No Conformity Co, or NoCo for short, was created with the mission of developing weightlifting and strength training gear. In addition to addressing long-standing issues with current products on the market, NoCo seeks to elevate the quality, fit, and style of strength gear to levels normally reserved for premium sneakers and activewear. What started as an endeavor to expand the utility of a celebrated piece of equipment has grown into a multifaceted collaboration with Trig, resulting in a full line of category-defying weightlifting products.
NoCo partnered with Trig for guidance in designing weightlifting gear to match their premium fitness brand—one that didn't “follow the rules” like others in the fitness/strength equipment market. Despite weightlifting remaining an ever-popular activity, and new fitness trends like Crossfit expanding the market for quality peripheral products, lifting gear has remained largely unchanged for decades. Common products in the industry are devoid of innovation and excitement with products that are ugly, heavy, bulky and bland. From the entrepreneurial mind of our client came the radical notion that the workout experience could be dramatically improved not only for himself but for the entire fitness community by rethinking the design of the equipment so vital for proper weight training.
First came the idea that the humble and celebrated bicep isolation brace, originally called an Arm Blaster, only used for curling weights in a standing position, could offer a richer workout by facilitating additional curling positions. Through our iterative design process we were able to develop a product that could efficiently transition and improve technique between multiple exercises. Shortly after came the challenge to take the four most common pieces of protective lifting gear—the lifting belt, the wrist wrap, the grip strap and the knee sleeve—and optimize the design of each for a workout experience like no other.
Crafting a device that s