Welcome to episode 183 of the Bodybuilding Down Under podcast! This week, we’re joined by a very special guest, Benjamin Norris, founder of Citadel Strength Equipment to take you inside the world of elite gym equipment design. From Citadel’s early days and the first hand-built prototypes, to how machines are tested under real working loads, Benjamin breaks down what it actually takes to create equipment that feels as good as it looks. We chat through the realities of scaling manufacturing, why some markets obsess over biomechanics while others care more about aesthetics, and how culture shapes the way lifters around the world use and judge equipment. Benjamin also shares the stories behind Citadel’s most-loved pieces, what makes them stand out, and what’s next for the brand. Plenty of industry insight, this one’s a must-listen for anyone who loves great kit and even better conversations!   Instagram Handles: Bodybuilding Down Under: https://www.instagram.com/bodybuildingdownunder/?hl=en   Jack: https://www.instagram.com/jack.radfordsmith/    Daniel C: https://www.instagram.com/daniel.chapelle/   Lawrence: https://www.instagram.com/general.muscle/   Daniel Y: https://www.instagram.com/dy.fit/     Citadel Strength Equipment: https://www.instagram.com/citadelstrengthequipment/?hl=en