Fitness Anywhere, the San Francisco-based company that produces the TRX Suspension Trainer, will now be known as TRX.

The company made the announcement last week on the first day of the International Health, Racquet and Sportsclub Association (IHRSA) show in San Francisco.

“As the TRX Suspension Trainer grew in prominence, it became more and more evident that the TRX name offered strategic benefits and brand-building value that we could not ignore,” Randy Hetrick, founder and CEO of TRX, said in a statement. “The success of our flagship product has allowed the TRX brand name to embody the spirit of innovation. As we embark on an era of expansion into more and more functional fitness solutions, the name change simply makes sense.”

Hetrick and TRX hosted a reception Wednesday night at its new headquarters in downtown San Francisco. The TRX offices include a training room on the sixth floor, complete with a view of the San Francisco-Oakland Bay Bridge to the east. Construction is under way on the roof of the TRX headquarters for an outdoor training area with a 360-degree view of the city.

The rebranding announcement follows a recent purchase of 24,000 TRX Suspension Trainers by the United States Department of Defense, which distributed them to deploying U.S. military brigades and battalions. The purchase marks a return to TRX’s roots. Hetrick is a former U.S. Navy SEAL and invented the suspension trainer as he and his Navy SEAL teammates improvised ways to stay fit on covert missions.

Also at the IHRSA show, TRX announced its first product line extension with the TRX Rip Trainer, a 40-inch, commercial-grade bar with a sheathed elastic resistance cord. The bar collapses for portability and comes with a door anchor.

The Rip Trainer was created by Peter Holman, a two-time U.S. national tae kwon do champion, a physical therapist and certified strength and conditioning specialist. Holman demonstrated the Rip Trainer at Wednesday’s reception.

“We are excited to bring Rip Training to more and more people, and joining the TRX family definitely gives us the platform and resources to reach the perfect customer base,” Holman said.

TRX has trained more than 30,000 fitness professionals and coaches across 40 countries through its suspension training courses.