Non-conformist - noun
a person whose behavior or views do not conform to prevailing ideas or practices.
See also: renegade, freethinker, maverick, original
We’ve been in countless gyms, and amidst all the grunts, clanks and sweat, we noticed a pattern — gym gear is ugly. It’s been the same for ages. It’s bland, boring and lacking character.
Like a bunch of madmen, we went out and bought every single piece of weightlifting gear in the market and put them to the test. Then another trend emerged. Rep after rep, lift after lift we put the belts, wraps, straps, and knee sleeves to work and watched them break down. Not only did the products lack style, but quality as well.
With a passion for invention and dedication to weightlifting, we decided to do something about this. We set out to revolutionize the fitness industry. We ditched the status quo and forged a bold new path.
We thought if sneakers and streetwear can look dope, why can’t we bring that same attention to detail and aesthetics to gym gear? We didn’t accept what weightlifting belts, lifting straps, and wraps could do. So we made them better.
This is the non-conformist, innovative attitude that sparked the NoCo journey. We’re here to break boundaries and raise the bar for what gym gear can be. Now let’s level up together.
NoCo is a collective of fitness junkies with savvy. We’re athletes and entrepreneurs, dreamers and designers. We’re troublemakers with a sense of direction. We disrupt the status quo to innovate and create products that exist at the intersection of utility and self-expression.
We believe that rules are made to be broken, not for the sole purpose of rebelling, but to break free and push boundaries as we push forward. Our movement embodies the rebel spirit, and our creations inspire you to be your true self, fully and unapologetically.
We take risks and do what others are unwilling to do. We believe that’s the only way to create revolutionary products that have a positive impact on the world.
Our purpose is to push you to be the best version of yourself, mentally and physically, and our products are the manifestation of that commitment.
Above all, like the bible verse that inspired our name, we don’t conform to the pattern of the world but transform products through the renewal of our minds.
With a non-conformist spirit, we changed the game. Now it’s your turn.
NoCo is for the standouts. The leaders. The misfits and the rebels. The “one more” athletes who break rules and records. Who constantly push their limits, physically and mentally. Who embrace resistance and thrive in the struggle.
The ones who have the courage to embrace who they truly are, unapologetically.
If you go against the grain, are unwilling to accept the status quo, and want to make a change for the better, you’re already one of us. You’ve got chalk (and pre- workout) in your veins. You’re not just going through the motions — you set goals, meet them, then set another.
We want NoCo to be a part of the next goal you set. To inspire you. To give you the support, the leverage and the grip strength needed to hit your next personal record, whether it’s in the gym or outside.
Be yourself and join the No Conformity revolution.