its founding in 1967, Ivanko Barbell Company has created
most of the innovations in the weight lifting industry.
But in 1993, a new competitor came on the scene offering
weight plates with grip slots in them. Although such plates
had existed for almost a hundred years, this competitor
claimed to have invented them. They used this claim to persuade
the Helath Club Industry that they were the new innovators
in the category. The Clubs bought the story and Ivanko lost
their innovator position overnight.
magazine ad above was Ivanko's first salvo fired to reassert
their leadership position.
Ivanko Barbell Company is the market share leader in weight
lifting equipment worldwide.