functional-fitness
(3)
NOBULL
NOBULL is a Boston-based direct-to-consumer athletic brand that designs minimalist, durability-focused footwear and apparel for training and daily life. Founded in 2015 by two former Reebok executives, it built its reputation on no-nonsense CrossFit trainers before expanding into running, lifestyle apparel and nutrition. Now co-owned by entrepreneur Mike Repole and Tom Brady, the brand carries a reported $1 billion valuation.
Hyperwear
Hyperwear is an Austin, Texas functional-fitness equipment company founded in 2011 by inventor Dirk Buikema. It designs and manufactures patented, versatile training gear - most notably the low-profile Hyper Vest weighted vest, the sand-filled SandBell, the Hyper Rope weighted battle rope, and the Hyper Ruck rucking backpack. Sold direct-to-consumer and to gyms, tactical professionals, and rehab settings, the brand built its business around a single idea captured in its trademarked mission, 'Get Strong for Life.' In 2025 it landed on the Inc. 5000 list of America's fastest-growing private companies after posting 85% revenue growth from 2022 to 2024.
Dirk Buikema
Dirk Buikema is the founder and CEO of Hyperwear, an Austin-based functional fitness company he started in 2011. A former corporate attorney and semiconductor strategist turned inventor, he holds multiple US patents for training gear including the SandBell sandbag, the Hyper Vest adjustable weighted vest, and the SteelBell. Under his lean, research-driven, direct-to-consumer approach, Hyperwear grew 85% from 2022 to 2024 and landed on the 2025 Inc. 5000 list of America's fastest-growing private companies.