Torque Fitness, the Minnesota-based designer and engineer of premium commercial and consumer fitness equipment, today announced a multi-year partnership with retired NFL wide receiver Adam Thielen — the company’s first major athlete partnership — timed to the launch of TANK SX, a new club-grade addition to its patented Mag-Force™ magnetic resistance sled platform.
The move is a deliberate signal of where Torque is headed. As the brand pushes further into premium health clubs and Division I collegiate programs, it is anchoring that expansion to an athlete whose career mirrors the company’s own positioning: undrafted, overlooked, and relentless. Thielen — a Detroit Lakes, Minnesota native who walked on at Minnesota State, Mankato and built a 13-year NFL career — is the embodiment of Torque’s founding ethos, “Don’t Quit. Ever.”
For an industry crowded with endorsement deals, Torque’s pitch is differentiation by design. The TANK sled, powered by Mag-Force™ technology, delivers scalable resistance that increases with speed — no weight plates, no manual adjustments — and has no direct competitor on the market. TANK SX extends that franchise into the most demanding commercial and collegiate environments, giving clubs and programs a flagship piece in a category Torque created and continues to lead.
“Adam is everything this brand stands for. He wasn’t handed anything — he built a career on work ethic and a refusal to quit, and that’s exactly the mentality we engineer into every piece of equipment. As we bring TANK SX to premium clubs and top collegiate programs, there’s no one we’d rather have in our corner,” said Jerry Dettinger, CEO of Torque Fitness.
“I built my whole career on the belief that the work you do when no one’s watching is what shows up on game day. Torque builds for exactly that athlete. When I saw how TANK is engineered, it clicked — this is the standard I’ve always held myself to,” said Thielen.
The partnership also includes support for the Thielen Foundation, reflecting a shared commitment to expanding access and opportunity in sport and fitness.
Partnership creative rolls out under the campaign line “It Doesn’t Let Up. Neither Do You.” across Torque’s channels this fall.
Founded in 2005 and headquartered in Coon Rapids, Minnesota, Torque Fitness designs and engineers premium commercial and consumer fitness equipment in-house, sourcing production through a network of international manufacturing partners. Torque’s equipment is trusted by leading health clubs, universities, and training facilities nationwide, and is built for athletes of every level and ability. The company’s flagship TANK sled — powered by patented Mag-Force™ magnetic resistance technology — has no direct competitor. Torque products are designed and engineered in Minnesota. Learn more at torquefitness.com and commercial.torquefitness.com.
sdettinger@torquefitness.com
Torque Fitness
