About Us

It’s 2010...

The lights are low inside a crowded powerlifting meet. Chalk dust floats in the air. Metal clangs. The energy is thick, but in between the big lifts, there’s downtime. A moment to look around. Sitting in the stands, Shelley Dennison notices something that’s been bothering her for a while. Every lifter on the platform is giving it their all. The commitment is real. The training is brutal. But the gear they’re using? It looks like an afterthought.

Wrist wraps that fall apart. Belts that don’t fit right. Tees that shrink or tear after a few washes. The strongest people in the room are wearing gear that feels like it was made for someone else. That day, the idea for Iron Rebel takes root. Not as a business plan. Not as a brand. As a mission.

In the beginning, there was one product. The Rhino wrist wrap. Durable. Heavy-duty. Built to do its job and do it well. Shelley launched it with a small batch of tees and hoodies; basic, functional pieces designed by someone who actually trained.

No outside investors. No marketing team. Just a lifter trying to solve a real problem. Word spread fast. Lifters recognized the difference. They saw gear that looked like them, felt like them, and worked as hard as they did. What started as a side hustle quickly became a movement. By 2013, the name changed to Iron Rebel. Because this wasn’t just about gear anymore. It was about identity. Iron represents discipline. Rebel represents the refusal to do things the easy way.

From that moment on, Iron Rebel became the brand for the lifter who doesn’t flinch. Not the lifter chasing likes. Not the one looking for shortcuts. But the lifter who trains through pain, who doesn’t complain, who keeps showing up no matter what. The gear had to be stronger. The standards had to be higher. The mission had to be bigger.

Today, Iron Rebel is a global brand. But we haven’t forgotten who we are or who we build for. We sponsor over sixty powerlifting meets every year. We work with athletes who live this life, not just post about it. Our gear is designed by professionals who have been under heavy weight, who understand the details that most companies miss.

We are rebuilding strength culture one product at a time. Every wrap. Every tee. Every belt. It all stands for something. We believe in quality over hype. Consistency over popularity. We believe that greatness is earned. And we’re not done.

We are investing in the next generation of lifters. Creating signature lines with athletes who embody the brand. Telling real stories that reflect the heart of the strength community. Iron Rebel is no longer just a response to a problem.

It’s a flag planted in the ground for anyone who chooses the hard road on purpose.