Calgary Company Creates Custom Kettlebell for Conservative Leader's Podcast Appearance
A Calgary-based industrial coating and gunsmith company found itself at the center of a unique political and pop culture moment after collaborating with Conservative Leader Pierre Poilievre's team. Black Box Customs was tasked with creating a distinctive 70-pound kettlebell that Poilievre presented to podcast host Joe Rogan during a recent episode of The Joe Rogan Experience.
From Industrial Coating to Custom Fitness Equipment
According to Black Box Customs co-owner Jay Hsu, Poilievre's team reached out with a specific request: to craft a meaningful gift for Rogan that would showcase Canadian craftsmanship. "They gave a bit of an overview of what their intent was, which was to gift Joe Rogan a kettlebell that was painted with this Canadian flag," Hsu explained. "Because we're a coatings facility and we've done similar work in the past, someone referred Pierre's team to us."
The company, which doesn't typically manufacture kettlebells, sourced the base equipment from a Canadian manufacturer before applying their specialized expertise. "We took that kettlebell, we machined it, we did a brass insert with Joe Rogan's logo on it, we did all the painting," Hsu detailed. The project evolved beyond initial expectations as the team became personally invested in creating something special for the popular podcast host.
Intricate Design Elements with Personal Meaning
What began as a simple painted kettlebell transformed into an elaborate presentation piece with multiple layers of meaning. The Black Box Customs team designed and produced a custom stand featuring:
- Isogrid patterns representing space travel and aerospace
- A leather pad replicating the UFC 12 ring where Rogan first commentated
- The Miyamoto Musashi quote that Rogan has tattooed on his body
- A hidden Morse code message thanking Rogan and his team
"Once we knew who this project was for, we decided that we wanted to go for this entire project," Hsu said. "We designed a base, machined pyramid, the entire stand, all of that was designed and produced by us in-house."
A Surreal Experience for Calgary Craftsmen
For the Black Box Customs team, watching Poilievre present their creation on one of the world's most popular podcasts was a remarkable experience. "All of it is mainly surreal for us, but the biggest thing was being able to be part of it," Hsu reflected. The company, which typically focuses on industrial coating and gunsmith work, found the project particularly meaningful given their support for Poilievre within their industry.
Hsu noted that the experience has opened new possibilities for the business, joking about potential expansion into exercise equipment. "We're an industrial coating facility, so we're happy to coat anything that fits in our ovens and sandblasters," he said with a laugh.
Beyond the business implications, Hsu expressed pride in showcasing Calgary craftsmanship on an international stage. "And hopefully it brings more attention to Calgary as well," he added, emphasizing the city's capacity for high-quality manufacturing and creative problem-solving.
The custom kettlebell gift represents more than just political gesture—it demonstrates how specialized Canadian businesses can contribute to unique cultural moments while promoting local industry on global platforms.
