Lifeline Fitness

Lifeline Fitness is a U.S.-based fitness equipment company founded in 1973 by Bobby “Sugar” Hinds, a pioneer of functional training equipment. The brand originally gained recognition with its beaded jump rope and later expanded into a wide range of portable training tools including resistance cables, suspension trainers, medicine balls, and core training devices. Lifeline focuses on bodyweight and variable-resistance training products used in home workouts, athletic training, rehabilitation, and functional fitness programs. The company’s products are distributed through retailers, fitness facilities, and direct-to-consumer channels, and the brand is now part of Escalade Sports.