What started as one man taking back his health turned into a full-blown obsession with strength. After being diagnosed with type 2 diabetes and losing weight too fast resulted in a blown ACL during a game of laser tag. This kickstarted a grueling recovery of three rehab sessions a day. That process laid the FOUNDATION for something bigger.

Then came strongman.

It all began with watching The Strongest Man in History and Strongman Championship League during rehabilitation of his torn ACL. This inspired Matt to try some of the lifts. He then expanded his equipment variety for his home gym, including a log. (To this day, Matt still may have one of the most impressive home gyms you will ever see, and it continues to grow) After a few weeks of trying strongman, he decided to visit a strongman gym in Sheboygan, WI (Chris “THE BREWMASTER” Alitz), then competing in a strongman event the very next week. From that day forward, training had a purpose, and the passion intensified.

After doing the competition, Matt wondered why the local competitions didn’t have the caliber of equipment that shows seen on tv had. He asked many others why, and they all said the same things, such as “that’s just strongman” or “equipment is too expensive”. Without any hesitation, Matt set out with a new goal. Just because something has always been that way for local competitions, doesn’t mean it always has to be. Matt personally took it upon himself to change the local strongman scene forever and continues to continue to do so to this day. Wasting no time, Matt put in more hours than others could possibly fathom to acquire the funds to purchase all said equipment with his own funds. Matt has since sponsored many local shows in this same manner and has since invested well over six figures into the sport for equipment for all the athletes to use, just like the pros do. With a better place to showcase athlete’s skills in mind, he has been at work creating connections throughout Wisconsin. Many relationships have been forged along the way that laid the FOUNDATION of all things to come. With the help of other local promoters, Strongman has never seen such heights in Wisconsin, and he will continue to climb until the SUMMIT is reached.

Foundation Factory apparel began with the t-shirt design "Grip It and Ribbit" and rapidly grew from there. All designs are created and made in house by the founder himself. What began as a way to save on home gym equipment turned into sourcing gear in bulk, designing strength-focused apparel, and eventually creating and selling our own strongman equipment such as sandbags, liquid chalk, and more. Matt hopes to someday turn a profit so his growing family can work for the company as well. Matt is married and a proud father of 3, so relationships are very important to him. His big heart, unparalleled work ethic and willingness to help has always defined him.

Founded in 2021, Foundation Factory is still a one-person operation. All proceeds to date have been invested right back into the sport/athletes. Every dollar spent here, supports them directly. Every purchase made here will be supporting those who support you. We are driven by passion, function, and a little bit of humor. Whether you’re here for the gear or the community, you are part of something built with intention—and a whole lot of callused hands.