inherit;padding:inherit}.mw-parser-output .cs1-hidden-error{display:none;font-size:100%}.mw-parser-output .cs1-visible-error{font-size:100%}.mw-parser-output .cs1-maint{display:none;color:#33aa33;margin-left:0.3em}.mw-parser-output .cs1-subscription,.mw-parser-output .cs1-registration,.mw-parser-output .cs1-format{font-size:95%}.mw-parser-output .cs1-kern-left,.mw-parser-output .cs1-kern-wl-left{padding-left:0.2em}.mw-parser-output .cs1-kern-right,.mw-parser-output .cs1-kern-wl-right{padding-right:0.2em}
  • ^ Koenig, John. “Talking With Bill Henniger of Rogue Fitness”. Retrieved 27 July 2016.
  • ^ a b c d e Huntley, Tim. “Rogue Fitness: A Start-up Success Story”. Retrieved 27 July 2016.
  • ^ “Company Overview of Coulter Ventures, LLC”. Bloomberg. Retrieved 27 July 2016.
  • ^
  • ^ a b c RODIO, MICHAEL (26 April 2016). “FIT FIX: THE ROCK IS SERIOUSLY BULKING UP FOR ‘FAST 8′”. Men’s Fitness. Retrieved 19 August 2016.
  • ^ a b Warren, Brent (23 April 2016). “Massive Rogue Fitness Facility Starting to Take Shape in Milo-Grogan”. Columbus Underground. Retrieved 27 July 2016.
  • ^ “2015 CrossFit Liftoff, Powered by Rogue, Awards $100,000 to Olympic Weightlifters and CrossFit Athletes”. Business Wire. 20 November 2015. Retrieved 27 July 2016.
  • ^ a b c d e f “The Equipment Outlaw”. The Box. 28 July 2014. Retrieved 27 July 2016.
  • ^ a b Koenig, John (12 March 2012). “ON HER TERMS: CAITY MATTER HENNIGER”. CrossFit. Retrieved 27 July 2016.
  • ^ CERIZO, KEHAULANI (7 August 2011). “Willpower & work”. The Maui News. Retrieved 19 August 2016.
  • ^ a b “Rogue Athletes”. Rogue Fitness. Retrieved 27 July 2016.
  • ^ Hall, Brian R. (1 June 2015). “Fitness equipment provider up for city incentives for $36M project”. Columbus Business First. Retrieved 27 July 2016.
  • ^ Sullivan, Lucas (19 February 2015). “Coleman closing in on tenant for Timken site”. The Columbus Dispatch. Retrieved 27 July 2016.
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