Eleiko, a Swedish weightlifting equipment specialist, is reinforcing its position in the strength and fitness market with the launch of the Öppen Deadlift Bar, a deadlift bar that is designed to make this type of training more accessible for everyone.

The company say that the bar, which had its official launch earlier this year, had been very well received, as it meets the current demand for lifting equipment among an increasingly wide group of fitness enthusiasts.

Erik Blomberg, CEO of Eleiko, said: "Deadlifting is typically done by people who are in to weightlifting, but we have designed a deadlift bar that makes it much more accessible."

The Öppen bar is a space-saving solution that is designed to make training more inclusive to a wide group of users. It rests on durable rubber feet that provide stable upright storage, as well as raise the 'sleeves' for unencumbered loading and unloading of bumpers and plates, thus solving a common problem with regular trap bars.

Not just for deadlifting, the company has produced a training video highlighting some of the lifts achievable with the bar, including lunges, rows, tricep kickbacks, skull crushers, shoulder presses and camber squats.

The Öppen has already been purchased by a wide variety of facilities in the UK, from personal training studios, to sports clubs and health and fitness chains catering to a wide range of exercisers. Clients include David Lloyd Leisure, Third Space and Nuffield Health.

The launch of the Öppen Deadlift Bar is part of the Swedish group's efforts to widen its market potential beyond strength and conditioning facilities - with products that make it easier to cater to the demand for weightlifting equipment in mainstream fitness clubs.