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.

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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.

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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.

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Roddy

Owner, Founder, and Managing Partner

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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.

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