TRX announced the launch of TRX Elite, a new arm for the brand’s commercial business focused on government, military, law enforcement, and first responders. The creation of TRX Elite is made possible through a strategic partnership with JAGXE, and its affiliate JAG Consulting, a consultancy focusing on schools.
TRX Elite will increase TRX’s footprint within the government, military, law enforcement and first responder space. The program also returns TRX to its roots in elite military training where Founder Randy Hetrick developed his earliest incarnation of the TRX Suspension Trainer as a Navy Seal squadron commander.
“The military has played a significant role in my life, and I understand the sacrifices each and every one of them make on a daily basis, so I’m excited and motivated to get back to our roots and reinvigorate this area of our business,” Hetrick said.
JAGXE will act as the exclusive agent to market, promote and sell TRX products into the government channel, including military, law enforcement and public safety sectors. JAGXE, through its JAG Consulting affiliate, will advise TRX on future product offerings, programming and targeted packaging that include TRX Elite.
“TRX Elite provides significant reach and relationships within targeted government and military markets, while also substantially increasing our management and subject-matter expertise in the human performance category, which will benefit us beyond these specific channels,” said Brent Leffel, TRX chairman, co-founder and managing partner of Equity 38.
Working collaboratively with the TRX executive team, TRX Elite will be led by Command Sergeant Major (Ret.) Rob Lively, who served a distinguished 28-year career in the United States Army, during which he led an elite Special Missions Unit within the United States Army Special Operations Command. TRX Elite will be supported by JAG Consulting’s human performance team led by human performance innovator Joe Gomes, who has worked with a wide range of clientele from Olympic athletes and NFL teams, to military Special Operations Forces (SOF) and scientific research institutes.
Photo courtesy TRX
