True Force Techologies: Innovation Born in Ames, Impacting the World 

Courtesy of True Force Technologies

Ben Durbin’s passion has always been human performance – not just in sports, but in the everyday pursuit of living stronger, longer and healthier. A former football player at the University of Wyoming and Iowa State University, Durbin is an Olympic-level wrestler with multiple international podium finishes, a U.S. Open medalist, and a longtime strength and conditioning coach for Olympic Sports at Iowa State. 

Durbin found purpose in helping people reach their potential, whether they were training for competition or simply trying to improve their quality and longevity of life. Now a local innovator and entrepreneur, he has invested deeply in the Ames, IA, community as a business owner, coach and developer of programs that support youth, adults and working professionals.

Today, Durbin owns three Ames‑based companies: the Athletic Club of Ames, True Force Technologies and Premier Athlete Training.

“I saw a void and wanted to provide an outlet for anybody who’s looking to get better,” Durbin says. “Whether someone wants to live a longer, healthier life or an athlete wants to understand the intricacies of their potential, the goal is the same: measurable progress and a better future.”

Courtesy of True Force Technologies

Durbin’s businesses form a connected ecosystem that strengthens the Iowa community in multiple ways. The Athletic Club of Ames has become a local staple, offering a supportive environment where people of all ages can pursue their health goals.

The 24‑hour facility includes a health coach, personal trainers, Olympic and powerlifting equipment, and a culture built around real, trackable results.

Premier Athlete Training provides programming for thousands of athletes around the country. Backed by industry‑leading education, certifications and hands‑on experience, the staff builds custom multi‑sport strength and conditioning programs for high school, college and professional athletes. The impact extends beyond sports – the same principles support workforce wellness, confidence and high‑performance culture in everyday life. 

True Force Technologies represents Durbin’s most ambitious innovation yet. Designed, built and manufactured in Ames, the patent‑pending technology measures human strength and fatigue with the same level of precision used in advanced agriculture labs to detect minute changes in root growth. That scientific accuracy – once reserved for research environments – is now being applied to human health in a safe, accessible way. 

The technology was originally created for elite athletes, but its reach has expanded rapidly. Doctors now use True Force to safely and noninvasively chart patient progress just as they track heart rate or blood pressure. Physical therapists, wellness professionals and everyday individuals use it to understand their strength, monitor recovery and make informed decisions about their training protocols. 

“This technology is for everybody,” Durbin says. “Being distributed around the world, helping people realize what they are capable of, helping people realize their true potential. Strength is one of the leading indicators of long‑term health. Strength is a vital that can now be safely charted and tracked for everyone.” 

As a founder whose work blends entrepreneurship, community investment and scientific innovation, Durbin is helping position Ames as a place where ideas grow, scale and ultimately impact the world. His businesses don’t just serve the community; they strengthen its future. 

For more information, visit True Force Technologies at trueforcetechnologies.com.