Eleiko is a Swedish based, 60+ year, family owned, seminal brand in the HALO sector founded in 1920's which has a massive following among strength athletes globally. "Quality has always been at the core of what we do," states Erik Blomberg, CEO. "We want to bring design into strength equipment, an area that's been lacking for many years . . . We're looking to create the ultimate lifting experience for people that feels as if it's part of your body." Pete chats with brothers Erik and Rickard on the increased use of technology for retail purchases (in-club and corporate wellness) forthcoming products, processes behind the development and rollout of new products ("speed is fun!"), where to allocate dollars inside a company, and more.