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I still want the normal guy to be able to purchase our equipment. It shouldn’t be a $1,000 bar no one can afford. You should be able to buy it for your garage and have it last forever,” Henniger says. He lines up a series of what he calls “bad bars”—ranging from $200 to $1,200—alongside Rogue’s standard $290 barbell, and points out every flaw or evidence of sloppy construction in his competitors’ products. “If you put our bar against a $1,000 bar, our specs are as high as a $1,200 bar. It debunks the myth that you need to charge $1,200. I want a lot of people to have them.
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J.C. Herz (Learning to Breathe Fire: The Rise of CrossFit and the Primal Future of Fitness)