Primo Chalk · Founder · 2009 to 2020
A better grip chalk, from formula to shelf
For climbers and lifters who want a grip that lasts and calluses that don’t tear
I founded Primo Chalk in 2009 to give climbers and lifters a better grip chalk. I developed the formula and designed most of the manufacturing process and machinery, and the Primo team and I scaled production and got Primo Chalk sold through Rogue, EliteFTS and Amazon. We went through SKU, Austin’s accelerator for consumer products companies, in the spring of 2015, and sold the company in 2020.
Built with the Primo team
The result
Still on shelves
We sold Primo Chalk in 2020, and you can still buy it today.
The short version
The problem
One shared bucket
Plain gym chalk wears off fast, the communal bucket collects sweat, skin oil and germs, and hands that train hard build calluses that dry out and tear.
The fix
Formula to factory
I developed a formula that stays on, conditions the skin and is naturally antibacterial, and designed most of the process and machinery we made it with.
What happened
Rogue, EliteFTS, Amazon
The Primo team and I scaled production and got the chalk sold through all three, went through Austin’s SKU accelerator in 2015, and sold the company in 2020.
What was wrong with gym chalk
A gym’s communal chalk bucket takes in the sweat, skin oil and germs of every hand that dips into it. Plain chalk also wears off fast, so athletes stop to chalk up again and again, and hands that train hard build calluses that dry out, harden and tear.
I founded Primo Chalk in 2009 to make a better grip chalk for climbers and lifters, one that stayed on, looked after the skin and kept bacteria from building up, so an athlete could stop thinking about grip and put everything into the lift or the climb.
Plain gym chalk
Shared and short-lived
- A communal bucket that collects sweat, skin oil and germs
- Wears off, so you chalk up again and again
- Calluses that dry out, harden and tear
Primo Chalk
Made for the hands using it
- Naturally antibacterial
- Stays on, so grip is one less thing to think about
- Conditions the skin, so calluses are less likely to tear
The formula and the machines
I developed the formula and designed most of the manufacturing process and the machinery, and we blended and packed the chalk in our own facility.
It went out as loose chalk and as chalk balls, and we made the climbing chalk ball looser so a climber could move it around easily inside a chalk bag.
Growing it with the Primo team
The Primo team and I scaled production and sales and got Primo Chalk sold through Rogue Fitness and EliteFTS, two strength-training gear companies, and on Amazon.
In the spring of 2015 the Primo team went through SKU, Austin’s accelerator for consumer products companies, and we pitched the company to investors at SKU’s Pitch Day.
Running it, then selling it
Running Primo meant answering for every part of it, from the raw material orders and the inventory to the retail accounts and the payroll for everyone making the chalk.
We sold the company in 2020.
Primo Chalk, 2009 to now
- 2009 I start Primo Chalk
- Spring 2015 The Primo team goes through SKU, Austin’s accelerator for consumer products companies
- 2020 We sell the company
- Now The brand is still on shelves
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