Torque Fitness Taps Adam Thielenas Ambassador, Targets Premium Clubs With New Sled

The equipment maker’s first major athlete partnership coincides with the launch of TANK SX, designed for health clubs and collegiate training programs.

Torque Fitness is bringing in a familiar name to buoy its push to serve premium health clubs and collegiate strength programs.

The fitness equipment company has named former NFL wide receiver Adam Thielen its first major athlete partner under a multiyear agreement, alongside the launch of TANK SX, the newest addition to its magnetic resistance sled lineup.

New product features

Designed for premium clubs and division one collegiate programs, TANK SX uses Torque’s patented Mag-Force technology to deliver resistance that increases as users push faster. According to the company, the sled does not require turf or manual resistance adjustments, offering operators flexibility in where and how they incorporate sled training.

The launch gives Torque a new offering for facilities serving members and athletes across a range of abilities, with Thielen helping introduce the product to the market.

“Adam is everything Torque stands for. He wasn’t handed anything — he built a career on work ethic and a refusal to quit, and that’s exactly the mentality we engineer into every piece of equipment,” said Jerry Dettinger, CEO of Torque Fitness. “As we bring TANK SX to premium health clubs, professional sports teams, and top collegiate programs, there’s no one we’d rather have in our corner.”

Partnership details

For Torque, the partnership also draws on shared Minnesota roots. Headquartered in Coon Rapids, the company selected Thielen, a Detroit Lakes native and former Minnesota State, Mankato player, whose path from undrafted prospect to NFL standout aligns with its “Don’t Quit. Ever.” brand message. Thielen announced his retirement earlier this year.

“I built my whole career on the belief that the work you do when no one’s watching is what shows up on game day,” Thielen said. “Torque builds for exactly that athlete. When I saw how TANK is engineered, it clicked. This is the standard I’ve always held myself to.”

The agreement also includes support for the Thielen Foundation, extending the partnership into community initiatives and opportunities for athletes at different levels.

Torque will introduce partnership creative this fall under the campaign line “It Doesn’t Let Up. Neither Do You.” A film, “The Adam Thielen Story,” will accompany the launch on the company’s website.