Ten Thousand

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.

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

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 industry

PRIMARYCRAAAAAD

Athletic / Performance & Activewear Brands

Consumer Products & Retail/Apparel, Footwear & Accessories/Apparel Brands & Manufacturing

SECONDARYCRAMACAI

Outdoor Performance Footwear & Apparel Retail (Trail/Hike)

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Athletic Footwear & Sport Apparel Retail

Keywords

• Men's performance apparel
• Athletic shorts
• Training clothing
• Gym apparel
• Tactical activewear

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations

Revenue model

1. 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.
2. Wholesale: Wholesale distribution program allowing retailers to stock Ten Thousand products. Contact via [email protected] with custom order capabilities.
3. Equipment Sales: Sale of training equipment including hand grips, wrist wraps, resistance bands, and other gym accessories.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels8 records

Core 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

Named customers2 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature5 records

Partnerships

Four partnerships are on record, tiered minor and core.

• Birdwell Beach BritchesminorStrategic or Co-development Partner · 10 September 2025Collaboration 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 TimecoreGTM or Marketing Partner · 9 September 2025Life 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.
• FilsonminorStrategic or Co-development Partner · 19 February 2025Tactical hoodie collaboration between premium men's activewear brand and heritage outdoor goods manufacturer. Featured in Gear Patrol as unlikely collaboration that delivers fitness performance.
• GovXminorGTM or Marketing Partner · 1 January 2025Military 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

Direct 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

• YouTubeyoutube.com/channel/UCBoIXCPtBt-2Oy99tHhJ_NQ
• Instagraminstagram.com/tenthousand.cc
• TikToktiktok.com/@tenthousand.cc
• Xx.com/10000apparel
• Facebookfacebook.com/TenThousand
• LinkedInlinkedin.com/company/ten-thousand-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds7 records

Investors9 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Ten Thousand