Let us Know

These New Standards started with a simple frustration: grip failing before the muscle does.

Most lifters hit a ceiling on their pulling movements not because they lack strength, but because their hands give out first. Straps and Grips solve that problem, but the ones on the market kept letting people down. Velcro that fails mid-session, fiddly setups that kill momentum, materials that weren't built for purpose.

I decided to set a higher standard. Every detail on These New Standards straps was a deliberate choice. The rubber, the cotton, the dimensions. Nothing was left at good enough.

This is a brand built by someone who trains, for people who train. If you care about the details, you're in the right place.