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Stance Fitness
Techstars '22Harpenden, GB · Founded 2020 · 8 employees on LinkedIn · 1 known investors
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Stance Fitness is a UK company selling a strap-on barbell velocity tracker and app that give powerlifters objective bar-speed data.
Also known as Stance · STANCE FITNESS LTD
Investors · 1
How we know: the Techstars portfolio · open dataset · Top 3000 Accelerator Startups (no YC) 2026-08 · Not right? Tell us
Company profile
researched Sep 2026Stance Fitness is a UK-registered business (STANCE FITNESS LTD, Companies House number 13006785) that develops a velocity-based training product for strength athletes. Its consumer site markets a bar-mounted tracker that attaches to a barbell with Velcro, records reps and bar speed during a set, and feeds the data to a companion app so lifters can review how a set moved between sets.
The product is positioned as an objective complement to RPE (rate of perceived exertion), which the company describes as subjective and inconsistent from day to day, and to the common practice of slow-motion video review of lifts. The stated use case is deciding when to push a top set and when to reduce load, and comparing how current sessions are trending against previous weeks. The company says the approach draws on published studies and field work, and cites more than five years of research and development and roughly 100,000 test sets behind the product's accuracy.
Business model
Direct-to-consumer sale of a hardware bar-speed tracker paired with a companion mobile app, sold through the company's own online store with free worldwide shipping.
Traction
The company reports about 100,000 test sets recorded and displays 52 customer reviews on its store, along with testimonials from competitive powerlifters including world and European champions and IPF Classic Worlds and SBD Austin medallists.
Latest developments
Alexander James Freeman resigned as a director of STANCE FITNESS LTD on 4 August 2025, leaving Patrick Hardy and Jayshan Ratnakumar as the active directors; Freeman and Ratnakumar remain the registered persons with significant control.
▸Full profile — market position, technology, go-to-market, geography, history
Market position
Operates in the velocity-based training / bar-speed tracking niche within strength sports, with adoption claims centred on competitive powerlifting.
Emphasises an easy Velcro bar attachment, fast setup, and between-set readouts that translate raw velocity into push-or-pull-back decisions, rather than requiring video analysis or reliance on perceived exertion alone.
Technology
A small tracker that straps to a barbell via a Velcro attachment and measures bar speed and rep counts during a set; the captured velocity data is surfaced in an app alongside algorithms intended to inform RPE estimates and load selection.
Go-to-market
Online direct sales via the company's e-commerce site, supported by a newsletter signup, athlete and coach testimonials, and endorsements referencing use by IPF World and SHF champions.
Powerlifters and strength athletes who train with data, including competitive lifters and coaches; testimonials come from IPF and SBD competitors and from coaches using the data to plan progression.
Geography
Registered in the United Kingdom, with directors and persons with significant control resident in England, and ships worldwide.
History
STANCE FITNESS LTD was incorporated with Jayshan Ratnakumar and Alexander James Freeman appointed as directors on 10 November 2020; both were also notified as persons with significant control on that date, each holding more than 25% but not more than 50% of shares and voting rights. Benjamin Andrew Harrison was appointed a director on 14 March 2021 and was notified as a person with significant control on 18 June 2021, ceasing that control on 11 January 2022 and resigning as a director on 10 January 2022. Patrick Hardy was appointed a director on 14 February 2022. Alexander James Freeman resigned as a director on 4 August 2025 while remaining an active person with significant control. The company site references more than five years of research and development.
Compiled by commissioned research from 7 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Timeline · 5
launches, deals, and filingsFreeman resigned as a director of STANCE FITNESS LTD but remains an active person with significant control.
Harrison resigned as director on 10 January 2022; his person-with-significant-control status ceased on 11 January 2022.
Harrison was appointed a director on 14 March 2021 and notified as a person with significant control on 18 June 2021.
Both were appointed directors of STANCE FITNESS LTD and notified as persons with significant control, each holding more than 25% but not more than 50% of shares and voting rights.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
Legal entities · 1
corporate structureCompanies House · registry record
View on Companies House ↗- Registered name
- STANCE FITNESS LTD
- Company number
- 13006785
- Status
- Active
- Company type
- Private limited company
- Incorporated
- 10 Nov 2020
- Registered office
- 13 Trinity Street, Bishop's Stortford, CM23 3TL
- Nature of business (SIC)
- 86900 — Other human health activities
- Previous names
- MAGNOGYM LTD (2020–2021)
- Accounts
- last made up to 31 Aug 2025 · next due 31 May 2027
- Confirmation statement
- last made up to 30 Mar 2026 · next due 13 Apr 2027
Current officers · 2
- Patrick Hardy — director, appointed 14 Feb 2022
- Jayshan Ratnakumar — director, appointed 10 Nov 2020
Source: Companies House public register · retrieved 3 Aug 2026. Contains public sector information licensed under the Open Government Licence v3.0.
▸Research sources · 7
primary sources listed
- Stance Fitnessstance-fitness.com · web
7 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Stance Fitness do?
- Stance Fitness is a UK company selling a strap-on barbell velocity tracker and app that give powerlifters objective bar-speed data.
- Who are Stance Fitness's investors?
- Stance Fitness's investors include Techstars.
- Where is Stance Fitness headquartered?
- Stance Fitness is headquartered in Harpenden, GB.