NÜO Athletics designs innovative, space-saving fitness equipment that combines functionality with premium engineering
How did the idea to develop NÜOBELL come about, and what were the biggest challenges in the early years?
We identified a gap in the market for adjustable dumbbells. The existing products were nothing like traditional dumbbells—they were large, bulky, and featured low-quality mechanisms. Our goal was to create adjustable dumbbells with a premium finish and innovative engineering.
Our biggest challenge was communicating the product’s value to customers. It’s the kind of product you need to experience firsthand to truly appreciate its excellence.
How did your experience as engineers and your entrepreneurial background influence your strategy and the success of NÜO Athletics?
We had unwavering belief in our idea, which drove us to invest significant energy and resources into achieving our goal. As engineers, we were confident that NUOBELL could be realized. As entrepreneurs, we brought together the most talented individuals we knew to help with tasks beyond our expertise.
The figures speak for themselves: 2700% growth since 2016 and 45% growth from 2023 to 2024 alone. What do you think are the main factors behind this success?
As we began our journey, we recognized that a solid foundation was the key to success. We built a portfolio of patents and related intellectual property, assembled a team of exceptional individuals, and, ultimately, created a product that speaks for itself.
Your dumbbells are considered pioneers for space- and time-saving fitness equipment. How are customers and markets reacting to this innovation?
We receive overwhelming feedback from our customers, and our industry peers are impressed with the work we’ve accomplished. Initially, some competitors expressed interest in buying our concept, but we were never open to that idea.
Achieving such growth with only six core employees is extraordinary. How do you manage to work efficiently and ensure high product quality at the same time?
We keep our core team small and collaborate extensively with the best external resources we can find. With one of us being an IT engineer, we have implemented numerous automated processes to streamline our operations.
You mentioned setbacks in your company’s history. Which of these were the most formative, and how did you overcome them?
Initially, we considered licensing our product to some of the largest companies in the industry, hoping for a quick and profitable path. However, this proved to be a poor strategy, as it consumed too much time and energy without delivering the progress we desired. Once we decided to handle everything in-house, the business took off, and we were up and running within a year.
Sustainability seems to be a core value of NÜO Athletics. What specific measures have you taken in production to work in a more environmentally friendly way?
The weight discs of the NÜOBELL are the most environmentally demanding component. To address this, the cast iron is primarily sourced from recycled materials, though we do incorporate some new raw material to achieve the desired quality in the final product. Additionally, we have invested in treatment plants to ensure our environmental impact on the local area remains minimal.
How important was the transition from the idea to your own factory, and what role do the 200 or so employees there play for your company?
The process went more smoothly than we could have imagined, and the factory has been a key factor in our success. We’ve implemented numerous adjustments in production logistics to minimize errors and enhance efficiency. Of course, this is all built on maintaining an exceptional work environment, which is essential for attracting and retaining the best employees.
Your goal for 2025 is growth of at least 50%. What markets and strategies are you focusing on to achieve this goal?
Our core strategy is innovation—engineering is at the heart of everything we do. We are launching a new line of NÜOBELL products to expand our market, marking the first step in a series of upcoming product releases. Innovation is essential; without it, we risk becoming irrelevant, just as our competitors might.
What sets NÜO Athletics apart from other suppliers in the fitness equipment market, especially in the adjustable dumbbell sector?
The adjustable dumbbell sector had been stagnant for a long time when we released the first version of NÜOBELL. Our competitors were complacent, making no significant improvements to their products—they had become like lazy cats. Now, when you look at the sector, you can see many copies of our products, with others attempting to engineer their way around our patents. I would say we completely transformed the industry.
How do you manage to create a brand that appeals to both professional athletes and fitness enthusiasts at home?
We are constantly fine-tuning to find the right balance. When you look at workout apparel, it communicates like any other fashion brand, while training products often focus solely on muscles and heavy weights. We aim to merge these two sectors, combining the functional aspect of weights with aesthetics.
Are there any plans to expand the product portfolio beyond the NÜOBELL, or is the focus still on perfecting this core product?
Our product portfolio will continue to expand, as we need to evolve to stay competitive. The NÜOBELL will always be a core part of our offering, but it will take on many different shapes and forms. There are also opportunities to create complementary products that will enhance our relevance in the market.
What role does your company culture, especially cohesion and patience, play in your continued success?
It has had a huge impact. Being confident in our team and drawing strength from our Swedish heritage has played a key role in shaping who we are today.
What does the slogan “There’s an athlete in everyone” mean for your vision and product development?
This is the core of our entire concept. We wanted to create a product that anyone could use, anywhere, to make everyday training more accessible.
Picturecredits @ Sachin Nandha
Thank you Pelle Svenberg for the Interview
Statements of the author and the interviewee do not necessarily represent the editors and the publisher opinion again.
