Stig starts a club
In 1959, Eleiko’s new workshop manager Mr Stig Edebalk starts a weightlifting club to grow brand awareness and get around a television-advertising ban. The Kraft Klubb Eleiko, which translates to Eleiko Power Club, takes advantage of a loophole allowing clubs to promote new membership. This creative workaround allows Eleiko to raise awareness of the brand and its new venture, and by 1959 the company is selling its products directly to sports shops across Sweden.
