About White Lion Athletics
Canada's Fitness Equipment Company
Our Story
White Lion Athletics was born in Winnipeg, Manitoba with a simple belief: fitness should be accessible to everyone. Since 2015, we've been helping athletes, coaches, physical therapists, and everyday movers find the right equipment — and actually know how to use it.
We're not here to sell you on an extreme lifestyle. We're here because keeping your body moving matters, and the right tools make all the difference. From our home base at 255 Tache Avenue, we serve customers across Canada and beyond.
What We Do
We specialize in high-quality strength and conditioning equipment — steel maces, steel clubs, kettlebells, resistance bands, and training accessories trusted by pro athletes and trainers. Every product we carry is chosen for quality, durability, and real-world performance.
But we don't just sell equipment. We back every purchase with reliable, dependable service and training instruction so you can move safely, effectively, and with confidence.
Meet the Team
DJ Guzda (BA, MA) — Founder & Director
DJ brings an academic background and deep hands-on expertise to everything White Lion Athletics does. His certifications include:
- Steel Mace Flow Level 1 with Honours (2020, 2023)
- Steel Mace Specialist — Rik Brown "Mr. Mace Man" (2019)
- Agatsu Kettlebell Instructor, Level 1 (2017–2021)
- Certified Personal Fitness Trainer — National Exercise & Sports Trainers Association (NESTA)
Trusted by the Community
We're proud to have built a community of movers who trust us for their training needs:
- 4.9 stars across 87+ verified product reviews
- 12,000+ followers on Instagram (@white_lion_athletics) with 3,200+ posts of training content
- Training videos and product knowledge content on our YouTube channel
- A physical retail presence in Winnipeg with hundreds of in-store visits
Ready to Train?
Browse our bestsellers and find the tools that fit your training style.