Asking Eleiko Hard Questions [Full Interview with Erik Blomberg, CEO]

No softballs are thrown in this interview with the CEO of Eleiko in Sweden!
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0:00 - Asking Eleiko Hard Questions [Full Interview with Erik Blomberg, CEO]
0:22 - Overview
0:59 - What was it Like Growing up in the Business?
2:18 - How do you Innovate While Still Being True to Eleiko's Heritage?
2:41 - Eleiko Still Chrome Plates Barbells, Rogue Thinks that's inferior...
3:46 - How Does Eleiko View the Home Gym User?
4:29 - Did Dieter Rams Influence Eleiko's Design Ethos?
5:43 - A Word on the Abmat Patent Issue
7:03 - The Open Trap Bar Beef with Kabuki Strength
8:50 - Obviously we HAVE to Talk about the Heavy Mug
11:58 - Eleiko and Rogue Both Claim to have the World's Best Barbell - What Gives Eleiko the Edge?
13:46 - How Important is it that Eleiko Employees Truly Live a Fit Lifestyle?
15:19 - What Most Excites you about Eleiko's Future?
16:35 - Final Thoughts
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[@jamescox9331]

Shoutout to the CEO actually sitting down to answer these questions.

[@guilhermelemes7490]

It was his responsibility after what happened to clean the image

[@furezj]

Did he say anything?

[@thetruemorg]

I thought it was very nice to hear a thoughtful answers even to what would be difficult questions. When I saw the ab Matt video my brain kind of did a double take because it sure felt like they had just ripped them off. And doing something like stepping to a company like Kabuki with legal proceedings is a real big deal but also being willing to find a way out of it so you don't find financially screw up. Both companies is exactly the kind of thing that a good CEO would do. And with a legacy brand with such a history of products, I think they're doing it really well with slowly moving into some of these markets and making sure that they continue on with quality products. There is probably some finance person sitting around in the background who has literally said you could turn this into a billion dollar company with the history you have, but we're going to order everything from China. I get a little teary-eyed remembering the very first time I touched and eleiko bar and just the quality was so there versus using some POS for years. The guy that brought it totally told us that that would probably happen when he pulled it out of the bag he carried it in. You can't get away from that quality. And genuinely the price for a set of calibrated plates and two bars is exactly the same price that I paid for my car that I do all my work in. It doesn't change that feeling you have by using that kind of quality product. Sending it off to China would have change that and the value of the company.

[@JonHanner-un7ef]

He came across as a business/ceo type. 6:05 - he kinda jokes it off... but sad for them to rip a small company like ab mat.

[@HEAVYMUG]

💯

[@datguy5127]

You should have just asked him about the heavy mug for 90m straight until he broke down and committed to an entire production line for mugs. Im trying to PR my one handed mug snatch, but i cant set world records when I cant get a mug.

[@HEAVYMUG]

Exactly!

[@ScottO84]

Pretty incredible to see you reaching the point where you're able to sit down at an Eleiko facility and interview their top guy.

[@martystrasinger3801]

Coop, look at you transitioning from youtube gear reviewer to full-fledged journalist!

[@fwiffo42]

Honestly, the biggest problem I had with the Eleiko Ab Mat clone was they called their version Ab Mat. There are other ab pads on the market, but a big company using the same name as a competitor was an unforced error.

[@JoshuaLTRyan]

I just started the video and I'm already laughing at the heavy mug shot. 😂

[@Davis.smith.weightlifting]

I 100% agree with Eleiko bar feel. I compete in weightlifting and so I own a Pyrros bar since that’s what USAW meets run with. My primary focus with my setup was to look as close to what I’d have at an American open series as possible. A buddy of mine gifted me an old Eleiko barbell he didn’t really love to have as a spare for when people visit to replace my Ohio bar as a secondary bar, and I find myself using the Eleiko way more than my rogue bar now. It’s hard to want to train on a bar that causes so many hand tears out of the principal of practicing on what you compete with, when there’s a bar that’s just so much more enjoyable to use sitting right there.

[@billscott6819]

Great look into this company. Amazing, luxury quality stuff. I'm used to rusty beater equipment aside from one pendlay bar, but the dream is always to have Eleiko, Ivanko, etc. Best of luck with the brand into the future.

[@SuperIronDan]

Make the heavy mug a real product, LETS DO THIS

[@Mukation]

They could easily outsource it via license to a different factory if they feel that they can't make them in that quantity themselves.

[@gabegabriel9288]

@@Mukationwouldn’t have the same appeal to people

[@aronnemcsik]

I believe x master makes heavy mug as well

[@Ryanv7x]

This was awesome! I enjoyed the interview!

[@johnroux8773]

Wish the heavy mug was an in stock item instead of limited offer :>

[@nKrandom]

+1

[@aronnemcsik]

It's probably difficult to make and they haven't figured out the way of mass production

[@HEAVYMUG]

Milling machinery hourly cost is tricky@@aronnemcsik

[@HEAVYMUG]

@@nKrandom

[@user-he8lq8ny3v]

Support Eleiko AND Rogue, two great companies

[@chrismarroquin8035]

Great interview Coop you should ask if they ever would do treadmill or rower or bike in the future? and get in the Cardio machines in the future?

[@bmstylee]

Elieko definitely makes good gear. I would be interested in their take on a deadlift bar.

[@1imanni1]

Great video!!!

[@winanderson4143]

Eleiko has always been the best and the gold standard. Mark Cameron @ 12:23 lifting in the 110 kg class.

[@mikerodriguez556]

Hey Coop, great interview. I wish they would’ve given you some more insights into future products for the Pero line. I bought the half rack with the cable system a little over a month ago and I love it. But I do wish there would’ve been more thought put into low cable row and lat pulldowns.

[@blommen1986]

I hope that you’ll some day review their classic squat stand.

[@Rocket4ce]

Luv to add a Heavy Mug and 28mm weightlifting barbell from them. And that platform is aesthetic AF.

[@ermeriodsassperini]

You should have never mentioned the heavy mug, now i want one!

[@HEAVYMUG]

😂

[@williambilinski]

Livin’ the dream, Coop!

[@JustinKhoe]

How do I get one of those eleiko sweaters? That's clean!

[@juan-carlosmaldonado6624]

They should do a "made to order" heavy mug the same way Konami did the kaiba corp. Suitcase

[@TheKrumster]

Dude is right saying they aren’t a mug company. Gotta dance with who bring ya at the end of the day

[@toniscepanovic2938]

Their Limited one-time-only Heavy Mug batch is being made for the third time, whaaat? Any more news on that?

[@agill2103]

The Best Bar In The World.

[@brandonhoover2120]

I’ve never bought a product from them, but I would buy the mug. Hell, I imagine rogue might soon, so I’ll hopefully buy it from them.

[@thinkmore8024]

We want to see the CEO home gym!

[@JoelClarkeMusic]

Please review the Stray Dog Goat!

[@marijnjanssen4736]

Is there a video on that GHD bench at 5:22?

[@FLEXNIVORE]

I’ll take a “HEAVY MUG” w/o the discount code! WHERE CAN I ORDER ONE????

[@PBlaik]

Great video, honest answers.... but comon there is a demand for more Heavy Mugs!!

[@HEAVYMUG]

True!

[@joestella1910]

Kabuki had already been working on the design of the open trap bar and released the plans the day after Eleiko announced to show it wasn’t a copy, it wasn’t “soon after” they came out with it. They didn’t “set the standard” then have it copied by Kabuki. There’s a reason they dropped the lawsuit

[@SirSketchable]

"Its so weird people seem to get hostile when you sue them"

[@satricon]

Finally someone mentioning what i thought was the case. Eleiko has turned into BS... im pretty sure its the new ceo's fault. Stealing ideas and treating customers/fans bad. (the mug fiasko)

[@NSJ1]

On a side note - they should create a larger clothing range of well engineered, durable, high quality, comfortable clothing.

[@scoobtoober2975]

We really want that heavy mug. We want to feel strong at work. My mouse and pen are not doing it for me. Please make it and charge the right amount to keep it sustainable. Very tough questions and great answers. Have different weights available too. or plates to add to the bottom

[@JC-yc2sz]

WHERE MY HEAVY MUG. Only kidding, great interview. CEO is clearly a sharp man, full respect. Also COOP shining as usual

[@richardjennings4685]

I hope to someday have an Eleiko barbell.

[@satricon]

After the mug fiasko, i'll never buy eleiko gear again! (i have their barbell since 10 years ago)

[@nKrandom]

@@satricon 🤡

[@ErikBlekeberg]

I want the heavy mug so bad...

[@HEAVYMUG]

Do you?

[@andyharrison2424]

Anyone else think they scored another own goal by making coop drink out of a paper cup while the CEO has a branded one? 😂

[@FoxStrength_Performance]

Epic interview!

[@indianajonze]

Eleiko CEO: the heavy mugs were REALLY expensive to make Everyone: ok well just sell them for more Eleiko CEO: so anyway the heavy mugs were REALLY expensive to make Everyone: ...............

[@kaistreet9764]

I thought the same, the stuff is all expensive.

[@satricon]

There's so much fucking bs from their side about the mug. it doesnt make any sense! shouldnt be hard to make either. Just get a piece of metal on the lathe, weld a handle on it and boom, a heavy mug for the fans!

[@josemv25]

We didnt rip them off we just used the same design and name

[@savingyoutime4755]

Kind of skated over the whole abmat thing. But we all know they fooked up but just smile and carry on😂

[@chrisridesbicycles]

Talking about buy once and buy good: A guy in the next village is selling a set of old Eleiko plates (2x5kg 2x10kg 2x15kg) for 425€. It looks expensive to me. How much do you think they are worth? (I am mainly a cyclist and looking into gaining more max strength and have no clue about gym equipment)

[@johnwesley2943]

Is it fewer things or less things?

[@ricardomendoza5222]

Bring the mug back 😢

[@HEAVYMUG]

Mug is back, upgraded.

[@Slipperie]

WOOOOOOOOOOOOOOOOOOOOOOOOOOO

[@TheBcoolGuy]

You should've asked him what he does on the big 3.

[@bmstylee]

I would say 1000 POUNDS!!!!!!!!

[@user-wk3np3sh2j]

Put out a DIY on a concrete heavy mug 😂

[@PaytonGuthrie]

Need his pullover

[@flacobrt]

They felt like kabuki infringed their patent, but they didn't see that when they copied Abmat. (Even their marketing commercial) 😂

[@MrliPortuguese]

😅

[@kimaboe]

That is kinda how patents work. They need a certain degree of innovation, and you know, actually applying for a patent and getting it approved. A key thing with patentable IP is that it has to be "non-obvious", and a soft piece of foam to put under you when you du situps is pretty obvious. Its utility as it would be described in a patent application would be virtually indistinguishable from a couch cushion or a towel. An open trap bar that allows for stable vertical storage, easy loading, increased safety during lifts etc. is a non-obvious improvement, as shown by there being hundreds of products on the market without that improvement. However, it seems clear here that Kabuki could show their development docs and that they hadn't stolen the idea, but had in fact come up with it on their own. Non-obvious doesn't mean it is impossible for two people to arrive at the same conclusion. Technically Eleiko, if they did in fact get the patent registered, could have been dicks here and said "ok, you didn't knowingly infringe, but you still can't put this thing out there without licensing it because we have a patent for all the things you've done" and had a decent case. But it would probably have been years during which neither company would have been able to fully utilise the invention and it would probably have taken a nice chunk out of the margins for a reasonably niche product, hurting expensive brands like that more than most.

[@user-wk3np3sh2j]

There was a "abmat" at my gym 30yrs ago. I guess the patents are younger. Copys of Copys of Copys of Copys

[@petter5721]

It is all about patent infringement, not feelings 😀

[@Coltrane45]

As a finance person I take great offense to be accused of not working out - I will accept a heavy mug as an apology. TIA

[@HEAVYMUG]

Counting is important skill during the workout!

[@ssjmenno]

#raisethemug

[@Exodus26.13Pi]

Great interview OR very loud stock music... not both

[@pipozZz]

Should have asked them why they're still using stickers on end caps!

[@MagDumpsBicepPumps]

Dude, copying their ad is wild.

[@SteezySteez2011]

For power bars, I think Rogue's Ohio Power Bar is superior, the knurling is perfect. Eleiko's bar is mid, tbh. For olympic weightlifting, I think Eleiko is probably top notch.

[@MeepMeep88]

8:00 we never got an update to this wtf... Did they win did they lose, settle?

[@LisaSamaritan]

Sounded like they dropped it. Because it was too expensive to go on.

[@MeepMeep88]

@@LisaSamaritan guess that's what we'll go with

[@brianahern4066]

They dropped it. Kabuki and Chris Duffin both posted about it when they did.

[@satricon]

I was under the impression that chris came up with the trap bar first? i cant say for sure. But i remember him showing it several times as a concept WAY before i ever saw anything from eleiko. and when eleiko released theirs i just logged it as a rip off

[@MeepMeep88]

@@satricon Who's Chris?

[@jakobaa9031]

6:53: "It was the other way around" - so it was Abmat copying Eleiko? I think Abmat would disagree - what do you think COOP? 10:13: "It was less than a hundred we put out" - why would you let people sign up for an item, if you never had any intentions of making them? Is this an okay market strategy - what do you think COOP?? HARD QUESTIONS ARE ONLY HARD IF YOU FOLLOW UP.

[@kane6529]

Coop can you answer the mustache Natty or not accusations?

[@satricon]

I was under the impression that chris came up with the trap bar first? i cant say for sure. But i remember him showing it several times as a concept WAY before i ever saw anything from eleiko. and when eleiko released theirs i just logged it as a rip off! #raisetheMUG #mug404

[@nicholashanna5722]

PLEASE REIVEW THE ELEKO SMITH ATTATCHMENT

[@JonHanner-un7ef]

I don't think they care about other small companies like ab mat. Literally stole their ads and their product name. How could he say it was the other way around?

[@sdspecto]

That was in response to the open trap bar.

[@JonHanner-un7ef]

@@sdspecto Naw, re-watch 6:05... Coop literally plays eleikos and ab mats ads side by side and shows the title of their product too. Blatant rip. Sad to see, but I don't think he really cares.

[@lauriecct]

You don’t have any videos on calf machines/attachments. Do you skip calf day? C’mon Coop. Standing, seated, hacks and whatever else you can come up with. 👍🏻✝️🎺☁️

[@carpfisher3157]

If they want their barbells to be lifetime use why "only" offer a 12 year warranty period on certain bars?

[@raven-19x]

Meh. I can’t afford their gear anyway. And even if I could, it doesn’t seem worth it compared to Rogue, etc.

[@rjm656]

Respect for CEO answering tough questions. Abmat one though...he basically said, "no, the sun is not yellow, you're mistaken." Like, of course it was copied, it's right there in front of us. The honest answer is the patent on abmat is probably just the precise shape, or it's expired, and now it's free for people to copy and they did so. I'm also shocked that any CEO would say, "oh hey, 50,000 people want a product we made. Nah, not worth doing."

[@SirSketchable]

"People said we copied them just because we made the same thing with the same name with the same marketing...but.... we feel as though thats not the case" haha

[@satricon]

Honestly, that ceo is a turd. his "apology" for the mug was absolute disrespectful trash. They copied the abmat, im pretty sure the copied the kabuki trap bar too. only good new product they've made is the magnetic collars! (they're really good)

[@zacharykennedy5752]

Kabukis trap bar is better

[@mattmarsicano5762]

First

[@martin1234512345]

Dude looked nervous from the jump lol. Ive yet to find a company as large as Eleiko that doesnt do creepy shit. I feel like its impossible not to when you get that big. It is what it is.

[@dogcatdogable]

he's not nervous he's just swedish

[@Matsoni85]

true lol@@dogcatdogable

[@leifhbrown]

Gyat

[@thesummoning14]

Had no idea about the abmat copying from them. What a scummy pathetic thing to do as a company. Very obvious they copied especially with the side by side videos and the same name. Him saying that is not the case when the evidence is in this video is straight up gaslighting. They ripped off another company and cant even be honest. I was planning to build out more of my gym with Eleiko but not anymore.

[@Mukation]

In reality most companies hire advertisment agencies to make their advertisment for them. He is probably not lying when he says "they" didn't copy Abmat, rather the advertisment agency did. And well, they probably threw said agency out the window when it came to light and refuse to work with them, but keeping it professional and not making a public scene about it. Now i'm not saying that is what happend, i'm just used to working close with big companies and they tend to outsource _alot_.

[@thesummoning14]

@@Mukation So you really think a company hires some third party marketing firm and Eleiko has no oversight or final approval on said marketing

[@Mukation]

@@thesummoning14 Of course they do, but that doesn't mean Eleiko is out and looking at every other add every other company has posted.

[@sdspecto]

They improved the concept but absolutely failed on the naming and ads.

[@satricon]

Same here. Didnt know about the abmat. Eleiko has turned into scum. Never buying eleiko again.

[@jensronnest1072]

He can speak english???

[@Warbaby_]

Most people in Sweden speak English fluently.

[@bmstylee]

It's a normal thing outside of America to speak multiple languages. Hindsight being what it is I wish I could still speak Spanish. Took 4 years of it in high school. It might be slightly helpful given the current state of the country.

[@nKrandom]

In Europe most people can speak English.

[@pipozZz]

Most people outside the USA can speak multiple languages. It's not hard or uncommon.

[@bobbyhunt3009]

Eleiko is Great but a working man in America cannot afford anything from Eleiko. Their cheapest barbell is what $600 and to them that bar is a wal mart bar but to us it's too expensive and nobody will even buy their wal mart barbell and this is across their whole line of products. I bet Coop didnt even pay full price for his Eleiko stuff, not one piece, especially those Eleiko dumbbells he says are the best ever in the world. Nothing against Coop, get what you can. Point is Americans that are not rich cannot afford Eleiko even if they wanted to.

[@wearetheremnants1615]

Yeah the dollar is a lot weaker than it used to be hence everything affordable gets made in china ..

[@LisaSamaritan]

I'm a swede and I can't afford them either...

[@Beardsandbars]

ok? So then get the bar you can afford. And like he said, they aren't focusing on the working man in America. They are primarily B2B. They sell their equipment to businesses and universities who will gladly pay top dollar. They know who their customer is.

[@bobbyhunt3009]

@@LisaSamaritan Yeah, here we can get a super barbell for $300-$400 and it is of the highest quality. Probably cant get Eleiko collars for that price.

[@bobbyhunt3009]

@@Beardsandbars I get that, what I dont get is why universities would pay those prices when they can get equal quality for half the price. Rogue is expensive but Eleiko is out of this world

[@northbuster290]

Their shit are at least 30% overpriced. A pair of collar is the price of a regular bar.

[@highstax_xylophones]

60 percent better product. They aren't interested in catering to mainstream wal mart crowds. I like it myself. Water downed products just for your measure are inferior

[@nKrandom]

🤡

[@Dangling_Carrot]

I bet 98% of viewers cant afford There equipment. There is nothing different from weider equipment.

[@nKrandom]

*their

[@amunra69]

You raised hard topics but didn’t press him when he gave lazy political answers. This doesn’t nothing to save Eleiko in my eyes.

[@wavell14]

lol what a baby

[@KamenRider000]

Agreed that they did not really answer these questions

[@Hellbull89]

What's he supposed to do? Bust the guy's balls and potentially be banned from posting the video?

[@brianahern4066]

Agreed - bringing up a subject then accepting his answers without any type of cross examination is hardly being tough.

[@WORKOUTSOLUTIONS]

We are not alone, God is with us ☦🙏💪 ❤‍🔥🔥❄😍✌🏋️‍♂️👩‍❤‍👨💪🕊🙏✝CHRIST IS BORN ☦🙏💒🌟👨‍👩‍👧‍👦☃🫶🎄🥇⛸🧗‍♂️🚨🙌💯❤

[@reallyzero3511]

Funny how the CEO did not comment on how a special link was given to “special people’ so they could actually purchase one. The hidden double standard is what makes this company trash.

[@nKrandom]

Of course he did.