Chris Conner
General Manager
Email Address: c.conner@powerliftusa.com
Our General Manager, Chris Conner has been a member of the Power Lift family since the beginning. Chris began his career at Power Lift behind the scenes by working in the assembly department where he put together racks, benches and other various weight equipment pieces. Today, Chris manages and oversees day to day business operations.
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Mike Richardson
Sales & Marketing Director
Sales Area: Alaska, Colorado, Hawaii, Montana, Nebraska, North Dakota, South Dakota, Iowa, Minnesota, Missouri, Wisconsin
Email Address: m.richardson@powerliftusa.com
Mike Richardson has been leading Power Lift as the Sales and Marketing Director since 2002. Mike comes from an extensive athletic background that has consisted of positions such as Director of Strength and Conditioning for football at Southern Illinois University and Commercial Sales Consultant for 2nd Wind Fitness. Mike spearheads Power Lift training seminars, conducts presentations to strength and conditioning coaches, maintaining trade show schedules and more.
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J.R. Conrad
Director of Sales and Business Development - Central Plains
Sales Area: Oklahoma, Arkansas, Missouri
Email Address: jr.conrad@powerliftusa.com
J.R. Conrad joined the Power Lift team in 2009 as a Senior Territory Sales Representative, working closely with coaches and administrators to create championship-level atmospheres within athletic facilities. His role allows him to combine his extensive experience with his passion for sports, helping others elevate their programs and achieve success.
Before joining Power Lift, J.R. gained valuable experience at another fitness company where he was involved in selling Power Lift equipment, further deepening his knowledge of the brand and its impact on athletic programs.
With 25 years of experience in coaching and athletics, J.R. brings deep expertise and valuable insights to his role at Power Lift. He has coached at both the high school and arena football levels, and his career has been profoundly influenced by the impactful teachers and coaches who shaped his approach to sports, the classroom, weight room, and locker room.
As a standout athlete, J.R. made history as the first true freshman to start at center for the University of Oklahoma, earning USA Today All-American honors. He went on to play 44 games at OU, starting one year at left tackle and two at right tackle. Drafted by the New England Patriots, J.R. played under Coach Bill Parcells and continued his career with the New York Jets. Throughout his career, J.R. was mentored by some of the most respected strength coaches in the industry, including Pete Martinelli, Johnny Parker, John Lott, and Joe Juraszek.
In addition to his work at Power Lift, J.R. founded Trench Mafia, where he trains offensive linemen and helps athletes chase their dreams, focusing on strong values and life-changing principles.
J.R. resides in Oklahoma with his wife and 4 children.
"The weight room is truly the front porch for everyone’s program."
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Robert Lindsey
East Coast Director of Sales and Business Development
Sales Area: Tennessee, North Carolina, Kentucky, Virginia, West Virginia, Alabama, Mississippi, Lousiana
Email Address: r.lindsey@powerliftusa.com
Robert Lindsey was named Senior Territory Sales Representative in 2008. A graduate of Oklahoma State University, Lindsey has been influential in the strength and conditioning industry during a seventeen-year career, with stops at Oklahoma State, Illinois State, and the University of Tennessee. He was also named NSCA Strength Coach of the Year in 1995 and 2000. As a member of The National Strength and Conditioning Association and USA Weightlifting, he has presented at over 100 strength and fitness conferences nationwide.
Robert and his wife reside in Knoxville, Tennessee.
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Rich Federico
Director of Sales and Business Development - South East
Sales Area: Florida, Maryland, D.C., New Jersey, Delaware
Email Address: r.federico@powerliftusa.com
Rich Federico was named the Southeastern Territory Sales Director in 2008. For the last fifteen years, Rich has been heavily involved in the sports industry. Prior to joining the sales and management side of the strength training industry, Rich was both a collegiate athlete and professional fighter.
"My passion lies in making sure my clients reach their facility goals and in helping them with all of their project needs!"
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Tony Tribolet
West Coast Director of Sales and Business Development
Sales Area: California, Arizona, Utah, Nevada, Idaho, Oregon, Washington, New Mexico, Hawaii
Email Address: t.tribolet@powerliftusa.com
Tony Tribolet has dedicated over 25 years to the sports performance, fitness and sports medicine industries. Tony graduated from Northern Arizona University with a Degree in Health Science and Education and is certified in Spine Rehabilitation from the University of California San Diego. Tony played football at NAU and was also a competitive Power Lifter.
After college Tony started his career working as an exercise physiologist and Director of Rehabilitation for a Sports Medicine Company in Southern California. Tony then joined one of the largest companies in the fitness industry as the West Coast Regional Sales Manager and moved up to other rolls including National Sales Manager, Product Director and National Leasing Director. In order to spend more time with his growing family Tony started his own regional equipment distribution company providing equipment to Colleges, High Schools and Rehab markets. Tony joined the Power Lift team full time in 2010.
Tony’s philosophy is to assist customers in creating a space that provides solutions to develop athletes safely, effectively and efficiently.
Tony resides in San Juan Capistrano, CA and enjoys fishing and photography in his free time.
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Shaun McPherson
Texas Director of Sales and Business Development
Sales Area: Texas
Email Address: s.mcpherson@powerliftusa.com
Shaun McPherson joined the Power Lift team after a 19-year career as a Division I Collegiate Strength & Conditioning Coach, serving the I-35 corridor.
McPherson spent five and a half years at the University of Texas, where he helped resurrect a nationally prominent women's basketball program. In just five seasons, he transformed the team from a twelve-win season in his first year to three consecutive Sweet 16 appearances and an Elite Eight.
Before Texas, McPherson spent two seasons as an assistant sports performance coach for football and track & field at the University of Kansas. His longest tenure was at Baylor University, where he served as a strength and conditioning coach for ten years. During this time, he oversaw the development of 15 Big 12 Conference regular-season and tournament championship teams across four sports. His athletes included two 2004 Olympic gold medalists, three first-round MLB draft picks, the 2005 College World Series semifinalist team, seven WNBA draftees, and the 2005 NCAA Champion women's basketball team.
McPherson holds memberships and certifications from the National Strength and Conditioning Association (Certified Strength and Conditioning Specialist), the United States Weightlifting Association (Level One Club Coach Certification), and the Collegiate Strength and Conditioning Association.
He earned his master’s degree in education in 2001 from Baylor University. McPherson received his B.A. in Exercise and Sports Science from the University of North Carolina at Chapel Hill, where he began his career as an undergraduate strength and conditioning coach for the Tar Heels.
McPherson resides in the Austin, TX, area with his wife and two daughters.
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Kory Lichtensteiger
Director of Sales and Business Development - Great Lakes
Sales Area: Ohio, Michigan, Indiana, Illinois
Email Address: k.lichtensteiger@powerliftusa.com
Kory Lichtensteiger joined the Power Lift team in the Spring of 2019 as the Great Lakes Representative, covering the areas of Ohio, Michigan, and Indiana.
Prior to Power Lift, Lichtensteiger spent nine seasons playing in the NFL (from 2008-2016). He played for three different franchises: the Broncos (2008), Vikings (2009) and the Redskins (2010-2016). While in the NFL he played in 95 games, with 77 of them being in a starting position (including two playoff games). Lichtensteiger also served as a Strength and Conditioning Coaching Intern for the Redskins in 2017
Lichtensteiger graduated from Bowling Green State University in 2007. While there, he was a four-year-starter on the BGSU football team. He played in a total of 48 games (including two bowl games). Lichtensteiger was named First Team All-MAC in 2006 and 2007 and Second Team All-MAC in 2004 and 2005.
When asked what he would like potential clients to know about him, Lichtensteiger stated, “I have yet to meet a more sports-minded person than myself. I have spent my entire life on courts, fields and weight rooms. My work resume IS my athletic background – and that’s why representing Power Lift is a dream job. I’m thrilled to be working for a company that equips the best and strongest athletes in the world. I look forward to working with coaches and athletes in the Great Lakes region.”
In his free time Kory enjoys watching his boys play sports, fishing and a little time on the golf course.
Lichtensteiger currently resides in Ohio with his wife and their four sons.
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Missy Mitchell-McBeth
Assistant Sales & Business Development Director - Texas
Sales Area: Texas
Email Address: m.mcbeth@powerliftusa.com
Missy Mitchell-McBeth brings over 17 years of coaching experience both at the high school and collegiate levels. Most recently she spent 6 years as the head strength and conditioning coach at Byron Nelson High School in Trophy Club, Texas. There she oversaw the development of all olympic sports athletes, trained each coaching staff to serve as assistant strength and conditioning coaches, and designed two new weight room facilities.
Prior to her time at BNHS, she was the senior assistant strength and conditioning coach at TCU in Fort Worth, TX for 7 years. She worked with a variety of teams, but was primarily responsible for Indoor Volleyball, Women’s Basketball, and Women’s golf.
Before that she was an assistant volleyball, head girls powerlifting, and high jump coach at Copperas Cove High School in Copperas Cove, TX.
Mitchell-McBeth also holds a position on the board of the National High School Strength Coaches Association overseeing the Southwest Region that includes Texas, Oklahoma, Louisiana, and Arkansas. She holds an MSEd in Exercise Physiology along with a CSCS, SCCC, USAW, and FRCms certifications.
She and her husband Brian, a high school coach currently reside in Justin, Tx and have four dogs: Maui, Kona, Violet, and Indigo.
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Trey Washington
Midwest Sales & Business Development Director
Sales Area: Iowa, Illinois, Wisconsin, Minnesota, Kansas
Email Address: t.washington@powerliftusa.com
Trey joined the Power Lift team in 2024 as the Midwest Sales & Business Development Director covering Iowa, Illinois, Wisconsin, and Minnesota.
Prior to Power Lift, Trey played football at Northwest Missouri State University as a cornerback and graduated with a degree in Applied Health Science. During his time at NWMSU, he spent time interning under one of the best to do it, Joe Quinlin, the head strength and conditioning coach. After college Trey managed Johnson Fitness and Wellness where he assisted residential users with their fitness equipment needs.
Trey resides in Iowa with his wife and son. Outside of Power Lift, Trey is a Defensive Back coach at Dallas Center-Grimes High School and enjoys spending time with his family and friends, watching movies and playing basketball, football or golf.
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