When it comes to companies capable of turning an idea into an international movement, KingsBox is among the names that resonate most strongly. Ten years may seem like a short time in the life cycle of a brand, but when passion, courage and innovation are behind it, every year is worth a decade. Founded in 2015 by two young Slovenians with only the strength of a dream, KingsBox has been able to conquer a highly competitive sector such as functional training equipment and strength, emerging as one of the European leaders. What was born in a 30 square meter garage, with handcrafted tools and raw prototypes, today is a company with more than 50 employees, present in over 20 international markets and with a catalog that exceeds 500 products.
This article celebrates the entire KingsBox team for once by recounting their birth, the fundamental stages, the difficulties faced, the successes achieved and the future vision. But not only that: it brings together curiosities, important events and the cultural impact that the brand has had not only in fitness, but also in the way of doing business. A journey that starts from a small garage in Slovenia and reaches Dubai, passing through international fairs, technological challenges, iconic collaborations and a community of athletes and enthusiasts who recognize themselves in the values of the brand.
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The origins: a dream born in a garage (2015)
The history of KingsBox begins in 2015, when the two founders, Dejan Kobal and Luka Železnik, both twenty-five years old and students, decided to follow their passion for fitness and sports equipment. They had no capital, they had no great means, but they had a clear idea: to create higher quality equipment that was accessible and designed to really respond to the needs of those who trained. In this spirit, they transformed a small 30 square meter garage into their first laboratory.
The early prototypes were far from the refined aesthetic that distinguishes KingsBox products today, but even then there was a perceived focus on functionality, solidity and the ability to offer a different training experience. An interesting curiosity concerns the name: “KingsBox” was chosen to evoke an idea of royalty, strength and prestige, but also to recall the concept of “box”, a term linked to the functional training spaces that were taking hold in those years in Europe.
Their vision was simple but powerful: to create a brand that not only sold equipment, but that built an training ecosystem capable of inspiring and motivating. This mentality already distinguished them from their larger competitors, who mainly aimed at volumes and standardization. KingsBox, on the other hand, wanted to give a personal touch to each project, with an almost artisanal approach.
The first steps and initial difficulties
Like any startup, KingsBox also faced a number of challenges in its early years. The lack of economic resources forced them to work with limited and often recycled materials. The first customers were friends, acquaintances or small local gyms, attracted more by the enthusiasm and passion of the two young people than by an established catalogue.
One of the main difficulties was production: to guarantee the quality they wanted, the founders decided to manage much of the production process internally. This involved endless days spent between welding, resistance testing and continuous improvements. Every mistake was a lesson, and every feedback an opportunity for growth.
A curious anecdote tells that the first international orders were prepared by hand, with the founders themselves packing and loading the packages onto the van. Structured logistics did not yet exist, but dedication made up for the lack of organization. These moments, today told almost with nostalgia, represent the most authentic phase of the brand: the one in which the foundations of a corporate culture based on resilience and team spirit were laid.
Expansion in Europe and market recognition
From 2016 to 2020 KingsBox grew at an impressive rate. In less than five years it has managed to transform itself from a small artisan business to a European player in the functional fitness sector. This success was made possible by two strategic choices: the continuous investment in research and development and the desire to offer customizable products.
While other brands offered standard solutions, KingsBox introduced the idea that every gym, every garage and every fitness center could have its own identity through equipment. Thus were born the first modular rigs, tailor-made solutions and attention to design, which became a trademark.
Presence at international fairs was another decisive step. Participating in the FIBO in Cologne, the world’s largest fitness exhibition, gave the brand enormous visibility and the opportunity to compete with already established giants. Despite the difference in size, KingsBox managed to stand out for the originality and quality of its products, winning the interest of distributors and gym owners from all over Europe.
Innovations and iconic products
One of the elements that made KingsBox unique was the ability to constantly innovate. It has never just replicated what already existed on the market, but has always tried to introduce something new. An emblematic example is the Mad King, an angled leg press capable of transforming into different variants with a single movement. Or the Crazy Queen, a combination of leg extension and leg curl that combines practicality, style and functionality.
These products were not just gym machines: they were true examples of engineering applied to fitness. Every detail, from the materials to the aesthetic design with personalized engravings, told of the desire to make each piece unique. Another innovative aspect was the use of distinctive names and logos for the product lines, almost as if to give a soul to every tool.
The Mad Series, launched between 2018 and 2019, marked a turning point: KingsBox was no longer just a manufacturer of rigs and barbells, but a brand capable of offering an entire ecosystem for training, from small garage gym to large commercial structure.
The challenge of internationalisation: Dubai and beyond
One of the most significant moments in the history of KingsBox was the opening of the first office outside Europe, specifically in Dubai in 2021. This move, seemingly bold for a young company, demonstrated a willingness not to stop at continental borders. The Middle East was a rapidly growing market, with ever-increasing demand for premium equipment.
The expansion was not without obstacles: bureaucratic issues such as obtaining a VAT number and adapting to local regulations risked slowing down the project. But determination and the ability to find solutions allowed KingsBox to overcome this challenge too.
By opening in Dubai, the brand gained not only new customers, but also a prestige that consolidated its international image. From that moment, KingsBox was no longer seen as an emerging European brand, but as a global player capable of competing with the giants of the sector.
A unique corporate culture: people first
One of the most fascinating aspects of KingsBox is its internal culture. Unlike many companies that grow by losing their identity, KingsBox has been able to keep the original spirit alive, made up of collaboration, valorisation of talent and shared innovation.
The research and development team, for example, has grown from 3 to 7 people in just a few years, but the philosophy has not changed: every idea is listened to, every prototype tested and improved together. This participatory approach has created a motivating work environment, in which employees are not simple executors but true protagonists of growth.
Another distinctive element is the closeness to the community. KingsBox has never wanted to present itself as a distant and impersonal brand: through social media, blogs and events, it has always communicated directly with athletes, coaches and enthusiasts. Many products arise precisely from user requests, making the company a concrete example of co-creation.
KingsBox today: numbers and goals
Ten years after its foundation, KingsBox can boast impressive numbers. With over 50 employees, an presence in more than 23 international markets and a catalog of over 540 products, the brand is now a global point of reference. KingsBox equipment can be found in gyms, playpens, corporate training centers and home gyms throughout Europe, the Middle East and beyond.
But the numbers don’t tell everything. What is really striking is the ability to have built a strong and recognizable identity, capable of inspiring anyone who wants to embark on a training or business journey in the fitness sector. In a world often dominated by purely commercial logic, KingsBox has demonstrated that values, community and innovation can be the foundations of lasting success.
Conclusion: the future of a visionary brand
Looking back, the first ten years of KingsBox are proof that passion can turn into business, and that innovation, if driven by authentic values, is the key to conquering even the most difficult markets. From a small Slovenian garage to an international reality, the journey was rapid but not improvised: every step was the result of courage, dedication and listening to the market.
Looking ahead, the prospects are even more ambitious. KingsBox will continue to invest in new product lines, sustainable technologies and process digitalisation. But above all, it will continue to cultivate that community of enthusiasts that has accompanied and supported the brand for ten years.
Ten years is an important milestone, but it is not a point of arrival. Rather, they are the beginning of a new chapter, in which KingsBox prepares to write more pages of innovation and success, keeping intact the original promise: not to sell simple equipment, but to build training experiences that inspire people to give their best.
