Ashley Drake was an Army captain who got tired of her hands looking like raw hamburger meat after CrossFit workouts. That’s the spark. It wasn't some high-tech silicon valley disruptor or a complex algorithm; it was literally just zinc oxide tape and a bit of ingenuity. When she walked onto the set of the show, she brought something that most entrepreneurs lack: a product that solved a painful, bloody problem she experienced every single day.
What The Natural Grip Actually Is
If you've ever done a high-rep pull-up session or grabbed a barbell for a heavy snatch, you know the dread of a "rip." Most people use those bulky leather gymnastics grips. They’re okay, I guess, but they slip. They bunch up. They feel like you're wearing an oven mitt while trying to do precision athletics.
The Natural Grip changed that by being customizable. It’s made from high-quality cotton tape that doesn't stretch. You don't just buy a "medium" and hope for the best. You provide your ring finger size. This custom fit is why it blew up in the functional fitness community so fast. It actually stays put.
Honestly, it’s one of those things where you look at it and think, "I could have made that with a roll of tape from CVS." But you didn't. Ashley did. And she made it durable enough to survive a grueling WOD (Workout of the Day).
That Nerve-Wracking Shark Tank Moment
Season 6, Episode 8.
Ashley walked in seeking $100,000 for a 20% stake. Most people don't realize how much of a "hustle" business this was back then. She was literally making these grips by hand in her garage. It was a true American success story in the making, but the Sharks are notoriously picky about "product vs. business" arguments.
Robert Herjavec was interested. Daymond John, the branding king, saw the potential in the fitness niche. But it was Robert who bit. He offered the $100,000 but wanted 25%. Ashley, being a literal soldier, didn't flinch. She took the deal. It was a masterclass in knowing your numbers and knowing when to take the win.
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People always ask if the deal actually closed. It did. Robert’s team helped scale the manufacturing because, let's be real, you can't hand-cut thousands of tape grips once the "Shark Tank Effect" hits and your website crashes from all the traffic.
Why the Fitness World Latched On
CrossFit was peaking. It was the "Wild West" of fitness in 2014 and 2015. Everyone was looking for an edge, and "hand care" became a massive sub-industry. If you couldn't hold the bar, you couldn't win. It's that simple.
The Natural Grip isn't permanent. That’s the catch. They last maybe three to six months depending on how hard you crush it. From a business perspective, that is a goldmine. It's a consumable product. Once a customer trusts the brand, they’re coming back three times a year to buy more.
The Competition and the "Tape" Problem
A lot of people tried to copy the design. You can find "how-to" videos on YouTube showing you how to fold athletic tape to mimic The Natural Grip.
But it's never quite the same.
The proprietary material Ashley used—that specific zinc oxide cotton—has a specific "bite" on the bar. It absorbs sweat without becoming a soggy mess. I've seen people try to use cheap medical tape and it just slides off the second their heart rate hits 160. That's the difference between a DIY project and a professional-grade tool.
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Where Are They Now?
Business is tough. The fitness world is even tougher. Trends move at the speed of light. One year everyone is doing muscle-ups, the next year everyone is obsessed with pickleball.
The Natural Grip has managed to stay alive by diversifying. They didn't just stick to the basic tape grip. They moved into goat tape, hand creams, and other accessories that fitness junkies crave. They realized they weren't just a "grip" company; they were a "longevity" company for athletes.
The Robert Herjavec Factor
Robert wasn't just a silent partner. He actually used the product. There’s a famous clip of him trying to do pull-ups—or at least attempting to look athletic—to show how they worked. His influence helped get the product into bigger retail spaces and improved the logistics chain.
Without that investment, the company likely would have stayed a small, local operation. Instead, it became a staple in CrossFit boxes across the country.
The Reality of Small Business Growth
It hasn't all been sunshine and PR wins. Scaling a handmade product is a nightmare. You have to move from a garage to a warehouse. You have to hire people who care as much as you do (spoiler: they usually don't). You have to deal with shipping delays and rising material costs.
Ashley has been incredibly vocal about the grind. She didn't just take the check and go to the beach. She stayed the CEO. She navigated the transition from active-duty military to full-time entrepreneur, which is a jump that would break most people.
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Lessons for the Aspiring Entrepreneur
If you're watching Shark Tank reruns and thinking about your own "Natural Grip" moment, there are a few things to keep in mind.
- Solve a literal pain point. If your product prevents bleeding, people will buy it.
- Niche is a superpower. She didn't try to sell to "everyone who exercises." She sold to people who do high-rep bar work.
- Know your exit. Or in this case, your entry. She knew exactly what she needed from a Shark.
The most impressive part of this story isn't the money. It's the fact that in a world of "as seen on TV" junk that ends up in landfills, people are still using these grips. They work.
How to Get the Most Out of Your Grips
If you actually buy a pair, don't just toss them in your gym bag and forget about them. They need a little bit of love. Keep them dry. If they get soaked in sweat, let them air out. Don't leave them in a hot car where the adhesive can get all funky.
Also, make sure you size them right. If they're too loose, they'll chafe. If they're too tight, they'll restrict your movement. Follow the sizing guide on the site religiously.
Final Thoughts on the Legacy
The Natural Grip is a reminder that the best products are often the simplest. You don't need a microchip. You don't need an app. You just need to understand the relationship between an athlete's hand and a steel bar.
Actionable Next Steps
- Audit your workout pain: If you’re consistently getting sidelined by blisters or rips, stop "toughing it out." Look into a grip solution that matches your specific palm size.
- Support Veteran-owned: If you’re choosing between two products, checking the "About Us" page can tell you if your money is going to an entrepreneur like Ashley Drake who built the business from the ground up.
- Check your technique: Even the best grips won't save you if you have a "death grip" on the bar. Work on your hook grip and hand placement to reduce friction.
- Measure twice: If you order a custom grip, use a real measuring tape. Don't eyeball it based on your glove size. Precision is the whole point of the brand.