FringeSport http://www.fringesport.com/ Our tag line is "Solid Gear. Great Price. Outstanding Service." (This should not be in the logo) We enable the growth of niche sports and fitness movements (currently CrossFit) by providing "good enough" quality gear at great (read: low) prices with great service (fast shipping, great returns policies) to our customers. We maintain a customer is always right attitude.
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We are targeting CrossFit which is about functional, universal and whole-body strength/fitness and pushing oneself to the limit. We target both male and female athletes. However, we are also looking beyond CrossFit in the long term to other niche sports and fitness programs. The attached pdf is an ad for the "CrossFit Games", which is the main event in this sport.