Ten Thousand
Ten Thousand is a New York-based premium men's activewear brand founded in 2016 that designs and sells DTC performance apparel — shorts, shirts, pants, and outerwear — for serious athletes, hybrid fitness competitors, outdoor users, and military/first responders, sold primarily through tenthousand.cc and supplemented by wholesale and event sponsorships.
- Company typePrivate
- Founded2016
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Ten Thousand does
Ten Thousand is a premium men's activewear brand founded in 2016 and headquartered at 1123 Broadway, New York, NY. It designs, manufactures, and sells performance athletic apparel — organized into modular collections (Interval for versatile training, Session for lightweight running, Output for strength, Tactical for outdoor/field use, Foundation for everyday wear, and Distance for endurance) — targeted primarily at serious male athletes, hybrid fitness competitors, outdoor adventurers, runners, and military/first responder buyers. The product portfolio spans shorts (multiple lengths), shirts, pants and joggers, midlayers, outerwear, baselayers, accessories, and training equipment, with proprietary fabric and feature technologies including the Every Session Carry pocket system, Odorblock anti-odor treatment, Dobby Loom shell (30,000+ abrasion cycles), Durable Stretch Canvas (60,000+ abrasion cycles), and hydrophobic quick-dry finishes. Pricing ranges from $62 for entry tees to $298 for premium outerwear.
The business operates a direct-to-consumer e-commerce model through tenthousand.cc (free shipping on $150+, free returns) complemented by a wholesale program for retailers, a GovX-powered military/first responder channel (25% discount), digital gift cards ($50-$200), and event-driven marketing including the title sponsorship of Life Time's LT Games hybrid fitness competition. The company employs 11-50 people and has raised institutional capital across at least seven rounds since 2018, most notably a $21.5M Series A led by Provenance (with Forza Capital, Alfa, Blue Scorpion, Elizabeth Street Ventures, Fernbrook, and Kombo Ventures) and a Series B growth investment from Forza Holdings in August 2025. Founders Keith Nowak (CEO) and Eugenio Labadie (Co-founder & COO) continue to lead the company.
Ten Thousand firmographics
Firmographics- Name
- Ten Thousand
- Legal name
- Ten Thousand
- Website
- https://tenthousand.cc
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Ten Thousand is a New York-based premium men's activewear brand founded in 2016 that designs and sells DTC performance apparel — shorts, shirts, pants, and outerwear — for serious athletes, hybrid fitness competitors, outdoor users, and military/first responders, sold primarily through tenthousand.cc and supplemented by wholesale and event sponsorships.
- Ownership category
- akta.pro rank
Ten Thousand industry classification
Industry- Product category
- Men's Athletic Apparel
- NAICS
- Apparel Accessories and Other Apparel Manufacturing (3159), Apparel Accessories and Other Apparel Manufacturing (31599), Sporting Goods Retailers (45911), Clothing and Clothing Accessories Retailers (458110)
- SIC
- Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Men's & Boys' Furnishgs, Work Clothg, & Allied Garments (2320), Sporting & Athletic Goods, Nec (3949), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Athletic / Performance & Activewear Brands (CRAAAAAD)
- akta.pro secondary industry
- Outdoor Performance Footwear & Apparel Retail (Trail/Hike) (CRAMACAI)
Keywords
Where Ten Thousand is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Markets served
Ten Thousand business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations
Revenue model
- Direct Product Sales: Primary revenue stream from direct-to-consumer sales of premium men's athletic apparel through tenthousand.cc, including shorts, shirts, pants, midlayers, outerwear, baselayers, accessories, and equipment.
- Wholesale: Wholesale distribution program allowing retailers to stock Ten Thousand products. Contact via [email protected] with custom order capabilities.
- Equipment Sales: Sale of training equipment including hand grips, wrist wraps, resistance bands, and other gym accessories.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level apparel |
| Unit Pricing | Pay-as-you-go | Standard performance apparel |
| Unit Pricing | Pay-as-you-go | Premium/technical apparel |
| Other | Pay-as-you-go | Gift cards |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels8 records
Ten Thousand product offering
Product offeringCore offering
Ten Thousand designs and sells premium men's performance athletic apparel, including shorts, shirts, pants, midlayers, outerwear, and accessories developed with athlete input. Signature product lines include the Interval, Session, Tactical, Edition, Output, and Distance collections, each tailored to specific training and lifestyle use cases such as high-intensity training, hybrid fitness, tactical, and outdoor activities. The brand also offers training equipment, accessories, and digital gift cards, and is supported by proprietary fabric technologies and pocket systems.
Product overview
Ten Thousand is a premium men's activewear brand offering a modular portfolio of performance apparel organized into distinct collections: Interval (versatile training), Session (lightweight running), Tactical (field-tested durability), Output (strength training), Foundation (everyday comfort), and hybrid pieces like the Set Short. The product line spans shorts in multiple lengths and styles (5", 7", 9"), shirts (t-shirts, tanks, long sleeves), pants and joggers, midlayers (hoodies, crews), outerwear (jackets), baselayers (compression, tights), accessories (beanies, socks, belts), equipment (grips, wraps, bands), and digital gift cards. Products are developed through athlete-led feedback and feature proprietary technologies including Odorblock (anti-odor), Every Session Carry (storage system), and durable technical fabrics tested for abrasion resistance.
Differentiator
Problem solved
Functional benefit
Brands
- Interval: Flagship training collection featuring versatile performance apparel designed for all workout types including lifting, running, and interval training.
- Session
- Tactical
- Foundation
- Output
- Set
- Distance
- Recover
- Edition
Products and services
- Interval Collection (shorts, shirts, and related apparel) A core men's performance apparel collection from Ten Thousand featuring shorts, shirts, and related garments engineered for high-intensity interval training and functional fitness, incorporating proprietary pocket systems and Odorblock anti-odor technology.
- Session Collection (shorts, shirts, joggers) A versatile men's training apparel collection from Ten Thousand including Session Shorts, shirts, and joggers built for general gym, training, and active lifestyle use, with durable stretch fabrics and functional pockets.
- Tactical Collection (shorts, pants, hoodies) A rugged, utility-driven men's performance apparel collection from Ten Thousand designed for tactical, military, and first responder use cases, with reinforced construction, utility pockets, and technical fabrics such as the Durable Stretch Canvas.
- Edition Collection (utility pants, hoodies, outerwear) A premium men's apparel collection from Ten Thousand spanning utility pants, midlayers, hoodies, and outerwear that bridges tactical utility with everyday lifestyle wear, incorporating technical fabrics like Hydrophobic Shell and Dobby Loom Shell.
- Output Collection (performance shorts and apparel) A men's performance apparel collection from Ten Thousand focused on output-driven training, including Output Shorts and related garments built with durable stretch fabrics for repeated high-intensity use.
- Distance Collection (running shorts, full tights) A men's endurance and run-focused apparel collection from Ten Thousand including Distance Shorts and Distance Full Tights, engineered with lightweight, breathable, and quick-drying performance fabrics.
- Training Equipment Hard goods training equipment sold under the Ten Thousand brand, complementing the apparel line and targeting the same serious athlete and fitness enthusiast customer base.
- Accessories Brand-aligned men's accessories from Ten Thousand that complement the core apparel collections, sold through the direct-to-consumer e-commerce site.
- Digital Gift Card A digital gift card sold through the Ten Thousand e-commerce site that can be redeemed online for the brand's apparel, accessories, and training equipment.
Quantifiable outcome
- Dobby Loom Shell tested to 30,000+ abrasion cycles
- +2 more outcomes
Companies that use Ten Thousand
Customer profileNamed customers2 records
Segments5 records
Ideal customer profiles2 records
Ten Thousand technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature5 records
Ten Thousand partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered minor and core.
- Birdwell Beach BritchesminorCollaboration combining California surf culture with NYC fitness. Launched Birdwell 300 Boardshorts re-engineered for both surfing and training, featuring Ten Thousand's performance fabrics. Collaboration sold out quickly, highlighting shared passion for fitness and mobility.
- Life TimecoreLife Time's LT Games hybrid athlete competition presented by Ten Thousand. First event held October 25-26, 2025 in Minneapolis at Life Time Target Center, with $20,000 prize pool. Second event announced for April 25, 2026 with $25,000 prize pool. Ten Thousand serves as title presenter for the competition.
- FilsonminorTactical hoodie collaboration between premium men's activewear brand and heritage outdoor goods manufacturer. Featured in Gear Patrol as unlikely collaboration that delivers fitness performance.
- GovXminorMilitary and first responder discount verification partnership. GovX provides real-time ID verification for current/former U.S. military, military spouses/dependents, and first responders to unlock 25% discount on Ten Thousand gear.
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
Ten Thousand competitors and assessment
Company assessmentDirect peers
- Vuori: Premium men's athletic and lifestyle apparel brand with a DTC-led model, similar premium price points, and overlapping training/lululemon-style positioning — Vuori is the closest direct competitor in the premium men's activewear category.
- Rhone: Men's premium performance apparel brand spanning training, outdoor, and commute — directly comparable to Ten Thousand on premium pricing, men's-only positioning, multi-channel DTC and wholesale distribution, and a similar athlete-ambassador marketing model.
- Tracksmith: Premium men's running apparel and gear with a similar DTC, premium-priced, athlete-storytelling-driven model — overlapping the Session/Distance collections at Ten Thousand on the running/endurance side.
- Public Rec: Men's premium activewear and athleisure brand selling directly to consumers at similar price points — competes with Ten Thousand on premium men's daily-wear and training bottoms/pants.
- Mack Weldon: Men's basics and activewear brand with a DTC-first model and premium positioning — comparable in men's-only focus, premium unit pricing, and DTC/wholesale hybrid distribution.
- Hylete: Men's training/performance apparel brand with a DMC (Direct-to-Consumer and Manufacturing) approach — competes most directly with the Output/Interval strength-training collections and shares a similar men's gym-focused niche.
Broad incumbents
- Lululemon: Larger premium activewear incumbent with a men's category that overlaps Ten Thousand's training, running, and tactical lines; broader assortment and global retail footprint dwarf Ten Thousand's reach.
- Vuori (already listed): Already represented as direct peer; included here as broader incumbent for its expanding men's catalog across training, lifestyle, and travel wear.
- Under Armour: Global athletic apparel incumbent with a substantial men's training/lifting category that competes broadly with Ten Thousand's Output, Interval, and Tactical collections.
Emerging players
- Outdoor Voices: Earlier-stage DTC athletic apparel brand with overlapping training apparel, community-driven marketing, and premium positioning — comparable business model though broader gender mix.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Ten Thousand social profiles
Digital presenceTen Thousand financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ten Thousand leadership team
Management profileNumber of profiles
Profiles2 records
Ten Thousand funding detail
Funding detailFunding overview
Funding rounds7 records
Investors9 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ten Thousand M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Ten Thousand
What does Ten Thousand do?
Ten Thousand designs and sells premium men's performance athletic apparel, including shorts, shirts, pants, midlayers, outerwear, and accessories developed with athlete input. Signature product lines include the Interval, Session, Tactical, Edition, Output, and Distance collections, each tailored to specific training and lifestyle use cases such as high-intensity training, hybrid fitness, tactical, and outdoor activities. The brand also offers training equipment, accessories, and digital gift cards, and is supported by proprietary fabric technologies and pocket systems.
Is Ten Thousand a public or private company?
Ten Thousand is a private company. It is classified as venture growth investor backed and is currently operating.
When was Ten Thousand founded?
Ten Thousand was founded in 2016. It employs 11 to 50 people.
Where is Ten Thousand based?
Ten Thousand is headquartered in New York, United States, in the North America region.
How does Ten Thousand make money?
Three revenue lines are on record. Direct Product Sales are the primary driver. The others are wholesale and equipment Sales.
Who are Ten Thousand's main competitors?
Direct peers on record are Vuori, Rhone, Tracksmith, Public Rec, Mack Weldon and Hylete. Broad incumbents are Lululemon, Vuori (already listed) and Under Armour. Outdoor Voices is listed as an emerging player.
Does Ten Thousand have an API?
No public API is recorded for Ten Thousand.
What industry is Ten Thousand in?
Ten Thousand's product category is Men's Athletic Apparel. Its primary akta.pro industry code is CRAAAAAD, Athletic / Performance & Activewear Brands, with a secondary code of CRAMACAI, Outdoor Performance Footwear & Apparel Retail (Trail/Hike). Its NAICS code is 3159 and its SIC code is 2300.