Business: Designs and sells elliptical cross-trainers for the retail and commercial markets.
Founded: 2001
Headquarters: Brooklyn Park
Website: www.octanefitness.com
Executives: Founders Dennis Lee, president and CEO, and Tim Porth, executive vice president for product development and marketing.
Employees: 46
2009 revenue: $33.9 million
Quote: "When you're trying to do everything, it's hard to be really good at what's important." — Lee, explaining the company's business model, which outsources manufacturing, warehousing and IT services and focuses on product innovation, customer service and a sales force that works closely with clients on training and promotions.
