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The TRUE Story

The TRUE Story – About Us

Since our founding in 1981, TRUE Fitness has been guided by two core principles: build the highest quality products and support them with superior service. We continue to be the largest privately-held commercial fitness equipment manufacturer in the United States, with a diverse product portfolio of premium strength, cardio, and flexibility equipment. 

We’re known for our great brands, TRUE & Octane, and our belief in doing business with integrity. That integrity applies to the high-quality, long-lasting materials we use to build our equipment and extends to our dedication to our customers and their needs.

“Integrity Matters” is more than a tagline for us. This is a guiding principle for our organization. “I believe integrity matters for many reasons. But integrity is our word. If we say we are going to do something, we do it. We are here to be the best and support everybody that’s a partner with TRUE,” said Frank Trulaske, owner and founder of TRUE Fitness.

In 2020, Octane Fitness, dedicated to supplying facilities with dynamic and high-performance equipment and a variety of forward-thinking modalities for the cardio floor; HIIT; and more; became part of the TRUE family. 

Backed by the same dedication to quality, design, and service, Octane is more than an equipment supplier and aims to be your strategic partner that presents distinctive custom solutions and support.

To learn more about our product offerings, company values, and where we started, read our Company Overview booklet.



Product Design

Thoughtful design is part of our heritage and core values. Since the beginning, we’ve considered how we can improve the experience for both the exerciser and the facility. 

Our team of industrial designers and engineers approach products from all angles: performance, durability, aesthetics, and innovation. Our software engineers have created data-driven hardware and software solutions to enhance operator and user experiences. Our process includes listening to our customers and understanding what is needed to make their facilities more successful. Whether you’re looking to gauge the health of your products with asset management or to provide your members with a complete dashboard of their workout history, we’ve got you covered. 


TRUE Fitness product design


Customer Service

The centerpiece of TRUE Fitness’s ethos is customer service. We dedicate ourselves wholly to this philosophy and live it every single day. We take it personally. Customer service is part of every action we take: from shipping 99% of service parts the same day to facility planning to flying engineers and technicians across the globe to ensure the highest product quality. Our commitment is to serve our partners at all costs and always do what’s right over what’s easy. 

You can count on TRUE Fitness for the best service in the industry, provided by a team focused on optimizing the life of your equipment. 



We take the quality of our equipment personally. Superior practices are woven into the fabric that makes TRUE Fitness. This has always been a priority to our founder and owner, Frank Trulaske. From day one, we set out to manufacture premium products that can be relied on in all environments. 

TRUE Fitness machines are put through rigorous and systemic quality testing to ensure excellence for both the exerciser and the facility. We understand that these machines endure intense and sustained use and that their success is your success. So, we apply long-standing practices to optimize your facility’s investment in TRUE Fitness. Our products are tested to stand up to any challenge put forth. 


TRUE Fitness employee quality testing the fitness equipment


TRUE’s Promise to You

Since our humble beginnings, we have built equipment and relationships with integrity.  As your dedicated partner, we do whatever it takes to keep your facility going strong. Our experienced team provides end-to-end service from facility planning to maintenance to providing your machines with the newest technologies. 

Let us help strengthen your facility. Contact a rep today! 

TRUE History

For 40 years, Frank Trulaske, founder and President of TRUE Fitness, has worked hard to provide premium fitness equipment to users. Learn how TRUE grew from innovative treadmills to an expansive product portfolio and the largest privately held fitness equipment manufacturer in the United States.

History Timeline

TRUE Partners

TRUE has worked with thousands of facilities around the world to provide an exceptional fitness experience. But don’t just take our word for it. Hear from our partners themselves.

Success Stories

We were really impressed with the TRUE presentation. It was an exciting opportunity to work with a company that had energy and ambition. We’re really pleased with what we’ve seen. We needed a brand that had a reputation but also had the track record of being able to sustain a very heavy demand. It wasn’t just selling us something and I think it got TRUE over the line.

Patsy Ryan General Manager Mardyke Arena/University College Cork See All Testimonials

TRUE Cares

TRUE Cares supports one of the most important principles that we stand for: building and maintaining relationships. Through the TRUE Cares program, TRUE corporate and employees support and give back to their communities through several non-profit organizations. TRUE employees strive to make an impact on a variety of charities through volunteering, team charity events, and charitable donations, including TRUE fitness equipment. TRUE particularly focuses on those that encourage wellness of both the body and mind. Two especially important non-profits to Frank Trulaske, President and founder of TRUE, is Selah Freedom and The Little Bit Foundation. We invite you to learn more about them and the impact they make on the wellness of young women and men.

Learn More about TRUE Cares