By: Maha Khan

For decades, strength has been measured in crude numbers, reps, sets, and occasionally risky one-rep max tests. However, a new Iowa-based startup is suggesting that the future of training may not be written on chalkboards. Instead, it could be calculated in real time, with force data and artificial intelligence.

That startup is True Force, founded by former Iowa State football player and strength coach Ben Durbin. His patented system aims to measure an athlete’s unique strength capacity with greater precision, replacing traditional guesswork with objective data. The technology has been adopted in 27 facilities across 10 states and two countries, and its potential applications could extend far beyond elite sports.

The core of True Force is a specially engineered barbell outfitted with force sensors, which stream data into proprietary algorithms capable of instantly calculating an athlete’s estimated one-rep max. Instead of maxing out on a potentially dangerous lift, coaches and athletes can now see, in real time, exactly how much force is being produced and adjust training loads accordingly.

“There’s nothing else quite like this,” Durbin explains. “We’ve built something that’s reliable, repeatable, and relatively easy to implement. When you have real-time data guiding decisions, it helps take some of the guesswork out of coaching.”

Traditionally, coaches prescribed training based on off-season testing and experience, adjusting loads as the season progressed. But that approach does not always account for day-to-day variability in an athlete’s readiness. Fatigue, recovery, and mental state all impact performance. True Force brings those fluctuations into focus, offering more tailored training prescriptions that respond to each athlete’s body in the moment.

The system is already generating interest beyond competitive sports. Personal trainers are finding potential for safer and more effective workouts. Rehabilitation specialists see it as a tool for monitoring progress and helping to prevent reinjury. Even recreational lifters are exploring how it can make their sessions more productive.

Durbin’s own background adds credibility to the technology. A former Division I football player and Olympic-level wrestler, he has spent years coaching athletes across wrestling, gymnastics, and distance running, producing national champions and All-Americans. His perspective as both athlete and coach informed the development of True Force, creating a platform that blends usability with scientific rigor.

As the fitness industry increasingly looks for data-driven solutions, True Force represents a notable shift. It’s not about lifting more weight for the sake of numbers, it’s about knowing, with more confidence, what your body can handle today.

The future of strength training may no longer be about how much you can lift in the gym, but how much force you can generate and how precisely that can be measured. With True Force, strength is gradually becoming a science, not a guess.

Disclaimer: The content in this article is provided for general informational purposes. Individual results may vary. Always consider consulting with a relevant professional before making decisions related to training or performance.