Strength Terrain launches as fitness product design, development, licensing company - SNEWS

Strength Terrain launches as fitness product design, development, licensing company

Aiming to develop and license products for fitness manufacturers, designer Roger Batca has taken to the web to show off who he is and what he has available. He calls his new company, Strength Terrain, a "creative think tank."

Aiming to develop and license products for fitness manufacturers, designer Roger Batca has taken to the web to show off who he is and what he has available.

Batca, formerly a partner in Batca Fitness with his brother, has launched his new company Strength Terrain ( to help him market the patented and patent-pending equipment and designs he has and will have. He calls the Durham, N.C.-based, company a “creative think tank.”

“I can reach more people this way rather than knocking on doors one at a time,” Batca told SNEWS®. “I don’t want to be in a position to be knocking on 20 doors every few months.”

Geared to the technical reader, the website already shows off his Dual Calf Raise Technology, a design that combines a standard leg press with the ability to do two different types of calf raises. Batca, who left Batca Fitness in 2005, said that piece was the first step and he views it as a way to see how the website concept is accepted. He said he already has a number of other designs and products but “I don’t want to introduce them all at once.”

Although some in the industry may worry about copy-cats, he said he viewed putting his designs on the web as simply easier for all parties. Company engineers and product developers can then at their convenience see what he has and is working on. 

“I have to show it to people,” he said. “I have to get it out there. At some point, you have to take a risk.”

He will also do projects for specific companies and will consider exclusive licenses as well as non-exclusive projects, plus work with various retail channels.

With the current state of the market, Batca said this made more sense than trying to launch his own company although he has an entire line in development. His website lists as “coming soon” several pieces, including functional trainers and multi-stack gyms.

“The market is crowded,” he said. “For me to be another manufacturer fighting over a shrinking base of dealers? I just thought this would be better.”

--Therese Iknoian


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