Mat Lupinacci

Vice President

Mat Lupinacci was born and raised in Stamford, CT.  He grew up surrounded by athletes and was named All County for baseball at Trinity Catholic High School. He graduated from St. Johns University with a BS in Finance. After college, he went on to work for Bobby Valentine’s Sports Academy training and mentoring young athletes in preparation for College. While simultaneously coaching the Darien High School Baseball team, he decided to step into the business world. Mat spent the next 10 years working as a purchasing manager for ROSCO Laboratories and then decided it was time to pursue more of his passion for operations & fitness in a more hands-on atmosphere. He moved to Greenville, SC in 2017 where he became the director of operations for Vita Vibe, a ballet & fitness barre manufacturer, allowing him to combine business with fitness. Manufacturing fitness products became his passion during his 4 years at Vita as he was able to diversify and bring new fitness products other than ballet to their lineup. He went on to his current position as Vice President of Stren-Flex where he has taken the lead in developing the Stren-Flex Fitness brand. When he’s not creating new fitness products, he enjoys playing golf, traveling, and sitting on the sidelines with his wife, supporting their four kids in all their activities.

Phone: (864) 525-8119

Email: mat@stren-flex.com

Michael Donovan

Business Development & Sales

Michael Donovan grew up playing sports including basketball and soccer. He won two national championships in Junior College and went on to compete at a Division 1 Level for soccer at Appalachian State University. After College, he continued to play sports and stay active as he entered the corporate world. He successfully worked through the management training program and highly competitive sales culture at Enterprise Rent a Car, making it to Manager at one of the largest offices in Atlanta. Recently, he joined the Leadership Development space, working with Fortune 500 companies to train and motivate employees. He is excited to be back in the fitness world, helping others achieve their goals through this family-oriented company.

Phone: (404) 488-3811

Email: michael.donovan@stren-flex.com

Steve North

Product Development & Sales

With over 14 years as a CrossFit coach and nearly two decades immersed in the fitness industry, Steve’s journey began in Florida, where he developed a connection to the outdoors through fishing, surfing, and maintaining boats (sport fish). A lifelong entrepreneur, Steve has honed his skills in boat construction and fiberglass work, demonstrating his knack for craftsmanship and innovation. His expertise extends beyond the marine industry, having organized numerous CrossFit competitions across South Florida and South Carolina. At Strenflex Fitness, Steve’s role in research and development is vital for driving innovation and excellence. His creative mindset and problem-solving abilities have led to the design and sales of CrossFit and fitness rigs and most recently he engineered a new product called Snake Weights. He also serves as a key ambassador for the brand, fostering relationships with fitness event organizers, gyms, CrossFit affiliates, and the adaptive athlete community. His work with WheelWOD and Equip Products highlights his dedication to inclusivity and community, reflecting his passion for people and fitness.

Phone: (561) 201-3632

Email: steve@stren-flex.com

Roddy Rossborough

Owner, Founder, and Managing Partner

Roddy Rossborough is a founder and owner of Stren-Flex, LLC and STRENFLEX® FITNESS. Roddy began pulling parts for his father-in-law’s overhead crane company, Ace Industries, Inc. in 1997. Realizing the distinct relationship between hoists and slings, he desired to expand Ace’s offerings by adding “below the hook” options and began selling lifting slings made by other manufacturers. He grew frustrated by the underwhelming quality and service offered by some of these companies so he became a manufacturer in order to achieve and maintain the standards of quality and service that he desired. He bought his first sewing machine in 2000 and began sewing slings under the Stren-Flex brand name. Stren-Flex grew and in 2016 they made the decision to make Stren-Flex Slings a standalone entity. He hired Trevor Waycott, a trusted friend with years of experience and someone who he had known and worked with for many years. Together, they moved the manufacturing from Atlanta to Simpsonville SC. In 2019, Stren-Flex, LLC began making synthetic products for the Fitness Industry. Soon after they were awarded a contract to produce 36,000 weight sleds and 18,000 sled straps for the Army Combat Fitness Training Test (ACFT) through one of their amazing distributors. In 2024, STRENFLEX® FITNESS was created as a DBA of STREN-FLEX, LLC. and now produces and distributes hundreds of Gym Storage, Athletic Training, CrossFit®, and Weightlifting products under the STRENFLEX® brand as well as privately labeled products for many of their distributors.

Phone: (404) 307-8190

Email: roddy@stren-flex.com

Trevor Waycott

President of STRENFLEX

Trevor Waycott achieved many amateur sports accolades including Athlete of the Year during his senior year of high school by playing varsity Tennis, Football, Volleyball, and Basketball. He later went on to The University of New Brunswick Saint John where he made both the Basketball and Volleyball teams in his freshman year. He continued playing senior Softball and Soccer well into his 30’s. From player to coach, he always has strived to be a part of a winning team and culture.

He started working in the Lifting and Rigging Industry in early 1994 in Eastern Canada. Over the next 7 years he became very proficient in the fabrication processes of lifting slings and developing solutions for problematic lifting applications. Trevor moved to Central Florida with the opportunity to transition to regional sales in early 2001 where he had a very successful next 7 years of sales efforts continuing to educate users on lifting products. In 2008, he was recruited to work for a European based company looking to set up its North American distribution network in the Lifting and Rigging Industry. He was named CEO in 2013 of its US based 50,000sf fabrication facility. In late 2015 he partnered with Roddy Rossborough, the founder of STREN-FLEX®, to set up Stren-Flex, LLC. Stren-Flex, LLC diversified into the Fitness Industry in 2019 and STRENFLEX™ Fitness now produces and distributes hundreds of products in the Athletic Training, CrossFit, and Weightlifting Industries.

Phone: (770) 823-6309

Email: trevor.waycott@stren-flex.com