Elite Muscle is a New Zealand fitness and training brand based at 532 Whatawhata Road in Temple View, Hamilton. It describes itself as a newer brand, specialising in premium lifting gear and accessories. For people who train with heavy weights, that means the equipment used every session: the lifting belts, straps, wraps and chalk that help a lifter grip and support heavy loads. The brand's focus is on lifting gear rather than general gym equipment, so it suits strength trainers and lifters who want gear made for heavy work. Its Google rating is 5.0.