About us

The NÜO story


"Athletic Innovation is simply designing solutions for smarter training. Which is not simple at all."

Tomas Svenberg
Founder of NÜO and former member of the Swedish national rowing team


To compete against the best rowing teams in the world, you need physical strength. You need to practice frequently. Passionately. And you need high quality training equipment.

Tomas Svenberg had the passion to be one of the best, but the Swedish long winters call for indoor training with few opportunities for high quality practice. Tomas realized he had to start working out at home. But the home gyms on the market couldn’t meet Tomas’s top-athlete standards. Also, they were bulky and, to be frank, ugly to look at.

An insight started to grow inside Tomas. Something was missing. Something like NÜO.

Today we are a fast-growing company with a mission. NÜO will continue to develop solutions for athletes looking for smarter training.

We owe a great deal of gratitude to all of you who have believed in us and supported us this far.

// The NÜO Team

1997
Tomas called up his friends and said: “I’ve got an idea. I need a home gym unlike anything ever seen. Let’s build it together. Something high tech that combines high-quality training, variety and design aesthetics.“ The team with a unique mix of experience in professional engineering and athleticism got to work. OMNIGYM started to take form.

2001
OMNIGYM met the press for the first time at FIBO, the world-leading trade show for commercial training equipment in Germany. This was the first step on what has become a successful global journey.

2006
“Think again. Make it smarter.” NÜO starts to experiment with a dumbbell that built on the OMNIGYM design principles. We build a prototype, register a worldwide patent and launch at FIBO what is today FLEXBELL, the world’s smartest dumbbell.

Designer stores such as Harrods and The Conran Shop in London start to sell the second generation of OMNIGYM.

2008
In co-operation with Johnny Nilsson, professor at The Swedish School of Sport and Health Sciences (GIH), NÜO develops and patents a high-precision gauge system for measuring power effect (WATT) induced from spinning cycles.

2009
NÜO launches the first commercial generation of FLEXBELL at the ISPO trade show in Munich. The trade press acknowledges the smartness of this ground-breaking athletic innovation.

2010
Stairmaster (then Startrac) acquires the rights to produce and market the FLEXBELL product in the USA under the brand Twistlock.

The OMNIGYM market grows on a global scale with exports to markets such as India, Russia, Indonesia and the USA.

2011
StarTrac acquires the exclusive rights to use our patented high-precision gauge system to be sold under the brand Spinning.

OMNIGYM is installed aboard a private yacht for the first time.

An acknowledged Italian artist decorates the cabinet doors to an OMNIGYM, later sold at an auction for € 12 000.

2013
A new generation of FLEXBELL is launched. With higher quality materials, refined engineering and higher capacity, we prepare for in-house production and marketing.

2015
We continue to perfect our concept. While our engineering and design skills have received international praise throughout the years, our challenge now is to make our innovative solutions more attractive and easy to understand for a wider audience.