PLAE, a global leader in performance equipment and innovation, today announced the soft launch of ARMR, a groundbreaking new line of plate-loaded strength machines developed in collaboration with iconic equipment designer Tyler Hobson, founder of Pendulum Strength.
ARMR marks PLAE’s entry into the plate-loaded strength category — a major milestone for the brand. After 18 months of focused development, the result is a category-defining collection built on a deep commitment to athlete-centered design, uncompromising durability, and biomechanical precision. PLAE gave Hobson full freedom to push the boundaries of conventional machine design, allowing him to engineer without constraints and rethink what plate-loaded strength could be.
“We’ve spent the last 18 months building this from the ground up — no shortcuts,” said Brett Waits, Founder and CEO of PLAE. “ARMR is the result of pure innovation, guided by a deep respect for the needs of athletes and coaches.”
“When we started this project, the goal wasn’t to tweak what already existed — it was to create something authentic and biomechanically correct from the first weld,” said Tyler Hobson, lead designer of the ARMR collection. “Coaches and athletes will feel the difference instantly.”
The ARMR Plate-Loaded Collection was previewed earlier this month at the Collegiate Strength and Conditioning Coaches Association (CSCCa) Conference in Indianapolis, where it drew immediate attention from top collegiate strength coaches. Many noted the fluidity of motion and precision feel — highlighting the intentional design choices that set this collection apart from the status quo.
“The response at CSCCa was electric,” said Rich Gray, Executive Vice President of Sales at PLAE. “Coaches immediately felt the difference — the fluid motion, the precision under load. ARMR is going to change the way strength is experienced in high-performance training rooms.”
Beyond elite athletic environments, ARMR is designed to meet the needs of a broader spectrum of athletes. The machines feature counterbalance points to accommodate lighter resistance loads, making them more accessible to youth athletes and those female athletes requiring lower starting weights. In addition, adjustability features enable a customized fit for athletes of all sizes and body types. These thoughtful details, combined with bulletproof construction and biomechanical accuracy, position ARMR as a compelling solution for commercial gyms and fitness facilities as well.
The soft launch begins today, with special preview pricing available for the next 90 days, ending July 31. This exclusive window allows early customers to secure priority production slots for delivery in early 2026.
PLAE is launching ARMR with six foundational pieces, with additional machines releasing in waves of three over the next 12 to 18 months — offering coaches a fully realized and continually evolving system of plate-loaded training solutions.
In addition, the ARMR SLAT Treadmill will be on display at the PLAE Global Headquarters & Training Center in Canton, GA, and will soon be available for hands-on testing at select locations across the U.S.
For more information or to request a quote, visit plae.us/armr.
Watch The Inventor: Inside the Mind of a Strength Pioneer on YouTube.
Follow the ARMR Collection launch on Instagram @plaeglobal.
About PLAE
As a leader in human performance innovation, PLAE’s commitment to excellence in design, function, and customization makes it a preferred partner for high-performance athletes, coaches, and facilities worldwide. PLAE designs premium experiences that elevate training and surpass expectations. The company’s passionate pursuit of excellence and dedication to pushing boundaries ensures that athletes can do what they love — longer.
Press Contact:
Christy Browning
Senior Director of Brand Marketing
423-304-3662
[email protected]
www.plae.us
