It started in a cold garage with manual sewing machines and an idea to do it better.
In 2014, Tom (founder) sat down and began sewing the first StrapIt Lifting Straps. Not because he had a big business plan – but because he couldn’t find workout equipment of proper quality produced in Denmark. So he made it himself.
From garage to 50,000+ customers After two years of product development and countless prototypes, Tom sold the first pairs. The response was clear: Danish lifters wanted quality equipment produced at home – not imported from China. Today, we have invested in automatic sewing machines and sold over 50,000 pairs.
The team behind the brand In 2021, Mathias and Anton came on board. Mathias and Anton developed the creative direction with video, photo, idea development, and marketing, expanding the entire e-commerce universe. MakeIt went from a niche product to a real brand. Assembling the right team is only possible through a shared vision, the ability to collaborate, and diligence.
Danish production – not the easy solution Danish production demands higher efficiency, planning, and quality in every single detail. In return, it gives us full control over materials, fit, and finish. For us, it’s not just about where the products are made, but how and why.
From StrapIt to a complete lineup Today, MakeIt sells StrapIt Lifting Straps, HookIt Cuffs, Wrist Wraps, StrapIt Premium, and long straps. All products are still 100% Danish-produced and OEKO-TEX® certified.
Trust from Denmark’s largest fitness centers In 2025, PureGym – the Nordic region’s largest fitness chain – chose MakeIt as a supplier of workout equipment. We also supply Fitness Engros, SDU Fitness, Ground Fitness, and many other fitness centers and personal trainers across the country.
The vision Our vision is to set new standards for functional workout equipment – developed thoughtfully and produced responsibly. Our mission is simple: to create the best products on the market and prove that quality, performance, and Danish production can go hand in hand.
We are not finished. We have just begun.
