Picsil: The History Behind the Brand That Dominated Europe and Is Setting Their Sights on the US

July 27, 2023 by
Photo Credit: @picsil_sport
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CrossFit athletes are constantly looking for those accessories that will aid them in fitness, all while protecting themselves at the same time. Picsil is one of the brands doing just that. With a full list of fitness equipment and accouterment available to every level of athlete, the company prides itself the most on its hero products: their grips, belts, knee sleeves, wristbands, and jump ropes. 

After dominating the European market, Picsil continues to expand the brand in the US. Picsil was founded in 2012 by brothers Pablo and Jesús Miguel Silva Picón. It all started when a relative asked Pablo to search for a hand protection product that would allow this functional sport to be carried out with the greatest possible protection for the hands. While researching, Pablo sensed a gap in the market and began to create his own hand grips. They took on quickly, and relatively soon, his brother Jesús left his job to help his brother full time as the two aimed to create this new fitness brand.

It started relatively simple, with the brothers selling their wares on eBay, sewing their wristbands and grips by hand in their mother’s kitchen – truly a labor of love. The boys quickly outgrew the kitchen, and by 2015 they had a website and were manufacturing in Pablo’s basement. The Picón’s released that if they wanted to continue the current level of growth, they had to get the word out. So off they went, with a simple table and their product, visiting various competitions in Spain. The reactions were fantastic from athletes, and the boys began selling the grips on Amazon.

Fast forward to 2017, when Picsil was now being manufactured in a warehouse due to the boom in sales across Europe. They launched their hero product, the Azor Grips, at the CrossFit Games European Regional in Madrid that year, and shortly after that became the number-one brand of grips in Europe. The brand started to sponsor athletes, with Adrian Mundwiler and Lukas Esslinger proudly wearing their grips in competition. After removing animal leather from their products and moving to synthetic fibers, the brand participated as a vendor in the 2018 CrossFit Games in Madison and continued to add high-level athletes to their portfolio, such as Sam Briggs and more.

Photo Credit: @bk_gudmundsson

The official brand of grips of the Dubai CrossFit Championship, Madrid CrossFit Championship, and the French Throwdown continues to do its best to remove all barriers and reach new frontiers and is constantly working on creating the next big fitness accessories. Now officially a worldwide brand, represented by some of the most elite CrossFit athletes like Roman Khrennikov, BKG, Gabi Migala, Jeff Adler, and Lazar Djukic,  Picsil cannot wait to see everyone in Madison and share everything they have been working on!

Picsil will share novelties at their Madison booth, including their new Maverick backpack already launched in Europe. Check it out here and get excited! Come see what all the talk is about and enjoy a discount on grips, knee sleeves, and belts with the code “GAMESMCU” online!

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