HOIST Fitness began in 1977 as Coast Health Studio and grew into a San Diego based company producing premium strength training products and exercise bikes for commercial and home markets. Its mission and ethos centre on proven effectiveness, durability and versatility, with equipment designed in California and used across health clubs, universities, professional sports gyms, YMCAs, hotels, military installations and homes. HOIST’s most distinctive story sits around its ROC-IT line, created through research into human movement and the design of equipment that fits the body in motion. The brand prides itself on innovation in strength training, especially Ride Oriented Circuit Interval Training, where the user becomes an integral moving part of the exercise motion to support more biomechanically correct training.