User:Orangle50/sandbox/Lifeline USA

Lifeline USA
Lifeline USA is a fitness company based out of Madison, Wisconsin. They focus on the principle of functional fitness, which stresses using the body's muscle groups together while exercising instead of isolating them.

The company's founder, Bobby Hinds, is a former UW boxer and jump rope proponent. In fact, he started the company with jump ropes as his first product in 1973. Today, the company has evolved into providing more than jump ropes (although they still offer them).

Most of their products have resistance cables in order to make exercising more efficient. They use the term pumping rubber to explain their products (it is the same idea as "pumping iron" but with dipped resistance cables instead of traditional weights). The point of using functional fitness and resistance cables is to take away the stress off your joints while doing physical activity.

Lifeline USA website