The mission of elitefts—to help the strong become stronger—has been and always will be powered by three core values: focus, trust, and strength. From owners Dave and Traci Tate, to every member of the staff and team, these values are more than nice rhetoric. They serve as more than fancy buzzwords. These values are the guiding force behind everything we do. This is what elitefts believes in.
When you spend your entire life in the gym, strength becomes everything. Dave grew up in the gym, spending many of his early years there and becoming a powerlifter at 13 years old. Since then, he has always seen the gym as a microcosm of life: what is true in the gym is true in life. The lessons he has learned in the gym have carried through every single aspect of his life — the most prominent example of this being the traits of strength and overcoming adversity. Being in the gym and training for strength sports—or simply training to be better—is not always easy. In fact, most of the time it's going to be really difficult. There will always be weak points holding you back. There will always be sticking points to work through. There will always be times that you need to rely on training partners to help you break through these challenges to reach your goals. To keep progressing, you have to have consistency and determination to keep going, through all of these things. To become strong, you have to be strong.
At elitefts, this concept of strength has been applied across the board. Everything we do is driven by strength.
Equipment
The equipment of elitefts must be built for the strongest of the strong. Every piece of equipment must be world-class so that matter how strong someone is—the most elite in the world or just getting started—it will work for them. elitefts is not and never will be a company that only builds equipment for beginners. If the strongest strength athletes in the world trust elitefts equipment, everyone can trust elitefts equipment.
The Staff and Team elitefts
Those who represent the brand of elitefts must show strength, both physically and mentally. elitefts brings in people who are elite at what they do, which means when you read an article from a columnist, you know that they have strong foundation of knowledge in the topic. If you read training logs from an athlete or coaching logs from a coach on elitefts, you know that they're experts in their field and are sharing reliable information. This industry is a dynamic, diverse, and fast-moving industry that requires you to be capable of pivoting quickly. If you can't learn new skills and constantly build strength in additional areas, you won't be successful. The people that are part of elitefts are willing to do whatever it takes to put the customer's goals first so that they can become stronger. Every person who is a part of elitefts must possess this trait.
The key to understanding strength and overcoming adversity is that you want to surround yourself with three levels of people: First, you want to surround yourself with people who are on the same level as you, so that you have people to compete against and help push you. Second, you want to surround yourself with people who are a level above you, so that you have an opportunity to learn and gain knowledge from those who have more experience and expertise. Third, you want to surround yourself with people who are a level below you, so that you can teach them and pass on the knowledge you've gained.
Finding this type of environment with these people is how you Live, Learn, and Pass On.
The elitefts Company Story
